A successful business model must include a minimum of 24 touches per year, or approximately one every couple of weeks, to maximize opportunities with your prospects. The challenge is that the type of communication you want to share with a buyer is likely to be completely different than the information you want to share with sellers. How can you be sure to maximize exposure with the right touches to each group?
The answer is to identify each group that you want to work with and customize the communications to each group by categorizing your contacts in a CRM Program like Top Producer.
Here are examples of categories:
- All Buyers
- Hot Buyers – The buyers that are likely to buy something within the next 30 days. This group requires multiple weekly contacts.
- All Sellers
- Existing Listings
- Hot Listing Prospects
- Relationship Management Contacts – Past clients, Sphere of Influence, Friends & Family, Advocates, your Farm Area & other Top Producing Agents
Once you’ve put every contact into one of the lists above, ask yourself what is the best message that I can send to this group for the next two weeks. This information can usually be found in your Cup O’ Joes.
- Hot Buyers – Send them Recaptured Equity examples
- Hot Listings Prospects – Send them local housing data that shows the risk of waiting until later to sell.
- Existing Listings – Send information about new listings or sold activity
- Relationship Management Contacts – Send information about economic issues impacting their real estate holdings and net worth.
- Farm– Send specific information about the neighborhood such as:
- Supply – Number of homes currently listed
- Demand – Number of recent sales
- Consumption – Month’s supply of inventory
- Value – Average sales prices
- Agents – Identify the 100-300 agents that are most successful with buyers and let them know about great listings or price reductions that you want to promote.
The 24-touches don’t have to be about buying and selling. The most powerful pieces are the ones that are of special interest to each of your groups. Remember, if the message is about your prospects and not about you, they are more likely to open the e-mail.