April 19th, 2007

John S says to (17:00):
Welcome. We'll get started in just a moment.

John S says to (17:03):
By way of introduction, my name is John Surge and I am the President of Hobbs/Herder. I have worked side by side Don and Greg for the last 17 years. My speciality is helping agents and companies develop successful marketing strategies.

John S says to (17:05):
The forum for today's chat is free-form Questions and Answers. Looks like we'll have a small group today so you should be able to get all the information you need.

John S says to (17:05):
Let's go ahead and get started. How has the first question?

Melissa Baltz says to (17:08):
Well, 1 thing on the top of my mind is press releases. I am new at them, and in fact just created our first one (using materials from Gateway). I was told by my coach to get media contacts for newspapers, tv, magazines etc. I have them from all of those sources, but was wondering if the press release just goes to newspapers and magazines though and not TV. To me it doesnt make sense to send it to tv????

John S says to (17:08):
Who, not how, has the first question:-)

John S says to (17:08):
Melissa, GREAT question. Here's the first thought: Don't overthink it.

John S says to (17:10):
Secondly, especially if you are in a small market, send it to ALL media outlets. It's not that they are going to do a story on your release, but you are attempting to establish yourself as an expert so that when the need arises that they need an interview subject, you have positioned yourself as the expert. There should be first an introductory media kit sent to editors with a document that says you're an expert source for all questions and issues relating to the local real estate market.

John S says to (17:11):
Does that help? The worst thing that happens is they look at the release, see your name and trash can it.

John S says to (17:11):
You are basically right, though, that the main focus is print media and not TV and radio. And if you're in LA, SF, Miami or NY, it's probably is a waste of time.

dustinoldfather says to (17:12):
Hello to everyone...John, my wife Mariya and I just had our interview for our personal brochure. We live and work in a secondary/ semi resort market near the Delaware Beach...we have focused on higher priced homes in our market, and developing a more professional polished image than most of the other "local" agents. Our interviewer felt like we shoud try to resonate more with the "beach" lifestyle...in your experience ....should we tone our image...less suit and tie...more flip flops...or are we okay with continuing to match our buyers professional demographic from the D.C, MD, NY PA area for our brochure?

Melissa Baltz says to (17:12):
It does make sense. I am just wondering what an introductory media kit is though. Is that in the materials from Gateway? I am pulling out my book now. We are in Oviedo, a suburb of Orlando FL.

John S says to (17:12):
Ok, now we're cooking. Who's next? Or any follow up from Melissa? OK, Dustin, let's take you next.

dustinoldfather says to (17:13):
thanks.

nicelybjd says to (17:13):
Should our Web site be updated periodically from its original creation by Hobbs Herder. I have not had any activity in the past few months.

John S says to (17:15):
Dustin, great question and I would leave most of this discussion to you and your writer/account executive, because I don't have all the data. But I would say to reflect the lifestyle of your community and mirror your prospects. If those are conflicting, then you have to make some decisions. How do/will you dress every day? What do your professionals coming from other markets expect? All that said, it is most likely that you want to portray living the dream of living in your area. People looking in second home markets are longing for that lifestyle and you can represent that to them. Does that help? Please. absolutely, consult with your writer.

mfarnham says to (17:16):
Hi John. Does H/H have a follow up campaign for those leads we get from our direct mail campaign who order a special report, we send it out and follow up with them ... but they're not ready to do anything at this time?

mfarnham says to (17:17):
This is Matt from Las Vegas by the way

John S says to (17:17):
Melissa, no, it's discussed at the Gateway and MMK. There should be an article on this subject on the new HobbsHerder.com. If you have problems finding what this is, contact Jennifer Harris in Seminar Operations and tell her what we discussed and she should be able to help you. Realize we have a Gateway next week, so it may take a little time. Or, even better, your coach can help you. Who's your coach?

Melissa Baltz says to (17:18):
Karri Robles. We have another call w/her next week.

dustinoldfather says to (17:18):
Thanks, John.

John S says to (17:19):
Mfarnham, we would recommend that you put them on your mailing list and designate them as Special Report leads so that they get most of your regular mailings. We don't have a specific campaign but you don't have to overthink this either. Just keep in touch, including the occasional phone call and email and make sure that you're on top of their minds. You might ask if they enjoyed the special report and whether it sparked any questions.

John S says to (17:20):
Melissa, great. Send Karri an email prior and she should be able to help you. You're in great hands with Karri.

