Implementing 8x8, 33 Touch, and 12 Direct Action Plans

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

This chapter focuses on the practical application of three core lead nurturing strategies: the 8x8, the 33 Touch, and the 12 Direct action plans. These plans provide a systematic framework for communicating with contacts in your database, building relationships, and ultimately, converting leads into clients.

1. Understanding the Scientific Principles of Lead Nurturing

Lead nurturing leverages several well-established principles in behavioral science and marketing. Key among these are:

• The Mere-Exposure Effect (Familiarity Principle): repeated exposure❓ to a stimulus (in this case, you and your brand) increases liking for that stimulus. The 8x8 and 33 Touch plans are explicitly designed to increase exposure frequency.

  • Mathematically, the effect can be represented as a positive correlation: As Exposure (E) increases, Liking (L) tends to increase: L ∝ E

• The Reciprocity Principle: People feel obligated to return favors or acts of kindness. Providing valuable content and personalized touches can trigger this principle, making contacts more receptive to your offers.

• The Principle of Scarcity: perceived value will go up when something is perceived as scarce. This principle isn’t as directly woven in but can be part of the language you use in communications to convey that your time or availability❓ for a consultation is limited.

• Consistency and Commitment: Individuals strive for consistency between their beliefs and behaviors. By securing small initial❓ commitments (e.g., signing up for an email list), you increase the likelihood of larger commitments (e.g., listing their home with you).

• Social Proof: People look to the behavior of others to determine what is appropriate. Testimonials and case studies can be powerful in demonstrating your success and building trust.

2. Deconstructing the Action Plans: A Scientific Approach

Each action plan is characterized by different levels of contact intensity and cost-effectiveness. The selection of the best plan for a given lead depends on factors such as lead source, responsiveness, and budget constraints.

2.1. The 8x8 Action Plan: Initial Relationship Cementation

The 8x8 plan is designed to rapidly build rapport and establish top-of-mind awareness in the eight weeks following initial contact with a new lead. It’s a high-impact, high-saturation technique.

• Goal: Transition a Haven’t Met to a Met, or strengthen a weak Met connection.

• Key Components:

  1. Initial Introduction (Week 1): A personalized letter introducing yourself, your business, and providing an item of value (e.g., a market report).

  2. Value-Added Content (Weeks 2 & 3): Community calendars, recipes, inspirational cards, current market statistics.

  3. Follow-Up Call (Week 4): Purpose is to confirm receipt of the mailed materials and inquire about any questions. Also, subtly ask for referrals.

  4. Free Report/Valuable Tip (Weeks 5 & 6): Offer insights into real estate❓ investment or home maintenance.

  5. Tangible Item (Week 7): Refrigerator magnet, notepad, or other useful item with your branding.

  6. Reinforcing Call (Week 8): Recap your value proposition and reiterate your desire to be their “real estate agent for life.” Again, ask for referrals. Transition lead into the 33 Touch program.

• Mathematical Interpretation:

  • Contact Frequency (f) = 1 contact per week

  • Total Contacts (C) = 8 weeks * 1 contact/week = 8 contacts.

• Experimental Application: A/B test different “items of value” in weeks 2,3,5,6, and 7 to determine what has the highest conversion rate to next steps (e.g., scheduling a consultation). Track call response rates and referral generation.

• Key Performance Indicators (KPIs): Appointment setting rate, referral generation during calls, email open rates.

2.2. The 33 Touch Action Plan: Long-Term Relationship Maintenance

The 33 Touch plan focuses on maintaining contact and solidifying mindshare over the course of a year. It’s an “overkill, over time” strategy designed to ensure you are consistently top-of-mind.

• Goal: Generate repeat business and referrals from existing Mets.

• Key Components:

  1. Mailers/Emails/Cards (18 Touches): Mix of business cards, letters of introduction, personal brochures, market reports, Just Sold/Just Listed cards, holiday cards, personal newsletters, recipe cards, property alerts, real estate news articles, investing news articles, community calendars, invitations, service directories, and promotional items.

  2. “Thank You” or “Thinking of You” Cards (8 Touches)

  3. Phone Calls (3 Touches): Ideally, these are personalized, and you are sending a thank you card afterward.
  4. Birthday Wishes (2 Touches): Cards and, ideally, phone calls.
  5. Mother’s Day/Father’s Day Cards (2 Touches)

• Mathematical Interpretation:

  • Contact Frequency (f) ≈ 2.75 contacts per month (33 contacts/12 months).

  • Average Inter-Contact Time (t) ≈ 11 days (365 days/33 contacts).

  • Key Performance Indicators (KPIs): Referral generation rate, repeat business rate, email engagement metrics (open rates, click-through rates).

2.3. The 12 Direct Action Plan: Cost-Effective Passive Engagement

The 12 Direct plan is a cost-effective strategy designed for unresponsive contacts who you do not want to actively cull from your database. The goal is to maintain a minimal level of engagement at a low cost.

