Systematic Marketing: Touchpoints for Real Estate Success

Chapter: Systematic Marketing: Touchpoints for Real Estate Success

Introduction

In the dynamic realm of real estate, success hinges not only on market knowledge and negotiation skills but also on the ability to cultivate and maintain strong relationships. This chapter delves into the science and art of systematic marketing, specifically focusing on the power of strategic “touchpoints” to maximize your impact on potential clients and generate consistent❓ business. Systematic marketing is a structured, repeatable approach to engaging with your target audience over time, designed to build trust, establish expertise, and ultimately drive conversions. It’s the antidote to sporadic, reactive marketing, providing a predictable and scalable framework for growth.

The Scientific Basis of Touchpoint Marketing

The efficacy of touchpoint marketing is rooted in several well-established psychological principles:

1. Mere-Exposure Effect (Zajonc, 1968): This phenomenon suggests that repeated exposure to a stimulus (in this case, your brand and message) increases its perceived familiarity and likability. The more consistently a prospect encounters your name and expertise, the more favorably they will view you.

   • Mathematical Representation: Let L(n) represent the likability of a brand after n exposures. A simplified model could be:

     • L(n) = L₀ + k * (1 - e^-λn)

       • Where:
         • L₀ is the initial likability.
         • k is a constant representing the potential increase in likability.
         • λ is the exposure decay rate.
         • n is the number of exposures (touchpoints).

       This equation suggests that likability increases with exposure, but the rate of increase diminishes over time, highlighting the importance of finding the optimal frequency and quality of touchpoints.

2. The Rule of Seven (Marketing Heuristic): While not a rigid law, the “rule of seven” suggests that a prospect needs to encounter your message approximately seven times before they are likely to take action (e.g., contact you, engage your services). Systematic marketing plans like the 8x8❓❓, 33 Touch, and 12 Direct are designed to provide this frequency and level of exposure.

3. Cognitive Availability (Tversky & Kahneman, 1973): People tend to rely on readily available information when making decisions. Consistent touchpoints keep you “top-of-mind,” making you the go-to choice when a prospect considers buying, selling, or investing in real estate.

4. Building Trust and Authority: Repeated, valuable interactions establish you as a knowledgeable and reliable professional. Sharing market insights, providing helpful resources, and consistently delivering on your promises strengthens your credibility and fosters trust.

Types of Systematic Marketing Action Plans (as per Keller Williams Model)

The Keller Williams model presented in the training materials emphasizes three core systematic marketing plans tailored to different stages of the client relationship. Each plan involves a structured series of touchpoints designed to achieve specific goals:

1. 12 Direct (Haven’t Met): This plan targets individuals who are not currently in your established network. It’s a “farming” approach designed to introduce yourself and your services to a specific geographic area or demographic.

   • Objective: Convert “Haven’t Mets” into “Mets” (contacts in your database).
   • Mechanism: Monthly direct mail pieces (or email campaigns) containing valuable information (market reports, community calendars, etc.).
   • Crucial Element: Establishing a personal presence through phone calls, face-to-face visits, or community events to avoid being perceived as “junk mail.”
   • Experiment: A/B test different types of content for your 12 Direct mailers to determine which resonates most with your target audience. Track response rates (e.g., website visits, phone calls) for each variation.

2. 8x8 (New Mets): This is a high-intensity, short-term plan designed to solidify your relationship with new contacts within the first eight weeks of meeting them.

   • Objective: Cement your position as the top real estate professional❓❓ in the minds of your new contacts. “Jump-start” the relationship.
   • Mechanism: Eight touches over eight weeks, combining personal visits, phone calls, items of value (information sheets, guides, etc.), and handwritten notes.
   • Customization: Tailor the 8x8 plan to specific lead sources (FSBOs, expired listings, buyer leads, seller leads) to maximize its relevance and impact.
   • Application: The 8x8 plan aligns with the concept of short-term memory and information encoding. Repeated exposure helps the contact associate you with real estate services in their long-term memory.
   • Practical application: After meeting someone new in an event or networking opportunity, send a handwritten note in the first week expressing gratitude. Follow up with a value item in the subsequent weeks, such as a market report, followed by a call offering assistance.

