John S says to (18:03):
Welcome to the Personal Marketing Chat.

John S says to (18:03):
We'll get started in just a moment.

John S says to (18:04):
By way of introduction, my name is John Surge and I am the President of Hobbs/Herder. My specialty is helping real estate agents and companies develop successful marketing campaigns.

John S says to (18:04):
The format for today's chat is free-form Questions and Answers on any marketing related topic.

John S says to (18:04):
Feel free to interact with each other, ask questions and share experiences.

tom.brown says to (18:05):
Hi John,

John S says to (18:05):
Let's get started. I like that someone has referenced the Bob Hope Classic!

Drew says to (18:05):
How would you handle customer surveys so that the customer will answer honestly with out feeling like the agent will read it?

John S says to (18:06):
Drew, our experience is that people are pretty honest and will give you straightforward feedback. You could also prepare the survey from a third party research company and mail it anonymously.

tom.brown says to (18:06):
John, we have our domain with Hobbs/Herder which includes IPSwitch e-mail. Are you familiar with your e-mail program?

joe wiessner says to (18:07):
What are some of the proven marketing plans for an independant agent vs. a big box agent. Thanks, Dennis Colasurdo

valerie bertsch says to (18:07):
Any tips on how to better capture email leads?

John S says to (18:07):
Tom, my expertise is not technical issues. You'd be better off contacting our web professionals but I can give it a try if you pose your question.

John S says to (18:09):
Dennis or Joe W., that's a question we could spend days on but the simple answer is there is a market niche you can develop. There are benefits and marketing communication that can present an independent company affiliation over a franchise and vice versa. Ultimately, however, you should be marketing yourself, so give me a little more about your challenge and what you're trying to accomplish.

tom.brown says to (18:11):
John, I know this may not be the best avenue for what I am about to say, but am really feeling very nervous about our costs of printing all our brochures, powerkards, house flyers, etc. with an e-mail address that is using an absolutley archaic e-mail program. PLEASE, look into it and see if there is anything you can do before we print ~30,000 worth of literature. Thanks

John S says to (18:11):
Valerie, you need to research. Read our articles on HobbsHerder.com on the subject. Quickly, you can make special offers in your direct mail and other marketing for reports or contests that will get people to exchange their email info for your info. Providing good content on your website is essential. Of course, just adding your past clients and sphere and then in the collecting of business cards, ask people if they'd like to receive market update information via email. You have to snowball your list rather than become a spammer.

joe wiessner says to (18:12):
What's proper etiquette on sending my expired campaign to properties previously listed by agents in our office? Nick Mature

Drew says to (18:12):
I'm interested in using HH to mail power cards. I received the power card from Lisa Sparks, when was that sent?

John S says to (18:13):
Tom, I think you might be off target with your concern. Let's set aside your concerns about MegaAgent email capability. We can agree to disagree on your perspective, however the email address and the use of whatever email system have no connection. Your URL and email address should be yours for life. Make sense?

John S says to (18:14):
Nick, well, you need to be a team player. Perhaps it's best to come up with a rule of thumb that everyone can play with. It depends on your company culture. Are you ruthless competitors or team players? There's no right answer there, it's what culture you want.

austexhome says to (18:15):
John, I am new to the industry and am working with C21 because of the name recognition. My website is getting an average of 50 hits a day, but I am only getting about 2-3 listing requests per week. On my website, I have our C21 lisitings and I offer buying and selling tips as well as special financing programs being offered by the State of Texas. What can I do on my site to increase the number of email requests or calls that I receive?

Holly Sutton says to (18:15):
I was told HH is going to be doing a mail house, any idea on when this is coming on line?

John S says to (18:16):
Drew, I'm not understanding your question, "When was that sent?" I think you're referring to a sample we mailed out to show the quality of our printing. What I would suggest is talking with one of our Print Consultants and talk to them about timeframes.

b&lb says to (18:16):
Austexhome - sounds like a GREAT return so far!

mimi says to (18:17):
What is the getaway seminar like

katie horne says to (18:17):
I have had a monthly mail plan using powerkards, etc. However, I've recently done a TV ad, which I will begin running on local TLC cable station. Do you have an opinion of where my advertising money is better spent - TV ads or newspaper? I'm thinking I'm one of many in the paper and one of the few on TV so better spent on TV?

