March 15th, 2007

John S says to (16:59):
Good morning/afternoon, everyone.

lois@loishughes.com says to (16:59):
Good morning again {smile_smiley}

John S says to (16:59):
We'll get started in just a moment and I'll explain how the chat works.

manonmg says to (16:59):
k

ML1976 says to (17:00):
good morning

normanlee says to (17:00):
norman lee says good morning

John S says to (17:01):
By way of introduction, my name is John Surge and I am the President of Hobbs/Herder. For the first 14 years of my tenure, I served as Creative Director and the last three years as President. My specialty is helping agents and companies develop successful marketing strategies.

normanlee says to (17:01):
is there no sound?

John S says to (17:01):
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.

John S says to (17:02):
The Chat is a free resource of Hobbs/Herder open to clients, seminar graduates and those unaquainted with Hobbs/Herder but are looking for ways to master their marketing.

John S says to (17:02):
Let's get started. Who has the first question?

Kat says to (17:03):
Through the yrs I've spent so much money on mkting tools that just didn't pay off. What one thing, if you could name it would give me the most bang for the buck?

carolyn sachsenmaier says to (17:04):
I attended the Gateway in Orlando in a couple of weeks ago. I signed up for the "b" plan. I got a letter from Greg Herder, asking if I had gotten back the "formal research questionnaires" I sent all my past clients. This sounds like a good idea, but I have no idea what he is talking about??????

John S says to (17:05):
Kat, that is an often asked question and it's a tough one because I really don't believe in one silver bullet. However, that said, the Personal Brochure, which will define your personal brand and differentiate you from other agents is the best place to start. My recommendation, however, is always a well-rounded strategic marketing plan that remains consitent over time and builds like a snowball.

normanlee says to (17:05):
I am just getting my website finished and I like what I see but I desperately want to have local weather, mortgage calculator and local schools buttons added to my home page? My current website has all these and many more? Is this possible?

John S says to (17:06):
Carolyn, the formal research questionnaire was covered in the seminar and is provided to graduates. Just reply to that email and we can get you some more direction.

Kat says to (17:06):
thanks...and what should I expect to budget for a personal brochure and this branding concept/

manonmg says to (17:06):
good question, kat!

John S says to (17:07):
Norman, many of these types of bells and whistles are not what we recommend, however talk with our Web Service Reps and they should be able to direct you and let you know if there would be any charges involved.

clarkev says to (17:08):
Hello all. Hope all is well John

John S says to (17:09):
Kat, it really depends with Hobbs/Herder whether you're a seminar graduate or not, so your best bet is to contact Bob Ruesch at 800-999-6090 and he'll be able to help you. For creative work, photography and printing, I'd budget about $10K.

clarkev says to (17:09):
I've been wondering. What’s the proper way to use my website to get more listings, collect more leads & make more sales?

John S says to (17:09):
Thanks, Clark. It's a Great Day at Hobbs/Herder!

normanlee says to (17:10):
Regarding the questionnaire, I am not familiar with it either and I already have all the 3 ring binders etc. Where is it located? Online, perhaps?

John S says to (17:12):
Clark, tough to answer this in too much detail here. I would suggest reading all of the web related articles on our web site. The main thing is to promote your site locally and offer useable info to home owners. Special Reports, Market Updates, Community Info. Promote your site in your direct mail and advertising. You can also use it in your listing presentations--if it looks good and shows well--to show people how you showcase their listing.

heather says to (17:13):
Good Morning Everyone! Recently my email has been bombarded by various online directories for real estate agents. My gut tells me these pay lists are not worth the time and money. Can anyone ring in?

John S says to (17:13):
The Formal Research Questionnaire is a tool we provide you with your seminar attendance at Gateway. It's found in the Handouts Collection and is toward the back of that tabbed section. If you are missing it and you're a Gateway grad, contact Jennifer Harris and she can assist you. 800.999.6090.

Kat says to manonmg (17:14):
Do you think a personal slogan is a definite 'must have'?

John S says to (17:14):
Heather, I'd go with your gut but others please feel free to weigh in.

John S says to (17:15):
Kat, ABSOLUTELY. It's an essential part of building your brand, differentiating yourself and building a story that STICKS with clients and potential clients.

Kat says to (17:15):
But John...how do you keep them from being cheesy?

