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Q : What are the 5 Levels of Loyalty and why is it important that I understand them?
A : The 5 levels of loyalty are Awareness, Recognition, Preference, Commitment, and Endorsement :
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Awareness-This is the stage in which prospects will generally know that you exist. (The majority of direct mail campaigns, after a year, will get you here. According to NAR®, it takes 8-12 contacts per year for your direct mail program to show stability and begin to generate awareness.)
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Recognition - In this stage, prospects will begin to recognize who you are, where you work and what uniquely differentiates yourself from your competition. (If a direct mail campaign is more targeted and much more effective than average, it can land you here.)
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Preference - Prospects will have a clear preference for working with you specifically. (At this stage, referrals are yours for the asking.)
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Commitment - Prospects wouldn't even think about working with someone else. (Our programs will get you here effortlessly.)
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Endorsement - Not only will you have absolute loyalty, but you will have advocates touting your virtues to all who will listen! (At this stage, referrals will come to you all by themselves. If you choose to take a bit of a proactive stance, we can help get you here! Once you are here, success is a given!)
Based on these 5 levels of loyalty, this graph proves that marketing dollars spent on achieving the commitment level of loyalty (level 4) with your current clients has the opportunity to create almost 7 times more revenue than those marketing dollars spent on pursuing the awareness level of loyalty (level 1).
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