John S says to (18:18):
Austex, what is a "listing request?" I'm with B&LB, that sounds like you're onto something. What I would do, however, is keep adding report and info options--not to bog down the site--but to test what is compelling for viewers. I would also promote your great content in your other marketing and drive people to your site.

b&lb says to (18:18):
Mimi - we attended the Gateway seminar in Las Vegas last month. Three words - INCREDIBLE and DO IT!

John S says to (18:19):
Mimi, I can say very objecitvely "IT'S AWESOME!" All kidding aside, Gateway is essential marketing education for any success-oriented realtor who wants to develop a system for lead generation and business building. I'll leave your question to others who've attended.

Holly Sutton says to (18:20):
mimi, I really enjoyed the gateway a little over whelming but I felt as a new agent I needed to get my marketing underway. My material is in print right now! Do it it is well worth the money!

austexhome says to (18:20):
I have a greaty rating on citysearch and have optimized my site so that when you search for C21 in Austin, TX I'm always in the top 5 listing. I want to do some direct marketing, but am a little hesitant about which direction to go to. As I mentioned, I am new to the industry and am attending the Mega Marketing event next week in Houston, do you know if they will outline marketing steps for new agents to establish a market presence.

mimi says to (18:21):
i am too nervous about the outlay

blake palmer says to (18:21):
I was at Gateway in December and it was great. Go and learn from those who have suceeded.

John S says to (18:21):
Austex, you will get a Marketing 101 course for real estate marketing. You will love it. Sounds like you're doing some good stuff already so keep your momentum and moving forward with new ideas that keep you ahead of the pack.

John S says to (18:22):
Mimi, what "outlay" are you nervous about?

mimi says to (18:22):
true the costs in all this marketing you need to do

joe wiessner says to (18:23):
I'm currently working on a home search campaign targeted to buyer's whom we've already sat down with. It goes out weekly for 16 weeks. We hope to increase our conversion ratios. Any thoughts? Nick Mature

b&lb says to (18:23):
Mimi - We're SOLD on it and are going again to the one in Palm Springs this April (just up the road from La Quinta). It's $ well-spent.

mimi says to (18:24):
sounds great

John S says to (18:24):
Mimi, OK, well I would recommend not jumping ahead. What Gateway will provide is the background and education so you can develop good marketing fundamentals and good decisions that don't waste you time and money over the years. Think about it as getting your Best Practices information about real estate marketing, then worry about the path and strategy you are going to take.

mimi says to (18:25):
you suggest not attending then

edgarces says to (18:25):
I was at the Vegas Gateway last month and I remember Greg Herder mentioned that he would mail out a list of attendees to everyone. Is this forthcoming? I am curious who attended from our area ( Maui) so I can network with these agents and perhaps avoid duplicating our marketing messages to the same market targets.

John S says to (18:25):
Nick, well, the first thing is that you're developing a follow up system for buyer prospects that I have to say 95% of the agents in the country don't do, so bravo. My only feedback is to be creative, fun, consistent and speak to their needs. Listen to them and respond. Use the Gateway Buyer's Questionnaire to lead the way.

John S says to (18:26):
Mimi, I'm not sure how you got that I suggest not attending Gateway. For clarity, I highly recommend attending Gateway, getting your marketing education and at the seminar and following the seminar developing your marketing path and strategy you want to undertake. Does that make sense?

joe wiessner says to (18:27):
How long does it typically take for a marketing campaing to take root? I have been following the 8 week impact plan and there-after I'm sending two powercards per month. George Stone

mimi says to (18:27):
sure i understand

austexhome says to (18:27):
My C21 broker really pushes cold calling, what is your take on cold calling?

John S says to (18:28):
Ed, we had to alter our plans a bit on that list as we found that the list was being taken by competitors for mass email purposes. If you contact us at info@hobbsherder.com we can probably get you a list of Maui attendees names and phone numbers.

katie horne says to (18:28):
With regard to cold calling - be extremely careful of the "no call" list.

edgarces says to (18:29):
Thanks. I will do that.

b&lb says to (18:29):
John - we're living in a neighborhood that's part of our target market but are now getting HH materials from another agent who doesn't know us (yet!). How can we avoid the "same look and feel" as his - timing & materials. I understand the "personal identity" aspect but, as you know, people get turned off by the "sameness" of some advertising - especiaolly when it comes from the same agency. THX!

Holly Sutton says to (18:30):
Cold calling doesn't work in my market which is a resort town. Warn calling works much better, because you can refer to the person who gave you their name. Also be very carfule of the "do not call" list

ns says to (18:30):
We have been mailing to a farm for over 1 year seen very little response or listings from it. What is your suggestion?

