What Is the 3-3-3 Rule in Marketing?
The 3-3-3 rule in marketing suggests prospects give a message about 3 seconds on scroll, 3 minutes on a page, and 3 touches before forming a real opinion. It emphasizes repeated, consistent contact over one-time perfect messages.
The 3-3-3 rule in marketing is a shorthand for thinking about attention and follow-up. Prospects give a message about 3 seconds on a scroll, 3 minutes on a page, and 3 touches before forming a real opinion of a brand.
The Quick Answer
At a Glance
3 Seconds: Time to capture attention on social/email
3 Minutes: Time spent on a page before deciding to engage
3 Touches: Minimum contacts before brand recognition forms
Key Insight: Consistent, repeated contact beats a single "perfect" message
Breaking Down the 3-3-3 Rule
3 Seconds
This is your window to capture attention when someone:
- Scrolls past your email subject line
- Sees your social media post
- Lands on your website
What to optimize:
- Subject lines that create curiosity
- Headlines that promise value
- Images that stop the scroll
3 Minutes
If you capture attention, you have about 3 minutes to:
- Communicate your value proposition
- Build enough interest for action
- Provide a clear next step
What to optimize:
- Scannable content (headers, bullets)
- Above-the-fold messaging
- One clear call-to-action per page
3 Touches
People rarely act on the first contact. The 3-3-3 rule suggests at least 3 meaningful touches before someone:
- Recognizes your brand
- Trusts your message
- Takes action
What to optimize:
- Email sequences (not one-off sends)
- Multi-channel presence
- Consistent messaging across touches
Applying 3-3-3 to Real Estate Email Marketing
Email Sequence Design
| Touch | Timing | Purpose |
|---|---|---|
| Email 1 | Day 0 | Initial value (welcome, property info) |
| Email 2 | Day 3 | Follow-up reminder (market insights) |
| Email 3 | Day 7 | Clear call-to-action (schedule showing) |
Real estate platforms like AgentSequence extend this into full drip campaigns, sending multiple well-timed emails instead of one-off blasts.
Subject Line Optimization (3 Seconds)
| Weak | Strong |
|---|---|
| "Monthly Newsletter" | "Quick question about [Neighborhood]" |
| "New Listings!" | "3 homes you haven't seen yet" |
| "Checking in" | "Did you still want to see [Address]?" |
Content Optimization (3 Minutes)
- Keep emails under 200 words
- Use 1-2 links maximum
- Lead with the most important information
- End with a single, specific CTA
The Rule of 7 (Extended Version)
Some marketers use the Rule of 7, suggesting prospects need 7+ touches before purchasing. For high-consideration purchases like real estate, this is more accurate:
- Touches 1-3: Awareness (who are you?)
- Touches 4-5: Consideration (why should I care?)
- Touches 6-7: Decision (am I ready to act?)
- Touches 8+: Loyalty (repeat business, referrals)
Automated email sequences handle touches 4-8+ without manual effort.
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