John S says to (17:52):
Welcome to the Hobbs/Herder Marketing Chat.

John S says to (17:53):
We will get started in just a few minutes.

John S says to (17:58):
Welcome! By way of introduction, my name is John Surge and I am the President of Hobbs/Herder. I have worked closely with Don and Greg over the last 17 years, and my specialty is helping agents and companies develop successful marketing strategies.

John S says to (17:58):
We’re glad you took time out of your day to work on your business and work on your marketing.

lois@loishughes.com says to (17:59):
Good morning all, Lois

tbutler says to (17:59):
I am Tim Butler a total newbie. We are sending a group of our agents to your Mega Marketing workshop in Charlotte, NC

John S says to (17:59):
The format for today’s chat is freeform Questions and Answers on any marketing-related topics. Please feel free to ask questions, share experiences and interact with each other.

We hope you enjoy this free resource of Hobbs/Herder.

John S says to (18:00):
Welcome, Tim. Great to have "newbies" on board. Good morning, Lois, and good morning/afternoon to everyone.

John S says to (18:00):
Let's get started. Who has a question?

mmeyer says to (18:01):
Hi John, I am attending your seminar in April. I am in the commercial business and want to start a direct mail newsletter. Can you help?

tbutler says to (18:01):
Talkative crowd. I am reviewing our current web site in relation to the points I have seen in some of the articles. I understand the point about focusing on the local market. However, once you get them past the front door, how do you capture them so they are willing to develop a level of trust permitting to actually engage the firm (or individual)

lois@loishughes.com says to (18:01):
I have my brochure and marketing design completed. Now, it is time to research a photographer and printer. How do you suggest cutting through the myriad of options?

theconroyteam says to (18:01):
Please discuss the importance of emotion in the preparation of our brochure.

John S says to (18:02):
Mmeyer, well, I think once you go to the seminar, this will provide you with lots of marketing direction on how to build your business in commercial real estate. We could certainly help you with a branded template for your newsletter, however our recommendation is that if you do a newsletter, you write your own content and make it very targeted to your niche market.

mmeyer says to (18:04):
Do you provide or have companies who provide targeted commercial mailing lists?

John S says to (18:05):
Tbutler, you'll have to help me a little more here, but what I think you're saying is how you gain the trust of the web viewer to opt-in to your site or contact you for information or help. We believe the first thing is to make sure your site represents a strong personal brand and provides credibility for you from the look and feel. Next is to offer information that your target audience wants. We often start with Special Reports, Relo Kits and other information for which the viewer will trade personal info to get that info. Ultimately, you want to develop a relationship through your website so the viewer feels comfortable calling or emailing you when the time comes to buy or sell real estate.

tbutler says to (18:07):
If I am interpreting correctly you are recommending that sufficient usable materials are provided so that the view feels the agent has sufficient knowledge of the local market, thereby building trust through perceived knowledge base.

John S says to (18:08):
Lois, first make sure you go to our resource site for photographer referrals. There might be something there for you. Or try talking with other Hobbs/Herder clients in your area and see if you like their photos. Or, check with the local chamber of commere for a good BUSINESS photographer. On printing, I ALWAYS recommend you go with Hobbs/Herder printing and not for the obvious reasons of our own best interests. My biggest concerns, and were true when I wrote and designed brochures, is that agents will tend to go cheap or get caught up in saving a little money and then short change the quality. You don't want to do that after spending so much time and money creating your brochure. But you do have the choice to find another printing solution.

lois@loishughes.com says to (18:10):
Thank you, John. Pismo Beach is a bit far away to utilize the HH recommendations. However, for printing they are a viable option.

John S says to (18:10):
Conroy, our nickname for our Advertising Agency is "The Storytellers." We believe in crafting emotioanlly based stories about our agent clients so that readers can connection and be attracted emotionally. We believe most real estate marketing is logical based especially when created by realtors, and yet most real estate decisions are made emotionally. Does that help?

lois@loishughes.com says to (18:11):
I find that most local photographers tend to be repetitious. If I see one more agent with her arms crossed, if you get what I mean.

mjmay says to (18:11):
How do I purchase/use the broker recruiting follow-up tickler program?

