Systematic database communication, characterized by structured and repetitive interactions, directly influences contact engagement and potential conversion rates. This lesson delves into the practical implementation of two specific communication protocols: the "8x8" and "33 Touch" programs.The "8x8" program, an eight-week intensive communication strategy, serves as an initial engagement sequence. Its efficacy rests on the principle of consistent exposure and targeted messaging, influencing recall and establishing brand familiarity. Scientifically, repeated exposure to information increases its likelihood of being encoded into long-term memory, a phenomenon known as the spacing effect, thereby enhancing the likelihood of a positive association with the communicator.Following the "8x8" program, the "33 Touch" program employs a sustained, year-long engagement strategy. Its importance lies in reinforcing brand recognition, maintaining relationship strength, and triggering recall at opportune moments, such as during the recipient's decision-making process regarding real estate transactions. The frequency and variety of communication modalities (mailings, calls, personal cards) are crucial for optimizing the contact's receptiveness. Studies in communication theory suggest that varied communication channels enhance message retention and impact, leveraging different sensory modalities to improve cognitive processing.Specifically, research indicates a correlation between the number of "touches" and conversion rates, with the stated goal of achieving two sales for every twelve individuals subjected to the "33 Touch" program. This empirical relationship highlights the importance of consistent and strategic communication in sales contexts.Learning Objectives:1. Define the core principles and temporal structure of the "8x8" and "33 Touch" database communication programs.2. Describe the individual components of each program (e.g., mailings, phone calls, cards) and their rationale based on principles of marketing and communication theory.3. Apply the principles of targeted messaging to customize "8x8" and "33 Touch" programs for specific contact demographics.4. Explain the empirical relationship between program implementation and sales conversion rates, based on stated program goals.5. Formulate individualized "8x8" and "33 Touch" strategies that optimize for contact database engagement, including methods of tracking and recording all touches.

Systematic Database Communication: 8x8 to 33 Touch ImplementationI. Introduction: Principles of Relational Marketing and Customer Relationship Management ( Click to access your CRM. CRM )1. Relational Marketing: Focuses on establishing long-term, mutually beneficial relationships with customers rather than discrete transactions. This approach relies on building trust, loyalty, and advocacy through personalized communication and consistent value delivery. Theoretical Basis: Social Exchange Theory, which posits that relationships are formed and maintained based on a cost-benefit analysis. Customers continue the relationship if the perceived benefits outweigh the costs (time, effort, monetary). Mathematical Representation: Relationship Value (RV) = ∑(Perceived Benefit - Perceived Cost) over Time. A positive and increasing RV correlates with customer retention and loyalty.2. Customer Relationship Management ( Click to access your CRM. CRM ): A technology-driven approach to managing a company's interactions with current and potential customers. A Click to access your CRM. CRM system centralizes customer data, allowing for personalized communication, targeted marketing campaigns, and efficient customer service. Key Components: Data collection, segmentation, communication automation, analytics, and reporting. Data Mining and Predictive Analytics: Click to access your CRM. CRM systems employ statistical techniques such as regression analysis and clustering to identify patterns in customer behavior and predict future needs.II. The 8x8 Program: Initial Engagement and Value Proposition1. Purpose: The 8x8 program is designed for initiating contact and providing value to new leads or prospects within the first eight weeks of interaction. This structured approach aims to establish rapport, demonstrate expertise, and nurture the lead towards becoming a client.2. Scientific Rationale: Based on the "Rule of 7" in marketing, which suggests that a prospect needs to "hear" the advertiser's message at least seven times before they'll take action to buy the product or service. The 8x8 program provides multiple "touches" within a focused timeframe, maximizing the impact of each interaction. Exposure Effect: Repeated exposure to a stimulus (e.g., your name, logo, brand message) increases liking and familiarity. (Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9(2, Pt.2), 1-27.)3. Implementation Strategy: Each "touch" in the 8x8 program should be strategically planned and executed to align with the prospect's needs and interests. Personalization: Tailor the message to the prospect's specific situation and preferences. Value Delivery: Provide useful information, insights, or resources that address the prospect's concerns. Call to Action: Include a clear and concise call to action that encourages engagement (e.g., "Visit our website," "Schedule a consultation").4. Example (Prospective Seller): | Week # | Contact Method | Content | | : -- | : - | : -- | | 1 | Handwritten Letter | "Nice to Meet You" note + Market Report + Business Card | | 2 | Mailing | Market Statistics (e.g., median home price, average days on market) | | 3 | Mailing | Market Statistics (different perspective or geographic area) | | 4 | Telephone Call | Follow up on market statistics; inquire about selling plans. | | 5 | Mailing | Free Report (e.g., "Top 10 Mistakes Sellers Make," "Preparing Your Home for Sale") | | 6 | Mailing | Real Estate Investment Tip or House Maintenance Tip | | 7 | Promotional Item | Refrigerator Magnet/Notepad with Name, Logo, Contact Information | | 8 | Telephone Call | Follow up on previous mailings; reiterate value proposition; referral request. |5. Customization: 8x8 plans should be customized based on