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Eddie Speed is a long-time contributor to the NoteWorthy Newsletter and the note brokering industry in general.  He is the founder of NoteSchool, which is hosting the just-announced Kick-Off Breakfast at the NoteWorthy Convention, holding an optional class entitled “Seller-Financed Notes: Phenomenal Growth, Incredible Opportunity” ($99, click here to download the sign-up form or call (800) 487-1864) and hosting a workshop entitled “Breaking News on Notes–and How to Profit from Them“ (free with Convention admission).

“Here kitty, kitty . . .” If you’ve ever owned a cat, you know that one “here, kitty” is never enough. The feline mantra requires at least three repetitions, maybe a dozen, to achieve its effect. Sometimes, kitty never responds, no matter how often you call. Nor how loudly you yell. Nor how determined you sound.

The same is true for your prospects. Call them once, and they won’t come running to you. More likely, they won’t respond at all. Like cats, prospects are skilled at ignoring their pursuers. Being loud or determined won’t help. It usually requires several contacts – e.g., sales letters, postcards, phone calls, and email messages – to get the note owner to respond to you.

Each contact is called a “touchpoint.” Touchpoints are invaluable because they help establish your identity as a serious note broker. Well-crafted touchpoints will get your prospect’s attention, create interest in your offerings, spark a desire to learn more, and prompt action.

As you might guess, it takes multiple touchpoints with the note owner to reach a transaction. Some studies suggest at least five touchpoints are required; others call for seven. Your prospect might need even more.

Regardless, one touchpoint is never enough. You can prove this to yourself by answering: What commercials do you recall? What direct mail do you remember? What ads have you seen? Odds are, you were exposed to numerous messages about the products or services that come to mind. (And it’s likely that a talking lizard was among them!)

For a successful note business, you need to create multiple touchpoints. Together, they’ll turn note owners into note sellers. “Here, client, client, client . . .!”