John S says to (18:11):
Mmeyer, we have never been happy recommending mail houses so we have developed our own mail fulfillment service which I invite you to investigate. Contact our Printing Services department for info on Mail Fulfillment and Mailing Lists.

John S says to (18:13):
Tbutler, yes, and I would add that the look, feel and info describing you adds to that credibility and then you complement that with more logical, consumer-based helpful home buying, selling and ownership information as a resource for clients and prospects.

mmeyer says to (18:13):
Thank you, I will contact them.

theconroyteam says to (18:13):
Yes. However, our focus is on meeting the expectations of our clients. How do you tell a story about us and accomplish that goal too!

tbutler says to (18:15):
So it's back to content which if performed properly with a 7-10% keyword density to make the search engines happy. Do you concur with the 7-10% density? I understand this is under what view as the spam percentage of most webmasters of 13%

John S says to (18:16):
Mjmay, contact Bob Ruesch at 800-999-6090 or bob.ruesch@hobbsherder.com. Are you familiar with our MegaManaging seminar for brokers/owners and managers?

mjmay says to (18:17):
Yes I am. Don't have the time or interest in the seminar, just want to use the materials. Thanks for the contact information. {tongue_smiley}

John S says to (18:17):
Conroy Team, well that all might be part of it. Have you ever had an emotional reaction to the help you've provided a client?

terry says to (18:18):
John, I just sent out my latest powerkard with the sales figures for my area for 2006. I discovered a mistake on one of the figures after it came out. would you recommend sending out a correction or just keep on with my regular schedule of mailings

Jeff Wiemelt says to (18:19):
Is this session for newcomers to HH who are inquiring about your materials? I thought you would be talking about some tricks of the trade once you have your materials??

John S says to (18:20):
Tbutler, we optimize our web design for search engines and that is not my area of expertise. What I can say is that we believe emphasizing your energy toward search engine optimization is not the best game a realtor can play on the web. We prefer a marketing approach where you drive people to your web site through your marketing and that your web site is mostly a local resource. How many people in your community are going to start their search for a realtor on google? By that time, most will have come into contact with a realtor or realtors and will be refinining their decision. What you want to be is their realtor long before they are ready to buy or sell. That's the path.

joe wiessner says to (18:21):
Hi john this is Sharon from Joe Wiessner Realty...what' s the best way to come up with a great slogan? Thanks, Sharon Cassario

John S says to (18:22):
Terry, I guess it depends on what the error is and the ethical concerns. Without too much detail, I would do a new update for your next mailing with the correction but without calling attention to the correction. It's your decision.

John S says to (18:23):
Jeff, it's open to all comers. Newbies to Hobbs/Herder, seminar graduates and clients.

jeeponrock says to (18:23):
Is there anywhere in the H/H site a listing of how we should prioritze our marketing budget? Such as, if starting with $5k or $10k or $15k, etc.

joe wiessner says to (18:23):
John, as a new agent in the RE industry, when would you suggest implementing my marketing plan? Is it something I should do right out of the gate or wait until I have a couple of deals under my belt? Thanks, Sharon Cassario

John S says to (18:23):
Jeff, I will talk about whatever you'd like me to talk about. It's an open Question and Answer session.

tbutler says to (18:23):
Do you think that to be the best path in a highly competitive market? In the Raleigh NC area the largest volume players are also ranked #1 & #2 in google links (total of over 3000 back links.) Does the approach your are recommending capable of overcoming that sort of disadvantage.

terry says to (18:24):
the mistake was in the 2005 median price, the price percentage gain for the year was right but the 2005 median was higher than it should have been so it looks like we don't know how to do math

theconroyteam says to (18:25):
Yes. There are many Conroy Team success stories. Our clients are our best storytellers when they explain the experiences have had working with us. For example, as we completed the transaction for one of our investors last week he said " you and Barbara are probably a very special couple in the industry." and the week before one of the children in a family we represented in the purchase of a home presented us with her art work rendering "A Dream Come True - the Conroy Team" showing a picture of their new house and expressing her appreciation to us. We have many stories like this.....

