Systematic Communication: 8x8, 12 Direct, and 33 Touch Strategies.

1. Systematic Communication: The Foundation of Success in Real Estate

• Systematic communication is an organized and continuous process of interacting with potential and current clients to build trust, strengthen relationships, and ultimately turn them into \4\\❓\\63" role="button" aria-label="Open Question" class="keyword-wrapper question-trigger">\4\\❓\\3103" role="button" aria-label="Open Question" class="keyword-wrapper question-trigger">loyal customers❓ and promoters.
• Importance of systematic communication:
  • Increase brand awareness.
  • Build trust and credibility.
  • Convert potential clients into actual clients.
  • Enhance brand loyalty.
• Scientific principles behind systematic communication:
  • Mere-Exposure Effect: People tend to prefer things they are exposed to repeatedly.
  • Social Exchange Theory: Relationships depend on the exchange of benefits between parties.
  • Law of Recency: People remember recently received information better.

2. 8x8 Strategy: A Strong Start

• The 8x8 strategy is an intensive 8-week communication plan to establish a strong relationship with a new potential client.
• Elements of the 8x8 strategy:
  1. Personal visits (at least one).
  2. Phone calls (at least two).
  3. Sending valuable materials (at least one).
  4. Handwritten notes (at least two).
• Customization: The 8x8 strategy can be adapted for different types of potential clients, such as potential sellers, potential buyers, For Sale By Owners (FSBOs), and expired listings.
• Practical example: A week-by-week breakdown of activities.
• Success equation: Success = Consistency + Personalization + Value Added.

3. 12 Direct Strategy: Direct Marketing Campaign

• The 12 Direct strategy is a series of direct mail messages sent to a targeted group of potential clients (with whom you have had no prior contact) at a rate of one message per month for 12 months.
• Objectives of the 12 Direct strategy:
  • Build brand awareness.
  • Establish yourself as a local expert.
  • Motivate potential clients to contact you.
• Essential elements of the 12 Direct strategy:
  1. Precise targeting.
  2. Valuable content.
  3. Attractive design.
  4. Call to action.
• Distinguishing from spam: Focus on value, personalization, and professionalism.
• Practical example: A month-by-month breakdown of message content.
• Return on Investment (ROI) calculation: ROI = (Revenue - Investment) / Investment.

4. 33 Touch Strategy: Maintaining Constant Communication

• The 33 Touch strategy is a comprehensive marketing and communication plan designed to maintain constant contact with all potential clients, business contacts, and past clients in your database throughout the year.
• Objectives of the 33 Touch strategy:
  • Build strong and sustainable relationships.
  • Stay top-of-mind.
  • Turn relationships into referrals.
• Elements of the 33 Touch strategy:
  • 14 mail messages, letters, cards, emails, or hand deliveries.
  • 8 thank you or reminder cards.
  • 3 phone calls.
  • 4 personal greeting cards.
  • 4 holiday greeting cards.
• Customization and consistency are key.
• Importance of a Customer Relationship Management (CRM) system.
• Practical example: A month-by-month breakdown of communication activities.
• Communication effectiveness equation: Communication Effectiveness = Relevance + Frequency + Personalization.

5. Database Management: The Solid Foundation for Successful Systematic Communication

• The database is the backbone of any successful systematic communication strategy.
• Agent’s database-related duties: Daily, weekly, monthly, and annual tasks.
• Customer Relationship Management (CRM) tools are essential.
• Tips for database management: Focus on quality, update data regularly, segment clients, and analyze data.
• Common misconceptions about CRM.
• Benefits of using a CRM system: action plans, marketing materials, alerts, contact information, contact history, calendar and scheduling, email integration and automation, lead source identification and tracking, reports, web-based programs, and transaction management.

6. Dealing with Unresponsive Contacts

• Do not delete unresponsive contacts; place them on a 12 Direct or email-only plan.
• Respect unsubscribe requests.

7. Tracking Potential Clients and Analyzing Performance

• Track the sources of potential clients.
• Analyze conversion rates.
• Adjust strategies based on data.