June 20th, 2007

John Surge says to (16:55):
Welcome, we will get started in just a few minutes.

John Surge says to (16:57):
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 Surge says to (16:58):
We’re glad you took time out of your day to work on your business and work on your marketing.

John Surge says to (16:58):
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 Surge says to (16:59):
OK, let's get rolling. Who wants to start us out with the first question? We have a nice, small group today so you should be able to get all of your questions answered.

111996 says to (17:00):
I'm in the process of working on my brochure, and I'm unsure how to identify my target market, who can help?

John Surge says to (17:00):
Dear 111, definitely your writer. What targets are you considering?

sarahlever says to (17:01):
What is the subject of the brochure? Is it for a product, service, etc?

111996 says to (17:03):
possibly attached coastal properties in my surrounding areas since that is where I live, but I also spend most of my time and energy on my charity - children's hospital. My brochure is going to be about me and what I do for the hospital

Connie@ConnieCarlson.com says to (17:03):
I live in suburban Atlanta and I want to target West Cobb County subdivisions. My struggle is do I go after the subs I do the most work in (even though they are not my "dream" locations) or do I branch out and try to break into a new area.

John Surge says to (17:03):
What is an attached coastal property?

111996 says to (17:04):
condos, townhomes, duplexes etc.

Lisa Scruggs says to (17:04):
111, One suggestion I have for your target would be like-minded individuals that also are involved with your charity. Keep in mind, you can target specific types of people as well as properties.

John Surge says to (17:05):
Connie, great question. I would most often encourage you to take advantage of your strengths, to build and grow a strong core business before introducing a new target. But this is a business decision that you have to make--because any successful business must have equal parts strategy, passion, dedication, discipline and commitment.

John Surge says to (17:06):
Dear 111, I do think you need to make a distinction. And make a choice. You can have a type of property oriented target market and then also do a subset of a smaller group like your charity affiliation. Have you been to Gateway?

John Surge says to (17:07):
Lisa, good point. The question is what do you do with the main thrust of your marketing and then you can do more specialized marketing for specific sub groups, unless you feel very confident about one niche and a full commitment to that niche. Again, a business decision.

Chrystal says to (17:07):
Another suggestion for 111 on charity targeting is to buy a mailing list based on their geographic area and "Lifestyle Data", and buy a mailing list of people who donate to charities, are involved in civic activity, etc.

Karen Acton says to (17:08):
Hi John, I'm a brand new sales rep & looking to create an initial image in my market. which is a mix of residential & waterfront - I intend to specialize in residential at this time. What would you suggest is the best thing to send to my circle of influence, then my "farm"?

sarahlever says to (17:08):
I am in the process of getting organzied to launch an automated email campaign for our 8 tenant representatives (commercial real estate) to keep them in touch with their current clients and prospects. Could you recommend a few "focus" points for this project? What do you feel is the most important aspect of an email marketing campaign?

John Surge says to (17:09):
111, also I'd ask you what the competition looks like in the condo/townhome market. Chrystal, nice suggestion.

debbywilliams says to (17:09):
It would seem to me that you can do both. Continue to focus on the bread and butter core business and identify the ideal or new market and introduce yourself there. This would be ongoing as your business grows.

John Surge says to (17:09):
Karen, have you been to a Hobbs/Herder seminar?

111996 says to (17:09):
yes, i attended the workshop in Palm Springs. I'm afraid my hospital group is too small so branching out is crucial - where would I purchase a mailing list of philanthropic donors?

Karen Acton says to (17:10):
Not yet - I'm hoping that my shoulder (surgery on May 29th) will allow for the August Gateway session in Washington DC.

John Surge says to (17:10):
Sarah, help me to better understand what you want the 8 tenant representatives to do. What's your desired outcome of your marketing efforts?

