What is the 36-touch real estate database system?

The 36-touch system is a structured follow-up framework for real estate agents that delivers a minimum of 36 contacts a year to everyone in their sphere of influence. It blends monthly email marketing, quarterly phone calls, direct mail, and a small number of client events so that agents stay top of mind and capture a much higher percentage of the moves that occur each year inside their database.

How many touches are in each level of the system?

Level 1, the foundation, uses 28 touches a year made up of two emails per month and one quarterly phone call. Level 2 adds 12 monthly direct mail pieces for a total of 40 touches annually. Level 3 adds three client appreciation events, which create 21 combined touchpoints from invitations, reminders, and follow-up, for a total of 61 touches each year. The name 36 touch system reflects the original concept, but the full implementation has even more contacts.

How much income can a Metro Detroit agent expect from a 36-touch database plan?

With a 250 person database and a five to seven percent annual move rate, roughly 12 to 17 people will move each year. Without a system most agents capture only one to three of those transactions. Agents consistently running the 28-touch foundation often capture five to eight of those moves, which can generate thirty seven thousand to sixty thousand dollars in gross commission income at an average Metro Detroit commission of about seven thousand five hundred dollars per deal. Expanding to direct mail and events can raise annual database income into the seventy five thousand to one hundred twelve thousand dollar range or higher.

What should agents send in their monthly emails for the 36-touch system?

The guide recommends sending two emails per month. The first is a short market update using local MLS data that explains how many homes sold, the average price, days on market, and what those numbers mean for homeowners. The second is a value driven email that can include a client success story, local business spotlight, home improvement tip, or behind the scenes lesson from recent transactions. Each email should be written in a conversational tone, focused on the client, and end with a soft call to action.

How often should real estate agents call their database under this system?

Agents using the 36-touch implementation package call each person in their database once per quarter, so everyone receives four personal calls per year. The script is a simple quarterly check in that asks how the client is doing, whether they are thinking about a move in the next twelve months, and whether they know anyone else who might be planning a move. Voicemail followed by a text message is acceptable when contacts do not answer, but the goal is to create genuine, short conversations instead of hard sales pitches.

When should agents add direct mail and client events to their follow-up plan?

The guide stresses that agents should master the level one foundation for at least ninety days before adding more activities. After three months of consistent emails and quarterly calls, agents can add level two monthly postcards or printed newsletters for an additional twelve touches per year. Once that system is running smoothly and budget allows, agents can add level three with three client events per year, each of which creates multiple touchpoints through invitations, reminders, and follow-up.

What types of client events work well in the 36-touch system?

Effective events include rented movie nights at a local theater, pie giveaways around the holidays, seasonal outings like zoo lights or cider mill trips, and family friendly gatherings with food and simple activities. The event itself is less important than the series of touches built around it, such as email invites, mailed postcards, phone invitations for top contacts, reminder texts, recap emails, and follow-up calls to attendees and non-attendees.

How should agents prioritize contacts in their database?

The system recommends separating the database into an A-list of roughly one hundred top relationships and a B-list of everyone else. A-list contacts include proven referrers, highly engaged people, and natural connectors who regularly recommend restaurants or services to others. These A-list clients receive more frequent personal touches, such as calls every sixty to ninety days, handwritten cards, and first invitations to events, while the B-list still receives all core emails, mailers, and general event invites.

36-Touch System Implementation Package: A Complete Implementation Guide for Real Estate Agents

Home

Listen, I'm going to be straight with you.

If you're chasing Zillow leads, door-knocking neighborhoods you don't know, or cold-calling expired listings at 7pm on a Tuesday... you're working way too hard for way too little return.

Your sphere of influence - the people who already KNOW you, LIKE you, and TRUST you - is sitting there like a goldmine you're ignoring.

Here's the reality: If you have 250 people in your sphere, statistically 12-17 of them will move this year. That's $90,000 to $127,500 in GCI sitting right there. The only question is: Will YOU be their agent, or will someone else?

This guide will show you exactly how to build a systematic approach to your database that generates consistent, predictable income while building genuine relationships (not just spamming people with "Happy Halloween! Call me if you need anything!").

I call it the 36-Touch System (it's actually 61 touches, but that didn't sound as catchy when I named it years ago and now I'm stuck with it).

