33 Touches Rules of Real Estate Marketing Engagement |

How much contact is too much? Have you ever had the fear that you might one day alienate your real estate contacts with too many touches? I?ve been trying to understand the Keller Williams 33 touch program as an outsider looking in. I have read Gary Keller?s book, The Millionaire Real Estate Agent, and the term 33 touches has been floating around on the Internet since the book?s original release date, which happens to be Feb. 11, 2004.

In other words, this book was released before the explosion of social networking/social media marketing. I point out this milestone out for two reasons:

1. The 33 touch program recommended by Keller and implemented by many Keller Williams agents and other brokers alike,?encourages real estate agents to?follow a??traditional? real estate marketing program. Traditional usually refers to some elements of print media (Yikes! Old School Marketing).

2. I am curious as to whether or not real estate agents should count or replace traditional touches with their Facebook, Twitter, LinkedIn interactions?

Sample 33 Touch?Program

Sample Program

The 33 touch program above is designed to:

A. Move new prospects i.e. (your have met database)?along your marketing funnel?and

B. Keep your funnel full of potential repeat and referral business

Most real estate agents are, after all, battling to remain relevant in the consumer?s mind.

Do you have mind share?

But you have to be careful. Just because you are making contact with a potential client or with a repeat customer, albeit traditionally or via one of the social?networks doesn?t mean that you are connecting or servicing a need.

Did you know that there are rules of real estate marketing engagement which regulate how many touches you are legally entitled to?

Most of the time, these ?rules? or laws, specifically pertain to electronic contact, can be found in the origianl Can-Spam Act of 2003, which was updated in 2008.

Following the Can Spam Act isn?t complicated. Here?s a rundown of CAN-SPAM?s main requirements:

1. Don?t use false or misleading header information. Your ?From,? ?To,? ?Reply-To,? and routing information ? including the originating domain name and email address ? must be accurate and identify the person or business who initiated the message.
2. Don?t use deceptive subject lines. The subject line must accurately reflect the content of the message.
3. Identify the message as an ad. The law gives you a lot of leeway in how to do this, but you must disclose clearly and conspicuously that your message is an advertisement.
4. Tell recipients where you?re located. Your message must include your valid physical postal address. This can be your current street address, a post office box you?ve registered with the U.S. Postal Service, or a private mailbox you?ve registered with a commercial mail receiving agency established under Postal Service regulations.
5. Tell recipients how to opt out of receiving future email from you. Your message must include a clear and conspicuous explanation of how the recipient can opt out of getting email from you in the future. Craft the notice in a way that?s easy for an ordinary person to recognize, read, and understand. Creative use of type size, color, and location can improve clarity. Give a return email address or another easy Internet-based way to allow people to communicate their choice to you. You may create a menu to allow a recipient to opt out of certain types of messages, but you must include the option to stop all commercial messages from you. Make sure your spam filter doesn?t block these opt-out requests.
6. Honor opt-out requests promptly. Any opt-out mechanism you offer must be able to process opt-out requests for at least 30 days after you send your message. You must honor a recipient?s opt-out request within 10 business days. You can?t charge a fee, require the recipient to give you any personally identifying information beyond an email address, or make the recipient take any step other than sending a reply email or visiting a single page on an Internet website as a condition for honoring an opt-out request. Once people have told you they don?t want to receive more messages from you, you can?t sell or transfer their email addresses, even in the form of a mailing list. The only exception is that you may transfer the addresses to a company you?ve hired to help you comply with the CAN-SPAM Act.
7. Monitor what others are doing on your behalf. The law makes clear that even if you hire another company to handle your email marketing, you can?t contract away your legal responsibility to comply with the law. Both the company whose product is promoted in the message and the company that actually sends the message may be held legally responsible.
8. For?Your Have Met Clients?and more specifically, clients you have done business with in the past, when communicating my email, you have up to 18 months to remain in contact with said client after the business relationship has ended unless he or she has intiated or given content to remain apart of your marketing funnel.

The Can-Spam Act is applicable to messages that are commerical in nature. These are messages that advertises or promotes a commercial product or service, including content on a website operated for a commercial purpose.

Just listed, just sold messages?or announcements of new services i.e. we now do short sales or we can help you with your tax appeals,?falls under this category. If the message contains transactional or relationship content, this would include updating a customer about an ongoing transaction, the CAN-Spam Act does not apply.

Often times though, commerical messages are mixed with transactional messages. In this case, a case where there is both commerical and tranctional or realtionship content, the original intention of the message would superceed and dicate if?the Can Spam Act should be applied.

Other messages with non-commerical or non-relationship content?are not regulated by Can-Spam Act. These are the happy?birthday, anniversary wishes, thinking of you cards are usually examples of other messages.

We look to the Can Spam Act to give us directions on how to engage via email, but when we are engaging via one of the social network, you must look to that network?s Terms of Service.

In either case, whether you are making contact traditionally or via one of the social networks, you should check yourself and ask the following questions:

• 1. Am I providing value for my current or past client?
• 2. Am I giving them clear instructions in how to refer me new business?
• 3. Do they want to continue to hear from me?
• 4. What community, neighborhood, safety, or service information would be relevant to them or someone they know?

Can you think of any questions you should ask yourself? If yes, please a reply in the comment section below.

For more information on rules regulating eletronic commerical contact or touches, please visit The Bereau of Consumer Protection Business Center.?They provided a detailed Can Spam Act Compliance Guide for Businesses. ?

For Canadian Real Estate Agents, visit AGBeat?s coverage on Spam Laws affecting Canadian Realtors and real estate agents.

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Ms. Perez is a Broker-Salesperson for Weichert, Realtors. She is the founder of Agent Know How and a number of other real estate websites. As an active real estate sales agent in NJ and dedicated sales trainer, Ms. Perez aspires to share her expertise and coach new or seasoned real estate agents.

Source: http://www.agentknowhow.com/2012/03/20/stop-touching-me-rules-of-real-estate-marketing-engagement/

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33 Touches Rules of Real Estate Marketing Engagement |
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