John S says to (18:25):
Sharon, love all of your folks attending the chat from Joe's office. He's a very innovative Broker. My first answer is to hire a marketing firm and I know a real good one. That's how Joe got his slogan. If you want to be a FSBO marketer, then I would suggest attending our seminars and reading books off of our reading list and try to develop a slogan from that knowledge you've gained.

tbutler says to (18:27):
I have a couple of non-web related questions.
1. I understand you provide this service only once per month. Is there another option by which we might receive guidance / information at other times of the month.

John S says to (18:27):
Jeep, not specifically, however if you look at Greg Herder's articles I think he's covered this topic. We always say start with a personal brochure because this is a marketing foundational tool that can be used effectively with small budgets in marketing, referral generation, sphere marketing and even traditional door knocking and other approaches we don't favor. Hope that helps. Otherwise, contact Bob Ruesch and he can get you someone who can help you with strategy.

tbutler says to (18:28):
2. My general understanding is that this forum is directed more toward individual marketing. Is my assumption correct. If this is the case, would your answers differ if they were made from a corporate marketing perspective.

terry says to (18:28):
tbutler, not to answer for John, but I've found the Hobbs/herder coaching to be a great help

tbutler says to (18:29):
Terry, I'll look into that, we have not been exposed as yet to the other services.

Jeff Wiemelt says to (18:29):
Is there a place to find powerful powerkard messages? How about different letters to accompany my brochures that I send out to my farm area. Is there a way that within my mega agent program that I can send out info on properties from the MLS that still has my web site background??

John S says to (18:29):
Conroy, well, now you're getting to the heart of it. Most agents would say, "We specialize in great service and treat our clients the way we want to be treated, blah blah blah." The trick is generate an attraction to you--your brand--through emotional storytelling about who you are, what you stand for and even what people think and say about you.

John S says to (18:30):
Tbutler, if you are a graduate of our seminars, we have a monthly phone call-in resource. Otherwise, we do offer all types of coaching services from monthly one on one coaching, to group coaching to very economical tele classes on specific topics.

John S says to (18:32):
Tbutler, this chat is generally more attended by agents but many of the same principles apply to managers and companies. MegaManaging is a great resource for the Hobbs/Herder approach to real estate leadership and manager/company marketing.

tbutler says to (18:32):
I have registered for the Seminar on April 17-18 in Charlotte. Anyway to obtain the phone call-in resource in advance since I am registered?

John S says to (18:34):
Jeff, great questions. Contact our Creative Services Department or your writer and ask for a PDF of our PowerKard Primer and 10 Transactions in 90 Days and you'll find a host of PowerKard messages and letters to use. If you go to Gateway, you also get a CD resource with great PowerKard messages and letters. We also have incredible resources for free on HobbsHerder.com on direct mail and approaches to your PowerKard and Flier Master.

John S says to (18:35):
Tbutler, contact our Seminar Operations Department at 800-999-6090 and ask for Jennifer Harris and she might be able to help you.

tbutler says to (18:35):
Thank you for the info.

John S says to (18:36):
How are we doing? Am I getting to everyone's questions? Did I miss anyone? Any follow ups needed?

terry says to (18:37):
John, I became a client just over 2 years ago and attended my last Gateway last feb. Is the Powerkard Primer different than the materials I would already have?

tbutler says to (18:38):
Will the text of this session be posted immediately after the close of this session?

John S says to (18:38):
Terry, no, just make sure you have that document. Another avenue for you would be to hire us to create Terry specific messages for you. Also, remember that Listeds/Solds and Market Updates should be at least 50% of your mailings.