John Surge says to (17:11):
Debby, yes, as long as you have the budget and stick-to-it-ive-ness to do both.

sarahlever says to (17:11):
The desired outcome is to capture more leads and increase brand awareness

sarahlever says to (17:12):
The "Brand" being our company and the individual reps

Lisa Scruggs says to (17:12):
Since I have strong ties with the military, my brochure (which is still in production) does focus on the military quite a bit. I am in Honolulu, HI and am not sure if I should put my focus on the entire military, or if I should be focused on my particular branch. I served for 10 years in the U.S. Navy and my husband is still in after 13 years. Any suggestions???

Chrystal says to (17:12):
Some places I've seen that let you purchase lists is www.psprint.com and http://www.modernpostcard.com/. There's a lot of places that sell pure lists, but I can't remember them off the top of my head.

John Surge says to (17:13):
111, the reason I bring up the Gateway is that Don does an early morning session on how to strategically go after multiple niches.

debbywilliams says to (17:13):
perhaps using google for lists is an option.

John Surge says to (17:13):
Sarah, I need more. What do you want these tenant reps to do? Give me a little more specifics.

Chrystal says to (17:14):
Definitely google "mailing lists" that let you go after demographics in your local area.

John Surge says to (17:14):
As far as mailing lists go, Hobbs/Herder offers digital printing services complete with mailing list purchasing capabilities. Contact Michael Kaminiski in our office at 800.999.6090 for more info on our digital printing and mailing list options.

111996 says to (17:15):
yes, I did participate in the early am session, however, he mentioned calculating turnovers, number of agents in the area etc - it was more about a geographic area than a "niche" group.

sarahlever says to (17:15):
The agents represent people who want to lease office space. They do research, lease negotiations, construction consulting, etc for thier clients. Is this the information you are seeking?

Chrystal says to (17:15):
You can set up lists by income range, age, marriage status, and stuff like "pet owners" and "real estate investment"

John Surge says to (17:15):
Lisa, I think you can do both, with an emphasis on the Navy. I think the needs are similar and I think the kinship is and rapport is still there for military people versus branch of serving.

sarahlever says to (17:16):
The agents need to have a way to keep their "brand" in front of prospective clients. Since a lease transaction only happens maybe every few years, the potential client may not need their services next week, but we'd like to use an automated email campaign to keep our name in front of them. (Like residental real estate does with direct mail pieces)

Chrystal says to (17:16):
Can Hobbs handle short-run printing? My company is small and does mailings with only 200 or so addresses. Getting a print shop to print, stampe, and mail those postcards out is a hassle because they all want orders of 500 to 1000.

John Surge says to (17:18):
Sarah, gotcha. So, here's the best thing to do--find out what they really want, what their pain is and what they dislike most about commercial building owners or their representatives and show how you are an answer to those pains. Additionally, find out what you stand for and what's the philosophy of your operation and communicate that.

John Surge says to (17:19):
Christal, most definitely. Talk with Michael Kaminiski to find out more.

Lisa Scruggs says to (17:19):
Chrystal, I'm not sure what you're looking for a print company for, but have you tried www.expresscopy.com? They do post cards, etc. and they are on good quality paper. They come glossy and color on both sides and actually cost about a penny less than if you were to purchase a lower quality post card and put the stamps on it yourself.

sarahlever says to (17:20):
How often do you think is appropriate to contact potential clients about our services? What is too much? What is too little?

John Surge says to (17:20):
Sarah, additionally, we could help you develop something like that so you may want to talk with Bob Ruesch at our offices.

John Surge says to (17:20):
Sarah, by email if it's opt in (they want the info), I would say twice per month.

Karen Acton says to (17:21):
Still wondering about the most impactful initial marketing piece I can use as a new sales rep.

Chrystal says to (17:21):
We used to use www.webusmail.com, but their service is awful. They're always mixing up materials for our agents and I'm looking for another company. I have my eye on expresscopy.com, but the upper management is concerned because they're more expensive than our current company, and ExpressCopy doesn't say where they're located. I think management is worried about online vendors.

sarahlever says to (17:21):
Thanks John.

John Surge says to (17:21):
How are we doing? Is everyone getting their questions answered? Please feel free to follow up for clarity.

