8x8 to 33 Touch is KW lingo for marketing/farming plans. These plans lay out the road map for staying in touch with your sphere of influence or 'haven't met yet' farm and getting known as the real estate expert. I first saw it all laid out in the 'Millionaire Real Estate Agent' book. Quite frankly, relentless marketers corner the market. All successful lead generation plans are made up of two components - prospecting and marketing. Prospecting is getting out there and seeking leads. Marketing is your long term plan to attract leads. What are you doing with your marketing plan? Do you have a marketing plan?
Why market at all?
- Marketing gives you a reason to call
- Marketing lets you retain mindshare
- Marketing sets you apart by connecting regularly
8x8 is 8 touches in 8 weeks. It is the intensive start of the plan so that you can activate mind share. It reminds your sphere of influence that you are in the business of real estate. Has it ever happened to you that you found out a friend or family member just bought or sold a house and when they tell you about it you hear the dreaded phrase 'Oh, that's right you are in real estate aren't you. I forgot all about that.' It's enough to make you want to jump off a roof! 8 touches are made up of mailings, dropping off 'Items of Value' and warm calls. No cold calling here. And just for the record 'Items of Value' can be anything and they don't have to cost a fortune. See an interesting article about real estate in the paper - clip it out - it's an 'Item of Value'.
33 Touches are the next step to keeping in touch with your Advocates and Core Advocates. The people who know you, have or will do business with you in the future or will send you referrals. The base of the 33 Touch plan is a 12 month mailing schedule. Even if you never do more than mailing something once a month you will be way ahead of your competition. This part of the 33 Touch plan is perfect for a farm that you want to become the dominate agent in. The other 21 touches are made up of warm calls, Thank you notes, pop bys, holiday cards, emails and client events. It may sound daunting but when you break it down month by month it magically becomes do-able. There is a magic number when considering a 33 Touch program - a magic number that should help you generate 36 transactions a year - are you ready for this - 216. That's right 216. Are you surprised? Did you expect something in the thousands? The research shows that for every 12 people in your database that you should expect 2 transactions. Maybe they will personally buy or sell but they also send you referrals for future clients. 216 divided by 12 is 18; times 2 equals 36 transactions! What would that mean to your bottom line?
Breaking it down is the key to success here. You can start at any time of the year so no putting it off. What you want to do is sit down a put a plan in place for what you are going to do every month for a year. You might say 'But surely I can just wing it and come up with something new every month?' My answer is 'Sure you can but you probably won't' After the first month or two you are going to run out of ideas and get behind and then before you know it the year is gone. By working out your game plan in advance, each month will flow into the next. I wrote a piece called "Now is the time to market you!" that maps out ideas for each of the twelve months.
With a plan in place you could even put together (or leverage a part time helper) several months of mailings at one time and then just wait to drop them in the mail. What a time saver during the busy months. With a plan you can go from year to year and not have to re-invent the wheel. A minor tweak here and there to stay current, maybe. Let's be realistic the major topics in real estate do not vary that much from year to year. People want to know statistics, what's going on in real estate in the local area, home tips, and basic real estate information. Give the people what they want.
The role of marketing is to supplement your on going prospecting. Put the two activities together and you have a powerful one two punch that will knock out the competition!
The next '8x8 to 33 Touch' hands on workshop will be held at Keller Williams Coastal Realty on Tuesday, March 30 from 1-5pm. Cost is $39. Open to all agents. This program can be put into place no matter what company you work with. Contact me for details firstname.lastname@example.org
Keller Williams Coastal Realty