Introduction: 33 Touch Plans: Client for Life and Advocate AppreciationSummary:This lesson delves into the strategic application of "33 Touch" marketing plans within real estate Client Relationship Management ( Click to access your CRM. CRM ) systems. Specifically, it focuses on two distinct 33 Touch plans: "Client for Life" and "Advocate Appreciation." These plans are designed to cultivate long-term relationships with past clients and reward individuals who actively refer new business. The scientific importance lies in understanding how consistent, personalized communication, based on principles of behavioral psychology and social exchange theory, impacts client retention, advocacy, and ultimately, business growth.Scientific Importance:The efficacy of 33 Touch plans is rooted in several empirically supported psychological principles. The "mere-exposure effect" (Zajonc, 1968) suggests that repeated exposure to a stimulus (in this case, consistent communication from the real estate professional) increases liking and familiarity. Social exchange theory (Homans, 1958; Blau, 1964) posits that relationships are built on a cost-benefit analysis. The "Advocate Appreciation" plan leverages this by providing tangible and intangible rewards to referral sources, reinforcing their positive behavior and encouraging continued referrals. Furthermore, consistent communication helps maintain top-of-mind awareness, a critical factor in recall during the client's future real estate needs or when recommending a professional to others (cognitive psychology principles). Research in customer relationship management ( Click to access your CRM. CRM ) consistently demonstrates a positive correlation between structured communication strategies and customer loyalty, retention rates, and lifetime customer value.Learning Objectives:1. Define and differentiate between the "33 Touch: Client for Life" and "33 Touch: Advocate Appreciation" plans.2. Identify the key components of each plan, including the types of communication (e.g., newsletters, cards, phone calls) and their frequency.3. Explain the rationale behind using distinct plans for past clients versus referral sources based on principles of reciprocal altruism and operant conditioning.4. Describe the protocol for transitioning contacts between different Click to access your CRM. CRM plans (e.g., from an initial lead nurturing plan to a "33 Touch" plan upon transaction completion).5. Customize and adapt a 33 touch plan to target a specific audience.References:Blau, P. M. (1964). Exchange and power in social life. New York: Wiley.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 Plans: Client for Life and Advocate Appreciation1. The Neuroscience of Relationship Building and Retention1.1. Social Exchange Theory: The foundation of successful client relationship management lies in the Social Exchange Theory. This theory, rooted in social psychology, posits that social behavior is the result of a cost-benefit analysis. Individuals engage in interactions that maximize rewards and minimize costs. In the context of real estate, clients perceive value in consistent communication, personalized attention, and tangible benefits. The 33 Touch plan aims to provide a continuous stream of perceived value, reinforcing the client's decision to engage with the agent. Equation: Perceived Value (PV) = Perceived Benefits (PB) - Perceived Costs (PC) A successful Click to access your CRM. CRM strategy maximizes PB and minimizes PC.1.2. Mirror Neurons and Empathy: Mirror neurons are a class of neurons that activate both when an individual performs an action and when they observe the same action performed by another. This neural mechanism facilitates empathy and understanding. The 33 Touch plan provides opportunities to demonstrate empathy through personalized communication, acknowledgment of personal events (birthdays, anniversaries), and offering relevant information. These actions activate mirror neurons in the client's brain, fostering a sense of connection and trust. Experiment: Studies using fMRI have shown increased activity in mirror neuron regions when individuals are exposed to empathetic communication. Implementing variations in message personalization in the 33 touch plan and measuring the subsequent client engagement levels provides measurable data.1.3. The Endowment Effect: Behavioral economics highlights the "endowment effect," where individuals place a higher value on items they own or have been given, compared to identical items they don't own. In real estate, the client's purchased home becomes endowed. By acknowledging the anniversary of the home purchase, the agent taps into this psychological bias, reinforcing the positive emotions