Here's what we're going to cover:

Level 1: The Foundation (28 touches/year) - Costs almost nothing, generates $37k-$60k
Level 2: Adding Direct Mail (40 touches/year) - Costs $3k/year, generates $52k-$90k
Level 3: Adding Events (61 touches/year) - Costs $13k/year, generates $75k-$112k

The best part? You can start with Level 1 TODAY. Right now. With the people you already know.
Let's go.

LEVEL 1: THE FOUNDATION (28 Touches Per Year)

What You're Doing:

2 emails per month (24 touches)
4 phone calls per year (4 touches)

Total Cost: Free to $200/year

Expected Return: $37,500 - $60,000 from a 250-person database

Time Investment: 3-4 hours per month

The Email Strategy

Critical Rule #1: Your emails cannot be about YOU.

Nobody wakes up thinking "Man, I wonder what Michael Perna sold this week." They just don't.

But they DO wake up thinking about:

"Is my home value going up or down?"
"What's happening in my neighborhood?"
"Should I be worried about the market?"

So your emails need to answer THEIR questions, not talk about YOUR accomplishments.

Email #1 Each Month: Market Updates

This is the "analytical" email. For the people who want DATA.

The Formula:

Subject: [Your City] Real Estate - [Month] Numbers Are In

Hey [First Name],

Quick market snapshot for [Your Area]:

Homes Sold Last Month: [Number]
Average Sale Price: [Price] (up/down X% from last year)
Average Days On Market: [Number] (vs [Number] this time last year)
Buyer Activity: [Strong/Moderate/Cooling]

What This Means For You:

[2-3 sentences of actual interpretation - not fearmongering, not hype, just truth]

If you're thinking about a move (or just curious what your home is worth in this market), shoot me a text. Takes 2 minutes to pull your home's current value.

Talk soon,

[Your Name]

[Your Number]

P.S. [One line personal note - "Took the kids to the cider mill last weekend - can't believe fall is already here!" - something HUMAN]

Where To Get The Data:

Your MLS (most have monthly reports)
ShowingTime (if your market uses it)
Local real estate board reports
Zillow/Realtor.com market trends (honestly, these work fine for most areas)

Time To Create: 20 minutes once you have your template

Email #2 Each Month: Value/Story Email

This is the "relational" email. For the people who care about PEOPLE.

Content Ideas That Actually Work:

1. Client Success Stories (Make THEM the hero, not you)

Bad: "I just closed my 47th deal this year!"
Good: "Meet Sarah - single mom, two kids, needed to move closer to her parents after her divorce. Here's how we made it happen without draining her emergency fund..."

2. Local Business Spotlights

"Best coffee shop in [Your City] that you've probably never heard of"
"This guy makes the best pizza within 50 miles and I will fight anyone who disagrees"

3. Home Improvement Tips (Actual useful stuff)

"The one thing I wish every seller did before listing (costs $200, adds $5,000 in perceived value)"
"Why your garage door might be costing you money (and how to fix it for under $100)"

4. Behind-The-Scenes (The stuff that builds trust)

"The inspection item that kills 30% of deals (and how to handle it)"
"What really happens between offer acceptance and closing (because HGTV doesn't show you this part)"

5. Neighborhood News

New restaurant opening
School ratings changes
Road construction updates
New business coming to area

The Secret: Pick ONE idea. Write 200-300 words. Add a photo or two. Keep it conversational. End with a soft CTA.
Time To Create: 30 minutes

Your Email Schedule

I send mine on the 1st and 15th of every month.

You pick whatever works for you, but here's the key: CONSISTENCY BEATS FREQUENCY.

Better to send 2 emails per month for 12 months straight than to send 8 emails in January and then disappear until June.

The Phone Call Strategy

4 calls per year = Quarterly Check-Ins

Divide your database into 4 quarters:

January-March: Call Group A
April-June: Call Group B
July-September: Call Group C
October-December: Call Group D

Each person gets called once per year. That's it.

The Script (That Doesn't Sound Like A Script)

"Hey [Name]! Michael Perna, how are you?"

[Let them answer. Actually LISTEN.]

"Hey listen, I'm doing my quarterly check-ins and realized I hadn't talked to you in a while. Wanted to see how you guys are doing, how's the family?"

