From Contacts to Advocates: Building Your Core Support

Okay, here is the content for the “From Contacts to advocates❓: building❓ Your Core Support” chapter, designed for your training course “Building Your Inner Circle: Turning Contacts into Core Advocates.”

Chapter: From Contacts to Advocates: Building Your Core Support

Introduction: The Spectrum of Relationships in Business

The world of business is built on relationships. However, not all relationships are equal in their impact. This chapter focuses on the critical process of nurturing relationships from initial contacts into a powerful force of support: your Core Advocates. We will delve into the science of relationship building, explore psychological principles, and outline systematic strategies for transforming casual acquaintances into active supporters and referral generators.

1. Understanding the Relationship Continuum: From Contact to Core Advocate

Instead of viewing relationships as a binary – friend or not friend – it’s more accurate and useful to see them as existing on a continuum.

• Contacts: Individuals whose names and basic contact information you possess. The relationship is typically transactional or superficial.
• Network: Individuals who know you, are familiar with your services, and might potentially do business with you or refer business your way.
• Allied Resources: Individuals in real estate-related fields who you actively do business with and expect to receive referrals from.
• Advocates: Individuals who have done business with you, are satisfied clients, and are willing to recommend you to others.
• Core Advocates: This elite group not only does business with you and provides referrals, but also actively champions your business and possesses significant influence within their own spheres.

2. The Psychology and Sociology of Relationship Building

The transition from a simple contact to a Core Advocate is a complex process influenced by several psychological and sociological factors.

• 2.1 The Reciprocity Principle: A fundamental social norm suggests that we feel obligated to return favors or acts of kindness.
  • Explanation: When you provide value to your contacts (e.g., information, introductions, support), they are more likely to feel compelled to reciprocate, potentially leading to referrals or advocacy.
  • Formulaic Representation: Let V represent the value provided, and R represent the likelihood of reciprocation. A simple model would be: R = f(V), where f is an increasing function. This suggests that the greater the value, the higher the likelihood of reciprocation, although specific details of the function would vary person to person.
  • Practical Application: Implement the “Come from Contribution” philosophy. Always seek ways to provide value to your contacts before asking for anything in return.
• 2.2 The Mere-Exposure Effect: Repeated exposure to a stimulus (in this case, you and your brand) increases liking for it.
  • Explanation: Consistent, systematic communication, as described in the provided text (8x8, 33 Touch), reinforces familiarity and trust over time. This effect is especially potent if the repeated exposures are positive or neutral.
  • Practical Application: The 33 Touch system leverages this effect. Consistent communication over time increases familiarity and trust, making you the first person they think of when real estate needs arise.
• 2.3 Social Exchange Theory: This theory posits that relationships are based on a cost-benefit analysis. People stay in relationships where the perceived benefits outweigh the perceived costs.
  • Explanation: For your contacts to become advocates, they must perceive that the benefits of supporting you (e.g., social capital, good feelings from helping, reciprocal favors) outweigh the costs (e.g., time, effort, social risk).
  • Mathematical analogy: For each person i, we can think of perceived benefit B_i and perceived cost C_i in supporting you, the decision of whether to support or not, can then be expressed as a simple comparison:
    • If B_i > C_i support happens
    • If B_i < C_i support is unlikely
• 2.4 Cognitive Dissonance Theory: People strive for consistency in their beliefs and behaviors. Once someone publicly supports you, they are motivated to maintain consistency by further supporting you.
  • Explanation: Publicly praising your services or recommending you to others creates a cognitive commitment. To reduce dissonance, they’re more likely to maintain and strengthen that advocacy over time.
  • Practical Application: Encourage satisfied clients to provide testimonials or reviews. Public endorsements reinforce their positive perception of you.
• 2.5 Homophily: The tendency for people to connect with others who are similar to them.
  • Explanation: Finding common ground and demonstrating shared values fosters connection and trust.
  • Practical Application: When selecting your niche or farm area, consider choosing a community or demographic with which you genuinely identify. Shared values can significantly ease the process of building rapport.

