Creating Lists: Define the Relationship (DTR)

DTR Campaign Overview

Start small. Make sure you can get through the list 80% of the time. Then add 5 names at a time. 

Concept

·        To have a system where all our Realtors are categorized and marketed to based on their production, ability to refer, and overall likelihood.

Mission, Statement, Purpose

·        The purpose of this campaign is to maintain our relationships with our Realtors in order to bring in more business. We don’t want to lose or miss the opportunity to work with great Realtors.

Agenda

  • The first week of December is when everything is set to begin. During this week:

1.      PJ will send MP the final Realtor Rankings.

2.      MP to start calling and after the call, set the appropriate amount of time to follow up based on the chart PJ sends.

3.     PJ and Sheri to connect on the gifts.

4.     SB to get the gifts and send them out.

  • PJ to send MP updates every Tuesday and Thursday of his calls due and conversation topics. <<PJ to include when we send gifts.>>
  • PJ, MP, and SB to connect on Wednesday, December 2nd to adjust and discuss the first 2 days.

Done

·        Realtor Rankings – What MP will reference when he talks to a contact and sets a follow-up call

·        Marketing Calendar – Where PJ and SB will keep track of everything including the gifts, calls, etc.

Details

·        PJ to track everything on the Marketing Calendar.

·        PJ and SB to go through the tracking each week to make sure everything is on track.

Questions

·        How often to call VIP’s?

 

·        Which groups do we want in the birthday program?

  • Account = 12 closings per year
  • A = 4 closings per year (these are the people you meet with one-on-one).
  • B = Close at least one deal with you and do 12 buy-side transactions per year. These are your future A’s.
  • C = Anyone that closes at least one transaction per year with you (and doesn’t qualify as a B).
  • D = These are the folks that close about 1 deal every other year with you. i.e. they do less than 1 per year.
    • D = has to be someone that has referred a lead in the last 12 months.
    • NOTE: to “kick out” a D after 12 months, give them a 6-month “farewell” campaign. This means you’ll send them 18 months of stuff. The send off can be:
      • Can you believe it’s been a year?
      • Time flies?
      • Are you sure we can’t help?
      • We’d love to work with you?
      • Puppy dog eyes meme saying please?
      • We get the hint, we won’t bug you?
      • etc.
      • etc.
      • We need to refine these options. Make them fun but let them know you’re about to take them off the list.

Farewell Campaign

Creating a 6-month “goodbye” campaign that maintains a fun tone while also conveying a clear message about the end of the gift-giving and potential collaboration can be a delicate balancing act. Here are some ideas for the messages you can include with each gift:

Month 1: “The Countdown Begins!”

  • Message: “Let’s make these next few months count! I’ve enjoyed our journey so far and look forward to seeing where it could lead us. Here’s to new beginnings (or a fond farewell)!”

Month 2: “5 Months of Fun Left!”

  • Message: “Time flies when you’re having fun! Just 5 months left in our adventure. I’m excited to see if we can turn this relationship into a thriving partnership.”

Month 3: “Halfway Through Our Goodbye Tour!”

  • Message: “We’re at the halfway mark of our farewell tour. There’s still time to make some great business memories together. Let’s not miss this chance!”

Month 4: “The Final Stretch!”

  • Message: “Only 3 months to go! It’s been a pleasure sharing these moments with you. I’m hopeful we can turn this relationship into something even more valuable.”

Month 5: “Two Months Notice”

  • Message: “As our journey nears its end, I’m reminded of all the potential our partnership holds. These last two months could be the start of something amazing!”

Month 6: “The Last Hurrah!”

  • Message: “Here we are at the grand finale! It’s been wonderful getting to know you. If you think we can do great things together, let’s chat! Otherwise, it’s a goodbye with gratitude.”

Key Points to Consider:

  • Tone: Maintain a light and positive tone throughout the messages. The aim is to encourage potential collaboration, not to express disappointment or frustration.
  • Call to Action: Each message should have a subtle call to action, nudging them towards considering a business relationship with you.
  • Personalization: If possible, personalize each message based on your interaction with the Realtor. This adds a genuine touch to your campaign.
  • Value Proposition: Highlight the benefits of working with you, emphasizing what they stand to gain from the partnership.

This approach ensures that you’re conveying your message in a respectful and engaging manner, leaving the door open for future collaboration while clearly stating your intentions.

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