John S says to (18:31):
Austex, well, there's nothing wrong, per se, with legal cold calling. You have to make sure people are not on the do not call list. Our belief is that this is not the most efficient business building approach. First off, do you like being cold called? Second, how many attorneys and doctors cold call? We also don't feel this is a long term business building strategy but more of a deal to deal strategy. I don't want to contradict your broker and there's nothing wrong with some old school techniques but I wouldn't do these without a marketing plan to build on as cold calling can lead to burnout and literally no joy in running a real estate career.

John S says to (18:32):
NS, it's hard to answer that question without a lot more detail. What does the turnover look like? The competition? Your marketing campaign and your marketing mix--what are you mailing?

Holly Sutton says to (18:32):
I've been told that a farm area takes a few years to build also how many top agents are also farming the same area/the number of homes in the area determines the responce you will get

ns says to (18:34):
John we have been consistent in the farm, we seem to be helping other agents getting listing then us.

John S says to (18:34):
Holly, good thoughts. Our experience is that the time varies extensively to the market, the marketing and the agent. Rules of thumb are difficult to develop. However, I would look at what execution can be improved.

John S says to (18:34):
NS, tell me more. Why do you think that is?

John S says to (18:36):
I also wanted to make a correction to my reply to Austex on cold calling. Should read: cold calling is NOT a long-term business building strategy.

John S says to (18:36):
A couple of program notes:

John S says to (18:36):
--This chat will be archived on HobbsHerder.com early next week in the chat section of our website.

John S says to (18:37):
--We do the chat every Third Thursday at Ten pacific time. So mark your calendars for Feb 15

John S says to (18:37):
--Orlando Gateway is upcoming on Feb 20.

austexhome says to (18:37):
My thoughts on cold calling was to hire a person or two and to give them lists of apartment renters that are not on the DNC list and tell them about a first time buyer program. I wouldn't do the cold calling myselft, thoughts?

John S says to (18:38):
How are we doing? Is everyone getting their questions answered? Have I missed anyone? Any follow ups for clarity?

mimi says to (18:38):
how do you get the renters tel #'s

austexhome says to (18:39):
apartment address and by using switchboard.com

mimi says to (18:39):
tks

joe wiessner says to (18:39):
John, How's your golf game? Joe Wiessner

John S says to (18:39):
Austex, sounds like a reasonable strategy. I suggest marketing prior to the calls and after the calls. I still think you'd be more effective driving for warmer leads by promoting first-time home buyer seminars or consultations.

lizbacall-palmbeach says to (18:39):
Hi John! As a brand new agent, I'm about to mail out my first PowerKards (having gone to Hobbs Herder even before getting my real estate license). With DOM longer than before, I was thinking of supplementing my snail-mail campaign with pay-per-click. Any thoughts on that?

John S says to (18:40):
Joe, thanks for asking. Hobbs/Herder and our clients keeps me busy, so not too good. I'm swinging better and scoring the same. I'm committed to improving!

austexhome says to (18:41):
I was thinking about doing door hangers on the apartment builidings prior to the cold calling campaign, but most apartment buildings have a no solicitation policy, is door hanging really soliciting? What if my door hanger is more informational rather than selling something?

richard vitellaro says to (18:42):
John, is there anyone you can suggest for a List of addresses. Are there companies that you guy's recomend for this? In the past I have not found that most are very reliable for current lists.

John S says to (18:42):
Liz, we're not big fans of pay per click--doesn't seem to be a great strategy, however the great thing about this is you can test it and realize very quickly if it will work for you. Don't commit long-term; do a test and assess.

b&lb says to (18:42):
John - the Desert Cities market in California (Palm Springs, Palm Desert, Rancho Mirage, Indian Wells, La Quinta and others) is well-known as a resort and second home area. But, the real estate market heats up in November and cools down by April or May as folks head back to the colder climes (Mid-West, East Coast, Canada, Europe). We have a marketing plan in HH development but feel by the time we'll get to see it, we've lost a great deal of momentum for the year. Is there anyway to get at least some of it sooner - say, logo, personal marketing message, etc so we can get started before time runs out?

richard vitellaro says to (18:43):
Correction NOT very reliable!

joe wiessner says to (18:43):
John, next Thursday, a local lender and I will be appearing on a 30 minute tv spot airing on a local channel. We want to do something for buyers but I'm having trouble coming up with a good show subject. I want to give them good, usable info. Nick Mature

mimi says to (18:45):
do you also help in obtaining lists to mail to target market

John S says to (18:46):
B&LB, you'd have to talk with Creative Services. My recommendation would be to continue what you're doing and then transition to your new campaign. Remember that the biggest slow down in any marketing campaign is your personal photography, so get a plan in place for that. I think it is possible to use some of your new marketing with materials you've received from Gateway and do some "bridge" marketing for your current needs.

