March 19, 2009

John Surge says:
Welcome. We anticipate a small group today so we can dig in deep with everyone.

kimberley says:
thx

John Surge says:
We will get started in just a few moments.

Marguerite in tacoma says:
huzzah

ndr says to Marguerite in tacoma:
thx

John Surge says:
Hello Marguerite, how are you?

ndr says to Marguerite in tacoma:
sorry didn't mean to tell you that...meant it fo the whole group..oops

Marguerite in tacoma says:
It's cool

Marguerite in tacoma says:
I'm good, thank you JOhn!

Marguerite in tacoma says:
I haven't been to one of these in a while, so I'm looking forward to it.

John Surge says:
That's OK, we'll get things straightened out. The format for today's chat is free-form questions and answers. Feel free to interact and share info with each other. Let's go ahead and get started. Who has a question burning about marketing or business building?

John Surge says:
OK, who wants to get us started?

John Surge says:
OK, how about giving me a topic? What's on your mind? What would you like some guidance on? Any lack of clarity in your lead generation efforts?

romie says:
What feedback are you all getting from agents using the Unconditional Money Back Guarantee?

John Surge says:
Marguerite, I like it. I think that might be a good place to start. Then what I would do is promote those commercials on your website, in email, in person, in your direct mail. Drive people to the show and become linked to the show. You can even send a YouTube link with your commercial or something with Jon Stewart. That's pretty inexpensive. I'd say start there and see how things go.

Marguerite in tacoma says:
Those are good ideas for promoting my commercial. I saw Troy Hunsford put his commercial on his website- that makes sense.

John Surge says:
Romie, the reality is that we don't see that program being used that much these days. That doesn't mean you can't test it. Also, I think it's always important to realize you don't have to use it universally. You can offer it to some clients and not to others. You can offer it in one advertising message or medium and not in others. Use in a particularly tough listing presentation. We actually see more agents using the Easy Exit Listing Agreement moreso these days.

John Surge says:
Yes, Marguerite with that kind of frequency you won't get tons of people happening on your commercial channel flipping so you'll need to tie it around a full promotional effort.

Marguerite in tacoma says:
John, I'm thinking about going to the Gateway since you're coming to my neck of the woods, Seattle. I've been twice to Vegas- have you guys added new stuff to address the market change? Is this an appropriate place to ask that?

John Surge says:
Marguerite, yes, great question.

John Surge says:
I think you will find lots of new content in the Gateway that addresses the market.

John Surge says:
First is the mindset approach and how not to get dragged down by the media and common sentiment. Then there is great new content on getting listings priced correctly. New special reports. And new web content on Search Engine Optimization among other things as well as good strong fundamental Hobbs/Herder marketing content that always provides a good refresher and idea generator.

Luis says:
Our broker does not allow the use of the easy Exit Listing Agreement in the expired campaign, what is an effective replacement?

John Surge says:
OK, now we're cooking. Let's keep those questions coming. Feel free to ask follow ups.

John Surge says:
Luis, I don't see an alternative. You always have to check with the legalities of any offer, but I don't see an alternative to the Easy Exit agreement. Just remove it and don't offer it.

Marguerite in tacoma says:
Any new ideas for press releases and promotions?

John Surge says:
OK, I see too many IDLE participants. You must have a question...feel free to fire away. What's on your mind? Websites? Advertising? Direct mail? Referrals? March Madness :-)

ndr says:
All of the above.

Marguerite in tacoma says:
Maybe even your top 3 ideas for low/no cost self promotion? {smile_smiley}

romie says:
What are your thoughts about using weekly quotations on individual web pages to encourage return visits?

John Surge says:
Marguerite, not too much there. Maybe some new examples. You already have tons of things to do here. Your niche is a great subject. Your Jon Stewart connection is great. I would keep focused on doing lots with what you have and not look for new ideas. Why not have an event for people without kids? Or start a blog on that subject?

mewathen says:
Any great topics for press releases?

John Surge says:
3 ideas--make sure you stay in touch by phone, email and mail with your sphere--consistently once per month. Run and test direct response offers until you hit the lead generators. Hand out 25-50 brochures per week.

Luis says:
How can I effectively present my P Brochure during door knocking or with random contacts?

John Surge says:
Romie, the important thing here is NEW content. I think quotations are not the best idea. Speak to your public about the market and what's important to them and make your website a source of information. This will attract return visits and also help your search engine position. Make sure you promote your content in your other marketing.

John Surge says:
Mewathen, tell me more about what you have going on. Anything "expert opinion" based about the market always works well.

John Surge says:
Luis, great question and something you have to learn. "i developed what I call a personal brochure so people can get to know me better and see if I am the realtor for them. Would you mind reading mine and shooting me an email to tell me what you think? I'd really appreciate the help."

mewathen says:
Have a small press release about the $8,000 tax credit(unpublished), I was wondering where to go from there.

John Surge says:
Mewathen, OK, excellent. When you say where to go from there, do you mean more content or how to place it in the media?

mewathen says:
mostly content.

mewathen says:
yeah, and how to reach a broader media base.

John Surge says:
Well, talk to your broker for some ideas. Talk to any experts you know. (Ask one of them to review it for accuracy.) Do research on the internet. You can quote other references as long as you give them credit.

John Surge says:
Mewathen, have you been to a Hobbs/Herder seminar?

mewathen says:
Gateway, vegas

ddraper@telus.net says:
I am about to launch my direct mail campaign. Is there any pitfalls I should worry about ? I am going to follow "The 12-month Impact mailing plan "

John Surge says:
OK, we have about 15 minutes left. We're starting to heat up so keep your thoughts coming.

