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Systematic Marketing Action Plans
Chapter: Systematic marketing❓ action❓ Plans
This chapter delves into the scientific principles and practical implementation of systematic marketing action plans designed to cultivate and strengthen real estate relationships. We will explore the rationale behind consistent outreach, the psychological impact of repeated exposure, and the strategic benefits of automating marketing efforts.
I. Introduction to Systematic Marketing
Systematic marketing refers to a structured, consistent, and repeatable approach to communicating with potential and existing clients. It moves beyond ad-hoc efforts towards a defined system, with the goal of building trust, establishing authority, and ultimately driving business. At its core, systematic marketing leverages principles of:
- Consistency: Regular, predictable communication.
- Targeting: Tailoring messages to specific audience segments.
- Measurement: Tracking results and refining strategies.
- Automation: Utilizing tools and processes to streamline execution.
II. The Scientific Basis of Systematic Marketing
Several key scientific principles underpin the effectiveness of systematic marketing action plans:
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A. Mere-Exposure Effect (Zajonc, 1968): This psychological phenomenon posits that individuals develop a preference for things simply because they are familiar with them. Repeated exposure to your brand through consistent marketing increases familiarity❓ and, consequently, likeability and trust.
- Equation: L = f(E) where L is the level of liking/preference, and E is the extent of exposure. This is a conceptual relationship showing the positive correlation❓ between exposure and liking.
- Practical Application: The 12 Direct program leverages the Mere-Exposure Effect by sending monthly mailers to a targeted audience, gradually building familiarity.
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B. Spacing Effect (Ebbinghaus, 1885): Information is better retained when learned over spaced intervals rather than crammed into a single session. Applying this principle to marketing means that distributing your message over time, rather than delivering it all at once, leads to better recall and impact.
- Experimental Evidence: Ebbinghaus’s forgetting curve demonstrates the exponential decay of memory over time. Spaced repetition combats this decay.
- Practical Application: The 33 Touch program incorporates various communication methods (mailings, calls, cards) spread throughout the year, reinforcing your brand message and value proposition.
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C. The Rule of Seven (Marketing Rule): While the exact number may vary depending on the context, the general principle states that a prospect needs to “hear” your message at least seven times❓❓ before they take action. Systematic marketing ensures that your message is consistently delivered over time, increasing the likelihood of conversion.
- Note: This is not a strict scientific “rule” but a guideline based on observed marketing behavior. It highlights the importance of repetition and reinforcement.
III. Types of Systematic Marketing Action Plans
The Keller Williams model outlines several distinct systematic marketing action plans, each designed for a specific target audience and purpose:
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A. 12 Direct (Haven’t Met): This plan targets individuals who are not yet familiar with your brand or services. The goal is to introduce yourself, establish your expertise, and convert prospects into “Mets.”
- Goal: Convert “Haven’t Mets” to “Mets”.
- Frequency: One direct mail piece per month for twelve months.
- Content: Introductory materials, market updates, valuable information (e.g., homeowner’s tips).
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B. 8 x 8 (Cements the Relationship): This intensive plan aims to quickly solidify relationships with newly acquired contacts (“Mets”). The focus is on high-frequency, personalized communication.
- Goal: Build trust and establish top-of-mind awareness with new contacts.
- Duration: Eight touches within eight weeks.
- Tactics: Personal visits, phone calls, handwritten notes, and valuable items.
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Example Schedule:
- Week 1: Handwritten note with business card.
- Week 2: Follow-up phone call.
- Week 3: Send/drop off valuable item (e.g., market report).
- Week 4: Touch base call – referral & appointment request.
- Week 5: Send/drop off valuable item.
- Week 6: Touch base call – referral & appointment request.
- Week 7: Send/drop off valuable item.
- Week 8: Touch base call – referral & appointment request.
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C. 33 Touch (Maintains Relationship): Designed to nurture and sustain long-term relationships with established contacts. The focus is on consistent, varied communication that keeps you top-of-mind.
- Goal: Maintain ongoing communication and nurture relationships with existing clients and contacts.
- Frequency: 33 touches throughout the year.
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Components:
- 14 Mailings/Emails/Drop-offs (Market Reports, Newsletters, etc.)
