Systematic Marketing Action Plans: 8x8, 33 Touch, and 12 Direct

Okay, here’s a detailed chapter draft focusing on the scientific and strategic underpinnings of the 8x8, 33 Touch, and 12 Direct systematic marketing❓ plans. It includes explanations of the relevant psychological and marketing principles.

Chapter: Systematic Marketing Action Plans: 8x8, 33 Touch, and 12 Direct

Introduction

In the competitive real estate market, building and maintaining strong client relationships is paramount to long-term success. This chapter delves into three systematic marketing action plans – the 8x8, 33 Touch, and 12 Direct – designed to cultivate relationships, increase brand awareness, and drive business. We will explore the underlying scientific principles that make these plans effective, and provide practical guidance for their implementation. The central theme across all three is consistent, value-driven communication.

I. The Science of Contact Frequency: Building Top-of-Mind Awareness

The core principle behind systematic marketing plans like the 8x8, 33 Touch, and 12 Direct is to increase top-of-mind awareness (TOMA). TOMA refers to a brand or agent being the first one that comes to mind when a consumer thinks about a particular industry or service.

• The Forgetting Curve: Hermann Ebbinghaus’s work on the forgetting curve demonstrates the exponential decay of memory over time. Without reinforcement, information is rapidly forgotten. Consistent contact, therefore, combats this natural decay. The rate of forgetting can be described by the following exponential decay function:

  • R(t) = e^-t/S

    Where:

    • R(t) = Retention at time t
    • t = Time elapsed since initial contact
    • S = Strength of memory (influenced by factors like relevance, emotional connection, and frequency of exposure). Systematic marketing increases S by providing repeated, relevant touchpoints.

• Mere-Exposure Effect: Also known as the familiarity principle, the mere-exposure effect states that people tend to develop a preference for things merely because they are familiar with them. Consistent exposure to your name, brand, and services through systematic touchpoints increases familiarity and, consequently, a sense of trust and preference.

• Cognitive Load Theory: This theory focuses on how working memory and long-term memory interact during learning. By consistently delivering relevant information in manageable chunks, these plans reduce cognitive load. Each touchpoint acts as a rehearsal opportunity, strengthening the association between you and real estate services in the prospect’s long-term memory.

II. 8x8 Plan: Rapid Relationship Cementation

The 8x8 plan is a high-intensity, short-term strategy designed to establish a strong initial connection with new contacts (“Mets”). It focuses on delivering eight touches within the first eight weeks of meeting someone.

• Purpose: To quickly move a new contact from being a stranger to a familiar and trusted resource.

• Psychological Basis: This plan leverages the reciprocity principle, which suggests that people tend to respond to a positive action with another positive action. By providing value upfront, you create a sense of obligation and increase the likelihood of the prospect engaging with you.

• Components & Experiment design

  • Week 1: Handwritten note with business card.

    • Rationale: Personal and stands out from digital clutter.
    • Practical Application: Example: “It was a pleasure meeting you at the conference. I enjoyed our conversation about [topic]. Please feel free to reach out if you have any real estate questions.”

    • Experiment: A/B test the content of the handwritten note:

      • A) Standard introduction
      • B) Personalized note referencing something specific discussed during the initial meeting
      • Measure response rates (e.g., calls, emails) to determine which approach is more effective.
      • Week 2: Phone call follow-up.

    • Rationale: Voice contact builds rapport and allows for direct interaction.

      • Week 3, 5, 7: Item of Value (e.g., market report, moving checklist, neighborhood guide).

    • Rationale: Provides tangible benefit and positions you as a knowledgeable resource.

    • Experiment: Run A/B test testing two items of value to determine which is better received by your audience, and thus better received by your audience.

      • A) Market Report
      • B) Moving Checklist
      • Week 4, 6, 8: Quick touch base phone call; ask for referrals/appointment.

    • Rationale: Reinforces your presence and gently explores potential opportunities. The use of the phrase “Do you happen to know of anyone…” is less confrontational.

• Customization: The generic 8x8 plan should be customized for specific target groups (e.g., FSBOs, Expired Listings, Buyers, Sellers). This is a demonstration of Segmentation❓❓.

  • Example: FSBO 8x8: Focus on addressing FSBO pain points and highlighting the benefits of using an agent. Face-to-face visits are more critical in FSBOs.
  • Expired/Withdrawn Listings 8x8: Due to the time-sensitive nature of this market, the 8 touches should occur within an 8-16 day timeframe.