[Conversation happens here - let it be natural]

"So real quick - not a sales call, I promise - but are you guys thinking about a move anytime soon? Next 12 months? Anything on the horizon?"

If YES: "Okay awesome! When are you thinking? What's driving the move? [Get the details]. Okay cool, let me shoot you a text tomorrow and we can set up a time to walk through the process. Sound good?"

If NO: "Perfect, I figured, just checking. Hey, before I let you go - do you know anyone who might be thinking about a move? I'm looking to help a few more families this year and referrals from people like you are always the best clients."

[If they give a referral: GET THE DETAILS RIGHT NOW]

"Awesome, so you good with me reaching out and mentioning your name? Perfect. I'll let you know how it goes. Thanks man!"

"Alright brother/sister, good talking to you. We'll catch up again soon!"

Key Points:

Keep it to 5-10 minutes MAX
Actually care about their answer
Don't pressure
Always ask for a referral
Send a follow-up text same day ("Great catching up! Let me know if you need anything.")

What If They Don't Answer?

Leave this voicemail: "Hey [Name], Michael Perna here! Just doing my quarterly check-ins, wanted to catch up and see how you guys are doing. Give me a call back when you get a chance - [Your Number]. No big deal if I don't hear from you, I'll shoot you a text. Talk soon!"

Then send this text: "Hey [Name]! Just tried calling - doing my quarterly check-ins with people I haven't talked to in a while. How are you guys? Everything good?"

They'll probably text back. That counts. Now you're in a conversation.

The ROI Math (Level 1)

Let's say you have 250 people in your sphere:

12-17 of them will move this year (that's just statistics - 6% of homeowners move annually)
Without a system, you might get 3-4 of those deals (25% capture rate)
With Level 1, you'll get 5-8 of those deals (40-50% capture rate)

5 deals × $7,500 avg commission = $37,500

8 deals × $7,500 avg commission = $60,000

Cost to run Level 1: $0-$200/year (email software)

Time investment: 3-4 hours per month

That's it. That's the foundation.

LEVEL 2: ADDING DIRECT MAIL (40 Touches Per Year)

What You're Adding:

1 postcard/mailer per month (12 touches)

Total Touches: 40 per year (28 from Level 1 + 12 from mail)
Total Cost: $3,000/year ($250/month for printing and postage)
Expected Return: $52,500 - $90,000 from a 250-person database
Time Investment: Add 1-2 hours per month

Why Direct Mail Still Works

Let me tell you something that will blow your mind:

Everyone checks their mail. EVERYONE.

Yeah yeah, "direct mail is dead" and "nobody reads physical mail anymore."
Bullshit.

You know what happens when someone gets a piece of mail with THEIR NAME on it and a REAL PERSON'S FACE on it?

They look at it. For at least 3 seconds.

That's 3 more seconds than your email got (if it even made it past the spam filter).

When you add direct mail to your emails and calls, you're now showing up in THREE places:

Their inbox (email)
Their feed (social media, if you're posting)
Their MAILBOX (direct mail)

Multi-channel presence = Top-of-mind awareness

What Goes On The Mailer?

Here's our exact formula (steal this):

Front of Postcard:

For Analyticals (Left Side):

Market stats for [Your City]

Homes sold last month
Average sale price
Average days on market
Inventory levels

For Relationals (Right Side):

Client testimonial with photo
Make THEM the hero of the story
Keep it to 2-3 sentences max

Bottom of Front:

Your professional headshot
Your name, phone, email
Your team logo (if applicable)

Back of Postcard:

Top Half:

Another success story (different from the front)
Use the "Before/After" format: "Meet [Name]. They were [problem]. Here's what we did: [solution]. Here's what happened: [result]."

Bottom Half:

Quick market commentary (2-3 sentences)

Call to action (usually soft)

"Thinking about a move? Let's talk."
"Curious what your home is worth? Text me - takes 2 minutes."
"Know someone buying or selling? I'd love to help them."

The Critical Rule: Make THEM The Hero

This is where 95% of agents screw up their direct mail.

Bad Example: "I sold 47 homes this year! I'm the top agent in my office! I have 23 awards! Call me because I'm awesome!"