lead source and demographic. The chart below displays this concept. | Lead Source | Touch 1 | Touch 2 | Touch 3 | Touch 4 | Touch 5 | Touch 6 | Touch 7 | Touch 8 | |: -|: -|: -|: -|: -|: -|: -|: -|: -| | Online Inquiry | Email | Blog Post | Market Report | Phone Call | Case Study | Open House Invite | Video Tour | Consultation Offer | | Referral | Hand-written Note | Small Gift | Personal Phone Call | Lunch Invite | Client Testimonial | Thank You Card | Community Event Invite | Feedback Request |III. The 33 Touch Program: Sustained Engagement and Relationship Building1. Purpose: The 33 Touch program is a long-term strategy for maintaining consistent communication with existing clients, past clients, and key contacts in your network. It aims to reinforce relationships, stay top-of-mind, and generate referrals.2. Scientific Rationale: Based on the principles of frequency marketing and consistent brand exposure. Regular communication reinforces brand awareness and increases the likelihood that contacts will think of you when they need real estate services or know someone who does. Brand Recall: The more frequently a brand is encountered, the stronger its association in the consumer's memory.3. Implementation Strategy: The 33 Touch program involves a mix of communication channels, including mailings, emails, phone calls, and personal interactions, spread throughout the year. Content Variety: Offer a diverse range of content, including market updates, real estate news, community events, and personal updates. Personalization: Segment your database and tailor your messaging to each segment's interests and needs. Referral Marketing: Consistently remind contacts how they can refer business to you.4. Basic 33 Touch Plan: | Touch Type | Frequency | Example | | : -- | : -- | : - | | Mailings/Emails | 14 | Market Report, Newsletter, "Just Sold" Postcard, Property Alert, Recipe Card, Community Calendar, etc. | | "Thank You/Thinking of You" Cards | 8 | Thank You for Referral, Thinking of You on Anniversary | | Telephone Calls | 3 | Check-in call, Follow up on Mailing, Offer Assistance | | Personal Observance Cards | 4 | Birthday Card, Anniversary Card, Mother's Day Card, Graduation Card | | Holiday Cards | 4 | Thanksgiving Card, Fourth of July Card, etc. | | Total | 33 | |5. Customization: Segmentation: Create customized 33 Touch plans for different segments of your database, such as "Clients for Life," "Sphere of Influence," and "Allied Resources." Channel Preference: Consider the communication preferences of each segment (e.g., some may prefer email, while others prefer phone calls). Content Relevance: Tailor the content to each segment's interests and needs (e.g., investors may be interested in market analysis, while first-time homebuyers may be interested in mortgage tips). Equation:Effectiveness Score (ES) = (Reach Relevance Resonance) / Cost Where: Reach is the number of contacts exposed to the message Relevance is the degree to which the message aligns with the contact's interests Resonance is the emotional impact of the message Cost is the total cost associated with the "touch"IV. Implementation and Monitoring1. Click to access your CRM. CRM Integration: The 8x8 and 33 Touch programs should be integrated into your Click to access your CRM. CRM system to automate tasks, track progress, and measure results.2. Task Automation: Use your Click to access your CRM. CRM to schedule mailings, send emails, and set reminders for phone calls.3. Progress Tracking: Monitor the completion of each "touch" in the 8x8 and 33 Touch programs.4. Performance Measurement: Track key metrics such as lead conversion rates, referral generation, and customer retention. Key Performance Indicators (KPIs): Conversion Rate: (Number of Leads Converted to Clients) / (Total Number of Leads) Referral Rate: (Number of Referrals Received) / (Total Number of Contacts) Customer Lifetime Value (CLTV): The predicted revenue a customer will generate throughout their relationship with your company. Statistical Significance Testing: Employ Chi-squared tests to determine if variations in lead conversion rates between different implementations of touches are statistically significant, ensuring data-driven decision-making.5. A/B Testing: Conduct A/B tests to compare the effectiveness of different messages, offers, and communication channels. Hypothesis Testing: Formulate hypotheses about which approach will be more effective (e.g., "Sending a handwritten thank you note will result in a higher referral rate than sending an email thank you").6. Continuous Optimization: Regularly review your 8x8 and 33 Touch programs and make adjustments based on performance data and market feedback.V. Ethical Considerations1. Data Privacy: Comply with all applicable data privacy regulations (e.g., GDPR, CCPA).2. Transparency: Be transparent about how you collect, use, and share customer data.3. Consent: Obtain consent before sending marketing communications.4. Opt-Out: Provide an easy and accessible way for contacts to opt-out of receiving future communications.VI. Recent Research and Studies Study on Personalized Marketing: A study by Accenture (2023) found that 91% of consumers are more likely to shop with brands that recognize, remember, and provide them with relevant offers and recommendations. Impact of Click to access your CRM. CRM on Customer Retention: A report by Forrester (2022) showed that companies using Click to access your CRM. CRM systems experience a 27% increase in customer retention rates. Effectiveness of Referral Marketing: Nielsen (2021) found that 92% of consumers trust recommendations from friends and family more than any other form of advertising.VII. ConclusionSystematic database communication through the 8x8 and 33 Touch programs is a scientifically sound approach to building relationships, nurturing leads, and generating business. By leveraging the principles of relational marketing, frequency marketing, and personalization, real estate professionals can create a sustainable competitive advantage and achieve long-term success. Continuous monitoring, A/B testing, and ethical data practices are essential for optimizing the effectiveness of these programs.