Lisa Scruggs says to (17:22):
Chrystal, I've used them several times. My only concern was that it took a little longer than I was told each time. I now mail out a few days before I need the items to be at their destination. Other than that, their quality has been really good.

Lisa Scruggs says to (17:22):
John,

Chrystal says to (17:23):
Good to hear, I'll have to try them next time once I'm done babysitting this current mailing. ;)

Ed Eggling says to (17:23):
Chrystal, Expresscopy is located in Portland OR. Great reputation

John Surge says to (17:23):
Let's keep it moving! Let me also do a couple of announcements: we have our Chicago Gateway next week and Washington DC Gateway Aug 21-23.

Chrystal says to (17:23):
Thanks, Ed

Karen Acton says to (17:24):
I don't seem to be getting a response to my questions, John. Can you confirm that you are receiving this note, please? Have I misunderstood the use of this session?

Lisa Scruggs says to (17:25):
John, since my brochure,etc. is still in production, I have not been farming, since I only want one impression of me to be in front of my clients. I am a new agent, I've been full-time for about 5 months, and am looking for a way to attract sellers until my marketing marterials arrive. Any suggestions? I'm doing fine w/ buyers, but I have no listings currently.

Chrystal says to (17:26):
I'm seeing you, Karen

John Surge says to (17:26):
Hi Karen, I don't recall seeing a question but I could have missed it. Not sure what you mean about a note. The session is designed to ask questions online and get immediate feedback while sharing input and ideas from other professionals around the country.

debbywilliams says to (17:27):
For those of us in down markets (40% of the MLS member agents have yet to do one transaction), is anyone finding particularly great success with a mailing or ad campaign?

Karen Acton says to (17:27):
OK - what I asked was what would you suggest is the most impactful intial marketing piece to send to my "friends & family" & then to my "farm".

Chrystal says to (17:28):
I'd suggest a letter to Friends and family that's personal and talking about your new career as a rep and asking them to think of you if they need and advice or help with their home

John Surge says to (17:28):
Lisa, well, that's difficult, but any great marketing campaign will also include diligent contact with a sphere of influence and a strategic networking campaign. I would highly encourage you to begin those activities in earnest. Also, if you're working with buyers, asking them for referrals. The best marketing campaigns are holistic and include lead generating and brand building activities on many fronts just like a political campaign.

John Surge says to (17:29):
Karen, the best initial piece to your friends and family is a personal brochure. To your farm, I'd recommend two months of direct mail (best practices scenario) before sending your personal brochure.

Chrystal says to (17:29):
The biggest problem our new reps have had is that they don't see this as a business and they don't invest enough into marketing and making their materials professional enough. cutting corners on marketing quality can hurt your image

John Surge says to (17:30):
Chrystal, I couldn't agree more. This is the biggest mistake we see with all agents--no matter residential, commercial, investment property.

Lisa Scruggs says to (17:30):
Karen, as far as materials, I'm not sure that one piece will be more powerful than another. My suggestion to you would be first and foremost to send a personal letter to your friends and family, letting them know that you are a Realtor! In this letter, let them know that you are in this business as a career. Don't be shy...ask for their business. Let them know that you can help them anywhere in the U.S. (Don't underestimate the power of a referral!) Ask them to tell their friends and family about you. If no one knows you're in this business, they can't help you grow it.

111996 says to (17:31):
John, am I understanding correctly - you would not send your personal brochure to your "farm" as your first piece?

John Surge says to (17:31):
Debby, there will be agents who prosper in a down market. It will be those who continue to be aggressive and have the right mindset. Now is the time to NOT think like the competition and eat their lunch.

Karen Acton says to (17:31):
Thanks, Chrystal & John. & Lisa. Great tips.

Chrystal says to (17:32):
Also, consistency! You can't send one postcard or mailing and say "I'm not sending anymore because I didn't get a call." It's going to take time for people to recognize you and trust you. This is the biggest purchase/asset most people have, and there's so much fraud going on nowadays, you need to build up trust.

debbywilliams says to (17:32):
John, I am confused. You tell Karen that best practice is for 2 months direct mail to a farm prior to sending a personal brochure while your How to Generate 10 or More Transactions in 90 Days contradicts that.