Good Example: "Meet Jack and Jenny. Just got married. Both owned homes. Needed one bigger home but couldn't afford three mortgages at once. We threaded the needle - sold both homes, closed same day, moved them in without a single night in a hotel. Here's what Jenny said: 'Michael made what felt impossible actually happen. We were stressed about timing and he coordinated everything perfectly.' - Jenny R., Clarkston"

See the difference?

Nobody cares that you sold 47 homes.

They care that you helped Jack and Jenny avoid living in a hotel with a newborn baby and two dogs.

Your client is the hero. You're the guide.

(If you've read "Building a StoryBrand" by Donald Miller, you know exactly what I'm talking about. If you haven't, go buy it. Right now. It'll change how you do marketing forever.)

Where To Get Your Mail Done

Three options:

Option 1: DIY (Not Recommended)
Design yourself in Canva
Print at local print shop
Buy stamps
Stuff and mail yourself
Time investment: 6-8 hours per month
Cost: $150-200 per month

Option 2: Semi-DIY

Design yourself in Canva

Use a mail house like:

Vistaprint
GotPrint
PostcardMania
Corefact

They print and mail for you

Time investment: 2-3 hours per month

Cost: $200-300 per month

Option 3: Done-For-You Services

ProspectsPLUS
Realty Mailer
Wise Pelican
They design, print, and mail
Time investment: 30 minutes per month (just approve design)
Cost: $300-400 per month

My Recommendation: Start with Option 2. Get the system working. If it's making you money (it will), upgrade to Option 3.
Your Monthly Mail Calendar

Pick one day per month to be your "mail day."

Mine is the 25th of every month. That's when I review the design, update the stats, pick the testimonials, and send it off to the printer.

Consistency beats perfection. Send SOMETHING every single month.

The ROI Math (Level 2)

Same 250-person database:

12-17 will move this year
With Level 2, you'll capture 60-70% of those deals (because you're EVERYWHERE)
That's 7-12 deals

7 deals × $7,500 avg commission = $52,500

12 deals × $7,500 avg commission = $90,000

Cost to run Level 2:

Emails: $0-200/year
Direct mail: $3,000/year
Total: $3,200/year

You're spending $3,200 to make an additional $15,000-$30,000 over Level 1.

ROI: 469% to 938%

I'll take that bet every single time.

LEVEL 3: ADDING EVENTS (61 Touches Per Year)

What You're Adding:

3 client appreciation events per year (21 touches)

Total Touches: 61 per year (40 from Level 2 + 21 from events)
Total Cost: $13,000/year ($10k for events + $3k for mail)
Expected Return: $75,000 - $112,500 from a 250-person database
Time Investment: Add 10-15 hours per quarter (event planning)

How 3 Events = 21 Touches

Here's the breakdown for EACH event:

Email invitation with video (1 touch)
Direct mail invitation (1 touch)
Phone call invitation to A-list (1 touch)
Text message invitation (1 touch)
Reminder text week before (1 touch)
Video recap email after event (1 touch)
Personal follow-up call (whether they came or not) (1 touch)

7 touches per event × 3 events = 21 touches

This is where most agents will never go because it takes effort.

Which is exactly why YOU should do it.

Event Ideas That Actually Work

You don't need to reinvent the wheel. Here are the events we've run successfully:

Event Idea #1: Movie Night

What It Is: Rent out a local movie theater. Pick a family-friendly movie (usually something a year or two old so licensing is cheaper).

Example: This year we did Moana. 400 people showed up.

What You Provide:

Free tickets
Free popcorn
Free soda
Free candy

Total Cost: $4,000 for everything
Cost Per Person: $10

How To Do It:

Call your local theater (AMC, Cinemark, whatever)
Ask about private rentals (they ALL do this)
Pick a Sunday afternoon (2pm works great)
Confirm pricing for theater + concessions
Set your capacity (we usually cap at 400)
Send invites 4 weeks out
Send reminders 1 week out
Show up, shake hands, take photos
Follow up with everyone after

Pro Tip: Hire a photographer to take family photos in the lobby before the movie starts. People LOVE this. Now you have content for your social media AND they have free family photos. Win-win.

