Touch Campaign for Real Estate Agents
By now you know you have to take mindshare before you begin to take marketshare! When we think about the two different groups to take mindshare from we think back to the Millionaire Real Estate Agent book (MREA).
What the MREA tells us is we have our non-met database (leads) & our met database (contacts). The biggest differentiator between the two is one-way vs. two-way communication. When a lead comes into our eco-system most likely we are just sending one-way communication to them.
When these leads come in to our eco-system we need to use what's called a 19 to connect. This is a strategic & systematic approach to take mindshare. This is going to consist of phone calls, e-mails, newsletters, market reports, videos, promotional direct mail, & an event or get-together.
The 2nd step for 19 to connect is to plan out the touches! I suggest grabbing a sheet of paper & listing out the months. From there you will design your plan. When is the communication going out, what is the message you are going to convey, & what method/platform are you going to use to get the message into the leads hands.
Once you have connected with these leads it is time to convert! This is a 36 touch campaign that once there is 2 way communication we take it 1 step further to turn it in to referral & repeat business. One pro tip would be to segment out this audience with a tag. Some examples would be investors, first time home buyers, SOI, etc. You will not communicate to your first time home buyer segment the say as your investors.
This strategic & systematic approach to take mindshare looks similar to the 19 to connect. This is going to consist of phone calls, e-mails, newsletters, market reports, videos, promotional direct mail, & an event or get-together in 1 year.
The 2nd step for 36 to convert is to plan out the touches just like the 19 to connect! I suggest grabbing a sheet of paper & listing out the months again. From there you will design your plan. When is the communication going out, what is the message you are going to convey, & what method/platform are you going to use to get the message into the leads hands.
When you are creating your touch plan for the 19 to connect or the 36 to convert it is crucial to put a microscope on what you are sending/ doing. Ask yourself 2 questions:
What value am i providing with each touch?
How does each touch help my client reach their goal?
“The size of your real estate business will be in direct proportion to the size and quality of your database.” – Gary Keller
If you would like to review your touch campaign with me via a digital meeting please jump on my calendar here. Lead generation is huge in your real estate business. When you add some one in to your database you must feed that lead or contact! This 19 to connect or 36 to convert should help you business as big of a business as you want in your world!