{"id":10295,"date":"2009-11-15T09:15:56","date_gmt":"2009-11-15T16:15:56","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=10295"},"modified":"2009-11-15T09:17:10","modified_gmt":"2009-11-15T16:17:10","slug":"33-quality-touches-for-real-estate-agents","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/10295\/33-quality-touches-for-real-estate-agents\/","title":{"rendered":"33 Quality Touches for Real Estate Agents"},"content":{"rendered":"<p>In Gary Keller and Dave Jenks&#8217; game changing book <a title=\"The Millionaire Real Estate Agent\" href=\"http:\/\/www.amazon.com\/Millionaire-Real-Estate-Agent-Money-Its\/dp\/0071444041\" target=\"_blank\">&#8220;The Millionaire Real Estate Agent&#8221;<\/a>, the authors recommend a &#8220;33-Touch&#8221; follow-up system to stay top of mind with &#8220;mets&#8221;.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-10311\" align=\"right\" hspace=\"6\" src=\"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-content\/uploads\/2009\/11\/kw-book2.jpg\" alt=\"Millionaire RE Agent\" width=\"106\" height=\"140\" srcset=\"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-content\/uploads\/2009\/11\/kw-book2.jpg 489w, https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-content\/uploads\/2009\/11\/kw-book2-226x300.jpg 226w\" sizes=\"auto, (max-width: 106px) 100vw, 106px\" \/>It was actually a brilliant idea &#8211; for Keller. \u00a0KW agents immediately began flooding the market with (expensive) calendars, post cards, and chotchkies &#8211; building the Keller Williams brand in the process. \u00a0While Century 21 squandered ad dollars sponsoring the MLB All Star Game and RE\/Max floated its balloon on expensive and largely ineffective national TV ad buys, Keller Williams gained market share without spending a corporate dime.<\/p>\n<p>Back in 2004, when the book was published, I felt strongly that 33 annual touches was too high a frequency for real estate professionals. \u00a0But that was before I started exploring social media. \u00a0Today, it&#8217;s very conceivable for a real estate agent to reach their database with 33 <span style=\"text-decoration: underline;\">quality<\/span> touches per year. \u00a0Below, I&#8217;ve mapped out a sample 33-touch program.<\/p>\n<p><strong><span style=\"text-decoration: underline;\">Postal Mail: \u00a05 touches<\/span><\/strong><\/p>\n<p>Direct mail is relatively expensive when compared to some of the vehicles we&#8217;ll discuss below &#8211; but I still believe it should be a core component in any CRM campaign. \u00a0Of critical importance &#8211; your direct mail efforts need to look and feel as if they are <a title=\"The One to One Future\" href=\"http:\/\/www.amazon.com\/One-Future-Don-Peppers\/dp\/0385485662\" target=\"_blank\">&#8220;one-to-one&#8221;<\/a> correspondences. \u00a0I have never preferred post cards and &#8220;newsletters&#8221; because they are clearly mass-mailing efforts. \u00a0We want your contacts to believe that you specifically thought of them when we reach them via direct mail. \u00a0Direct mail ideas:<\/p>\n<ul>\n<li>Birthday cards for the client and co-client<\/li>\n<li>Thanksgiving card (rather than the stale holiday card approach)<\/li>\n<li>Market updates (make these a mail-merged professional letter, not a bulk-mail blast)<\/li>\n<li>Announcements (invites to charity events, new hires, testimonials\/case studies, etc)<\/li>\n<\/ul>\n<p><strong><span style=\"text-decoration: underline;\">E-mail: \u00a012 touches<\/span><\/strong><\/p>\n<p>I&#8217;ve written a few articles about the trials and tribulations of <a title=\"What\u2019s Your Take on Email Frequency?  \" href=\"http:\/\/www.topofmind.com\/blog\/index.php\/2009\/10\/whats-your-take-on-email-frequency\/\" target=\"_blank\">email marketing<\/a> on the <a title=\"Top of Mind Blog\" href=\"http:\/\/www.topofmind.com\/blog\/\" target=\"_blank\">Top of Mind Blog<\/a> &#8211; all of which boil down to common sense. \u00a0Email is cheap and easy. \u00a0This low barrier to entry creates more and more emails being dumped into our inbox every day. \u00a0Clutter is a marketer&#8217;s worst enemy. \u00a0Your email correspondences must meet an extremely high bar in order to maintain readership and response over the long <a href=\"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/10295\/33-quality-touches-for-real-estate-agents\/#more-10295\" class=\"more-link\">Read more<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In Gary Keller and Dave Jenks&#8217; game changing book &#8220;The Millionaire Real Estate Agent&#8221;, the authors recommend a &#8220;33-Touch&#8221; follow-up system to stay top of mind with &#8220;mets&#8221;. It was actually a brilliant idea &#8211; for Keller. \u00a0KW agents immediately began flooding the market with (expensive) calendars, post cards, and chotchkies &#8211; building the Keller [&hellip;]<\/p>\n","protected":false},"author":51,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":{"0":"post-10295","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-real-estate","8":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":5709,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/5709\/rethinking-real-estate-web-20\/","url_meta":{"origin":10295,"position":0},"title":"Rethinking Real Estate Web 2.0","author":"Thomas Hall","date":"November 20, 2008","format":false,"excerpt":"What do consumers want? I believe this question has been asked ten times to Sunday as it relates to real estate. I recently read Marc Davison's recent blog post at 1000Watt Blog summarizing the results of that exact question, What do Consumers Want?.