Kat says to (17:15):
or already done?

lois@loishughes.com says to (17:16):
It has been my experience "not" a good return on investment. Most want around $50 per lead with a "money back guarantee". Based on my experience with appliances like refrigerators, no money back guarantee is worth a nickel {smile_smiley}

John S says to (17:16):
Kat, I would hire a very well respected advertising agency that specializing in helping real estate professionals to Master Your Marketing.

carolyn sachsenmaier says to (17:16):
I found the Formal Research Questionnaire. How do I get it personalized for me (my name, etc.) in the body of the material????

manonmg says to (17:16):
I'll be attending the 2 day mega marketing seminar. Will I receive this questionaire too

Kat says to (17:16):
lol

John S says to (17:17):
Kat, adding to that, you really have to analyze your target market and who you are and think about defining who you are. It's difficult--and you don't want it to be cheesey. It's tough to say a lot in a few words--and yet it's a powerful foundation for building that snowball!

Kat says to (17:18):
John...has your firm had the opportunity to evaluate the number of agents who've proven success and the number who've failed after committing to the program?

aufdenkamp says to (17:18):
I second the question -- anybody using an online referral or directory that's WORKING for them? (I'm in a small area, I won't steal your leads, I promise.)

John S says to (17:18):
Carolyn, contact our Production Department and they should be able to answer your questions. 800-999-6090. Ask for Heather.

lois@loishughes.com says to (17:18):
With Hobbs Herder, they have an expert interview you and they develop a pretty good idea of who you are. It is amazing, Kat, how fast they can develop a good, simple, powerful couple of words that just "says it".

John S says to (17:19):
Manonmg, yes, you get it in your workbook at MegaMarketing also. You will love the seminar and Rhonda Formby. Have a great time.

clarkev says to (17:19):
We've been sending materials to our farm in the past, & decide to go ahead and take out the ineffective prospects & replace them. Now we have all materials in place & even advertisement on our mini van, but we still don't have many listings as we would expect & spending more & more on our marketing materials. What do we do wrong? How to get more listings?

John S says to (17:21):
Kat, you know, this is not something that's easy for us to do because realtors are highly independent folks and tracking their results is like herding cats (no pun intended). I always feel it comes down to whether you believe you're in a marketing business and whether you want to FSBO that marketing effort or really do it right so that you can build a snowballing business. Hope that helps some.

John S says to (17:22):
Lois, thanks for the comments. I think the real question is whether you believe in branding and marketing as a success choice in the real estate field. If so, our expertise, without question, whether in our training or our services can help you Master Your Marketing.

Kat says to (17:22):
thanks... just trying to minimize financial risk ;-)

John S says to (17:23):
Clark, tough to say. I'd have to know more info. How many people are in your target market, what's the turnover, what does the competition look like, exactly how are you executing your program, what are your expectations, to name a few. Sometimes it's just being patient and realize that it takes time.

lois@loishughes.com says to (17:23):
John, I have listened to several very successful marketing agents, and each has a different style. One can spend a great deal of time and money developing a personal style. Do you have any words of wisdom on a plan for developing and then analysing one's choice of marketing plans. I.E., start wiht past clients, a farm, business associates?

tannis says to (17:23):
Kat, I doubled my income the year after I put the H/H marketing tools in place (this is an unsolicited pitch) - I'm still doing well.

heather says to (17:24):
I am a H/H client, my materials were complete at the end of 2005. One big mistake I made was not budgeting enough money to do the marketing and still survive. My materials did not have the impact on my market that I was expecting and immediate return on results did not happen for me. If you are thinking about going with a marketing campaign I highly advise you to budget more than enough money to keep the marketing campaign going. It can be a hard thing to do if you are newer to the business, etc.

Kat says to (17:24):
Thanks tannis...that's meaningful info

John S says to (17:24):
Kat, understandable. I'd look at it more like investing in your is the best investment possible. So...how are you going to build your brand. This is a brand, if you're in it for the long haul, that should last you many many years if not your entire career.

manonmg says to (17:24):
I signed up with a lead generating company and my results are pretty good

Kat says to (17:25):
ditto Heather

aufdenkamp says to (17:25):
manonmg, which one? I'm in rural Nevada, no threat. :o)

John S says to (17:27):
Lois, I think I can help. Always start and focus on Past Clients and Sphere of Influence. Don't underestimated the power of Networking combined with Personal Marketing. Think of your campaign like you're running for political office--you have to hit all fronts, including approaches that don't cost much: PR, strategic networking, active web site maintenance and focus and then, of course, direct mail and advertising.