- 8 Thank You/Thinking of You Cards
- 3 Telephone Calls
- 4 Personal Observance Cards (Birthdays, Anniversaries, etc.)
- 4 Holiday Cards
IV. Optimizing Systematic Marketing Action Plans
While following a structured plan is essential, continuous optimization is necessary for maximum effectiveness. Consider the following:
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A. A/B Testing: Experiment with different messaging, formats, and delivery channels to identify what resonates best with your target audience. For example, test two different subject lines for your email newsletter and measure open rates.
- Statistical Significance: Ensure that your A/B tests are statistically significant using a chi-squared test or t-test to validate the results.
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B. Segmentation: Divide your contact database into smaller, more homogenous groups based on demographics, interests, and past behavior. Tailor your messaging to each segment for increased relevance and engagement.
- Example: Separate buyers from sellers, or create segments based on property type preferences.
- C. Personalization: Incorporate personal details into your communication to make it feel more authentic and less generic. Use merge fields to address recipients by name and reference their past interactions with you.
- Formula: R = f(P, T) where R is the perceived relevance of the message, P is the level of personalization, and T is the degree of targeting. Higher personalization and targeting lead to greater relevance.
- D. Tracking and Analysis: Monitor key metrics such as open rates, click-through rates, website traffic, and conversion rates to assess the performance of your marketing campaigns. Use this data to identify areas for improvement.
- E. CRM integration: Integrating your marketing action plans within a Contact Relationship Management system, the CMS will automatically prompt you when it’s time to do each activity you’ve assigned in your plan.
V. Overcoming the “Overkill” Perception
A common concern is that systematic marketing might feel overly persistent or intrusive. To avoid this perception:
- A. Focus on Value: Provide valuable information, resources, and insights that are genuinely helpful to your audience.
- B. Personalize Communication: Avoid generic, sales-driven messages. Focus on building relationships and addressing individual needs.
- C. Respect Boundaries: Be mindful of frequency and channel preferences. Allow recipients to opt-out of communication easily.
- D. Vary Your Approach: Blend different communication methods and content types to keep your messaging fresh and engaging.
VI. Conclusion
Systematic marketing action plans provide a framework for building consistent, targeted, and effective real estate relationships. By understanding the scientific principles behind these plans, and by continuously optimizing your approach, you can significantly improve your lead generation, client retention, and overall business success. The key is to “out-touch” all other agents, and that will happen with a systematic approach.
Chapter Summary
Systematic Marketing action❓ Plans are crucial for real estate agents aiming to cultivate and maintain client relationships, emphasizing consistent and targeted communication. The core idea revolves around the concept of “Overkill over Time,” acknowledging the common tendency among agents to under-market themselves. Three primary systematic marketing plans are detailed:
- 12 Direct: A monthly direct mail campaign targeted at individuals the agent hasn’t yet met, designed to convert them into “Mets.” A key takeaway is that simply sending mail isn’t enough; agents need to establish a personal presence to avoid being seen as junk mail.
- 8 x 8: An intensive, eight-touch campaign within the first eight weeks of making contact with a new lead (“Met”). It aims to quickly❓ establish the agent as a top-of-mind resource using personal visits, phone calls, valuable❓ items, and handwritten notes. Customized 8x8 plans can be developed for FSBOs, Expired Listings, Prospective Buyers and Sellers, and more.
- 33 Touch: A year-long maintenance program following the 8 x 8, designed to nurture and sustain relationships with “Mets.” It involves a combination of mailings, cards, phone calls, and personal observance touches, with an emphasis on being consistent, personal, and committed for the long term.
The benefits of systematization are:
- Consistency: Delivering a uniform message and brand❓ experience.
- Predefined: Utilizing pre-made materials to save time and effort.
- Repeatable: Improving delivery through practice and leveraging proven materials.
- Automatic: Utilizing Contact Management Systems (CMS) to automate reminders and tasks.
A key implication is the necessity of a well-managed contact database. While manual systems are a starting point, the chapter warns against the “Technology Trap,” where database management becomes time-consuming. The purpose of a database is to automate actions and actively seek business. The chapter stresses that action is better than analysis paralysis in setting up a contact database. Ultimately, the goal is to “Out-touch” other agents in the market, consistently providing value and building strong relationships that translate into business.