John Surge says:
Mewathen, OK, then. Review your notes and also find articles on HobbsHerder.com about Public Relations. You need to create a local media database and put them on your mailing list and then send regular press releases to them. Another great thing: does your company take out house ads in the paper? Often, you can get free placement of a press release in the real estate section in exchange for the advertising. Ask your manager.

mewathen says:
I'll give it a whirl! thanks

John Surge says:
Ddraper, great question. Read up a bit just to make sure you are locked in. Read what we call the PowerKard Primer, which is a how to eBook for clients. Read the articles on the website. But, here's some guidance: don't try to make every mailer different. Don't ONLY use your PowerKard. On your PowerKard, most of the content should be real estate related: listeds, solds, market updates and Special Report offers. Consider adding three AdKards to your direct mail mix. Test different offers to find the ones that create the most response. Be patient. It takes time to build. Make sure you are keeping your sphere and past client contact in place. Don't let that go as you get busy launching your direct mail. Hand out 25-50 brochures per week to people you meet.

Marguerite in tacoma says:
Our local paper has (like many papers) been having some pretty serious financial difficulties. Have you seen agents taking advantage by negotiating better rates/placement of personal marketing(non house ad) ads? Is it out of bounds to ask you for tips on this?

John Surge says:
Ddraper, let me know if that is helpful. It's an important topic. Also, come on this chat monthly and make sure you keep atteending the conference calls. Stay in touch.

ddraper@telus.net says:
Thanks

John Surge says:
Marguerite, it is certainly not out of bounds. Newspapers are definitely in trouble, but I still think there's a place for them, especially smaller community based papers that provide connection to the community. I would certainly negotiate with them. You can always tell them to negotiate a rate--when space allows. They plug your ad in when they have a space.

ndr says:
I am just getting started and just developing my "identity." I have limited resources at the moment, so what should I put the most money when it comes to advertising? P Brochure? Website? Direct mailers? Newspaper ads? Blog? I am looking for the best one thing or combination of things.

John Surge says:
You know that's a tough one. The reason it is tough is twofold. 1. I believe marketing is a holistic endeavor and agents often look for that "one thing." It generally doesn't work that way. 2. The importance of websites. That said, I would still say the personal brochure because of how you can use it in networking, for referrals, with open houses, etc. Then, a good personally branded website with content your local market is interested in, strong lead generators and, yes, a good property search mechanism.

John Surge says:
OK, just a few minutes left. How are we doing?Are you getting some good info?

Marguerite in tacoma says:
yes, good

Charles says:
Good

mwalker says:
I've heard alot about SEO (Search Engine Optimization) and META Tags to help increase your rankings on websites such as google, yahoo, etc. Do you have any suggestions on where to find out more info?

mewathen says:
You bet! keep it coming!

ndr says:
Okay, so do a P Brochure for those networking face to face moments that promotes a good website that has a search mechanism...okay, thanks.

mewathen says:
Has anyone met with great success with the "free brochures" ? and which one was the most effective in your market?

John Surge says:
Mwalker, what kind of website do you have now? You might want to talk with one of our web consultants. Search engine optimization is at once a simple process and also very complex. You can spend a lot of time on this and not on selling real estate. I don't recommend it. The absolute best way to get a website high in the search engine rankings is to provide real estate market relevant text-based content that is changing all the time. I think you can join a SEO blog or follow a website to know what you need to know, but it's not some "magical" secret.

mewathen says:
"free reports"

Marguerite in tacoma says:
I'm trying to think of a way to ask a question about blogs, but I'm having trouble coming up with something specific. My blog is a much less "mememe" resource, it's more subtle with a lot of local community information and market updates, etc. I link back to my H/H website. Im starting to get a following of locals who come to my site for information and have started getting leads, which is good- but does H/H have an opinion on taking that to the next level? I'm hesitant to bring too much of myself into it- as I want to keep it informational, but I'm also not blogging for my health... though it totally makes me smarter.

Marguerite in tacoma says:
was that a question? {smile_smiley}

John Surge says:
Mewathen, it often depends on how and where you make the offer. We do have agents who get regular requests for reports. You have to test ideas. The best reports are ones that specifically pertain to your target market. More general ones are OK if that's what you have. Test and try things to see what hits. If you're talking with a buyer or seller, see what they are interesed in and turn it into a report.

John Surge says:
Marguerite, this is very good. You are talking about real estate on the blog, right?

Marguerite in tacoma says:
yes, www.Getrealtacoma.com

Marguerite in tacoma says:
{smile_smiley}

Marguerite in tacoma says:
It's all real estate

John Surge says:
Another thought on reports, they don't have to be articles. They could simply be data if you get my drift.

John Surge says:
In the blog, you can't solicit. In time it will come, but I would blog about case studies of people you work with so people can identify you with helping someone.

John Surge says:
OK, everyone. Time is up. I appreciate all of your input and for taking your time today to work on your business and not in your business.

mewathen says:
Statistics

Marguerite in tacoma says:
Thanks John, much obliged.

mewathen says:
Thanks

kimberley says:
thx

ndr says:
thank you

Charles says:
Thank you!

John Surge says:
We hope you enjoyed this free resource of Hobbs/Herder. We do it every month--the Third Thursday at Ten am pacific. Go get 'em and stay in touch.

mwalker says:
tx

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