Introduction: 33 Touch: Systematic Client EngagementIntroduction:The persistent and consistent communication with clients and prospects, as exemplified by the "33 Touch" system, is rooted in the well-established psychological principles of repeated exposure and the mere-exposure effect (Zajonc, 1968). This effect posits that individuals tend to develop a preference for things merely because they are familiar with them. In marketing and sales, consistent contact, delivered through various channels, increases brand familiarity, which can positively influence consumer behavior. Furthermore, the principle of reciprocity (Gouldner, 1960) suggests that individuals often respond to a positive action with another positive action, thus, consistent outreach and provision of value can trigger a sense of obligation and willingness to reciprocate with referrals or repeat business. The effectiveness of these interactions is also influenced by the principles of social exchange theory (Homans, 1958), where individuals evaluate relationships based on perceived costs and benefits. The “33 Touch” strategy aims to maintain a positive benefit-to-cost ratio in the client relationship by consistently providing value.Summary:This lesson focuses on the "33 Touch" system, a systematic client engagement strategy, designed to leverage the psychological principles of repeated exposure, reciprocity, and social exchange theory to foster stronger client relationships and drive referral business. It involves 33 planned interactions over a year, incorporating newsletters, holiday cards, phone calls, personalized notes, and small gifts.Scientific Importance:The scientific importance lies in its structured application of well-established psychological principles to real estate client relationship management. By understanding and strategically implementing these principles, real estate professionals can optimize their communication strategies to increase client loyalty, referrals, and ultimately, business success. The efficacy of various "touchpoints" (e.g., phone calls vs. newsletters) can also be analyzed using A/B testing and data analytics to optimize the plan based on real-world client behavior.Learning Objectives:1. Comprehend the theoretical basis (mere-exposure effect, reciprocity principle, social exchange theory) underlying the "33 Touch" system in client relationship management.2. Identify and categorize the components of a "33 Touch" plan, including newsletters, cards, calls, letters, and gifts, understanding the purpose and expected impact of each.3. Design and customize "33 Touch" plans tailored to different client segments (e.g., "Client for Life" vs. "Advocate Appreciation"), adhering to the framework provided, while focusing on items of value to each segment.4. Apply the "F.A.S.T." (Funnel, Assign, Source, Track) lead management framework to ensure effective implementation and tracking of the "33 Touch" strategy, facilitating data-driven optimization of the plan.References:Gouldner, A. W. (1960). The norm of reciprocity: A preliminary statement. American Sociological Review, 25(2), 161-178.Homans, G. C. (1958). Social behavior as exchange. American Journal of Sociology, 63(6), 597-606.Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9(2, Pt.2), 1-27.