Melissa Baltz says to (17:20):
Thanks for the info John. That really is my only question I have today. I will ask my coach about this.

mfarnham says to (17:20):
ok, this is pretty much what i've done, just want to make sure I'm on the right track

John S says to (17:20):
Hi Matt from Las Vegas!

mfarnham says to (17:20):
HELLO

John S says to (17:21):
Matt, the biggest mistake is that we don't follow up with these folks and we're impatient. But you should have a mechanism for purging them at some point--maybe 6-12 months. Keep these separate from you main database, though. These are lower level leads.

mfarnham says to (17:22):
I am going after a High End Golf Course market. Is there any trick to what types of messages I should be putting out there, or does the regular market updates, just sold/listed, and special report offers do the trick?

mfarnham says to (17:22):
got it

John S says to (17:22):
OK, Melissa. Thanks for stopping by and good luck. PR is a great marketing vehicle and often neglected.

dustinoldfather says to (17:22):
How frequently should we be sending out press releases?

mfarnham says to (17:23):
I know it takes time, but we've started our campaign and stayed on track. Our Personal Brochure with letter should hit today or tomorrow as our 6th week in a row. I have only gotten a few calls ... any suggestions?

John S says to (17:24):
Matt, no, it's important to know that anything out of a can, anything generic or templated, is NEVER the best path to take. We provide these materials to be helfpul, but with such a specific niche, you must get specific and look, talk and act like the specialist in this area. Generic info just hurts your position. Think like a home owner in a golf course market and act accordingly.

John S says to (17:24):
Matt, did any of the calls turn into business?

John S says to (17:25):
Dustin, it depends on what news you're making. One to two a month is awesome, but even if you just committed to a regular schedule that would be great. So pick a schedule--once per month, every other month, etc and stick to it.

dustinoldfather says to (17:26):
To MelFYI: we sent a press release about the Powerline in our market...with an active number and mailbox, and our local paper re-runs it without us ever asking...

Mariya says to dustinoldfather (17:26):
John, to follow up on Dustin's question, do you think buyers perceive the agent in a different way than sellers do? For example, do you find buyers to feel more comfortable with an agent who is dressed the way they are, and may be sellers trust an agent who has profesional and polished image, even if at the beach

mfarnham says to (17:26):
Had a big listing presentation last week, for a 2 Million dollar home, but it looks like I did not get it because they specifically asked what homes comparable homes I had sold in the area. They loved me and my presentation, just not willing to be the guinny pig for my first 2 million dollar listing

dustinoldfather says to (17:27):
thank you.

John S says to (17:27):
Matt, OK, well don't give up. See if you can offer something to entice them. How about a commission back guarantee (if it's OK with your broker) on that one listing?

mfarnham says to (17:28):
Good idea. I am just nervous about the time and money it would take to market this property ... it would be terrible if they tried to take advantage of me in this situation

John S says to (17:29):
To answer your time question, there is no good answer. Sometimes it takes three months and I've seen some campaigns turn on the spigot at 18 months. There are no absolutes because there are so many variables. The better question is whether you're in this business to build a business and whether you think marketing is essential to get you where you want to go? If the answer is yes, then you have to work on commitment and discipline, but also remember a marketing campaign is NOT JUST DIRECT MAIL. It's direct mail, PR, advertising, lead follow up, strategic networking--think like you're running a political campaign.

John S says to (17:30):
Matt, beware the money issue. Don't get into the trap that you have to "advertise" this listing. That's feeding into home seller misnomers.

John S says to (17:32):
Mariya has a great point and I think you'll find that people IN the community, the year long residents will have a certain style and level of formality and that out of towners will respond to that because they aspire to that. They will expect that, just like we might expect Hawaiian or casual shirts from agents in Oahu.

John S says to (17:32):
How are we doing? Is everyone getting their questions answered? Any follow ups? Feel free to dig in?

Mary Ann says to (17:33):
I will be moving to a new area in a few months. Any ideas on how to get up and running quickly?

John S says to (17:33):
Program notes: this chat will be archived shortly on HobbsHerder.com.

dustinoldfather says to (17:33):
....is there a video "personal brochure" on the horizon with HH for internet, etc.?

mfarnham says to (17:34):
i don't quite understand, it seems that this type of market expects a nice magazine ad ... Homes & Land or Distinctive Homes. This is a cost of about $11,000 a year for this type of magazine. Good news is it automatically ads a good number of websites that link to the home so I can go in my listing presentations with a great marketing campaign for their home. I understand we are supposed to stay away from house ads. What if I did a two page in Homes & Land but designated one side for an "Ad" about me or a Direct Response Special Report ... your thoughts ...

John S says to (17:35):
Mary Ann, that's the perfect time to launch a marketing campaign. We have a great Success Story on our website about Sherry Weeks, an agent who faced exactly the same challenge. Search hobbsherder.com for this story. But the best thing to do is to go into a new market with a bang.

John S says to (17:37):
Dustin, not sure if it would be a video brochure but the idea of video is something we're exploring and would be a great addition. You could still accomplish with us. Contact Bob Ruesch and you guys can chat 800/999-6090, ext 668

John S says to (17:37):
Mary Ann, here's a link to that article: Click here to read!

John S says to (17:38):
Well, we have about 10 minutes left. I hoped you've enjoyed this free Hobbs/Herder chat resource. We still have ample time for more questions or clarity.

John S says to (17:38):
Matt, let me answer you here.

