Mastering real estate❓ Relationships: Systematic Marketing for Success

Chapter: Systematic Marketing: 8x8, 33 Touch & 12 Direct

Introduction

This chapter delves into the systematic marketing strategies designed to cultivate and maintain strong relationships with potential and existing clients in the real estate industry. We will explore the “8x8,” “33 Touch,” and “12 Direct” methodologies, providing a scientific understanding of their effectiveness, practical applications, and relevant marketing principles. The core concept is to strategically “out-touch” the competition through consistent and value-driven interactions, leading to increased brand awareness and ultimately, more business. These systems aim for overkill over time, a necessary strategy because agents tend to under-communicate, diluting their message and impact.

1. The Scientific Basis of Systematic Marketing

The effectiveness of the 8x8, 33 Touch, and 12 Direct systems is rooted in several well-established principles of psychology and marketing:

• Mere-Exposure Effect (Familiarity Principle): This psychological phenomenon states that people tend to develop a preference for things merely because they are familiar with them. Consistent exposure to your brand, through structured touchpoints, increases familiarity and trust.

• Frequency and Recency: Effective marketing relies on frequent and recent interactions. The 8x8 provides a rapid initial saturation, while the 33 Touch ensures ongoing engagement. Recency effect states that people often remember the things they heard most recently.

• The Rule of Seven: Although an older marketing rule of thumb, it suggests that a prospect needs to “hear” your message at least seven times before they take action. While the exact number might vary, the underlying principle of repeated exposure remains valid. Modern research indicates that the number of touches has increased significantly in the digital age.

• Cognitive Availability (Top-of-Mind Awareness): The goal is to ensure that when a potential client thinks about real estate, your name immediately comes to mind. Systematic marketing creates mental availability, making your brand the default choice.

2. The 8x8 System: Rapid Relationship Cementing

The 8x8 system is a high-intensity, short-duration campaign designed to rapidly build a relationship with a new “Met” (someone you’ve already had contact with) within the first eight weeks after the initial contact. It’s a jumpstart to the longer-term 33 Touch program.

2.1. Key Principles of the 8x8

• Entry Point: The 8x8 is the initial step for all new Mets added to your database.
• Immediate Application: Begin the 8x8 campaign immediately after making contact to maximize impact.
• Multi-Channel Approach: The 8x8 utilizes a combination of personal visits, phone calls, items of value, and handwritten notes to engage the prospect on multiple levels.

2.2. Basic 8x8 Plan (Example)

Every touch should include a clear call to action and instructions on how to provide referrals.

2.3. Customizing the 8x8

Developing targeted 8x8 plans for specific lead sources (e.g., FSBOs, Expired Listings, Prospective Buyers) significantly enhances effectiveness. For example:

• FSBO (For Sale By Owner) 8x8: Focus on demonstrating the value of your expertise and the challenges of selling independently. More face time is crucial.

• Expired/Withdrawn Listings 8x8: This should be more compressed (e.g., 8-16 days) due to the urgency of the situation. Highlight your ability to sell their property quickly.

• Mathematical Perspective

  Let’s say the probability of converting a regular lead into a client without the 8x8 system is p. With the 8x8 system, the probability increases to p + Δp, where Δp represents the incremental increase in probability due to the focused attention. If N is the number of leads processed using 8x8, the expected number of conversions is N( p + Δp), which is higher than Np.

  E(Conversions) = N(p + Δp)
  Where:
  E(Conversions) = Expected Number of Conversions
  N = Number of Leads Processed Using 8x8
  p = Probability of Conversion without 8x8
  Δp* = Incremental Increase in Conversion Probability from 8x8

  This equation demonstrates the quantitative impact of the 8x8 system on increasing lead conversion rates.

  2.4. Experiment: Measuring 8x8 Effectiveness

1. Group Assignment: Divide your leads into two groups: a control group (no 8x8) and an experimental group (receives the 8x8 campaign).
2. Tracking: Carefully track the conversion rate (leads converted to clients) for both groups over a specific period (e.g., 6 months).

