Introduction:This lesson delves into the application of behavioral science principles to enhance client relationship management in real estate. Specifically, it explores the implementation of structured communication plans, termed "33 Touch" plans, designed to leverage the psychological effects of consistent contact on relationship strength and referral rates. Research in social psychology demonstrates a positive correlation between frequency of interaction and interpersonal attraction, a phenomenon known as the mere-exposure effect (Zajonc, 1968). Furthermore, studies in reciprocity demonstrate that individuals are more likely to reciprocate actions, creating a positive feedback loop that enhances commitment and loyalty (Gouldner, 1960). This lesson will focus on two specific 33 Touch plans: "Client for Life" and "Advocate Appreciation." "Client for Life" aims to maintain client loyalty by employing consistent communications, exploiting the psychological principle of maintaining relationships through consistent communication. The "Advocate Appreciation" plan builds on this principle by incorporating elements of positive reinforcement, where behaviors like referrals are encouraged through tangible and intangible rewards, therefore increasing the probability that such actions will be repeated (Skinner, 1948). The effectiveness of these plans hinges on the strategic application of these established psychological constructs.References:Gouldner, A. W. (1960). The norm of reciprocity: A preliminary statement. American Sociological Review, 25(2), 161-178.Skinner, B. F. (1948). Superstition' in the pigeon. Journal of Experimental Psychology, 38(2), 168.Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9(2, Pt.2), 1–27.Summary:This lesson examines the application of systematic, year-long communication strategies ("33 Touch" plans) for maintaining and strengthening client relationships in real estate. It contrasts two specific plans: "Client for Life," aimed at general client retention through consistent communication, and "Advocate Appreciation," designed to incentivize and reward referrals through a combination of communication and valuable incentives. The underlying principles are based on established research in social psychology, including the mere-exposure effect and the norm of reciprocity.Learning Objectives:Upon completion of this lesson, participants will be able to:1. Describe the scientific basis for the effectiveness of frequent client communication on relationship maintenance and referral generation.2. Differentiate between the "Client for Life" and "Advocate Appreciation" 33 Touch plans based on their targeted outcomes and components.3. Customize a 33 Touch plan by selecting appropriate communication channels and value-added items tailored to specific client segments to optimize referral rates.

33 Touch: Client and Advocate Appreciation Plans1. Introduction: The Science of Relationship Marketing in Real EstateRelationship marketing, a core component of successful real estate practice, hinges on the principles of behavioral economics and social psychology. The "33 Touch" plan represents a systematic application of these principles to cultivate long-term client relationships and leverage the power of advocacy. The plan's effectiveness is rooted in concepts such as the mere-exposure effect, reciprocity bias, and the principle of social proof.2. Theoretical Framework: Psychological Principles Underlying the 33 Touch 2.1. The Mere-Exposure Effect (Zajonc, 1968): Repeated exposure to a stimulus (in this case, the real estate agent) increases liking for that stimulus. The 33 Touch plan ensures consistent and frequent positive interactions, thereby enhancing client familiarity and trust. The mathematical representation of this effect can be simplistically modeled as: L = k log(n) Where: L = Level of liking/familiarity n = Number of exposures k = Constant representing the individual's initial predisposition (positive or negative) 2.2. Reciprocity Bias (Gouldner, 1960): Humans tend to respond to a positive action with another positive action. Providing value and appreciation through the 33 Touch plan triggers a sense of obligation in clients, increasing their likelihood to reciprocate through referrals or repeat business. 2.3. Social Exchange Theory (Homans, 1958): This theory posits that relationships are formed and maintained based on a cost-benefit analysis. The 33 Touch plan aims to consistently provide more benefits (value, appreciation) than costs to the client, strengthening the relationship and increasing the likelihood of continued engagement. This can be represented as: R = ∑B - ∑C Where: R = Relationship strength ∑B = Sum of perceived benefits ∑C = Sum of perceived costs 2.4. Cognitive Dissonance Theory (Festinger, 1957): If a client has referred business to an agent, they are more likely to maintain a positive perception of that agent to reduce cognitive dissonance (the discomfort of holding conflicting beliefs or behaviors). The Advocate Appreciation plan reinforces the client's positive perception of the agent. 