John Surge says to (17:32):
111, it depends, and there's no one perfect strategy. We have mailing plans that use ONLY the brochure. If you have other direct mail components in your campaign, then yes, I would look at our mailing plans and prime the pump before sending the brochure.

John Surge says to (17:34):
Debby, yes, I know that can be confusing but the 10 Transactions plan is soley for a brochure only campaign. If you have additional tools, then it is best to do some ground work before the brochure is sent. Results can be achieved either way.

Lisa Scruggs says to (17:34):
Karen, another suggestion is to wear your name tag everywhere! To the grocery store, to the kids soccer games, etc. You never know who will spot you and will be in need of your services.

John Surge says to (17:34):
Chrystal, that is an extremely true statement.

John Surge says to (17:35):
Lisa, I'd take it a step further and talk to everyone.

111996 says to (17:35):
John, I 'm still confused as to what I should be sending. Once my brochure is finished, who do I contact at Hobbs-Herder to set up my "game plan" so I know what to mail and when? It sounds like there is more than one system you promote, is that correct? I only have the "10 transactions in 90 days" book.

debbywilliams says to (17:35):
Thanks John for the feedback on the down market . . . the question was does anyone have a particularly successful ad campaign or mailer in this market?

Chrystal says to (17:36):
Also advice for Karen as a new agent: invest some of what you make every month back into marketing to stay consistant. It's an expense just like utilities if you want your business to grow, you gotta keep with it. Also, make sure your business card is in color and has your photo on it, and be sure to have a website. Have your contact information on everything you can get it on so people don't have trouble finding you.

Karen Acton says to (17:36):
I'm thinking about approaching 1 or 2 new local businesses to see if they'd be interested in going in on a mailing to the local community - we're small in Central Ontario Canada. I thought of heading it up "What's New In Bracebridge" & perhaps including a 15% discount on purchases over $50. at their stores if I pay for the mailing piece???

John Surge says to (17:37):
Dear 111, please talk with your writer and they can help you sort through the choices. We do have a digital document that explains how to use your PowerKard in conjunction with your brochure and then how to combine that with the 10 Transactions in 90 Days. I'm not trying to complicate matters but to provide best practices and also let you know that there is no one marketing scenario that fits every agent's unique situation. Does that help?

John Surge says to (17:37):
Chrystal, we're going to have to get you to be a trainer at Hobbs/Herder!

Lisa Scruggs says to (17:38):
I'm also not sure which campaign to use. In the back of the workbook from the MegaMarketing Seminar, there is a very precise schedule for when and what materials to mail, and then there's the 90 transaction... If I purchased the market plan, not just the brochure, should I follow the Mega Marketing plan?

Cid Preciado says to (17:38):
Chrystal, How long having you been mailing and how many pieces are you sending out?

Chrystal says to (17:38):
Hmm..so as a realtor, you'll approach new businesses and send it to your farm to let them know what's new in the neighborhood? That sounds like something I'd like to try.

John Surge says to (17:38):
Lisa, yes, but I'd prefer you confer with your writer to make the choice that is best for you.

Lisa Scruggs says to (17:39):
Thanks John.

Karen Acton says to (17:39):
I would include the fact that I'm a new Real Estate Sales Rep as part of the piece.

Chrystal says to (17:39):
We've mailed 1 piece every month for the last 2 years to past clients, and almost all of our business right now is coming from referrals. It's supposed to be a slow market, but we're really busy.

111996 says to (17:40):
A little, my whole reason for utilizing Hobbs-herder was that I wouldn't have to figure out what to send - you would tell me in a plan as I am such a systems person.

John Surge says to (17:40):
Karen, I wouldn't ever admit in marketing to being new. I think the benefit here is that the businesses would then feel connected to you to display your brochure and refer you and it gives you valuable info to send to people. It's a good strategy.