3. Statistical Analysis: Compare the conversion rates using a t-test or chi-squared test to determine if the difference is statistically significant. If the p-value is less than 0.05, the 8x8 is considered effective.

   t = (Mean_Exp - Mean_Control) / √(s²_Exp/n_Exp + s²_Control/n_Control)

   Where:

   *   *t* = t-statistic
   *   *Mean<sub>Exp</sub>* = Mean conversion rate of the experimental group (8x8)
   *   *Mean<sub>Control</sub>* = Mean conversion rate of the control group (no 8x8)
   *   *s<sup>2</sup><sub>Exp</sub>* = Variance of the experimental group
   *   *s<sup>2</sup><sub>Control</sub>* = Variance of the control group
   *   *n<sub>Exp</sub>* = Number of leads in the experimental group
   *   *n<sub>Control</sub>* = Number of leads in the control group
   

3. The 33 Touch System: Sustained Relationship Nurturing

The 33 Touch system is a year-long campaign designed to maintain and strengthen relationships with existing Mets after the 8x8 period. It ensures consistent engagement and reinforces your brand as a trusted real estate resource.

3.1. Components of the 33 Touch

Each touchpoint should have a clear call to action, benefits of working with you, and encourage referrals.

3.2. Key Principles for 33 Touch Success

• Consistency: Implement every action in the 33 Touch plan as scheduled.
• Personalization: Anchor your marketing efforts with personal contacts (visits or phone calls). Emails and direct mail alone are not sufficient.
• Long-Term Perspective: Recognize that the benefits of the 33 Touch accrue over time. Patience and persistence are crucial.

3.3. Customizing the 33 Touch

As with the 8x8, tailoring the 33 Touch to specific segments can increase its effectiveness. Consider creating distinct plans for:

• Past Clients
• Sphere of Influence
• Referral Partners

3.4 Mass Mailings

Occasional mass mailings (e.g., holiday cards, “Just Listed/Sold” announcements) can supplement the regular 33 Touch activities.

3.5 Mathematical Model: The Impact of Consistent Touches

Let R be the long-term retention rate of clients without a systematic touch program, and ΔR be the incremental increase in retention rate due to the 33 Touch program. If you start with C clients and each client generates, on average, r referral leads per year, the long-term impact of retention and referral can be modeled as:

Number of new clients with 33 Touch = C * (1 + ΔR) * r

This model shows that consistent and systematic touches lead to better client retention and more referrals, resulting in an exponential increase in business over time.

4. The 12 Direct System: Converting “Haven’t Mets”

The 12 Direct system is a 12-month direct mail campaign targeted at “Haven’t Mets” – individuals you have not yet established a relationship with. It’s about converting unknown contacts into potential clients through consistent branding and value delivery.

4.1. Implementation

• Send one direct mail piece per month to a targeted group (e.g., geographic farm, niche market).
• Direct mail materials can be printed or email. However, emails can easily be categorized as spam and the recipient may block further emails from you.

4.2. Bridging the Gap: Establishing Personal Presence

Direct mail alone is not sufficient. It’s crucial to supplement the 12 Direct with personal contacts through phone calls and face-to-face visits to establish the “know, like, and trust” factor. Hosting events (e.g., neighborhood ice cream social) can also facilitate this process. The goal is to convert the “Haven’t Met” into a “Met,” at which point they should be transitioned to an 8x8 campaign.

4.3. Avoiding the “Junk Mail” Perception

• Maintain a physical presence with your target group. If they can’t associate your mailings with a real person, they are more likely to be discarded.
• Prioritize value-added content. Provide information that is genuinely useful and relevant to the recipient.

4.4. Experimental Design for Direct Mail

• Divide a geographic farm into a control and experimental group.
• The experimental group receives the 12 Direct campaign.
• Track key metrics: number of leads generated, listing appointments secured, and closed transactions.
• Compare the results using statistical analysis to determine the effectiveness of the 12 Direct campaign.

5. Systematizing Your Database

Effective implementation of the 8x8, 33 Touch, and 12 Direct systems requires a robust contact management system (CMS). Manually tracking these interactions is inefficient and prone to error. While spreadsheets are a bare minimum, a proper CMS will automate the tracking and triggering of touchpoints.

5.1. Choosing the Right System

• Functionality: The CMS should allow for segmentation of contacts, scheduling of activities, and tracking of interactions.
• Automation: The system should automatically prompt you when it’s time to execute a specific touchpoint.
• Ease of Use: The CMS should be intuitive and easy to navigate. Avoid the “Technology Trap” – where the system consumes more time than it saves.

6. Conclusion

The 8x8, 33 Touch, and 12 Direct systems represent a strategic approach to building and maintaining relationships in the real estate industry. By understanding the underlying psychological principles and implementing these systems consistently, you can increase your brand awareness, generate more leads, and ultimately, achieve greater success. The key is to adapt and customize these frameworks to your specific market and target audience, while always prioritizing personal connection and value delivery. These systems, combined with a robust CRM and a proactive approach, are your formula to out-touch the competition.