2.5. The Peak-End Rule (Kahneman et al., 1993): People judge an experience largely based on how they felt at its peak (most intense point) and at its end, rather than the total sum or average of every moment of the experience. Strategically timed "touches" that deliver significant value (e.g., valuable market updates, thoughtful gifts) can create memorable peak moments.3. Application of the 33 Touch Plan: Client for Life and Advocate Appreciation 3.1. Differentiating Plans Based on Client Value and Advocacy: Client for Life Plan: Maintains general client engagement and ensures continued brand awareness. Focuses on general value provision. Advocate Appreciation Plan: Specifically targets clients who have referred business or pledged to do so. This plan includes additional elements of value and personalized appreciation to reinforce their advocacy role. 3.2. Component Analysis of the 33 Touch Plan: 3.2.1. Newsletters (12 touches): Psychological Impact: Provides consistent information, reinforcing expertise and creating a sense of authority. Practical Application: Market updates, neighborhood statistics, home maintenance tips, and relevant community events. Experiment: A/B test different newsletter content to assess engagement levels (open rates, click-through rates). 3.2.2. Holiday Cards (7 touches): Psychological Impact: Reinforces personal connection and conveys warmth. Practical Application: Personalized holiday greetings, including a brief reminder of referral opportunities. Experiment: Track referral rates after sending different types of holiday cards (e.g., generic vs. personalized). 3.2.3. Telephone Calls (5 touches): Psychological Impact: Allows for direct interaction and personalized communication. Practical Application: Checking in with clients, inquiring about their needs, and subtly prompting for referrals. Experiment: Compare the effectiveness of scripted vs. unscripted phone calls on securing referrals. 3.2.4. "Great Talking to You" Letters (3 touches): Psychological Impact: Reinforces the phone call interaction and provides a tangible reminder of the conversation. Practical Application: Summarizing key points from the phone call and reiterating the agent's value proposition. 3.2.5. Personal Observance Cards (4 touches): Psychological Impact: Demonstrates thoughtfulness and personalization. Practical Application: Birthday cards, anniversary cards, home purchase anniversary cards, congratulatory notes. Experiment: Track client responses to personalized cards compared to generic cards. 3.2.6. Usable Give-aways (2 touches): Psychological Impact: Creates a positive association with the agent and provides ongoing utility. Practical Application: Magnetic calendars, notepad cubes, branded pens. 3.2.7. Items of Value (Advocate Appreciation Plan Only): Psychological Impact: Reinforces appreciation and strengthens the reciprocity bias. Practical Application: School calendars, New Year calendars, sports schedules, inspirational cards, small gift cards.4. Maximizing the Impact: Referral Reminders and Benefit Identification 4.1. Consistent Referral Prompts: Every touch should include a clear and concise reminder of how to provide referrals and emphasize the benefits of working with the agent's team. 4.2. Quantifiable Benefits: Clearly articulate the benefits of the agent's services, such as expertise in negotiation, market knowledge, or streamlined transaction processes. 4.3. Utilizing Social Proof: Incorporate testimonials or case studies from satisfied clients to demonstrate the value of the agent's services.5. Lead Management Integration (F.A.S.T. Track) 5.1. Funnel: Centralize all leads through a designated point of contact and capture essential information (name, contact details, real estate needs). 5.2. Assign: Assign leads to specific team members for follow-up and management. 5.3. Source: Determine the origin of each lead (e.g., referral, online advertisement, open house). This data is crucial for optimizing marketing efforts. Formula to calculate conversion rate: CR = (Number of Leads Converted / Total Number of Leads) 100 5.4. Track: Monitor lead progress, conversion rates, and the effectiveness of different lead sources. This data allows for continuous improvement of the lead generation and management process.6. Customization and Optimization 6.1. Target Audience Segmentation: Tailor the 33 Touch plan to specific client segments based on demographics, psychographics, and real estate needs. 6.2. A/B Testing: Conduct A/B tests to evaluate the effectiveness of different touches and optimize the plan for maximum impact. 6.3. Continuous Monitoring and Adjustment: Regularly review the performance of the 33 Touch plan and make adjustments based on data analysis and client feedback.7. Ethical Considerations 7.1. Transparency: Clearly communicate the purpose of the 33 Touch plan to clients. 7.2. Respect for Privacy: Adhere to all relevant privacy regulations and obtain client consent before collecting and using their personal information. 7.3. Avoidance of Manipulation: Focus on providing genuine value and appreciation, rather than using manipulative tactics to solicit referrals.8. References Festinger, L. (1957). A theory of cognitive dissonance. Stanford University Press. 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., Fredrickson, B. L., Charles, L., & Redelmeier, D. A. (1993). When more pain is preferred to less: Adding a better end. Psychological Science, 4(6), 401-405. Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9*(2, Pt.2), 1-27.