Systematic Marketing: 8x8, 33 Touch & 12 Direct

Okay, here’s detailed scientific content suitable for a chapter entitled “Systematic Marketing: 8x8, 3❓❓3 Touch & 12 Direct” within the training course, “Mastering Real Estate Relationships: Systematic Marketing for Success”. I’ve aimed for scientific depth, accuracy, and practical relevance, including applicable theories, principles, examples, and mathematical considerations where relevant.

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

Introduction

This chapter delves into three systematic marketing strategies – 8x8, 33 Touch, and 12 Direct – designed to cultivate and maintain relationships in the real estate industry. These approaches are based on the fundamental principle that consistent and strategic communication increases brand awareness, builds trust, and ultimately drives business. We will examine the psychological and marketing principles underlying each strategy, providing a scientific rationale for their implementation and optimization. The common objective of these marketing systems is to achieve “Overkill Over Time,” to overcome the common tendency among real estate agents❓ to under-market.

1. The Psychology of Repetition and Exposure: Foundation for Systematic Marketing

Before diving into the specifics of each plan, it’s crucial to understand the psychological basis for their effect❓iveness.

• 1.1 The Mere-Exposure Effect (Zajonc, 1968): This effect, also known as the familiarity principle, states that people tend to develop a preference for things simply because they are familiar with them. Repeated exposure to a brand, agent’s name, or message increases its memorability and likability.

  • Formula: Preference ∝ Frequency of Exposure. While not a precise mathematical equation, it illustrates the positive correlation. There is a point of diminishing returns as excessive exposure can become irritating.

  • Application: The 8x8, 33 Touch, and 12 Direct plans leverage the mere-exposure effect by ensuring consistent and repeated contact with potential and existing clients.

  • Experiment: A simple A/B test can demonstrate the mere-exposure effect. Divide a target audience into two groups. Group A receives consistent (but non-intrusive) marketing messages over a defined period. Group B receives minimal or no marketing messages. At the end of the period, assess brand recall and preference. Group A should exhibit higher scores.

• 1.2 The Forgetting Curve (Ebbinghaus, 1885): This curve demonstrates the exponential decline of memory retention over time. Without reinforcement, information is rapidly forgotten.

  • Graphical Representation: Imagine a curve where the Y-axis represents memory retention (percentage) and the X-axis represents time. The curve starts high and then rapidly drops, leveling off after a certain point.

  • Implication: Regular communication is vital to combat the forgetting curve. The 33 Touch, in particular, is designed to reinforce brand awareness throughout the year.

• 1.3 Cognitive Fluency: This refers to the ease with which information is processed. When something is easy to think about or understand, people are more likely to find it appealing and believe it. Consistent branding and clear messaging, delivered through these systems, enhance cognitive fluency.

• 1.4 Reciprocity: The act of providing value or gifts to potential or existing clients triggers the principle of reciprocity, a psychological phenomenon where people feel compelled to return a favor or kindness.

2. 8x8 Plan: Rapid Relationship Cementation

The 8x8 plan is an intensive, short-term strategy designed to quickly establish a relationship with a new contact (“Met”). It’s a concentrated effort to make a strong initial impression. It is the “entry point” for all new “Mets” in your database.

• 2.1 Objectives:

  • Establish top-of-mind awareness.
  • Personalize the interaction.
  • Demonstrate value.
  • Solicit referrals.

• 2.2 Structure: Eight touches over eight weeks.

• 2.3 Key Components (as per the PDF):

  1. Handwritten note with business card (Week 1)
  2. Phone call follow-up (Week 2)
  3. Item of value (dropped off or sent) (Week 3)
  4. Touch base call, referral request, appointment request (Week 4)
  5. Item of value (Week 5)
  6. Touch base call, referral request, appointment request (Week 6)
  7. Item of value (Week 7)
  8. Touch base call, referral request, appointment request (Week 8)

• 2.4 Item of Value Selection: Choose items that are relevant to the recipient’s needs and interests. Examples from the PDF include:

  • Facts About Expired Listings
  • The Home Buying Process
  • Moving Tips & Checklist
  • Real Estate Glossary
  • What’s Happening in Our Area?

• 2.5 Customization: Crucially, the 8x8 plan should be customized for different target groups, such as FSBOs (For Sale By Owners), expired listings, prospective buyers, and prospective sellers. This customization enhances relevance and impact. Customized_8x8 = Basic_8x8 + Target_Relevance.

  • Example: An 8x8 for FSBOs should emphasize the challenges of selling independently and the benefits of professional representation, including increased sale price and reduced time on market.

• 2.6 Scientific Justification:

  • spaced repetition❓❓: Distributing touches over eight weeks utilizes the principle of spaced repetition, which enhances long-term retention compared to massed repetition. Spaced repetition combats the forgetting curve more effectively.

• 2.7 Experiment: Conduct an A/B test on two groups of new leads. Group A receives the 8x8 plan, while Group B receives a standard follow-up (e.g., one phone call and one email). Measure conversion rates (e.g., appointments scheduled, clients signed) for each group to assess the effectiveness of the 8x8.

3. 33 Touch Plan: Sustained Relationship Nurturing

The 33 Touch plan is a year-long strategy designed to maintain and nurture relationships with existing contacts (“Mets”) after the initial 8x8 period.

