Often when we think about marketing and particularly calling, we think that the more people we speak to the better. My controversial opinion (as a database calls specialist) is that more calls to more people isn’t better, *if* it means less frequent contact.
I’ve been inspired to address this topic off the back of an email I received from a current client.
We have approx 2000 clients in our database, with approx half of those in our core area of focus. Rather than calling our core database each quarter, could we call all 2000 every 6 months? On top of calls these clients are getting numerous other communication points from us, well over 12 touchpoints per year when including email marketing as well.
Have you had experience with any circumstances where lower call frequencies have still been successful?”
Most of our clients work off a quarterly call cycle (one call every 13 weeks) as the baseline, with additional Just Listed, Just Sold and Anniversary calls on top of that. (Plus all other marketing)
A couple of our clients work off 3 calls a year, (one call every 17 weeks) as the baseline, then additional calls and marketing on top.
My recommendation is that it is best to scale back the size of the database to allow for additional calls to your core area in order to continue to grow presence, brand awareness and relationships there first, and then scale out to other area’s of focus in time to come.
I 100% see the value in the other marketing that you are doing. It is essential to your brand and really supports getting the best result from your calls. This being said, in the noisy digital world that we live in, with many bulk emails and ads everywhere, the personal connection that comes with a call is a standout, and superior in regards to ‘connections’ with clients.
Hope this helps! Chat soon, Shon
If you call an owner one time and they don’t know your name or brand, you haven’t built trust with them through evidence or relationship – what are the chances of getting their business when the time comes?
Compared to an owner in your core area that has seen your signs, they know you sponsor their son’s footy club, they’ve run into you at open homes, your team calls them and keeps them up to date with sales, they get your just sold in their street SMS, they see your face on DL’s every week – they know you’re the expert.