\u00a0 The report, commissioned by Keller Williams, was\u2026","rel":"","context":"In &quot;Marketing&quot;","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":10515,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/10515\/should-i-touch-you-or-contact-you\/","url_meta":{"origin":10295,"position":1},"title":"Should I Touch You or Contact You?","author":"Sean Purcell","date":"December 8, 2009","format":false,"excerpt":"While discussing this idea, one of the agents asked why we need to touch our sphere 33x when most of the business is going to happen after the fifth contact. Great question because it illuminates one of the basic misunderstandings in marketing.","rel":"","context":"In &quot;Marketing&quot;","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":625,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/625\/zip-realty-and-a-press-release\/","url_meta":{"origin":10295,"position":2},"title":"Zip Realty and a Press Release","author":"Russell Shaw","date":"November 9, 2006","format":false,"excerpt":"It never ceases to amuse me (amaze me?) what the press finds \"interesting\" for a real estate \"news story\". Of course it is totally predictable what Inman News finds newsworthy - hacking away at Realtor commissions. Brad Inman has been on a mission from God on this issue for some\u2026","rel":"","context":"In &quot;Marketing&quot;","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1896,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1896\/fantastic-interview-with-gary-keller\/","url_meta":{"origin":10295,"position":3},"title":"Fantastic Interview with Gary Keller","author":"Russell Shaw","date":"September 5, 2007","format":false,"excerpt":"I just received, via email, the September newsletter from Custom House Publishers. It had the large post-it you see below. Clicking it took me to the Quicktime video you will see. I could not over-recommend watching it and paying close attention. For some years I have considered Gary Keller to\u2026","rel":"","context":"In &quot;Marketing&quot;","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"keller_post-it","src":"https:\/\/i0.wp.com\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-content\/uploads\/2007\/09\/keller_post-it.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":6189,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/6189\/mariana-wagners-custom-real-estate-signs-are-slicker-than-a-colorado-springs-sidewalk-in-december\/","url_meta":{"origin":10295,"position":4},"title":"Mariana Wagner&#8217;s custom real estate signs are slicker than a Colorado Springs sidewalk in December","author":"Greg Swann","date":"December 20, 2008","format":false,"excerpt":"Look at these custom yard signs from Mariana Wagner's iTeam real estate brokerage in Colorado Springs, Colorado: Mariana reflects: \"Not exactly how yours is set up, as our wind and freezing temps make the hanging sign a disaster, but these rock. (We have installed a 1-800# on the bottom of\u2026","rel":"","context":"In &quot;Marketing&quot;","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2022,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2022\/will-zillowcom-capture-every-mls-listing-in-houston-the-fourth-largest-metropolitan-market-in-the-united-states\/","url_meta":{"origin":10295,"position":5},"title":"Will Zillow.com capture every MLS listing in Houston, the fourth largest metropolitan market in the United States?","author":"Greg Swann","date":"October 10, 2007","format":false,"excerpt":"From Houston RealNews:The Houston Association of Realtors (HAR) may be a whisker away from providing listings data to real estate valuation site Zillow.com. HAR Chairman Rob Cook released a statement today: \"Zillow receives four million visitors per month so we would certainly like to have our listings on the site...\"\u2026","rel":"","context":"In &quot;Disintermediation&quot;","block_context":{"text":"Disintermediation","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/disintermediation\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/10295","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/users\/51"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/comments?post=10295"}],"version-history":[{"count":16,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/10295\/revisions"}],"predecessor-version":[{"id":10314,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/10295\/revisions\/10314"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=10295"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=10295"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=10295"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}