• Goal: Stay on the radar of unresponsive contacts with a minimal investment of time and resources.

• Key Components: Primarily email-based communication (monthly newsletter, market update, etc.). It may also include postcard mailers.

• Mathematical Interpretation:

  • Contact Frequency (f) = 1 contact per month.

  • Total Contacts (C) = 12 contacts per year.

• Experimental Application: Test different email subject lines and content to maximize open rates. A/B test different cadence with one group receiving once a month emails and the second group receives the content over two emails per month.

• Key Performance Indicators (KPIs): Email open rates, unsubscribes, reactivation rates (contacts who transition from unresponsive to responsive).

3. Implementation Strategies: Tailoring Plans for Maximum Impact

The generic 8x8, 33 Touch, and 12 Direct plans are a starting point. Effective implementation requires customization based on the specific target audience.

3.1. Segmentation: Understanding Your Contacts

Effective lead nurturing starts with proper segmentation of your database. Categorize contacts into different groups (e.g., Network, Allied Resources, Advocates, Core Advocates, FSBOs, Expireds) and tailor action plans accordingly.

• Network Group: Initial contacts who you want to nurture into stronger relationships. Apply the standard 8x8 and 33 Touch plans.
• Allied Resources: Real estate-related professionals (loan officers, inspectors, etc.). Offer referrals, and attend industry events. Build reciprocal relationships to solicit leads in return. Utilize both 33 Touch for standard communication and personalized networking events.
• Advocates: Past clients who actively refer business. Implement an “Advocate Appreciation” 33 Touch plan with special incentives and recognition. These folks are extremely valuable to your business.
• Core Advocates: High-influence individuals who consistently send a stream of clients. Give personalized, high-touch service, and offer support for their own business goals. These people need to be taken care of!

3.2. Content Customization: Delivering Relevant Value

Generic content is less effective than targeted messaging.

• Geographic Farms: Local market updates, school information, community event calendars.
• Demographic Farms: Content tailored to age, income, family status, occupation (e.g., first-time home buyer guides, retirement planning resources).
• Psychographic Farms: Content related to shared interests, hobbies, or lifestyles (e.g., golf course community events, pet-friendly home buying tips).

3.3 Automation and Optimization: Leveraging Technology

Contact Management Systems (CMS) like eEdge and CRMs are essential for automating and tracking the implementation of your action plans.

• Workflow Automation: Schedule emails, mailing, and call reminders.
• Performance Tracking: Monitor email open rates, click-through rates, and conversion rates.
• A/B Testing: Experiment with different content and communication channels to optimize results.
• Data Analytics: Evaluate the ROI of each action plan and make adjustments as needed.

4. Practical Application: Real-World Examples and Experiments

4.1. Case Study: Targeting Expired Listings

• Action Plan: Aggressive 8x8 plan delivered over eight days (rather than weeks) with emphasis on personalized phone calls. The first contact involves a quick call to acknowledge the expired listing and an offer to immediately discuss their options.
• Content Focus: Highlighting reasons why the previous listing failed and how you can overcome those obstacles.

4.2. Experiment: Measuring Referral Rates

• Hypothesis: Adding a “Referral Reminder” graphic to all email communications will increase referral rates.

• Method: A/B test two groups from your 33 Touch list: one group receives emails with the graphic, and the other receives emails without it. Track the number of referrals generated from each group over a 6-month period.

  • Referral Rate (R) = (Number of Referrals Generated / Total Contacts) * 100%.

4.3 Avoiding Common Pitfalls

• Ignoring Opt-Outs: Comply with all opt-out requests immediately. Failure to do so can result in legal penalties and damage your reputation. Record these requests in your contact management system to avoid accidental re-inclusion in the future.

• Lack of Personalization: Avoid generic, impersonal communications. Take the time to segment your audience and tailor your message accordingly.

• Inconsistency: The 8x8, 33 Touch, and 12 Direct plans rely on consistent communication over time. Maintain a regular schedule and don’t let your efforts lapse.

• Secret Agent”: Do not be a “Secret Agent!” You need to constantly remind your Mets that you are in the real estate business

5. Continuous Improvement and Refinement

Implementing effective lead nurturing is not a one-time task but an ongoing process of experimentation, analysis, and refinement.

• Regularly review your action plans: Are they still aligned with your business goals and the needs of your target audience?

• Seek feedback from clients: What communication channels and content do they find most valuable?

• Stay up-to-date with the latest trends in marketing and behavioral science: Incorporate new insights into your strategies.

By understanding the scientific principles underlying lead nurturing, carefully designing and implementing action plans, and continuously optimizing your efforts, you can transform your contact database into a powerful engine for generating consistent leads and building a thriving real estate business. The key to success is to keep moving towards better serving our clients and more referrals are soon to follow!