• 3.1 Objectives:

  • Reinforce brand awareness.
  • Maintain consistent communication.
  • Build trust and rapport.
  • Generate repeat business and referrals.

• 3.2 Structure: 33 “touches” spread throughout the year.

• 3.3 Components (as per the PDF):

  • 14 Mailings, letters, cards, emails, or drop-offs
  • 8 Thank You or Thinking of You cards
  • 3 Telephone calls
  • 4 Personal Observance Cards (birthdays, anniversaries, etc.)
  • 4 Holiday Cards

• 3.4 Strategic Considerations:

  • Content Variety: Vary the type of content to keep the communication fresh and engaging.
  • Personalization: Personalize each touch as much as possible, using the contact’s name and referencing past interactions.
  • Timing: Strategically time the touches to coincide with relevant events (e.g., holidays, local market updates).
  • Call to action: Every touch must include instructions on how to provide referrals.

• 3.5 Mathematical Modeling: The frequency of touches can be modeled using a time series analysis. Touches(t) = f(Seasonality, Trend, Randomness), where Seasonality accounts for holiday periods, Trend accounts for increasing or decreasing engagement over time, and Randomness accounts for unexpected events. Analyzing this data can inform adjustments to the plan.

• 3.6 The Importance of Personalization: According to research in behavioral economics, personalized marketing can improve engagement by 6x. Engagement = f(Relevance, Personalization, Value)

• 3.7 Key to Success:

  1. Be Consistent
  2. Be Personal
  3. Be Long-term

4. 12 Direct Plan: Targeted Prospecting for “Haven’t Mets”

The 12 Direct plan is a year-long direct mail campaign targeting a specific group of people you haven’t yet met (“Haven’t Mets”). The aim is to convert those “Haven’t Mets” into “Mets” and introduce them to your marketing system.

• 4.1 Objectives:

  • Generate leads.
  • Increase brand awareness in a specific geographic area or niche.
  • Establish a personal presence.

• 4.2 Structure: One direct mail piece per month for 12 months.

• 4.3 Target Audience: Typically used for geographic or niche farms.

• 4.4 Content Strategy:

  • Value-Driven: The content should provide valuable information or offers to the recipient.
  • Consistent Branding: Maintain consistent branding across all mail pieces.
  • Call to Action: Include a clear call to action, such as visiting a website, calling for a free consultation, or attending an event.

• 4.5 Conversion: After initiating contact, you must decide the appropriate “8x8” system to assign.

• 4.6 The Importance of Follow-Up: Direct mail is most effective when combined with follow-up activities, such as phone calls or in-person visits. Lead_Conversion = f(Direct_Mail, Follow_Up, Targeting).

• 4.7 Measuring ROI:

  • Response Rate: Track the number of responses (e.g., calls, website visits) generated by the campaign.
  • Cost Per Lead: Calculate the cost per lead to determine the efficiency of the campaign. Cost_Per_Lead = Total_Campaign_Cost / Number_of_Leads.
  • Conversion Rate: Track the number of leads that convert into clients.
  • Customer Acquisition Cost (CAC): Cost to convert the lead into a client. CAC = Total_Campaign_Cost/ Number_of_Clients.
• 4.8 Caution: Avoid Junk Mail (maintain a physical presence, avoid excessive emails, add value).

5. Technology and Automation

While the core principles of these systematic marketing plans remain constant, technology plays a crucial role in their implementation and optimization.

• 5.1 Contact Management Systems (CMS): A CMS automates tasks such as scheduling touches, tracking interactions, and personalizing communications. The CMS should NOT become an excuse for not making calls.

• 5.2 Data Analytics: Use data analytics to track the performance of each plan and identify areas for improvement.

• 5.3 A/B Testing: Continuously A/B test different messaging, offers, and timing to optimize campaign effectiveness.
• 5.4 CRM and CLV Your CRM system can estimate Customer Lifetime Value. CLV = (Annual_Revenue_Per_Customer * Customer_Lifespan) - Customer_Acquisition_Cost.
• 5.5 Avoid the Technology Trap: The point is to take action and actively seek business. A database must NOT become an excuse for not calling your Mets. Ready, Fire, Aim! is better than Ready, Aim, Aim, Aim, Aim …

6. Ethical Considerations

• 6.1 Permission-Based Marketing: Always obtain consent before sending marketing communications.
• 6.2 Data Privacy: Adhere to all relevant data privacy regulations (e.g., GDPR, CCPA).
• 6.3 Transparency: Be transparent about your marketing practices and provide recipients with the option to opt out.

Conclusion

The 8x8, 33 Touch, and 12 Direct plans are not merely marketing tactics; they are systematic approaches grounded in psychological principles and designed to build lasting relationships. By understanding the science behind these strategies and leveraging technology effectively, real estate professionals can achieve sustained success in a competitive market. By being intentional, the marketing system will achieve “Overkill Over Time.”

References

• Ebbinghaus, H. (1885). Memory: A contribution to experimental psychology.
• Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9(2, Pt. 2), 1–27.
• Duncan, T. (2001). Time Traps.

Note: This content incorporates scientific principles, examples from the provided PDF, and potential mathematical formulations where appropriate. The A/B testing and ROI measurement sections offer practical ways to validate the effectiveness of each plan. Remember to tailor the content to your specific audience and training objectives. Always ensure compliance with data privacy regulations.