Event Idea #2: Pie Day Giveaway

What It Is: Buy 200+ pies from local bakeries. Set up at your office (or a park). People drive through, grab a pie, maybe get family photos taken by your photographer, and leave.

What You Provide:

Free pie (obviously)
Free family photos (optional but recommended)
Holiday greeting from you

Total Cost: $2,500 ($12-15 per pie)

Cost Per Person: $12.50

How To Do It:

Find a local bakery (support local when possible)
Order 200 pies (various types)
Set up a drive-through system at your office or a parking lot
Hire a photographer ($200-300 for 2 hours)
Send invites 3 weeks out ("Reserve Your Pie!")
Send reminders 1 week out
Have your team help distribute pies
Take LOTS of photos and video for social media
Follow up with everyone after

Best Timing: Week before Thanksgiving or the day before Easter

Pro Tip: Put a branded sticker on each pie box with your contact info. When they bring that pie to their family dinner, EVERYONE asks "Where'd you get the pie?" Now you have 10 conversations happening about you at once.

Event Idea #3: Zoo Lights / Cider Mill / Seasonal Event

What It Is: Partner with a local attraction. Buy tickets in bulk. Invite your database.

Examples:

Zoo Lights during the holidays
Cider mill outing in the fall
Ice cream social in the summer
Minor league baseball game with picnic
Botanical garden tour in spring

What You Provide:

Free admission tickets
Sometimes food/beverage depending on venue

Total Cost: $3,000-4,000 depending on venue and food

Cost Per Person: $15-20

How To Do It:

Call the venue 2-3 months in advance
Ask about group rates (you'll usually save 30-40%)
Buy 150-200 tickets
Send invites 4 weeks out
Use a Google Form or EventBrite for RSVPs (you need to know headcount)
Send reminders 1 week out
Set up a meet-up spot at the entrance
Take group photo
Let people enjoy the event (don't hover over them)
Follow up with everyone after

The Event Doesn't Matter As Much As The Touchpoints Around It

I can't stress this enough.

The event itself is almost irrelevant.

You're not doing events to "build relationships" (though you will).

You're doing events because they give you 7 legitimate reasons to TOUCH YOUR DATABASE.

Email. Mail. Call. Text. Remind. Recap. Follow-up.

THAT'S the system.

The Secret Weapon: Fear Of Being Missed

This is the most powerful part of events that nobody talks about.

Here's what happens when someone DOESN'T show up to your event...

You call them.

The Script:

Ring Ring

"Hey Frank! Michael Perna, how are you man?"

"Good! Saw your movie thing on Facebook, looked awesome!"

"Dude, I'm gonna be honest - I'm actually kind of mad at you right now."

"...what? Why?"

"We did this whole Moana event. Had some really cool people there. Great vendors. Flipping GREAT time. I did not see you. What happened?"

"Oh man, I'm sorry, I just... I don't know, I got busy, I—"

"Frank. Bro. How long have we known each other?"

"I mean... ten years? Since you sold my house?"

"That's right. TEN YEARS I've been following up with you. And the LEAST you could do is eat my popcorn and watch a movie with me."

"...you're right. I should have come."

"Listen, no worries. I get it. Life happens. But I'm gonna tell you what - we're doing a Pie Day event in March. I'm texting you the address RIGHT NOW. My expectation is I'm gonna see you, the kids, the wife, EVERYBODY. We've got a photographer there so you can get your spring family photos done while you're there. And you're getting a pie. Deal?"

"Deal. I'll be there."

Here's what just happened:

You gave him ANOTHER reason to take your call (even though he didn't show up)
You made him feel MISSED (which is more powerful than making him feel invited)
You invited him to the NEXT event (so now he's committed)
You stayed top-of-mind without talking about real estate AT ALL

The fear of being missed is STRONGER than the fear of missing out.

People want to be missed. They want to matter. They want to know you were looking for them.
That phone call after an event they missed? That's GOLD.

And now you have a reason to call every single person on your database that didn't show up.

Which is most of them.

The ROI Math (Level 3)

Same 250-person database:

12-17 will move this year
With Level 3, you'll capture 80-90% of those deals (because they see you CONSTANTLY and feel personally connected)
That's 10-15 deals

10 deals × $7,500 avg commission = $75,000

15 deals × $7,500 avg commission = $112,500

Cost to run Level 3:

Emails: $200/year
Direct mail: $3,000/year
Events: $10,000/year
Total: $13,200/year

Return: $75k-$112k

ROI: 468% to 752%

Show me another marketing channel that returns 5-7X your investment.