John S says to (17:28):
I think it is great advice to have a budget to run your campaign that you can commit to over time and then keep investing a percentage of your commissions into a marketing budget that you can build over time. Don't think of it as a one time shot.

John S says to (17:28):
Tannis, can you give us a little more insight into that first year. How did you execute your marketing?

Kat says to (17:29):
John..what happens if your creative department fails to satisfy the client? Has this happened and if 'yes', how often? [given that us 'cats' are as difficult to please as we are to 'herd]

John S says to (17:30):
Just a little check in, hopefully I'm getting to everyone's questions. You're keeping me busy. Feel free to ask any follow ups if you feel I haven't been thorough enough or clear enough.

tannis says to (17:30):
I did exactly what the binder said, hired an assistant, and she made spread sheets (she loves spreadsheets!) and executed the mailing campaign and expired campaign, and past client and sphere campaign as outlined. Even the parts I felt embarrassed about diong, she did - word for word...

normanlee says to (17:31):
manonmg, I am out in Rancho Mirage CA and I too would like to know what lead generation program you signed up for?

clarkev says to (17:32):
We practice in the Washington, DC & M D area & competition is though. We had 2000 in our farm & cut to 1/2 with a smaller but more effective with a good turover rate. We've sent materials 2-3 time/month. We've add home sellers seminar in our program. When in the week, where & what would be the best time to schedule them?

John S says to (17:33):
Kat, yes, creativity is not a full proof system. There are times when the work we do for a client on first draft is not well received. Then we have to really take a few steps back and make sure we're on the same page. We'd start by making sure that you are not pushing your marketing in the direction of most real estate marketing. We'd listen and advise. Ultimately, if you're not happy, we will start over and usually on that second cut we can lock things down very well. Our goal is to develop marketing that you are excited about and proud of and also that we feel will work for you. If you are energized by your marketing concept, you will execute with more energy. Hope that helps.

John S says to (17:34):
Tannis, great feedback. You didn't try and re-invent the wheel. That's awesome. What did you feel embarrassed about?

Kat says to (17:36):
Thanks John...gives me comfort in knowing that if I make the jump, you'll be there for me

John S says to (17:36):
Clark, I would test this and other marketing. Sounds like you've got a solid program in place. How long have you been executing? On your seminars, do the first one by offering two or three different times and days and see what draws the best. I think that Tues-Wed-Thurs would probably be your best bet, but I LOVE testing.

tannis says to (17:36):
the part where you send out the letter that saysm "oh! Look at me! I hired an ad company!" to people I know - it was very well received - ESPECIALLY by the people I know well, or even peripherally. Recently, I was filling a flyer box and handed a flyer to a couple walking their dog, and when I went to introduce myself, they said, "oh, we KNOW who you are!" and we started up a friendly conversation. New info for the database!

John S says to (17:37):
Kat, we are inspired every day by the success of our clients. We know that real estate is one of the toughest businesses out there...and yet it can be very enjoyable and lucrative and create a great life.

clarkev says to (17:37):
Tx John. Now is it always a good idea to send materials to your neighborhood even it has a poor turnover rate?

John S says to (17:37):
Tannis, thanks for the info.

lois@loishughes.com says to (17:38):
We have in our office an investment counselor. She does her seminars on Sunday 1-3PM. Just like an open house. We have a blend of retirees and families in our market area of Pismo Beach, CA.

heather says to (17:38):
Kat, you may want to consider going to the Gateway seminar. I think you will find many great marketing ideas even if you don't want to commit to H/H right away. I felt re-energized and excited about real estate after attending.

John S says to (17:39):
Clark, hopefully, I understand your question. The neighborhood you live in is not always the best market to target. You have to do the analysis and also balance that with your goals and the nature of that market.

Kat says to (17:40):
Thanks, Heather...-waiting to know when it gets to San Diego

John S says to (17:40):
Lois, great feedback. Depends on the demographic. I was just ASSUMING working couples, but that's not the best marketing. Also, be creative. You could do a wine tasting or something fun coupled with the seminar.

John S says to (17:40):
Kat, is Palm Springs close enough?

heather says to (17:40):
Has anyone made the decision to try to optimize your website for an organically high ranking versus doing the paid sponsorships?

