May 17th, 2007
J Surge says to (17:03):
By way of introduction, my name is John Surge and I am the President of Hobbs/Herder. I've worked with Don and Greg for the last 17 years and my specialty is helping agents and companies develop successful marketing campaigns.
J Surge says to (17:04):
It looks like we will have a nice, small group so everyone should be able to get their questions answered.
ericbidkhanian says to (17:04):
nice
J Surge says to (17:04):
The format for the chat is free-form Questions and Answers about any marketing related topic. Please feel free to ask follow ups and also feel free to communicate with each other. Let's get started with the first question!
ericbidkhanian says to (17:05):
what is the most effective way of deciding farm area
fmpayne says to (17:05):
John - in last month's chat you referenced "the truth about real estate advertising--which is a special report title we have and give out at Gateway." I attended Gateway last year but am not familiar with this report - would it be possible to get a copy??
J Surge says to (17:06):
Eric, that's a very big question that you need to spend some time on. I would start by reading some articles on the topic on HobbsHerder.com. Have you been to a Hobbs/Herder seminar?
ericbidkhanian says to (17:07):
yes the recent one in palm spring
ericbidkhanian says to (17:08):
i know the categories but which one works better
J Surge says to (17:08):
FMpayne, if you went to Gateway, please contact Veronica Maldonado in Seminar Operations and she will be able to get you a copy of that report or direct you where to find it on your CD.
ericbidkhanian says to (17:09):
r u talking about personal marketing resource cd
J Surge says to (17:09):
Eric, OK, great. You need to go through an analysis and consider the competition, the turnover, how you would relate to the people in the chosen market. The biggest mistake agents make is to select the farm they live in. Could be a good decision, but it's not without research. Feel free to ask some more specific questions and we'll see if we can drill down and send you in the right direction.
J Surge says to (17:10):
Eric, yes. The report being referenced should be on the CD. It is not provided in hard copy, only in digital format.
J Surge says to (17:10):
Eric, when you say the categories, what do you mean?
cwendekier says to (17:11):
Is seems that the media is currently supporting the benefits of discount brokers, how can we as Hobbs Herder clients use our materials most effectively to compete with discount brokers?
ericbidkhanian says to (17:12):
geographical, caltural,demografical etc.
fmpayne says to (17:13):
what are your thoughts on building a farm by direct mailing to, say, membership rosters for groups you belong to? People you don't know personally but share an interest with. Seems like a captive audience but at the same time, I don't want to be seen as "taking advantage" of my access to that list...?
J Surge says to (17:13):
Cwendekier, I think you have to be a little careful not to try and get too caught up in changing media perception. That's a big job. The reality is that discount brokers are not gaining market share. I would work on responses to the objection if it comes up that talks about your fiduciary responsibility to your clients with their largest investment. If you want to take a shortcut and try to get a "discount" then I'm not the professional for you. I just don't think I like the sound of "discount" and my real estate investment in the same sentence. Hope that helps.
cwendekier says to (17:14):
thanks
J Surge says to (17:15):
Eric, well, geographical might be a town, a subdivision, an area. Demographic might be people over 55, people who make a certain income. Cultural might be people who enjoy a specific pasttime or something like golfing property or golfers.
ericbidkhanian says to (17:16):
let me be more specific
J Surge says to (17:16):
Fmpayne, we would highly recommend this and if done with care and respect and also if you tie in a networking component and an opt out component, I think it is a great focus and should be included in almost every marketing plan.
fmpayne says to (17:17):
expand on the "networking component"? This is one area of the business that I struggle with
J Surge says to (17:17):
OK, great questions. Keep them coming. Ask follow ups for clarity or to drill deeper.
ericbidkhanian says to (17:17):
i was marketing to armenians for past 8 years shall i continue that or change it.
fmpayne says to (17:18):
eric - is it generating business for you? "if it ain't broke, don't fix it" {tongue_smiley}
J Surge says to (17:19):
Fmpayne, well, where do these people who share the same interests with you congregate? You have to be seen as well as sending direct mail, advertising, email, PR and other components of a marketing campaign. Often people think we ONLY advocate direct mail. This couldn't be further from the truth. We recommedn a holistic marketing campaign that includes specific meet and greet and and networking discipline. We have a great article on this as a strategy on HobbsHerder.com. Please search for networking or networking strategy and you should be able to find it.
team@JenandHannah.com says to (17:19):
What is your opinion on marketing to FSBOS. We are finding them difficult to work over time in regards to mailers, but time consuming when we do the face to face. Is there a better way to do this or should we consider it temporary until another area proves more productive?
J Surge says to (17:21):
Eric, FMPayne asks a great question. I think that could be a very productive approach. Armenian Americans do seem as a group to have a strong affinity for each other and their culture. This helps as you target a group. They also tend to congregate in Armenian restaurants and other social settings, so you need to be where this group is. Also, of course, you need to be conscious with this approach of following all Equal Housing Laws.
cwendekier says to (17:23):
I'm having a difficult time searching for expireds. My MLS system doesn't have a way of searching for expireds in the future, only past expireds. Anyone have thoughts on searching for expireds?