John S says to (18:38):
Tbulter, not immediately. It will be up in the next few days in the chat section of our website under Chat Archives.

John S says to (18:39):
Program Notes:

charlieu says to (18:39):
Hi, John. I know we should be mixing up our my mailings with the LIsteds/Solds PKs. I've seen many examples at Gateway.

charlieu says to (18:39):
Are thereany templates available for Just Sold/Just Listed PKs?

lois@loishughes.com says to (18:39):
I appreciate the opportunity to listen in, John. However, I, too, thought that you would be offering more definitive "tips and tricks" rather than directing us back to the HH CD or marketing materials that we already have. I would love to see an "advanced" session where updates of success are shared by you or other HH marketers. Have to go now, but thank you. Lois

John S says to (18:39):
Next Chat: Thursday March 15. Chat is every Third Thursday at Ten pacific (1PM eastern).

Jeff Wiemelt says to (18:40):
Thanks, how do I get info from the MLS to e-mail to my clients with by back ground showing or can this only be done with my inventory and solds??

terry says to (18:40):
90% of my powerkard are market updates and listed/solds. I've found when I send out ad ad piece that's not a market update I always get 1-4 people calling asking to be removed from my mailing lis.

John S says to (18:41):
Lois, thanks for your comments. The chat is a question and answer format.

John S says to (18:41):
Jeff, oh yeah, missed that question. That's more of a question for our MegaAgent help desk. Contact Michael Cox and he'll let you know if that's something you can do.

John S says to (18:43):
Terry, very interesting. You might try case studies of clients you've worked, just a quick blurb about how your helped a client or a testimonial.

terry says to (18:43):
ok thanks, I haven't done that yet

Jeff Wiemelt says to (18:44):
Can you give me Michael Cox's phone number with Mega Agent and also the number for your creative services dept? Thanks...

John S says to (18:44):
Well, we have about 10 minutes left and you've done a great job asking questions. I hope you haven't held back. Please feel free to keep your questions coming.

John S says to (18:45):
Jeff, just contact the main number and our receptionist will direct you. 800.999.6090. Ask fo Michael Cox and contact Stephanie in Creative Servives and she can direct you to the right person.

charlieu says to (18:46):
Hi, John. I know we should be mixing up our my mailings with the LIsteds/Solds PKs. I've seen many examples at Gateway.Are there any templates available for Just Sold/Just Listed PKs?

John S says to (18:48):
Charlieu, not really but we might be able to get you some samples. Contact Creative Services and they'll see what they can do for you. It's not that complicated. One quick way to see a sample or two is in our catalog.

charlieu says to (18:48):
Ok, Thanks!

terry says to (18:48):
John, you mentioned client specific ads for the powerkards, is this the same as having my Gateway materials customized for me or is this different just for the Powerkards

John S says to (18:51):
Terry, no, this is different. The highest and best scenario for your direct mail is that you have a good mix of real estate related messages--listeds, solds, market updates, etc.--to provide credibility and show activity. I do like case studies and testimonials also. Lastly, it would be best to have messages that tie into your overall branding campaign and message. This is best done on a custom basis. As an alternative we recommend selecting three or four messages that you like and repeating those during the year. Many agents try to get a different message for each month. This is not necessary and goes against our continuity training. Custom is always best. Our templates are second best. Hope that makes sense.

terry says to (18:52):
thanks John

John S says to (18:52):
Well, it's about time to wrap things up. Thank you for attending and your great participation.

John S says to (18:53):
I hope the session was helpful and you were able to get your pressing marketing questions answered or learned through someone else's question.
John S says to (18:53):
I'll take any last minute thoughts or questions.

John S says to (18:54):
Your success is important to us here at Hobbs/Herder; that's what keeps us passionate about what we do.

John S says to (18:55):
Until next time...Happy Marketing. --John Surge

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