John S says to (17:40):
Matt, that's your ultimate business decision. Since you have nothing to lose with the listing presentation you already did, you might try a Hail Mary and see if you can land the listing without the advertising budget you're talking about. But, yes, if you are going to do house advertising, blend that with personal marketing. Report offers are great, but best to appeal to Buyers in this format.

John S says to (17:41):
The goal is to try and educate home owners on the realities of real estate and give them better alternatives and reasons to question their beliefs. Heck, most agents can do all the house advertising they want but most of them can't commit to a simple lead follow up program.

Mary Ann says to (17:43):
When you say go into a new area with a bang what ideas are you thinking of?

lois@loishughes.com says to (17:43):
Thank you, John and all, for an interesting session. See you next time. Bye, from Lois in Pismo Beach, CA

John S says to (17:43):
The next chat is Thursday May 17 at 10 am pacific. It's always on the Third Thursday at Ten pacific.

John S says to (17:44):
Thanks, Lois. Take care. Glad you enjoyed it.

dustinoldfather says to mfarnham (17:44):
...can you give us your advice on choosing an assistant...what is the best way to structure salary/hourly etc...what s important to find out in the interview?

John S says to (17:45):
Mary Ann, well, what I mean is to develop a strong personal brand, select a farm and then follow one of our marketing campaigns to the letter. Have you been to a Hobbs/Herder seminar?

mfarnham says to (17:45):
i guess i have kind of felt like this magazine thing is a necessary evil and listing tool. If I move forward I will defintiely market to those buyers who may be interested in a golf course property. I would brand myself as the golf course property specialist in the magazine.

Mary Ann says to (17:46):
I have been to the Gateway in California about 6 years ago. I will go back to some of the information from there.

mfarnham says to (17:47):
dustin, I'm not sure if you meant to ask me the question about an assistant. My wife is my assistant so the interview was really short {smile_smiley}

John S says to (17:47):
Dustin, well, hard to give too much advice here but I do know you can't pay an assistant on a salary basis without getting into wage/hours issues. The question is are you going to hire a buyer's agent or an assistant. I would focus in on questions that have the applicant describe situations in their past where they've exhibited behavior you want. I think the absolute biggest issue is organiztion and scheduling.

John S says to (17:47):
Mary Ann, you might want to get back to another program quickly. Where are you now?

Mary Ann says to (17:48):
Sedona, AZ now, but will be moving to Charlotte, NC in a few months.

dustinoldfather says to mfarnham (17:49):
John, if the position is a true assistant, not an agent, hourly is preferabel? Anyone in the chat have any input? Go video tour Matt! More bang for the buck.

John S says to (17:50):
Mary Ann, OK, we'll be in Salt Lake City in July and Hilton Head in August. It might serve your creative juices well to get back to a seminar and review the fundamentals and essentials of marketing.

John S says to (17:51):
Dustin, actually, it's not lawful to pay an assistant a "salary." You have to pay for overtime and maintain certain rules and regs for hourly employees.

mfarnham says to (17:51):
i already do video tours, this only costs me $100 though. I guess I just struggle with feeling like I am not doing enough to market my listings. MLS, virtual tour, a few internet sites ... what else?

John S says to (17:53):
Dustin, you should investigate our Tele Class: How to Hire and Train a Top-notch Assistant...so You Can Build Your Business While Creating a Life in Balance. Contact Miko in Coaching or visit HHCoaching.com

dustinoldfather says to Mariya (17:53):
My sggestion is for a prefessional tour, with script, music, and professional videographer...my 2cents...you can use it forever im marketing vs $$$ for one month of a full page somewhere...good luck.

dustinoldfather says to Mariya (17:54):
complimentary?

John S says to (17:54):
Matt, that is NOT how you market listings.

mfarnham says to Mary Ann (17:54):
please go on John

John S says to (17:55):
Dustin, no, there is fee of around $200--but think of the heartache it could save you.

dustinoldfather says to Mariya (17:55):
Just kidding...I enjoy getting the check book out for you guys...you earn it.

John S says to (17:57):
Well, you are saying that you're concerned you won't be doing enough to market listings. That's not really accurate. I would put forth that you're concerned the home seller won't think you're doing enough. There's a difference. If that house advertising was really essential it wouldn't be a problem. So the question is are you going to get in an advertising bidding war with other agents, or come out and reveal the truth about real estate advertising--which is a special report title we have and give out at Gateway.

John S says to (17:57):
Dustin, yes, but if you think education is expensive...

dustinoldfather says to Mariya (17:58):
...try real estate education...

John S says to (17:58):
Well, thanks everyone for a lively session. I hope you enjoyed it and received some valueable information. Your success is important to us.

Mary Ann says to (17:59):
Thanks,

dustinoldfather says to Mariya (17:59):
Thanks John.

mfarnham says to Mary Ann (17:59):
thanks John

John S says to (17:59):
Best wishes until next time. Happy marketing!

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