Yesterday in a marketing Mastermind Group with a half dozen agents, a bit of confusion arose over two of the primary principles I use when developing their marketing campaigns.\u00a0 The question was new to me and that means it might be new to some of the readers here at BHB.<\/p>\n
Earlier, we had discussed the parameters of an effective drip campaign on those we already know: friends, family, past clients, past prospects, and so on.\u00a0 I call this group your S.O.I.L (Source of Income List) because we want to grow<\/em> a very robust referral business from it.\u00a0 Gary Keller, in his outstanding book Millionaire Real Estate Agent<\/em>, refers to this group as METs and suggests you touch them or drip on them 33x per year.\u00a0 I have “adopted” this philosophy wholesale and – as with most of the concepts in that book – find it applicable to agents no matter where they work.<\/p>\n A little later, I mentioned that statistically speaking, 80% of all business happens after the fifth contact.\u00a0 This is not real estate specific.\u00a0 It’s more of a universal rule borrowed from the direct marketing world.\u00a0 (You may notice I do a lot of “borrowing” and “adopting”… most great marketing is based on ideas stolen from another industry or product.\u00a0 Take a look around outside the world of real estate.\u00a0 You’ll be amazed how many great ideas you find.)\u00a0 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.\u00a0 Great question because it illuminates one of the basic misunderstandings in marketing.<\/p>\n When you drip on your sphere – touch them regularly – you are practicing Epiphany Marketing<\/a>.\u00a0 This is very similar to branding but, in my opinion, more effective.\u00a0 It’s designed to generate referrals and is on the very edge of what we can accurately call “marketing”.\u00a0 On the other hand a true, honest-to-God marketing campaign revolves around a specific concept (hopefully a USP) and is designed to carry people along a well-lit path until they inevitably reach the decision to Read more<\/a><\/p>\n","protected":false},"excerpt":{"rendered":" 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.<\/p>\n","protected":false},"author":36,"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":[6],"tags":[533],"class_list":{"0":"post-10515","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-marketing","7":"tag-marketing","9":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":10874,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/10874\/internet-conversion-for-the-real-estate-solopreneur\/","url_meta":{"origin":10515,"position":0},"title":"Internet Conversion For The Real Estate Solopreneur","author":"Brian Brady","date":"January 15, 2010","format":false,"excerpt":"Renee Burrows is a real estate agent in Las Vegas whom I respect.\u00a0 I met Renee through Active Rain and have visited with her and her family when they visit Pacific Beach in the summers.\u00a0 I've watched her develop from an agent who was struggling with the down Vegas market\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":6934,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/6934\/a-big-heap-of-heap-goodness-revising-my-universal-contact-form-to-create-heap-records-assigning-initial-drip-campaigns-to-them\/","url_meta":{"origin":10515,"position":1},"title":"A big heap of Heap goodness: Revising my universal contact form to create Heap records, assigning initial drip campaigns to them","author":"Greg Swann","date":"February 17, 2009","format":false,"excerpt":"I've rebuilt my universal contact form to be Heap-friendly. Now, in addition to emailing you and the prospect with a quick follow-up, as well as optionally epaging you, the form will also optionally create a new Heap lead with the contact information and with the name of an initial drip\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":9048,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/9048\/do-it-yourself-and-more-nonsense-from-otherwise-intelligent-folk\/","url_meta":{"origin":10515,"position":2},"title":"Do It Yourself and More Nonsense From Otherwise Intelligent Folk","author":"Jeff Brown","date":"June 30, 2009","format":false,"excerpt":"At 57 I still can't decide if those insisting on always doing things themselves are deluded, arrogant beyond understanding, or so much brighter than I am, I'm doomed to forever be in the dark. The unrelenting confidence oozing from the pores of do-it-yourselfers piss me off if only on principle.\u2026","rel":"","context":"In "General"","block_context":{"text":"General","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/general\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":11530,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/11530\/areaatlantahomes-com-touring-a-newly-hatched-broker-market-domination-system\/","url_meta":{"origin":10515,"position":3},"title":"AreaAtlantaHomes.Com – Touring A Newly Hatched Broker Market Domination System","author":"Ryan Hartman","date":"March 10, 2010","format":false,"excerpt":"One of my favorite recent projects has been AreaAtlantaHomes.Com. What's most exciting for me is that the project itself is being cooked up with some ingredients that are really conducive to it evolving into the Broker Market Domination System I talked about here a few months ago: The Marketplace is\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":7078,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/7078\/7078\/","url_meta":{"origin":10515,"position":4},"title":"LeadStreet Beeflaboration…","author":"Ryan Hartman","date":"February 24, 2009","format":false,"excerpt":"In my post yesterday I mentioned \"how badly the super well intentioned but grossly unusable \u201cLead Street\u201d back-end has been ignored over the past few years...\" RE\/MAX hasn't responded to the post\u00a0 but a few guys from Eneighborhoods took the time to ask me for some elaboration on my beefs\u2026","rel":"","context":"In "Technology"","block_context":{"text":"Technology","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/technology\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":4274,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/4274\/sneak-peek-screen-shots-from-the-forthcoming-rest-for-the-iphone-app\/","url_meta":{"origin":10515,"position":5},"title":"Sneak peek: Screen shots from the forthcoming REST for iPhone app","author":"Greg Swann","date":"September 8, 2008","format":false,"excerpt":"Real Estate Success Tracker is a Customer Relations Manager\/Transaction Manager for Realtors. It comes in Windows and Macintosh versions, plus a networked version that will work with clients on either platform. REST CEO Matthew Hardy -- a BloodhoundBlog Unchained in Phoenix matriculant -- has been paying attention to the marketplace\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/10515","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\/36"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/comments?post=10515"}],"version-history":[{"count":5,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/10515\/revisions"}],"predecessor-version":[{"id":10518,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/10515\/revisions\/10518"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=10515"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=10515"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=10515"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}