I started Vyral Marketing in 2009 out of my own need for a 36 touch with my database.
We’ve focused on helping rainmakers generate business from their own list.
However, with the rise of agent teams and the need for brokerages to remain competitive by helping their agents get business, I’ve been asked “How can you implement a 36 touch for my agents, too?”
For perspective, this is in addition to - or in replacement of - spending money on various media at the team or brokerage level to generate leads or set appointments for your agents from the general public (cold calling, Facebook, Google Ads, radio, TV, direct mail, 3rd party referrals, etc).
It didn’t make sense to hire us at retail for each agent on your brokerage or team. Rather, it’s best you build your own in-house marketing department specific for 36-touch implementation.
You also need a way to break even on that marketing department, and if all goes to plan, use it as a profit center to make money.
But let's be honest - it's ultimately about recruiting more agents. Specifically, the profitable 12-25 sales a year demographic. To reach and retain them, you need the following email lists ready to go:
- All the agents in your office
- All the agents who worked in your office previously whom left
- All the agents in your recruiting pipeline
- All the agents in your MLS who sell 12-24 homes a year
To book more appointments for your recruiter, you'll start teaching webinars on how agents in your office work their database and what messages they send out to get the best response.
The key is sharing the videos, emails and social media posts your office is helping your agents get out that's specific to your market and the message of the moment.
Just send all the people who register to your recruiter to talk about how to grow their business.
When it comes to helping your agents implement getting messages to their database, I recommend hiring a dedicated marketing manager and a marketing assistant.
The marketing manager’s job is to write the content, communicate with the agents, project manage the work, oversee the strategy, and hold results accountable. (i.e. Director of Lead Generation)