3. Strategic Implementation: Turning Contacts into Core Advocates

Here’s a detailed, science-backed strategy for converting contacts into Core Advocates, utilizing the tools and concepts from the provided document:

• 3.1 Database Segmentation & Action Plans:
  • Implementation: As soon as a Haven’t Met becomes a Met, categorize them within your database (Network, Allied Resource, Advocate, Core Advocate). Immediately assign them to an appropriate action plan (8x8 for new Mets, 33 Touch for ongoing nurturing).
  • Justification: Segmentation allows for tailored communication, maximizing relevance and impact.
• 3.2 The Power of Systematic Touch: 8x8 and 33 Touch Systems
  • The 8x8 Plan: Designed to rapidly build familiarity and establish you as the go-to real estate professional.
    • Week 1: Letter of introduction, brochure, market report, business card.
    • Week 2 & 3: Community calendar, market statistics, recipe, inspirational card. Vary the mailing piece.
    • Week 4: Call: “Did you receive the material? Any questions? Who do you know…?”
    • Week 5 & 6: Send free reports, investment tips, or house maintenance advice.
    • Week 7: Refrigerator magnet or useful item with your branding.
    • Week 8: Call. Repeat key messages and ask for referrals. Transition to 33 Touch.
  • The 33 Touch Plan: Maintain ongoing engagement throughout the year.
    • Implementation: Mix mailers (newsletters, cards, promotional items), calls, and personal❓ notes to reach approximately 33 “touches” annually.
  • Mathematical modeling:
    • Definition: Let “Touches” represent contact attempts, “conversion rate❓” (CR) the percentage of touches that lead to a desired outcome, and “Total Business” (TB) the overall success.
    • “Touches” * CR = TB
    • Example: If the desired CR is 2% and “Touches” are 33 then total business for each person targeted is 0.66.
    • Note: it’s impossible to guarantee this due to the inherent complexity of human behavior.
    • Remember: Adapt the 33 Touch plan based on the relationship and the segment. Prioritize Advocates and Core Advocates with more personalized touches.
• 3.3 The F.A.S.T System for Lead Management
  • Funnel: All leads must enter through a centralized system to ensure consistent tracking.
  • Assign: Allocate leads to the correct database segment and marketing plan. On a team, assign to team members accordingly.
  • Source: Track the origin of leads to calculate ROI for different marketing activities.
  • Track: Monitor the progress of leads through your business to ensure quality service and conversion.

4. Cultivating Core Advocates: From Advocate to Champion

While Advocates willingly recommend you, Core Advocates actively champion your business. The difference lies in the level of influence and engagement.

• 4.1 Identifying Potential Core Advocates: Look for individuals who are:
  • Highly connected within their spheres of influence.
  • Respected and trusted by their peers.
  • Enthusiastic about your services and genuinely believe in your value.
• 4.2 Providing Exceptional Service: Core Advocates are born from exceptional service. Exceed their expectations at every stage of the process.
• 4.3 Reciprocity and Value Exchange: Understand their needs and offer reciprocal value. This might involve:
  • Referring business to them.
  • Providing them with valuable information or resources.
  • Offering exclusive perks or incentives.
  • Supporting their own professional goals.
• 4.4 Building a Personal Connection: Invest time in getting to know them on a personal level. Attend their events, celebrate their successes, and offer genuine support. Strong personal bonds strengthen business relationships.
• 4.5 Creating a Sense of Exclusivity: Consider forming an “Inner Circle” or advisory board composed of your Core Advocates. This creates a sense of belonging and allows you to solicit their feedback and insights, making them feel valued and engaged.
• 4.6 The Art of the “Thank You”: Express gratitude sincerely and frequently. A personalized handwritten note, a thoughtful gift, or a public acknowledgment of their support can go a long way.
• 4.7 Keeping them “in the loop”: Keep them informed of your latest initiatives, accomplishments, and special offers. They should feel like valued partners in your business growth.

5. Measuring Success and Optimizing Your Strategy

Building Core Advocates is an ongoing process. It is essential to track your progress and make adjustments as needed.

• 5.1 Key Performance Indicators (KPIs):
  • Number of referrals generated by Core Advocates.
  • Conversion rate of those referrals.
  • Revenue generated from Core Advocate referrals.
  • Qualitative feedback from Core Advocates (satisfaction levels, suggestions for improvement).
• 5.2 Regularly Evaluate and Refine Your Action Plans: Are your 8x8 and 33 Touch systems effective in moving contacts along the relationship continuum? Are you adequately nurturing your Core Advocates?
• 5.3 Adaptability: Be prepared to adapt your approach based on the unique needs and personalities of your contacts. A “one-size-fits-all” strategy is unlikely to yield optimal results.

Conclusion: The Power of a Strong Core

Transforming contacts into Core Advocates is an investment of time and effort, but the rewards are substantial. A strong inner circle of supporters provides a sustainable source of referrals, brand advocacy, and valuable feedback, contributing significantly to your long-term success. By understanding the psychological principles at play and implementing systematic strategies, you can effectively cultivate these relationships and unlock their full potential.

End of Chapter.