The most overlooked asset in a real estate agent’s business isn’t a fancy CRM or the latest marketing trend—it’s their database.

If you’ve been working in real estate for any length of time, chances are you already know a few hundred people. But the big question is: are you doing anything intentional with that list?

Let’s talk about how you can turn your existing database into 10–20 deals per year using a simple, proven system called the 36 Touch Plan.

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Your Database: The Hidden Goldmine

Most agents fall into one of three categories:

1. They don’t have a database at all.
2. They have one, but it’s scattered across different platforms.
3. They have one, but it’s disorganized and missing contact info.

If you’re in any of these camps—good news. Fixing it is your fastest path to more business.

The first step? Consolidate your contacts into one place. Excel sheet, CRM, Google Contacts—it doesn’t matter. What matters is that it’s clean, centralized, and accessible.

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The ROI of Staying in Touch

Here’s the math:
A database of 200 people × 5–10% return = 10–20 opportunities per year.

“You don’t need thousands of leads—you need to work the list you already have.”

And no, that doesn’t mean 10–20 guaranteed closings. It could include leases, referrals, or warm leads. But over time, this compounds into consistent business you don’t have to chase.

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The 36 Touch Plan, Explained

Originally popularized in The Millionaire Real Estate Agent by Jay Papasan, the 36 Touch Plan is a structured way to stay in front of your contacts year-round.

Here’s how it breaks down:

1. Quarterly Calls (4 touches)

Use the FORD method:

• Family
• Occupation
• Recreation
• Dreams

You don’t need to pitch—just check in, stay human, and be present.

2. Handwritten Notes (4 touches)

These are rare and powerful. Ideas include:

• Birthday cards
• Home anniversary notes
• Holiday cards
• “Thinking of you” notes

Even sending one per quarter makes a big impression.

3. Monthly Newsletters (12 touches)

You’re not sending a novel. Two paragraphs will do.

Include:

• A market update (what YOU are seeing locally)
• Any recent closings or client stories
• Wins, tips, or lessons from the field

Pro Tip: Use AI tools like ChatGPT to polish your draft. Add royalty-free images from Pexels and hit send.

4. Quarterly Events or Giveaways (16 touches)

Yes—16 touches from just 4 events. Here’s how:

• Save the Date
• Reminder Call/Text
• At the Event
• Post-event Follow-Up

“It doesn’t matter if they show up—the magic is in the touches.”

Low-cost ideas:

• Ice cream meet-up
• Local park coffee gathering
• Giveaway of a Yeti cooler or gift card

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Bonus: The DTD2 System

Created by a KW agent, this weekly calling system makes the whole plan manageable.

Each week, you contact people based on the first letter of their last name:

• Week 1: A & W
• Week 2: B & X
  …and so on.

This keeps your outreach steady and removes the guesswork.

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You Don’t Need More Leads—You Need a System

Let’s recap:

• Organize your database
• Work the 36 Touch Plan
• Stick with it for 12 months

You’ll see your pipeline fill—not from cold leads or paid ads—but from the people already in your world.

If you’re ready to start seeing consistent closings from the contacts you already have, the system is waiting. All it takes is structure, consistency, and a bit of follow-through.