Kat says to (17:40):
nope...too far

John S says to (17:41):
Kat, I'd have to challenge you on that. Two hours is too far to drive to grow your business?

lois@loishughes.com says to (17:42):
Kat, my friend and I drove from Pismo Beach to Palm Desert! This is a two day event, so try not to let distance deter you. It is worth a mini-vacation!

jlavik says to (17:42):
I went to the Gateway in December. I am in the Wisconsin market and I'm wondering how many H/H clients have signed up with you??? I like the quality of everything I received at the gateway, but I'm nervious of spending the amount of money that it seems to cost to execute this program. How long should I expect it to take to re-coup my "investment" when my average home sale price is around $220,000???

Kat says to (17:42):
J..it's the cost of being gone that far outweighs any benefit...i have a pet that matters to me

clarkev says to (17:42):
I meant add your direct neighbers (where you live) to your mailing list with your farm. What do you think on sending a monthly newsletter to our email farm?

John S says to (17:43):
Clark, you might consider these people to be in your sphere. An monthly email newsletter is strong if you can sustain good info and have good personal branding on your newsletter.

John S says to (17:44):
Jlavik, well...what are your goals? How much do you currently spend on marketing annually? How do you get clients now?

normanlee says to (17:44):
John, I potentially would love,a conference like this but with "go tomeetingdot.com" and telephone conference calls I feel we are in the "dark ages" using this format? Can we modernize in the future/ This is my first typing conference ever!

John S says to (17:45):
Kat, I understand. We just lost our dog that we had for 17 years. We will be hosting a MegaMarketing in San Diego. Just check our website.

Kat says to (17:45):
Great!!

clarkev says to (17:45):
I appreciate that John.

Kat says to (17:45):
hmm..sorry'bout your dog :-(

John S says to (17:46):
Norman, thanks for the feedback. We do have teleconferences and we haven't found the webinar to work as of yet. We try to have different formats for different people. Why I like this format is that you can print the results in a couple of days when we post on our website and you can review and do analysis. But I appreciate the feedback.

normanlee says to (17:47):
Thanks John

normanlee says to (17:48):
I'll be watching for the other formats. Got to go now. Thanks again.

John S says to (17:48):
A few program notes: We do this chat every Third Thursday at Ten am pacific (1PM eastern). Next Chat is April 19.

John S says to (17:48):
Also, we have Gateway coming up in Palm Springs April 25-27.

jlavik says to (17:48):
My goal is re-coup the "investment" ASAP. The sooner the better. Most of my clients now come from people I meet (I'm pretty active in networking groups), or call-ins from house ads, or conversion from an open house. Costs difficult to quantify because my broker pays for some of my advertising. I don't doubt that your program works, but mostly I'm just looking at how long it will take for this "to be worth it?"

clarkev says to (17:49):
Do you think the lead generator company really work?

Kat says to (17:50):
Thanks, everyone!!...Great input and I've found it all very helpful. I'm late for another on-line seminar so I bid you farewell :-)

John S says to (17:50):
Clark, my take on this is that leads generated not by you are going to be weaker and more difficult to convert. This is not really building your business, it's just taking some leads and working them. Might be worth a test and to do in the short term but long term, top performers do not as a rule employee these programs.

John S says to (17:53):
Jlavik, I understand. It's a business decision. Look into the future five years. What do you want that future to look like? How hard is maintaining and growing your business right now? Too many lives, careers and businesses have been short circuited by short term thinking. That's my belief. Personal marketing is an investment in yourself. I'd also really evaluate how much you're spending annually right now.

clarkev says to (17:53):
What the effective way to market to young professionals & international relocators?

lois@loishughes.com says to (17:53):
John, may I ask: Is there a reason that manonmg did not post the answer on his lead generation program? If there is a policy against mentioning company names, we would all certainly abide by that. Perhaps he just preferred not to say?

John S says to (17:54):
Well, we are just about to wrap things up. Thanks for your attendance today. I hope you enjoyed the information. You kept me on my toes and asked great questions. Please reference HobbsHerder.com for more info on all of these topics we covered today.

tannis says to (17:54):
I agree with that, John, I used housevalues/com for a year and it basically just paid for itself. They say you need to give it longer, but I saw that they called me in, as this anonymous consultant and then usually hired their "warm fuzzy" contact - I got SOME business that way, but, as you say, the leads were more difficult to convert. I've gotta go! Thanks everyone!

John S says to (17:54):
Lois, no, we don't censor that info. It's possible that Manonmg sent private messages to the others. You'd have to ask.

lois@loishughes.com says to (17:55):
Thanks John. I enjoyed this morning. Good job {smile_smiley}

John S says to (17:55):
Thank you everyone. Your success is very important to us. See you next time.

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