33 Touch: Systematic Client Engagement1. Introduction: Applying Behavioral Science to Client RelationshipsThe "33 Touch" plan represents a structured approach to client relationship management ( Click to access your CRM. CRM ) in real estate, aiming to foster long-term engagement and increase the likelihood of repeat business and referrals. Its effectiveness relies on principles from behavioral economics, social psychology, and communication theory. This lesson will delve into the scientific underpinnings of the 33 Touch concept, exploring its psychological impact and outlining strategies for optimized implementation.2. Psychological Foundations of Relationship Marketing2.1. The Mere-Exposure Effect (Zajonc, 1968)The mere-exposure effect posits that repeated exposure to a stimulus leads to increased liking of that stimulus. This is a fundamental principle underlying the frequency of contacts in the 33 Touch plan. By consistently and positively engaging with clients, agents aim to increase familiarity and trust. Equation: L = k log(F) where L is liking, F is frequency of exposure, and k is a constant that depends on the initial valence of the stimulus. A positive initial experience with the agent will result in a positive value of k, amplifying the effect of frequency. Practical Application: Newsletters, holiday cards, and occasional giveaways all contribute to repeated exposure. Experiment: Conduct an A/B test where one group of past clients receives the standard 33 Touch plan and another receives only half the number of touches. Measure brand recall and likelihood of referral after one year.2.2. Social Exchange Theory (Homans, 1958)Social exchange theory suggests that relationships are formed and maintained based on a cost-benefit analysis. Individuals seek to maximize rewards and minimize costs in their interactions. The 33 Touch plan, when executed effectively, provides value to clients, thereby strengthening the relationship. Equation: Relationship Value = Σ(Perceived Benefits) - Σ(Perceived Costs). The goal of the 33 touch plan is to increase perceived benefits through valuable content and personalized interactions, while keeping perceived costs (e.g., feeling pressured) low. Practical Application: Providing valuable information (e.g., investment tips, school calendars) and personalized observances (e.g., birthday cards) increases the perceived benefits. Experiment: Track client feedback on different types of "touches" (e.g., newsletters vs. phone calls). Analyze which touches are perceived as most valuable and adjust the 33 Touch plan accordingly.2.3. Reciprocity Norm (Gouldner, 1960)The reciprocity norm states that people tend to respond to each other in kind. If an agent provides value and shows genuine care, clients are more likely to reciprocate with loyalty and referrals. Equation: P(Referral) ∝ Value Received. The probability of a referral increases with the perceived value received from the agent. Practical Application: Including a clear and easy way to provide referrals reinforces the reciprocity norm. Experiment: Compare referral rates between two groups of past clients. One group receives a 33 Touch plan with a prominent referral request, while the other group receives a 33 Touch plan without it.3. Optimizing Communication Frequency and Content3.1. Information Overload and Attention SpanWhile the mere-exposure effect highlights the importance of frequency, it's crucial to avoid information overload. Cognitive Load Theory (Sweller, 1988) suggests that individuals have limited cognitive resources. Bombarding clients with irrelevant or overwhelming information can lead to disengagement. Mitigation Strategies: Relevance: Tailor content to individual client needs and interests based on collected data. Conciseness: Deliver information in a clear and concise manner. Variety: Offer a mix of content formats (e.g., text, images, videos).3.2. The Importance of PersonalizationPersonalization enhances the relevance and impact of each "touch." It demonstrates that the agent values the client as an individual, not just as a potential source of business. Implementation: Utilize Click to access your CRM. CRM systems to track client preferences and past interactions. Personalize greetings and messages (e.g., use the client's name). Send targeted content based on client demographics, interests, and property history.3.3. The "Spacing Effect"The spacing effect (Ebbinghaus, 1885) demonstrates that information is better retained when exposure is spaced out over time. The 33 Touch plan inherently utilizes this principle by distributing contacts throughout the year. Optimization: Strategically space out high-impact touches (e.g., phone calls, personal observance cards) to maximize their effectiveness.4. Analyzing and Refining the 33 Touch Plan4.1. Key Performance Indicators (KPIs) Referral Rate: Percentage of clients who provide referrals. Repeat Business Rate: Percentage of clients who engage in repeat transactions. Client Satisfaction Score: Measure of client satisfaction with the agent's services and communication. Engagement Metrics: Open rates for newsletters, click-through rates for emails, response rates to phone calls.4.2. A/B TestingConduct A/B tests to compare the effectiveness of different variations of the 33 Touch plan. For example, test different types of content, messaging styles, or contact frequencies.4.3. Data Analysis and IterationRegularly analyze collected data to identify areas for improvement. Adjust the 33 Touch plan based on these insights to optimize its effectiveness over time. Use statistical analysis (e.g., regression analysis) to determine which variables (types of touches, personalization level) have the greatest impact on KPIs.5. Tailoring the 33 Touch Plan for Advocate AppreciationThe "Advocate Appreciation" plan builds upon the core 33 Touch strategy, explicitly acknowledging and rewarding clients who have provided referrals. This plan reinforces the reciprocity norm and strengthens the relationship.5.1. Principles of Reinforcement Learning (Sutton & Barto, 2018)Reinforcement learning suggests that behaviors that are rewarded are more likely to be repeated. By providing "items of value" to advocates, agents are reinforcing their referral behavior. Optimizing Rewards: Ensure that rewards are perceived as valuable by the recipient. Provide timely and personalized acknowledgements. Clearly communicate the agent's appreciation for the referral.5.2. Application of Prospect Theory (Kahneman & Tversky, 1979)Prospect theory posits that people value gains and losses differently, placing more weight on potential losses than equivalent gains. Framing the "items of value" as rewards for past referrals, rather than incentives for future referrals, can enhance their perceived value.6. Ethical ConsiderationsEnsure that all communication practices comply with relevant regulations and ethical guidelines. Transparency, honesty, and respect for client privacy are paramount. Avoid manipulative or deceptive tactics. The purpose of the 33 Touch plan is to build genuine relationships based on mutual trust and benefit.7. References Ebbinghaus, H. (1885). Memory: A Contribution to Experimental Psychology. Gouldner, A. W. (1960). The norm of reciprocity: A preliminary statement. American Sociological Review, 25(2), 161-178. Homans, G. C. (1958). Social behavior as exchange. American Journal of Sociology, 63(6), 597-606. Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47(2), 263-291. Sutton, R. S., & Barto, A. G. (2018). Reinforcement learning: An introduction. MIT press. Sweller, J. (1988). Cognitive load during problem solving: Effects on learning. Cognitive Science, 12(2), 257-285. Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9*(2, Pt. 2), 1-27.8. Table Summarizing Key Concepts| Concept | Description | Application in 33 Touch || -- | -- | - || Mere-Exposure Effect | Repeated exposure increases liking. | Frequent and consistent contact. || Social Exchange Theory | Relationships are based on cost-benefit analysis. | Providing value to clients. || Reciprocity Norm | People reciprocate kind actions. | Asking for referrals after providing value. || Cognitive Load Theory | Limited cognitive resources; avoid information overload. | Concise, relevant, and varied content. || Spacing Effect | Information is better retained when exposure is spaced out. | Distributing contacts throughout the year. || Reinforcement Learning | Rewarded behaviors are more likely to be repeated. | Rewarding referrals from advocates. || Prospect Theory | People value gains and losses differently; loss aversion. | Framing rewards strategically. |9. Diagram: 33 Touch Feedback Loop[Diagram showing a circular process with the following steps: 1. Implement 33 Touch Plan -2. Track KPIs (Referral Rate, Repeat Business, Client Satisfaction, Engagement Metrics) -

3. Analyze Data & Identify Areas for Improvement -> 4. Conduct A/B Testing -> 5. Refine 33 Touch Plan (adjust content, frequency, personalization) -> Back to Step 1]

This iterative process ensures continuous improvement and optimization of the 33 Touch strategy.