August 16th, 2007

John Surge says to  (16:58):
Welcome everyone. We'll get started in just a few moments.

John Surge says to (17:00):
The format for today’s chat is free-form Questions and Answers on any marketing-related topics. Please feel free to ask questions, share experiences and interact with each other.

The chat will last 45 minutes.

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

John Surge says to (17:00):
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.

We’re glad you took time out of your day to work on your business and work on your marketing.

John Surge says to (17:01):
Let's get started. Who has the first question?

jrowen says to (17:02):
John,

progym says to (17:03):
ive justed started working for a new remax office in the uk. big brand but new in UK, and nobody has heard of us. what do you suggest as good starting point to build brand awareness

John Surge says to (17:03):
Progym, welcome from the UK! Are you an agent with the RE/MAX office or are you in management?

progym says to (17:03):
agent

John Surge says to (17:05):
OK, well, our strategy is that you should not be concerned with the RE/MAX brand but building your own Personal Brand. You've no doubt selected your company because the business arrangements suit you, the location, the business model, the environment, and, of course, the manager. Your job is to promote you.

John Surge says to (17:05):
Progrym, does that help?

jrowen says to (17:05):
John, let me toss in a question after you answer progym. Could you give us an "insiders" marketer's opinion about good marketing strategies to use in the current "slow" market?

gail says to (17:06):
When you are finished with that question please give us some tips on getting new listings. I'm finding that folks are afraid of putting their houses on the market right now because of all the financial institution crunch.

progym says to (17:07):
agreed. i looked at your site and have decided on an area near a lake as my area of expertise. what the the 3 first steps in building a personal profile?

barbara says to (17:07):
When you are finished with gail's question, I have just the opposite problem. I can get listings easily, but the buyer pool is almost nil. How can I create a large buyer pool for my properties?

mdaniels says to John Surge (17:08):
I have been focusing on income properties 2-4 units. Do you see the same funding problems as with SFR?

John Surge says to (17:09):
Jrowen, well, I don't have any magic bullets and I would recommend that you read our Enews Archives over the last six months because we've addressed this topic in many good articles. In particular, Greg Herder has an article in this month's edition that is outstanding. That said, the best thing to do is to realize that the competition is retreating and afraid. If you can conquer that and continue to press the accelerator pedal with your marketing, you will be able to gobble market share. Some agents are deciding to pull back on listings, which we don't agree with. Some say they'll go after buyers. Our strategy remains that you are in control as a listing agent and it becomes your job to educate the home owners about market realities. So...nothing new, but you can tailor your lead generating offers to address what the homeowners are feeling, i.e. How to Sell Your Home in a Buyer's Market.

John Surge says to (17:11):
Progym, I think you might mean personal brochure, but you're on the right path. Think about how you can speak (visually, with text, in networking, in all your marketing activities) to the heart of the people you are targeting. What are their interests, concerns, fears, and needs. We also believe in developing rapport by letting people get to know who you are as a person rather than a sales person. It's somewhat of an involved process but you're on the right track. It helps to have some professional help to do it most effectively.

progym says to (17:14):
your site advocates a proper photo shoot, own personal website and brochure etc. great idea i think. then what? in your experience what is the best way to build a public PROFILE ie recognised name? what steps/marketing avenues besides advertising/leaflets etc do you advocate?

John Surge says to (17:14):
Well, I think finding buyers is most of the country's issue right now. What attracts buyers is appropriately priced listings. That said, I think you can turn the tables and advertise to buyers in this market: How to Get the Best Deal in Today's Buyer's Market. Also, I'd form strong relationships with the best buyer's agents in your area.

goingtomakeitNC says to (17:15):
I've got the farm going with brochure and Powerkards, sphere of influence and vendors, and getting my brochure to every buyer I can "get my hands on". The market is slow what other ideas can I use to get this moving forward. It's so bad here that agents are switching companies, I suppose they are trying to put blame on someone/something. I'm staying where I am and working to get my name out there.

John Surge says to (17:16):
Progrym, we consider everything you do, from the car you drive, the clothes you where, how you speak in additional to collateral materials to be marketing. It's all in the name of building and leveraging your personal brand. We believe in a holistic approach that considers networking strategy, past client strategy, direct mail, direct email, web site, promotional events and public relations. You have to find and focus what how you want to go to market and then stay consistent and persistant.

