A CRM without a contact strategy is just an expensive address book. This chapter gives you blueprints for how often to touch base, what to say, and how to structure communication for both new contacts and existing relationships.
🤝 What Is a Touch Point?
A touch point is any interaction between you and a contact. It can be:
Direct
- • Phone call
- • Text message
- • Personal email
- • In-person meeting
- • Video call
Marketing
- • Newsletter
- • Market report
- • Social media post
- • Direct mail piece
- • Open house invite
Value-Add
- • Referral to a service provider
- • Birthday card
- • Home anniversary gift
- • Community event invite
- • Helpful article
Strategy for New Contacts
The First 30 Days — Make or Break
The first month after meeting someone determines whether they'll remember you or forget you. Here's the cadence:
Initial meeting — exchange info, add to CRM with detailed notes
DirectFollow-up text/email: 'Great meeting you! Here's my contact info.'
DirectSend something valuable — market report, neighbourhood guide, relevant article
ValuePhone call — check in, ask questions, learn their timeline
DirectAdd to newsletter list (with permission) + send personal note
MarketingShare a relevant listing or market insight
ValuePhone call — relationship check-in, confirm next steps
DirectStrategy for Existing Contacts & Past Clients
The 36-Touch Annual Plan
Top producers aim for 36 touches per year with their sphere and past clients — roughly 3 per month. Here's a mix that doesn't feel overwhelming:
Newsletter or market update email (4/month)
48/yrSocial media engagement — like, comment, share their posts
12/yrPersonal phone call or coffee/lunch
4/yrDirect mail piece — postcard, market report, recipe card
4/yrClient appreciation event invite
2/yrBirthday card or text
1/yrHome anniversary acknowledgment
1/yrHoliday card (mail, not email)
1/yr📊 How Often Should You Communicate?
Hot Leads (Active Buyers/Sellers)
Multiple times per weekThey expect it — and responsiveness wins deals
Warm Leads (1–6 months out)
Weekly to bi-weeklyStay top of mind without being pushy
Cold Leads (6+ months out)
MonthlyNewsletter + occasional personal touch
Past Clients
Monthly newsletter + quarterly personalThe referral goldmine — nurture consistently
Sphere of Influence
Monthly newsletter + semi-annual personalFriends and family who might refer
Referral Partners
Monthly check-inLawyers, mortgage brokers, contractors, etc.
📬 Using Your CRM for Print Marketing
Don't forget the power of physical mail. In a world of digital noise, a printed piece stands out. Your CRM can help:
Export segmented lists for direct mail campaigns
Track who received which mailer and when
Coordinate digital follow-up after a print piece drops
Generate mailing labels directly from your CRM
Schedule recurring mailers (quarterly postcards, annual calendars, etc.)
🔑 Key Takeaway
Consistency beats intensity. It's better to make 3 meaningful touches per month for 12 months than to make 36 calls in one week and then disappear. Use your CRM to automate what you can and remind you about what needs a personal touch.