I'll wait.

How To Prioritize Your Database (A-List vs B-List)

Here's the reality: Your list will get huge over time.

When I started, I had 87 people in my database.

Today I have over 4,000.

You CANNOT touch 4,000 people with the same level of personal attention. It's not humanly possible.

So you segment.

The A-List (Your Top 100)

These are your VIPs. Your referral sources. Your raving fans.

Who Goes On The A-List:

1. People who have referred you in the past

They've already proven they'll send you business
They're wired to refer
They trust you enough to put their name behind you

2. People who engage with your content

They open your emails
They click your links
They reply to your texts
They comment on your social media
Engagement = interest = opportunity

3. People who pass the "Cheeseburger Test"

The Cheeseburger Test:

"Hey Frank, do you know a great place to get a cheeseburger?"

If they immediately have an answer and tell you? → A-list

If they say "I don't know" even though they just ate a great burger yesterday? → B-list

Some people are just WIRED to refer. Some aren't.

It's not good or bad. It's just how they're built.

The person who says "Ohhh man, you gotta go to Joe's. Tell them I sent you. Get the bacon burger with the fried onions. Trust me." is an A-list person.

The person who says "Uh, I don't know" even though they eat cheeseburgers twice a week? B-list.

Focus on the people who are naturally wired to connect and share.

Your A-List Gets Touched Every 60 Days

That means:

Phone call every 60-90 days (personal, not scripted)
Personal text after every piece of content you send
Birthday card (handwritten)
Anniversary card (of their home purchase)
Personalized holiday gift
First invite to every event

These are your 100 most important relationships. Guard them carefully.

The B-List (Everyone Else)

Everyone else goes here. They still get:

All the emails
All the direct mail
All the event invites

But YOUR personal phone calls? Those are reserved for the A-list first.

You'll still call the B-list once a year during your quarterly check-ins, but they're not getting the same level of personal attention.

And that's okay.

How To Build Your Lists

Start Here:

1. Open your phone

2. Scroll through your contacts

3. Ask yourself: "Would I feel comfortable calling this person right now?"

If YES → Add them to your database
If NO → Skip them (for now)

4. Check your email

5. Look at the last 12 months of sent emails

6. Who did you email most?

Add them to your database

7. Check your social media

8. Who likes/comments on your posts regularly?

Add them to your database

9. Check your past clients (obviously)

10. Check your sphere (friends, family, former coworkers)

11. Check your vendors (mortgage, title, inspector, etc.)

Your Goal: Get to 150-200 people in the first 30 days.

Then commit to adding 10 new people per month.

In one year, you'll have 270+ people in your database.

That's $90k-$127k in potential GCI just sitting there.

Your 90-Day Implementation Plan

Don't try to do everything at once. Build over time.

Days 1-30: Build Your Database

Week 1:

[ ] Create a spreadsheet (or use a CRM) with these columns:

First Name
Last Name
Email
Phone
Address
Birthday (if you know it)
Last Contact Date
A-List or B-List
Notes

[ ] Add 50 people to your database

Past clients
Current sphere
Friends and family

Week 2:

[ ] Add 50 more people (you're at 100)

[ ] Segment into A-list (20-25 people) and B-list (75-80 people)

Week 3:

[ ] Add 50 more people (you're at 150)

[ ] Set up your email software

Mailchimp (free up to 500 contacts)
Constant Contact ($12/month)
ActiveCampaign ($29/month)
Your brokerage's CRM (if they provide one)

Week 4:

[ ] Create your first market update email (use the template from this guide)

[ ] Create your first value/story email

[ ] Schedule both emails (1st and 15th of next month)

Days 31-60: Start Level 1

Week 5:

[ ] Send your first market update email

[ ] Track your open rate (aim for 25-35% to start)

Week 6:

[ ] Divide your database into 4 quarterly groups (Group A, B, C, D)

[ ] Start calling Group A (if we're in Q1)

[ ] Set a goal: 10 calls per week

Week 7:

[ ] Send your first value/story email