associated with the transaction and solidifying the client-agent relationship.2. Application of Marketing Principles in 33 Touch Plans2.1. Frequency and Recency: The 33 Touch plan leverages the principles of frequency and recency in marketing. Repeated exposure to a brand or message increases brand recall and reinforces positive associations. Mathematical Model: Probability of Recall (P) ∝ (Frequency (F) x Recency (R)). A higher F and R increases P, where P is the likelihood that the client remembers and considers the agent for future real estate needs. The consistent touchpoints in the 33 Touch plan keep the agent top-of-mind, increasing the likelihood of future business and referrals.2.2. Content Marketing and Value Proposition: Newsletters and "usable give-aways" represent content marketing strategies. The goal is to provide valuable information and resources to the client, establishing the agent as a trusted advisor. Experiment: A/B testing different newsletter content (e.g., market updates vs. home maintenance tips) and tracking open rates and click-through rates provides data on which content resonates most with the target audience. Metrics: Key performance indicators (KPIs) include newsletter open rates, click-through rates, and website traffic generated from newsletters.2.3. The Law of Reciprocity: The law of reciprocity is a social norm where individuals respond to a positive action with another positive action. The "Advocate Appreciation" plan explicitly applies this principle. By providing "items of value" to clients who have referred business, the agent triggers a sense of obligation, increasing the likelihood of future referrals. Example: Sending a handwritten thank-you note or a small gift after a referral.3. Systematic Implementation and Data-Driven Optimization3.1. Customer Relationship Management ( Click to access your CRM. CRM ) Systems: Effective implementation of the 33 Touch plan requires a robust Click to access your CRM. CRM system. The Click to access your CRM. CRM facilitates tracking touchpoints, personalizing communication, and measuring results. Data Tracking: Click to access your CRM. CRM systems should track: Touchpoint delivery rates (e.g., email open rates, postcard delivery confirmation). Client engagement metrics (e.g., responses to emails, phone call duration). Referral rates and sources. Conversion rates for clients on the 33 Touch plan compared to a control group.3.2. Segmentation and Personalization: Clients should be segmented based on demographics, purchase history, and engagement levels. This allows for personalized communication that resonates with each client's specific needs and interests. Example: Sending personalized birthday cards based on information stored in the Click to access your CRM. CRM . Experiment: Segment clients into groups based on their last transaction type (buyer vs seller). Tailor newsletter content and measure engagement rates of each group.3.3. Iterative Improvement and A/B Testing: The 33 Touch plan should not be static. Regular analysis of data allows for iterative improvement and optimization. A/B Testing: Test different subject lines for newsletters. Vary the timing of touchpoints. Experiment with different types of "items of value." Formula: Conversion Rate Improvement (CRI) = [(New Conversion Rate - Old Conversion Rate) / Old Conversion Rate] x 100.4. Ethical Considerations4.1. Transparency and Consent: Clients should be informed about the 33 Touch plan and have the option to opt-out at any time. Transparency builds trust and reinforces the ethical foundation of the client-agent relationship.4.2. Data Privacy: Click to access your CRM. CRM systems must comply with data privacy regulations. Client data should be securely stored and used only for legitimate business purposes.4.3. Avoiding Spam: Communication should be relevant and non-intrusive. Excessive or irrelevant communication can damage the client relationship and lead to negative perceptions of the agent.5. Recent Research and Studies Reinartz, W. J., Krafft, M., & Hoyer, W. D. (2004). A customer relationship management process framework for performance marketing. Journal of Interactive Marketing, 18(4), 93-105. Verhoef, P. C., Reinartz, W. J., & Krafft, M. (2010). Customer engagement as a new perspective in customer management. Journal of Service Research, 13(3), 247-252. Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010). Undervalued or overvalued customers: Capturing total customer engagement value. Journal of Service Research, 13*(3), 297-310.These studies emphasize the importance of customer engagement and the need for a systematic approach to Click to access your CRM. CRM , reinforcing the rationale behind the 33 Touch plan.