English
Systematic Database Communication Strategies
3.1. Importance of Systematic Communication: A Scientific Perspective
Systematic communication increases brand awareness based on the “Mere-Exposure Effect,” mathematically represented as:
Preference(i) ∝ Frequency(i)
Where Preference(i) is the individual’s preference for stimulus i (your brand), and Frequency(i) is the frequency of the individual’s exposure to stimulus i.
It also enhances trust and credibility based on principles of “Social Exchange Theory.” Systematic communication also improves customer retention.
3.2. Types of Systematic Communication Strategies
-
3.2.1. "12 direct❓"❓ Strategy: Sends 12 direct marketing messages (direct mail) to the “Haven’t Met” database over the year (one message monthly). It aims to convert “Haven’t Met” leads into “Met” clients by increasing brand awareness and providing valuable information about the real estate market. Practical applications include monthly newsletters, postcards displaying new properties, and annual calendars with your logo and contact information. Performance can be measured by tracking incoming calls or messages resulting from the direct mail campaign.
-
3.2.2. “8 × 8” Strategy: An intensive 8-week communication campaign aimed at building a strong and rapid relationship with potential clients. The goal is to keep your name and brand top-of-mind. Practical applications involve sending an introductory message, a profile, a market report, and a business card in the first week. Weeks two and three involve sending postcards, inspirational cards, a community calendar, or market statistics. Weeks four and eight involve follow-up phone calls. Week five includes sending a free report, week six an advice about real estate investment or home maintenance and week seven a gift. Every communication should include a reminder and instructions on how to refer clients.
-
3.2.3. “33 Touch” Strategy: A comprehensive communication program aimed at maintaining a continuous and strong relationship with clients throughout the year. The goal is to remain in the clients’ minds as a trusted real estate expert❓❓ and increase referral opportunities. Practical applications include quarterly phone calls, monthly emails with market information and special offers, greeting cards for special occasions, invitations to community events, social media articles, and SMS messages. Messages should be personalized as much as possible. Effectiveness can be measured by tracking referrals and sales generated from clients receiving the “33 Touch” program.
3.3. Using Customer Relationship Management (CRM) Software
CRM software is essential for implementing systematic communication strategies, enabling you to organize the database, automate communication, track interactions, and measure performance. Examples include HubSpot, Salesforce, and Zoho CRM.
3.4. Data Analysis and Performance Evaluation
Continuous data analysis and performance evaluation are necessary, using metrics such as:
- Open Rate: The percentage of customers who opened the emails you sent.
- Click-Through Rate (CTR): The percentage of customers who clicked on a link within the email.
- Conversion Rate: The percentage of customers who took a specific action after receiving a marketing message.
-
Customer Acquisition Cost (CAC): Total marketing expenses divided by the number of new customers❓ acquired.
CAC = Total Marketing Expenses / Number of New Customers
-
Return on Investment (ROI): Measuring the profitability of communication campaigns.
3.5. Practical Experiences and Case Studies
- Case Study: A real estate company used the “33 Touch” strategy to increase referrals by 20% in one year.
- Practical Experiment: Dividing the database into two groups, applying a different strategy to each group, and then comparing the results.
Chapter Summary
Systematic communication with the real estate❓ database is crucial for sales success. Three main strategies are highlighted for organizing this communication.
- Random communication is ineffective; planned and organized marketing❓ efforts are necessary.
- Customer Relationship Management (CRM) systems are essential for implementing “Plans,” which are To-Do Lists for agent-client communication.
- Three main strategies for systematic communication are:
- 12 direct❓: Targeting the “Haven’t Met” segment with 12 direct marketing pieces annually (one per month), such as farm area mailings, to convert them to “Met” clients.
- 8 x 8: An intensive technique to establish the agent in potential clients’ minds within eight weeks through eight contact❓s (mail, calls, etc.) to build❓ an initial relationship and act as a kick-start to the “33 Touch” strategy.
- 33 Touch: (Not detailed) Long-term strategy involving 33 contact points per year to maintain and strengthen client relationships.
The strategies emphasize frequent and multifaceted communication, adopting an “Overkill Overtime” approach. CRM usage is essential for effective strategy implementation. Direct marketing campaigns (12 Direct) should be planned in advance for time efficiency and automated execution.
Systematic and repeated communication can improve conversion rates, build strong client relationships leading to referrals and loyalty, and increase❓ agent productivity.