WClough says to (17:18):
Have you heard of any success through networking groups? I am using my brochure, etc in all ways possible and am working several galas with a booth, but am always looking for other ways to market myself.

John Surge says to (17:18):
Going to market, switching companies is like chasing fool's gold. Do you have listings? The thing to do is to keep keeping on and get more aggressive. Agents are falling by the wayside. But homes are being sold. I guarantee you that. Do the numbers. How can you get yours? It's still best to control listings and get them priced right.

gail says to (17:18):
My last 3 sales have been my listings which are priced correctly; sellers have just got to be realistic.

progym says to (17:19):
leading on from gointomakeit said and your reply, how would you prioritise your approach....ie what to do first and then so on

jrowen says to (17:19):
What do you think about vinyl wraps on vehicles? Do you think that will affect my image with higher-end clients?

John Surge says to (17:20):
WClough, I consider networking to be an essential marketing strategy. I'm thinking way beyond a passive booth, which is OK, but I prefer that you develop a STRATEGY. Networking is too capricious in general. "I'm going to do some networking." No, plot it out, who will you target, where will you go, will you be consistent, how will you speak to people to get them to remember you and how will you get a Personal Brochure in the hands of every one you meet. We have a great article on HobbsHerder.com Just search for Networking.

goingtomakeitNC says to (17:20):
I did have some listings - they were priced right and sold. I have none right now and the phone isn't ringing. No I'm not changing companies, it takes to long to get established again. No time for that.

John Surge says to (17:21):
Gail, you got it. And it's a marketing job to those sellers. You have to develop reports and stats and show them reality through marketing skill and sales skill.

barbara says to (17:22):
I am just beginning with getting my personal brochure done by Hobbs Herder. I need to get 2500 contacts to send them to. What is the best way to go about getting those names? I have certain neighborhoods I would like to market to and I can add them to my list, but any other suggestions?

John Surge says to (17:22):
Jrow, some agents swear by them. It's not my personal style and I do believe you need to think about the market. It's a more low, mid or upper mid market strategy. The good thing is it gets you in the framework of talking to people and is a catylist for conversation.

John Surge says to (17:24):
Barbara, you can check with a vendor like a title company or escrow company. You should also explore Hobbs/Herder Mailing and Digital Printing Services. We have a very good list provider that is economical. Contact Bob Ruesch in our office and he can put you in touch with the right person who can help you or ask your Writer.

John Surge says to (17:24):
Progym, what to do first...that's always a tough question.

goingtomakeitNC says to (17:24):
Barbara, I used my county tax records

John Surge says to (17:26):
I would start by developing a personal brochure and getting into the hands of everyone in the target market. And not just one mailing. Meeting people, handing it to them and repeating your Marketing Position. "I'm the Realtor on the Lake, great to meet you." Leverage your brand and use your personal brochure to spring board your brand.

barbara says to (17:26):
Would it be a good idea to also add everyone that has come through an Open House, even if it was two years ago, to my mailing list?

John Surge says to (17:26):
How are we doing? You're keeping me busy. Have I missed anyone? Feel free to ask follow ups.

goingtomakeitNC says to (17:27):
The mid high end houses here are sitting on the market as the lower end is selling - do we try to market to some lower end or stay the course (I market the mid range because I connect with them better than the very high end).

jlavik says to (17:27):
How do you feel about the role of a blog in your marketing campaign???

John Surge says to (17:28):
Barbara, absolutely. Better to do it sooner than later but how many names could it be? I'd definitely recommend calling those folks to see how they progressed with the buying process. Too often agents quit too early when it takes people 6 to 10 months to make a decision to buy a house. If you have a system to stay in touch and the discipline and patience you will distinguish yourself.

gail says to (17:28):
Unless I know the people, I always ask permission to put them on my mailing list. Sometimes you can irritate someone by just sending them mail.

barbara says to (17:28):
I have kept up with about 450 names in the last 18 months. I let the rest go by the way sid

John Surge says to (17:30):
Jlavik, it's all the rage. Here's what I think: most agents want to buy a blog. And then we think that homeowners are going to be interested in it. I would say if you can write a well written and regular blog that provides useful information to a target market, I would say that it shows your expertise and could be a good resource. Beyond that, I don't think it's a killer strategy but I'm all for testing to see what works and then do more of what works.

barbara says to (17:30):
does the Hobbs Herder website allow us to have a section for a blog?