Lisa Scruggs says to (17:40):
Karen, I wouldn't include that you're a "new" real estate agent. While some people may appreciate your honesty, others may not think you "know what you're doing".

Chrystal says to (17:40):
I think we're on mailing #27

John Surge says to (17:40):
111, fair enough. We will do that after we go over a few questions with you.

111996 says to (17:41):
Great! Thanks, that's what I needed to hear.

Cid Preciado says to (17:41):
Chrystal, how big is your farm area. 2400 like HH recommends?

John Surge says to (17:42):
Well, you're doing great with some hard hitting questions. We have about 15 minutes left. Let's make sure we don't leave any questions on the table.

Karen Acton says to (17:42):
Good point. What if I just add my photo & tille somewhere with "This announcement courtesy of"

111996 says to (17:42):
Gotta run -thanks for today! Have a terrific rest of the week!

John Surge says to (17:42):
Karen, no, it has to be more about you.

Chrystal says to (17:43):
Well, our company has been "by referral only" for a long time and I've been pushing for them to apply the success from our past client campaign to our local area. We haven't advertised before or sent things out to farms, but I'm finally getting the agents to try something new. But in the past, they've done 1 mailing to 500 people in a farm and got scared from lack of calls and gave up.

Cid Preciado says to (17:44):
Chrystal, Great to hear your busy, Are your clients buyers or sellers and the refferral side. Also, what do you consider to be busy? 1-5 escrows a month or 10-15 a month?

Karen Acton says to (17:44):
OK so how would you suggest colaborating with local businesses in a mailing OR am I heading down the wrong road altogether. This idea is one of many that I'm mulling over & would not be my first mailing.

John Surge says to (17:44):
A couple of program notes: Next chat is Thursday July 19 at 10 am Pacific/1 pm Eastern. Also, make sure you are receiving and reading our monthly Enews and reading articles on HobbsHerder.com regularly to keep increasing your marketing knowledge.

Chrystal says to (17:44):
And to be honest, we did get some calls, but the prospects couldn't qualify for a loan because the agent didn't target their market by income. They just got a free list from a title company. Targeting your market makes a big difference.

John Surge says to (17:46):
Karen, I don't think it should be the main thrust of your marketing but basically you can approach the businesses and make the offer but make sure the offer is clearly from you and a service courtesy of real estate professional Karen Acton. Make sense?

Chrystal says to (17:46):
Well, I really like your idea, Karen. I'd love to try it just to get our name out there. Y'know, a 6x8 postcard with some text from the agent, a coupon and details about the company. Like you're making a restaurant review or something to that affect. Start with businesses you shop at frequently maybe and approach a manager? I doubt chain stores would be as interested, but the smaller businesses would probably be interested in free advertising.

Chrystal says to (17:48):
I agree with John, it shouldn't be your flag ship, but you may be able to get recognition in your area for your mailing. Make it like a mini-newsletter for the community perhaps. Make sure it's full color to attract attention.

John Surge says to (17:48):
Well, we're just about to wrap things up. I hope you enjoyed this free resource of Hobbs/Herder. I enjoyed your grea input. Your success is important to us and is what keeps us passionate about being the premier firm for real estate marketing and training.

Karen Acton says to (17:48):
Yes, thanks John & Chrystal. I'm trying to put together a list of ways I can contact people regularly, in addition to a newsletter, but that will have some value & uniqueness. This idea just came to me.

Cid Preciado says to (17:49):
Thanks to all

Cid Preciado says to (17:49):
Chrystal, how long have you been in HH

John Surge says to (17:49):
See you next time. Happy marketing.

Chrystal says to (17:49):
Thanks all, I love sharing ideas and giving advice. Good luck, Karen! I really hope you do well.

Chrystal says to (17:49):
Ummm...less than a month. We're actually just starting to try them out.

Karen Acton says to (17:49):
Thanks Chrystal - this session was really helpful. I'll be back!

Lisa Scruggs says to (17:50):
Thanks guys, I've got to run. Great conversation and great advice from all! Aloha!

