Introduction: Implementing Referral-Focused 8x8 and 33 Touch Marketing PlansTopic Summary: This lesson focuses on the practical implementation of two structured marketing programs, the "8x8" and "33 Touch," designed to generate leads through referrals. The 8x8 program is an intensive eight-week engagement strategy for new or prospective clients. The 33 Touch program is a sustained, year-long communication plan intended to maintain relationships and stimulate referrals from existing contacts. Both programs rely on consistent, targeted communication to increase brand recall and encourage referral behavior.Scientific Importance: The effectiveness of marketing strategies, including referral programs, is rooted in behavioral psychology and communication science. The 8x8 and 33 Touch programs are implicitly based on the "mere-exposure effect," which posits that repeated exposure to a stimulus (e.g., a brand or individual) increases liking and familiarity. Additionally, these programs leverage the principle of "reciprocity," where individuals are more likely to reciprocate a perceived favor or act of kindness, such as providing a referral. The frequency and type of communication specified in the 8x8 and 33 Touch programs are intended to cultivate a sense of reciprocity and top-of-mind awareness, ultimately increasing the probability of referral behavior. Studies in social network theory also support the notion that maintaining consistent contact with individuals within one's network increases the likelihood of information diffusion, including referrals. The systematic approach allows for empirical tracking and adjustment to optimize results.Learning Objectives: Upon completion of this lesson, participants will be able to:1. Articulate the operational differences between the 8x8 and 33 Touch marketing programs.2. Design a customized 8x8 marketing plan tailored to specific prospect profiles, incorporating principles of effective communication and persuasive messaging.3. Construct a 33 Touch marketing plan suitable for maintaining long-term relationships with existing clients, utilizing diverse communication channels.4. Identify key performance indicators (KPIs) for both the 8x8 and 33 Touch programs and establish methods for tracking and analyzing program effectiveness.5. Implement systems for consistent referral reminders within each touchpoint, in accordance with marketing and ethical standards.

Implementing Referral-Focused 8x8 and 33 Touch Marketing PlansI. Introduction: The Science of Relationship MarketingRelationship marketing, the cornerstone of 8x8 and 33 touch programs, is rooted in behavioral economics and social psychology. It leverages the principles of reciprocity, consistency, and liking to foster long-term customer loyalty and drive referrals. The effectiveness hinges on consistent, valuable interactions designed to build trust and position the agent as a reliable resource.II. Theoretical Framework:A. Social Exchange Theory: This theory posits that social behavior is the result of a cost-benefit analysis. Individuals are motivated to engage in interactions where the perceived benefits outweigh the perceived costs. The 8x8 and 33 touch programs aim to consistently provide value (benefits) to the contact, thereby increasing the likelihood of reciprocal behavior, such as referrals.B. Cognitive Dissonance Theory: This theory states that individuals strive for consistency in their beliefs and actions. Once a contact perceives the agent as knowledgeable and helpful (through consistent 8x8 and 33 touch interactions), they will be motivated to maintain consistency by referring the agent to others.C. Mere-Exposure Effect (Zajonc, 1968): Repeated exposure to a stimulus (e.g., the agent's brand, name) increases liking for that stimulus. The frequent touchpoints in the 8x8 and 33 touch programs capitalize on this effect, increasing familiarity and trust. Mathematically, the relationship between exposure frequency (f) and affect (A) can be modeled, although the relationship is often non-linear and subject to diminishing returns: A = k ln(f) where k is a constant representing the initial affect and the individual’s sensitivity to repeated exposure.D. The Forgetting Curve (Ebbinghaus, 1885): This demonstrates the exponential decay of memory over time. Consistent reinforcement through the 8x8 and 33 touch programs mitigates forgetting, ensuring that the agent remains top-of-mind when referral opportunities arise. The rate of forgetting can be modeled using the following equation: R = e^(-t/S) where: R is the retention rate, t is the time since learning, and S is the strength of memory. Consistent 'touches' essentially 're-learn' the information, resetting t to zero and increasing S.III. The 8x8 Program: Rapid Relationship BuildingA. Purpose: The 8x8 program is designed for initial engagement, typically with new leads or contacts. Its primary goal is to rapidly establish rapport, demonstrate expertise, and position the agent as a valuable resource within a short timeframe.B. Structure: 8 touches over 8 weeks, strategically spaced to maintain consistent contact without overwhelming the recipient.C. Content Optimization: Content should be relevant, valuable, and tailored to the specific needs and interests of the target audience. 