• Mathematical Modeling: The expected ROI (Return On Investment) from an 8x8 campaign can be modeled as:

  • ROI = (Number of Leads Converted * Average Commission) - (Cost of 8x8 Campaign)

  • conversion rate❓❓ = (Number of Leads Converted / Total Leads Targeted) * 100

    Track these metrics to optimize your 8x8 plan.

III. 33 touch plan❓❓: Long-Term Relationship Nurturing

The 33 Touch plan is a year-long strategy designed to maintain and strengthen relationships with existing contacts (those who have already gone through the 8x8 or are established clients).

• Purpose: To stay top-of-mind, cultivate loyalty, and generate repeat and referral business.

• Psychological Basis: This plan leverages consistent reinforcement. By regularly touching base with clients throughout the year, you solidify your position as their go-to real estate expert.

  • Social Exchange Theory: This theory suggests that relationships are maintained through a cost-benefit analysis. The 33 Touch ensures a favorable cost-benefit ratio for your clients by consistently providing value without demanding anything in return.

• Components

  • 14 Mailings/Emails/Drop-offs (market reports, newsletters, etc.)
  • 8 Thank You/Thinking of You Cards
  • 3 Phone Calls
  • 4 Personal Observance Cards (birthdays, anniversaries, etc.)
  • 4 Holiday Cards

• Content Strategy: Each touch should provide value, not just promotion.

  • Example: Newsletter: Include market updates, home maintenance tips, local events, and client testimonials.
  • Example: Birthday Card: A handwritten card expressing genuine well wishes.

• Example experiment

  • Experiment: Run A/B test testing two different content strageties to determine which is better received by your audience, and thus better received by your audience.
    • A) Market Report
    • B) Home Maintenance tips

• Key Principles:

  • Consistency: Adhere to the schedule.
  • Personalization: Tailor touches to individual preferences where possible.
  • Long-Term Perspective: Understand that the benefits accumulate over time.

• Measuring Success:

  • Track repeat business and referral rates.
  • Monitor client engagement with your content (e.g., email open rates, newsletter clicks).
  • Conduct client surveys to assess satisfaction and identify areas for improvement.

IV. 12 Direct Plan: Reaching the “Haven’t Mets”

The 12 Direct plan is a year-long direct mail campaign targeted at individuals you haven’t yet established a relationship with. This is often used for geographic farming or niche marketing.

• Purpose: To introduce yourself and your services to a specific target audience, ultimately converting “Haven’t Mets” into “Mets.”

• Psychological Basis: This plan leverages the Law of Association and Branding. By consistently associating your name and brand with positive and relevant information, you create a positive mental association.

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

• Content Strategy:

  • Focus on providing hyper-local, relevant information.
    • Example: Neighborhood market statistics, school district information, local events, community resources.
  • Include a clear call to action (e.g., visit your website, call for a free market analysis).

• Experiment Design:

  • Geographic Farming:
    • Select a specific geographic area.
    • Create a compelling direct mail piece.
    • Monthly Newsletter Format Track your ROI per region based on this approach.

• Integrating with other strategies: The 12 Direct plan should be seen as a precursor to the 8x8 and 33 Touch plans. Once a “Haven’t Met” responds, move them into your “Met” database and initiate the appropriate 8x8 plan.

• Avoiding Junk Mail:

  • Ensure your mailings are visually appealing and professionally designed.
  • Provide genuine value to the recipient.
  • Establish a physical presence within the target area through events or networking.

• Measuring Success:

  • Track response rates (e.g., calls, website visits).
  • Monitor the conversion rate of “Haven’t Mets” to “Mets.”
  • Track the overall ROI of the campaign.

V. The Importance of a Contact Management System (CMS)

All three plans rely heavily on a robust Contact Management System (CMS) to automate tasks, track interactions, and ensure consistency.

• Benefits of a CMS:

  • Automated scheduling of tasks and reminders.
  • Centralized contact information.
  • Tracking of communication history.
  • Segmentation and targeting capabilities.
  • Reporting and analytics.

• Avoid “Technology Trap”: The CMS should facilitate your marketing efforts, not hinder them. Choose a system that is user-friendly and aligns with your workflow. Don’t spend more time configuring the system than actually connecting with clients.

VI. Conclusion

The 8x8, 33 Touch, and 12 Direct systematic marketing plans, grounded in sound psychological and marketing principles, provide a structured approach to building and nurturing client relationships. By consistently delivering value, maintaining a personal touch, and leveraging technology effectively, real estate professionals can increase brand awareness, cultivate loyalty, and drive long-term success. Remember that adaptation and continuous improvement, based on data and client feedback, are crucial for maximizing the effectiveness of these plans.