J Surge says to (17:23):
Jen and Hannah, your top producers do not deal with FSBOs. It's a business decision on your part. I don't think I'd give up just yet, but you might try and feel more comfortable being more direct and more choosey with who your pursue and do business with. You are fighting a mindset with a FSBO that "I know best" and "I like to be in control."
ericbidkhanian says to (17:23):
yes i am and i dont refuse service to any one
J Surge says to (17:23):
Cwendekier, I'd work with your MLS, your broker and maybe title vendors to help you out. This shouldn't be so difficult.
J Surge says to (17:24):
Eric, I know you don't, it's just being conscious of that and I say it as a helpful reminder for everyone.
fmpayne says to (17:24):
cwen- I use my MLS's hotsheet function - I get automatic e-mails the day a listing switches from active to expired or canceled.
J Surge says to (17:25):
Cwen, great input. Thanks for that help.
cwendekier says to (17:25):
Thanks that's helpful.
J Surge says to (17:25):
Oops, I ment FMpayne. Thanks for your help for Cwen.
fmpayne says to (17:26):
;) no prb
J Surge says to (17:26):
How are we doing? Are you getting your questions answered? Have a good one you're holding back on?
ericbidkhanian says to (17:26):
its cool
J Surge says to (17:27):
Just a quick commercial. We have a Gateway Seminar coming up on June 26 in Chicago. If you have an interest in going or finding out more info, contact John Pearson in our office at 800-999-6090.
J Surge says to (17:28):
If you don't ask me questions, I'll have to keep giving you commercials :-)
fmpayne says to (17:28):
john - 90 day prospecting plan - for a brand new farm area, would you start with the brochure a la the plan, or do a few rounds of PowerKard mailers first?
ericbidkhanian says to (17:28):
what do u think sending armenian groups flyers with armenian language
ericbidkhanian says to (17:29):
good question i was gone do that too
J Surge says to (17:29):
FMPayne, that's a great question. I have to say it depends on you--for our Performance Guarantee program you should follow that to the letter. My recommendation for the long haul as opposed to the short run is to run a PowerKard (and other pieces) for at least two months prior to sending your brochure.
J Surge says to (17:31):
Eric, absolutely. Speak to your niche--emotionally and directly. Doesn't matter what the niche is, but in this case you have to decide if Armenian Americans would respond better to their native language or English or both. You know that culture so make the call or simply do some informal market research and ask.
ericbidkhanian says to (17:31):
very good idea, so people would be cirous about u so they will read your brochure
J Surge says to (17:32):
A little follow up. The 90 Day Prospecting Plan can actually be run with ONLY a personal brochure. That's why you have to make some decisions as to how you want to proceed. I hope that makes sense. If not, I invite follow up.
J Surge says to (17:33):
Eric, yes, we actually have a program that does 8 pieces for 8 weeks and culminates with the brochure. It sets up the brochure better.
ericbidkhanian says to (17:33):
slowly slowly i am getting this marketing approch
J Surge says to (17:35):
Eric, that's great and I appreciate the honesty. Keep improving and developing your marketing knowledge. I challenge our clients to answer the question: Is real estate today a marketing or a selling business? If you believe like we do you'll see that growing your marketing knowledge is a career-long pursuit.
ericbidkhanian says to (17:35):
so u think marketing farm for armenians+armenian news paper add+armenian tv add will do better
J Surge says to (17:36):
Do better than what?
ericbidkhanian says to (17:37):
direct merketing like just listed or just sold cards to the area of listing
J Surge says to (17:37):
To the whole chat group: Eric's line of questions is really great for every market and niche application.
fred says to (17:38):
I sure agree that growing your marketing knowledge is a career long pursuit. I've never enjoyed my career more, than since working with H/H and doing this. It just makes so much sense, and builds a career that is so much more manageable and productive!
team@JenandHannah.com says to (17:38):
What do you think about a team, (Jen and Hannah) marketing to two different geographical areas as farms. We have very different neighborhoods and social circles because of that and want to find a way to work both effectively.
ericbidkhanian says to (17:39):
so r u saying to stick to the same people.
J Surge says to (17:39):
Eric, we do not believe in marketing to homes around a listing. We believe that contributes to a deal to deal mentality and chasing deals. We prefer and recommend targeting a set group--a farm or target market--and building relationships and rapport through marketing with that target group. I don't know if Armenian Americans are a good target group for you, but you might consider this being one of your target groups. I would also see what kind of competition you're up against. You could also target neghborhoods--geographic areas--with large concentrations of Armenian Americans in addition to social group lists, etc.