1. Market Reports: Provide up-to-date statistics on local real estate trends. Use metrics such as: Average Sale Price (ASP) = Σ(Sale Prices) / Number of Sales Days on Market (DOM) = Σ(Days on Market for Each Property) / Number of Properties Inventory Levels (months of supply) 2. Educational Materials: Offer free reports, checklists, or guides on topics such as home maintenance, investment strategies, or the home buying/selling process. 3. Personalized Communication: Handwritten notes and personalized phone calls demonstrate genuine interest and build rapport. 4. Referral Reminder Integration: Every touchpoint should subtly prompt for referrals. Framing requests in terms of helping others or providing value to the agent's network can increase response rates.D. Experimentation: A/B testing different content types and frequencies within the 8x8 program can optimize its effectiveness. Measure key metrics such as: 1. Open rates (for emails) 2. Click-through rates (for emails) 3. Response rates (to calls and emails) 4. Referral generation (number of referrals received)E. Customization: Tailoring the 8x8 plan to different prospect profiles improves engagement. For example, tailoring the message for prospective sellers vs. prospective buyers.IV. The 33 Touch Program: Sustained Engagement and Relationship NurturingA. Purpose: The 33 touch program is designed for long-term relationship maintenance and referral generation. It ensures consistent contact with the database, reinforcing the agent's brand and position as a trusted resource.B. Structure: 33 touches per year, strategically spaced to maintain consistent engagement without overwhelming the contact.C. Touchpoint Diversification: A variety of touchpoints, including mailings, emails, phone calls, personal cards, and holiday greetings, prevents monotony and increases the likelihood of resonating with different individuals.D. Content Pillars: 1. Market Updates: Regularly share market statistics and insights. Visualize this information with charts and graphs for easy comprehension. 2. Value-Added Content: Provide helpful tips, advice, and resources related to homeownership, real estate investment, or community events. 3. Personalization: Remember important dates (birthdays, anniversaries) and send personalized cards or messages. Documenting personal details in a Click to access your CRM. CRM enhances the ability to personalize communication. 4. Referral Reminders: Subtly prompt for referrals in each touchpoint. Highlight success stories or testimonials from satisfied clients.E. Statistical Analysis of Referral Rates: The provided book mentions a 12:2 conversion rate for a database marketed to with the 33 Touch program. This suggests that for every 12 people in the "Met" database who receive 33 touches, 2 sales are generated, 1 through repeat business and 1 through referral. This ratio can be represented as a probability:P(Referral) = Number of Referrals / Number of ContactsIn this case, P(Referral) = 1/12 ≈ 0.083 or 8.3%. A real estate agent may then calculate the number of contacts needed to meet an income goal, by considering the commission earned on each sale.F. Click to access your CRM. CRM Integration: A Customer Relationship Management ( Click to access your CRM. CRM ) system is essential for managing the 33 touch program. The Click to access your CRM. CRM enables: 1. Contact segmentation 2. Touchpoint scheduling 3. Task automation 4. Performance trackingG. Continuous Improvement: Regularly analyze the effectiveness of the 33 touch program and make adjustments based on performance data. Track metrics such as: 1. Referral rates 2. Client satisfaction scores 3. Return on investment (ROI) = (Revenue Generated - Cost of Program) / Cost of ProgramH. Customization: Tailored 33 Touch plans are critical. A client for life will get messaging that reinforces that relationship and shows appreciation, whereas sphere of influence messaging needs to be adjusted to reflect the nature of that relationship.V. Ethical ConsiderationsA. Transparency: Be transparent about the purpose of the 8x8 and 33 touch programs. Avoid deceptive or manipulative tactics.B. Privacy: Respect the privacy of contacts. Obtain consent before adding individuals to the database and provide an easy opt-out mechanism.C. Value-Driven Approach: Focus on providing genuine value to contacts. Avoid spamming or overwhelming them with irrelevant information.VI. Conclusion:Implementing referral-focused 8x8 and 33 touch marketing plans requires a scientific understanding of relationship marketing principles and a data-driven approach to optimization. By consistently delivering value, building trust, and nurturing relationships, real estate agents can generate a steady stream of referrals and achieve sustainable business growth. Ongoing research is crucial to refine these programs as market dynamics and consumer behavior evolve.VII. References Ebbinghaus, H. (1885). Memory: A Contribution to Experimental Psychology. Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9*(2, Pt.2), 1-27.