Chrystal says to (17:50):
As I said, we're by referral only and the owner is finally trying to branch out. It's taken a lot of convincing to make this change.

Chrystal says to (17:51):
I really think our agents need a personal brochure. The market is so saturated that you can't really tell the difference between one realtor and another.

Cid Preciado says to (17:51):
Chrystal, you have great ideas and i understand your frustration with referral only.
Chrystal says to (17:52):
So you have to connect at an emotional level. From personal experience, I like to work with people I like and can relate to, or who can relate to me.

Chrystal says to (17:52):
I appreciate the compliment, Cid {smile_smiley}

John Surge says to (17:52):
Thanks, Chrystal. My last words of wisdom is that there's no silver bullet; it's very difficult to build a thriving real estate business only on referrals with no thought and action for great marketing. As I said earlier, it's about a holistic approach to business building strategy, consistency and discipline.

Chrystal says to (17:52):
By referral has worked very well for us because we have a consistant plan. We need to do the same thing for our farm and I think we'd be doing very well.

John Surge says to (17:53):
Thanks, everone, see you next time.

Cid Preciado says to (17:53):
Debby and I are getting our brochure proof today. Can't wait. We went for the Story Teller brochure. We know it will cost more but well worth it and we will stand out.

Chrystal says to (17:54):
It'll pay off in the long run. It hurts to pay for things, but it'll be worth it in the end.

Cid Preciado says to (17:54):
We are working on 2400 mailing twice a month. We are in the Palm Springs area

Cid Preciado says to (17:55):
We are planning to spend about 30,000 for the first year of printing and mailing.

Chrystal says to (17:55):
Oh, you're close to us. We're in the LA/Ventura county area. We focus on Conejo Valley, which is Thousand Oaks, Westlake Village, Agoura Hills, Oak Park. It's a high income area, and our agents have tried to cut corners to produce cheap marketing materials, but it doesn't really work for our area. Quality matters.

Chrystal says to (17:56):
I envy your marketing budget! We'd be able to do some great things with a budget like that. I'm positive you will get some great results from that

Cid Preciado says to (17:56):
I agree, do you have business partners?

Cid Preciado says to (17:57):
I was raised in Santa Paula, I know the area well.

Chrystal says to (17:57):
We have a handful that give us consistant referrals, but it's something we could definitely expand.

Chrystal says to (17:58):
Small world! Two of my co-workers live out there.

Cid Preciado says to (17:58):
I was just their for father's day. Ate my way thru town.

Cid Preciado says to (17:59):
How are your listing sides going if any.

Chrystal says to (17:59):
I mentioned it earlier, but be sure to have a Website. It's like having an expanded brochure that anyone can find. It's a virtual storefront you can direct people to, and too many people underestimate it.

Cid Preciado says to (17:59):
We have one and now HH is creating a new one for us.

Chrystal says to (18:01):
Actually, I work for a mortgage brokerage firm that got invited to a local HH seminar just recently. I'm the marketing gal for the company and all of our realtor partners. We do our own marketing, but also give advice and help out our realtor partners when they need it.

Cid Preciado says to (18:01):
Debby, is a broker/owner and sold her business to Coldwell Banker. I was her office manager and decided to go sell and less problems. We are now business partners and our first year out sold 21 millon last year for being in the trenches for the first time after office work.

Cid Preciado says to (18:02):
Have you been to Gateway?

Chrystal says to (18:02):
We have our website through www.alamode.com. It's easy to manage, and it gets decent traffic, but it doesn't really get us leads.

Chrystal says to (18:03):
No, I'm afraid I haven't

Cid Preciado says to (18:03):
our web site for now is www.connectREpartners.com but soon will change

Cid Preciado says to (18:03):
I check it out... thanks for all you time and input. Back to work and now off for Brokers Caravan

Chrystal says to (18:03):
Wow, congratulations on the partnership! Sounds like it's going well.

Chrystal says to (18:04):
I'm already looking at it. It was nice talking to you. Take care, and good luck!

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