J Surge says to (17:40):
Fred, thanks for that. We couldn't agree more and we hope to be a great resource for our clients both from a training and mindset standpoint and in developing tools to help you achieve your goals.
J Surge says to (17:41):
Jen and Hannah, I think that's OK as long as you're both compatible with both target markets. I don't really see much of an issue here.
fmpayne says to (17:41):
eric - just curious - how/why did you originally choose Armenians as a target market?
J Surge says to (17:42):
Eric, I don't think I'm saying that, so please clarify your question or wha you think I'm saying.
timshaak says to (17:42):
I think its important too to be patient - all marketing campaigns take time to resonate with the intended audience - those who expect overnight results will be sorely dissappointed.
J Surge says to (17:42):
Just as a check in, we have about 10 minutes left. I hope you've enjoyed this free Hobbs/Herder resource. I love hearing your questions.
ericbidkhanian says to (17:44):
i mean, r u saying when we choose a farm we should not advertise to other areas
J Surge says to (17:44):
Tim, I couldn't agree more. It's building a lasting business over time that will survive and thrive in all markets. It hurts our industry when people come in to "get rich quick." However, it can and should be a very lucrative career if done correctly. I think the media is jumping on the recent booming market and implying that we're not worth what we get paid.
team@JenandHannah.com says to (17:45):
What would you recommend as far as getting our brochure out to friends, family and past clients? more as an introduction? or is there a campaign designed for this? same as the 8 wk?
J Surge says to (17:45):
Eric, yes and no. I think you should choose a target market or multiple target markets and focus your marketing and advertising on those targets. So, if you get the odd listing in an area outside your target market, you don't re-direct your focus to that new area. That said, you keep an ear to the ground and your eyes wide open to new opportunities. Does that help?
ericbidkhanian says to (17:46):
yes totaly
ericbidkhanian says to (17:47):
now i understand better what they were saying in seminar, things are getting more clear
fmpayne says to (17:47):
john - are the gateway locations fairly concrete from year to year? i.e, could I ever expect to see a Gateway held in Minneapolis instead of Chicago?
J Surge says to (17:47):
Jen and Hannah, there is a letter in the 90 Day plan that goes with the brochure to friends and family. This program is different than the blitz to strangers. We feel friends and family and sphere should get something from you once a month and maybe augmented with email. With friends and family you want to engage them to give you feedback about your brochure (although take it with a grain of salt and don't be defenisive or emotionally attached). You want them to read it and then encourage them to pass it out for you.
timshaak says to (17:48):
John, I am very active in my community - volunteer firef chief, councilman, emt,. Before I started my marketing campaign people would always identify me with one of those activities, now that my marketing campaign is well established I am now identified first as a REALTOR and my other activities are now secondary in peoples minds. Point is my experience has shown me a well coordinated campaign WORKS!
J Surge says to (17:48):
FMpayne, Gateway is pretty fixed by region and we won't be holding one in Minneapolis. However we will hold our other seminar, MegaMarketing, semi-regularly in Minneapolis.
fmpayne says to (17:49):
tim - that's awesome!
J Surge says to (17:49):
Tim, awesome. Thanks for sharing the story.
fmpayne says to (17:49):
john - thanks. I'll keep an eye out for Mpls on the 2008 MM schedule (hint, hint) ;o)
J Surge says to (17:49):
FYI, Gateway is held annually in:
ericbidkhanian says to (17:49):
fmpayne- i speack four languages and one of them is armenian thats why, also my last name is recognisable as armenian last name
J Surge says to (17:50):
Las Vegas, Palm Springs, Chicago, Washington DC/Northern Virgina, Atlanta/Orlando (southeast region).
J Surge says to (17:51):
FMPayne, Vegas is awesome in December especially when it's so cold in Minnesota :-) hint hint
team@JenandHannah.com says to (17:51):
Thanks for all the great ideas. We are in Salt Lake City and the market is very competitive here. 9000 realtors in our valley alone. We need the competitive edge and to set ourselves apart. These are all great ideas.
J Surge says to (17:51):
Eric, one of our trainings at Gateway is that you can have multiple niches. You just want to be careful not spread yourself or your resources too thin.
timshaak says to (17:52):
Is it cold in Armenia that time of the year?
ericbidkhanian says to (17:52):
ty joh this was grate
J Surge says to (17:52):
OK, thanks everyone. I hope that you enjoyed this session. I appreciate you taking time out to work on your business instead of in it. Your success is very important to us and it is what inspires us every day to be at our best and to improve.
ericbidkhanian says to (17:52):
i dont know i never been in armenia
J Surge says to (17:53):
Have a great day and keep moving your marketing and your business forward.
ericbidkhanian says to (17:53):
i just speak the language
ericbidkhanian says to (17:53):
ok bye
fmpayne says to (17:53):
thank you John!!
J Surge says to (17:53):
Jen and Hannah, I just vacationed in St George and had a great time. What a beautiful area of the country.
Back to Chat Contents Page
|