Systematic Lead Generation: 8x8, 33 Touch & 12 Direct

Chapter: Systematic Lead Generation: 8x8, 33 Touch & 12 Direct

This chapter delves into three systematic marketing plans designed to optimize lead generation and conversion within your real estate business: the 8x8, 33 Touch, and 12 Direct. These strategies leverage principles of consistent❓ communication, relationship building, and targeted messaging to maximize your reach and impact. We will explore the scientific underpinnings of these systems, providing practical applications and relevant examples to illustrate their effectiveness.

I. The Foundation: Communication & Relationship Building

Before diving into the specific plans, it’s crucial to understand the underlying principles that drive their success. These principles are rooted in behavioral psychology and marketing theory:

• A. The Mere-Exposure Effect (Familiarity Principle): Repeated exposure to a stimulus (in this case, your brand and name) leads to increase❓d liking of that stimulus. This is a core driver behind the frequency of touches in all three systems. Mathematically, the probability of recognition, P(r), can be modeled as:

  • P(r) = 1 - e^(-k*n)

    • Where:

      • k is a constant representing the effectiveness of each exposure.
      • n is the number of exposures.

    • This equation illustrates that the more exposures (touches) you have, the higher the probability that a potential client will recognize you.

    • B. Reciprocity: People tend to return a favor. By consistently providing value (through items of value, information, or personal touches), you increase the likelihood of the prospect feeling obligated to reciprocate, potentially leading to business.
    • C. Consistency and Commitment: People strive to behave consistently with their previous actions and statements. The systematic approach of these plans encourages small commitments (e.g., reading your newsletter) that can lead to larger commitments (e.g., choosing you as their agent).
    • D. The Importance of Personalization: While systematization ensures consistency, personalization fosters connection. Tailoring your message to the recipient’s needs and interests enhances engagement and builds rapport.

II. The 8x8 Plan: Cementing New Relationships

The 8x8 plan is a focused, high-intensity strategy designed to rapidly solidify a new relationship with a “Met” contact (someone you’ve already had initial contact with). It involves eight touches within eight weeks, aiming to position you as the top-of-mind real estate professional.

• A. Objective: To build a strong initial connection, establish credibility, and encourage early engagement.
• B. Core Components:
  • 1. Personal Visits/Drop-offs: Face-to-face interaction builds trust.
  • 2. Phone Calls: Allows for direct conversation, clarifying needs and offering assistance.
  • 3. Items of Value: Providing useful information (market reports, moving checklists) demonstrates expertise and generosity. These items of value can be viewed as information goods with a perceived value, Vp. The actual utility, U, the contact derives can be related to Vp through a utility function, U = f(Vp). Ideally, U should be maximized to improve engagement.
  • 4. Handwritten Notes: A personalized touch that stands out in a digital world.

• C. Basic 8x8 Plan Outline: (See PDF excerpt for detailed plan)

  • Week 1: Handwritten note & business card.
  • Week 2: Phone call follow-up.
  • Week 3: Item of value.
  • Week 4: Phone call – touch base, referral request.
  • Week 5: Item of value.
  • Week 6: Phone call – touch base, referral request.
  • Week 7: Item of value.
  • Week 8: Phone call – touch base, referral request.

• D. Customization: Tailoring the 8x8 plan to specific target groups (FSBOs, expired listings, prospective buyers/sellers) significantly increases its effectiveness. Understanding your target audience and providing information directly related to their needs can increase engagement by a factor, k_engagement, where Engagement = k_engagement * Relevance.

• E. Experimentation: A/B testing different items of value or call scripts can help optimize the 8x8 plan for specific demographics or market conditions. For example, track the response rate to two different items of value by assigning them randomly to new contacts and measuring the percentage of contacts who engage in a follow-up action (e.g., responding to your call).

III. The 33 Touch Plan: Sustaining Relationships for Long-Term Growth

The 33 Touch plan is a long-term strategy for nurturing relationships with existing “Met” contacts (past clients, sphere of influence, etc.). It ensures consistent engagement throughout the year, keeping you top-of-mind for future business and referrals.

• A. Objective: To maintain a strong connection, provide ongoing value, and position yourself as the go-to real estate resource.

• B. Core Components:

  • 1. Mailings/Emails/Drop-offs (14 Touches): Market reports, newsletters, property alerts, etc.
  • 2. “Thank You” or “Thinking of You” Cards (8 Touches): Simple gestures of appreciation.
  • 3. Telephone Calls (3 Touches): Personal connection and relationship building.
  • 4. Personal Observance Cards (4 Touches): Birthdays, anniversaries, etc.
  • 5. Holiday Cards (4 Touches): General well-wishes.

• C. Key to Success:

  • 1. Consistency: Adhering to the plan ensures regular engagement.
  • 2. Personalization: Adding a personal touch to each communication.
  • 3. Long-Term Commitment: The benefits of the 33 Touch plan accumulate over time. The expected return on investment, ROI(t), can be modeled as a function of time, where t is the number of years in the plan:
    • ROI(t) = a * t - C
      • Where:
        • a is the average annual revenue generated from the contacts.
        • C is the total cost of the 33 Touch plan over t years.
• D. Customization: Different variations of the 33 Touch plan can be tailored to specific segments within your “Met” database.
• E. Experimentation: Track the referral rate and repeat business generated from contacts who are enrolled in the 33 Touch plan to assess its effectiveness. Compare this data to a control group who do not receive the 33 Touch communication.

IV. The 12 Direct Plan: Cultivating New Leads

The 12 Direct plan targets “Haven’t Met” prospects. It is a systematic direct mail campaign delivered monthly over a year, aimed at generating new leads and converting them into “Met” contacts.

• A. Objective: To introduce yourself to a targeted group of prospects, establish your brand, and generate interest in your services.

• B. Core Components:

  • 1. Monthly Direct Mail Pieces: Informative and engaging content that positions you as a local expert.

• C. Implementation:

  • 1. Define your target audience: Geographic farm, niche market, etc.
  • 2. Develop compelling content: High-quality information relevant to the target audience.
  • 3. Consistent delivery: Ensure the mail pieces are sent out on a regular schedule.
• D. Bridging the Gap: Personal Presence is Key.
  • supplementing direct mail❓❓ with personal contacts (phone calls, events) is crucial for building trust and increasing engagement. The conversion rate from a “Haven’t Met” to a “Met” (C) can be modeled as:
    • C = k_dm * D + k_pc * P
      • Where:
        • k_dm is the effectiveness of direct mail.
        • D is the level of direct mail effort.
        • k_pc is the effectiveness of personal contact.
        • P is the level of personal contact effort.
  • This highlights the additive effect of combining direct mail with personal interaction.
• E. Experimentation: Run split tests with different mail piece designs or offers to determine what resonates best with your target audience. Monitor the response rate and track the number of leads generated from each campaign.

V. Maximizing the Power of Systematization

To fully leverage the 8x8, 33 Touch, and 12 Direct plans, consider the following:

• A. Integration with a CRM System: A Contact Management System (CMS) automates tasks, tracks interactions, and ensures consistency across all three plans. The efficiency gained can be quantified as:
  • Efficiency Gain = (Time Manual - Time Automated) / Time Manual * 100%
• B. Continuous Monitoring and Optimization: Regularly review the results of each plan and make adjustments based on performance data.
• C. Training and Team Alignment: Ensure your team understands the purpose and implementation of each plan.
• D. The “Out-Touch” Philosophy: Strive to provide more value and more consistent communication than your competitors.

By understanding the scientific principles behind these systematic marketing plans and diligently implementing them, you can dominate your local real estate market and achieve lasting success.