John S says to (18:46):
Nick, that's a LONG segment. Why don't you answer frequently asked questions.

John S says to (18:47):
Mimi, yes. Through our Printing and Mail Fulfillment, we have access to a data source. You can also look to title and other real estate vendors for this information.

richard vitellaro says to (18:49):
John, I'm looking for someone that can provide a list based on active lifestyles. Any suggestions on that?

John S says to (18:49):
Richard, I missed your question. Sorry. Yes, we have a good source. Contact our Printing Consultants and they can talk to you about our data source. Clean data is important and as a business owner you do have to have an active role in cleaning your list once you build a foundation. Like I said, title vendors are a great source for accurate data, also.

austexhome says to (18:49):
I was thinking about doing door hangers on the apartment builidings prior to the cold calling campaign, but most apartment buildings have a no solicitation policy, is door hanging really soliciting? What if my door hanger is more informational rather than selling something?

John S says to (18:49):
Richard, yes, you'd need a company like we've affiliated with. Contact Print Services and they can walk you through some options.

b&lb says to (18:50):
John -

John S says to (18:50):
Austex, I don't know the answer to your question but I did answer this question. I recommend going to a Hobbs/Herder seminar AND I recommend you get your message out for attracting buyers through direct mail and advertising rather than door hangers.

joe wiessner says to (18:51):
Im embarking in an area with a very large turnover. My marketing materials will be ready soon and there is currently no dominant agent in the area . How soon should I expect to see real results? Henry Amendolia

John S says to (18:53):
Henry, the million dollar question.... Marketing is not an exact science. There are so many factors, including who the agent is. My recommendation is to set a goal and then go after trying to achive that goal through marketing. Part of running a real estate business and growing it over time is committing to a budget and being comfortable letting that mature and snowball. If you want a hard and fast number, I would say 9 to 18 months.

John S says to (18:55):
Henry, do you see where I'm coming from here? Two key points: a.) Make sure your plan includes personally handing out 50 brochures per week. b.) Make sure you have a strategic networking plan that incorporates your marketing materials. See the article on our website and run a search for "strategic networking."

John S says to (18:55):
Well, we're just about to wrap things up. Thanks for all of your great questions.

John S says to (18:55):
I hope you found this free resource of Hobbs/Herder helpful. We certainly appreciate you participating.

austexhome says to (18:55):
ONe last question.

John S says to (18:55):
Our mission at Hobbs/Herder is your success and helping you make good marketing decisions.

lizbacall-palmbeach says to (18:56):
Thanks, John!

John S says to (18:56):
Austex: fire away.

austexhome says to (18:56):
Is there anything on your website that I should look at prior to attending mega marketing?

b&lb says to (18:56):
John - I asked a question about marketing in our farm which is now being marketed by another HH convert. But, it's too far back in the session for me to pull up...Although personal marketing is stylized, HH Personal Powerkards have a certain look-and-feel to them - how can we avoid looking like the other agent now soliciting our farming area and stand out more? He certainly doesn't know as much about our neighborhood as we do - we actually live in the community and want to be TOP DOG. THX!

John S says to (18:57):
Austex, no, I don't think anything specific. Peruse the articles and get familiar. You will love Rhonda Formby and MegaMarketing and you will learn so march on your already good start. Have fun and keep plugging away.

austexhome says to (18:58):
thanks.

John S says to (18:58):
B&LB, how about a larger format PowerKard?

b&lb says to (18:59):
John - perhaps. Haven't gotten anything yet from Creative Services - I think they're still about a month away. Time flies...!

John S says to (19:00):
B&LB, well, contact them if you want a larger format. There are some cost considerations. It's an interesting option. My biggest suggestion is that you should tailor your content based on your knowledge of these neighborhoods so that your competitive advantage is clearly evident.

John S says to (19:00):
Take care, everyone. Until next time, Happy Marketing!

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