3. 33 Touch (Established Mets): This is a long-term plan designed to nurture and maintain ongoing communication with your established network of prospects, business contacts, and past clients.

   • Objective: Sustain relationships, stay top-of-mind, and generate repeat and referral business.
   • Mechanism: A diverse mix of touches throughout the year, including mailings (letters, cards, emails, drop-offs), thank-you notes, thinking-of-you cards, birthday/anniversary cards, holiday greetings, and phone calls.
   • Key Principle: Consistency, Personalization, and a long-term perspective are crucial for success. Anchor your touches with personal contacts (visits or phone calls).
   • Experiment: Track the source of your leads and transactions over a 1-2 year period. Correlate the number of “33 Touch” interactions with each contact to their likelihood of becoming a client or providing a referral.
   • Benefit: Using the ‘33 Touch’ strategy aligns with the principle of spaced repetition, which enhances long-term memory retention.

The Benefits of Systematization (As Highlighted by Keller Williams)

The systematization of marketing efforts offers several key advantages:

1. Consistency: Ensures that your brand message and Unique Selling Proposition (USP) are delivered consistently across all touchpoints, reinforcing your identity in the minds of prospects. Consistent delivery of information enhances brand recognition.
2. Predefined Content: Provides pre-written scripts, letters, and marketing materials, saving time and effort. Reduces the need to “reinvent the wheel” for each interaction.
3. Repeatability: Allows you to refine and optimize your messaging over time. Repeated use of successful scripts and materials enhances your delivery and impact.
4. Automation: Enables you to leverage Contact Management Systems (CMS) to automate reminders and trigger activities, freeing up your time to focus on other aspects of your business. Reduces the cognitive load required to manage your marketing efforts.

Implementing Systematic Marketing: Practical Considerations

1. Contact Database Management: A robust and well-organized contact database is the foundation of any successful systematic marketing plan. Ensure your database includes relevant information (contact details, lead source, interests, transaction history) to personalize your touchpoints effectively.

2. Segmentation: Divide your database into distinct segments based on demographics, interests, lead source, and stage in the buying/selling cycle. This allows you to tailor your messaging and offers to the specific needs of each group.

3. Content Calendar: Develop a content calendar that outlines the types of content you will create and share throughout the year. This ensures a consistent flow of valuable information to your audience.

4. Technology and Automation: Leverage CRM systems and marketing automation tools to streamline your processes and track your results.

5. Tracking and Measurement: Track key metrics (email open rates, click-through rates, website visits, lead conversions) to assess the effectiveness of your touchpoints and optimize your strategy.

   • Conversion Rate (CR): A critical metric to gauge the effectiveness of your campaigns.

     • CR = (Number of Conversions / Total Number of Touchpoints) * 100

6. Continuous Improvement: Regularly review your results and make adjustments to your plans as needed. Experiment with different messaging, offers, and touchpoint channels to identify what works best for your target audience.

Avoiding the Technology Trap

As the Keller Williams training materials point out, it’s crucial to avoid getting bogged down in the technology trap. The purpose of technology is to simplify and automate your marketing efforts, not to complicate them. Choose tools that are user-friendly and aligned with your specific needs, and don’t spend excessive time configuring or troubleshooting them. Remember, ready, fire, aim! is often better than ready, aim, aim, aim, aim…

Conclusion

Systematic marketing is not just about sending out a predetermined number of emails or postcards. It’s about building meaningful relationships with your target audience through consistent, valuable interactions. By understanding the underlying psychological principles and implementing a structured approach, you can create a predictable and scalable marketing engine that drives consistent business growth in the competitive real estate market. Remember to prioritize quality over quantity, personalize your messaging, and continuously optimize your efforts based on data and feedback. Your database is your most valuable asset, and systematic marketing is the key to unlocking its full potential.