Arthur Miller says to (17:30):
As a tag-on to Barbara's question - we have a group of people from a Home and Garden Show that were obtained about 1-1/2 years ago with no response from any of them. Is it time to cut them out of the list?

goingtomakeitNC says to (17:30):
Gail, I never ask permission, I just put them on my list, I have never had anyone request to be taken off. The trash can is there if they don't like it.

John Surge says to (17:30):
Gail, that's your call. I would argue that you'll irritate a few but communicate to the many. Opt in is always better, though, I agree.

gail says to (17:31):
If you have the time, it would be a good way to get back in touch. Maybe you could have some news or a good tip to tell them as an excuse to call and then ask their permission to be put on your mailing list.

barbara says to (17:32):
How do we get our sellers to let us not do Open Houses? I spent last Sunday at two Open Houses and saw 2 people. Seemed like a waste of my time (total time - 4 hours at Open House)

John Surge says to (17:33):
Arthur, I don't know how active that target is. Why did they sign up on your mailing list? Did you get any business? Are they concentrated in a geographic farm? It doesn't feel like a niche so I would drill down and reconsider your strategy, yes.

goingtomakeitNC says to (17:33):
Barbara, I tell them that there could be security issues. Open houses don't work well here.
gail says to (17:33):

I think open houses are beginning to be a safety hazard; I find that I my time is better spent showing houses and if not that, it's nice to be home or doing something fun.

John Surge says to (17:34):
Barbara, I would direct you to our web staff but in short, yes, we can integrate a blog into your Hobbs/Herder website.

jrowen says to (17:35):
Barbara, perhaps you could sell your clients on the idea that your time and efforts would be more productive in other marketing techniques that would pay greater dividends than "babysitting" the house for 2 hours of Open House.

John Surge says to (17:35):
Barbara, it's a selling and marketing job. We know that the top players NEVER hold open houses. Some do have new agents sit for them, but it's just like advertising $$$ spent on a listing. These are things we do to "appease" sellers honestly because we haven't become good at communicating why they are not valuable. I know it's not easy but you have to try. Open Houses are NOT a good use of time to build a top producting career.

barbara says to (17:35):
I also still run homes in a real estate magazine. It seems like sellers here love that. I want to promote myself so I thought once I get my advertising stuff from Hobbs Herder I would rotate every other month and promote me. What do you think?

goingtomakeitNC says to (17:36):
I have a hard time just walking up to someone I don't know and handed them a brochure. How do I go about this?

Arthur Miller says to (17:36):
We had a give away that the people signed up for. We were able to dialog with a few of them, but nothing developed. I would agree it may not be a niche as there was no way to judge whether they were owners, buyers, etc. Any tips on how to further develop leads from working a booth at a Home and Garden Show or similar event?

John Surge says to (17:37):
Barbara, that's OK...OR incorporate your personal branding into your House Ad Template. We could help you with that, Or, budget for an additional ad every three months that promotes you--and speaks directly to how you can help buyers. Many agents make the mistake of doing sellers ads in home magazines.

John Surge says to (17:38):
Arthur, I would get their EMAIL address so it doesn't cost you, but in general it feels too scattered and I don't see the market--these are people looking to improve their home. You might look at other events but my fear is that the target is too scattered.

barbara says to (17:39):
I thought it was better to do a mailing that the prospect could see for 17 seconds, then probably throw or pass on instead of emailing. Is email better?

John Surge says to (17:40):
GoingtomakeitNC, bite the bullet and try. You can't just walk up to them, but you have to engage in a conversation and then we find the best thing to do is say, "Hey, I had this Personal Brochure developed for me. There's an email and number on the back, I'd appreciate if you'd give me some feedback on it." People love to help. In general, start handing them out and it'll get easier.

gail says to (17:41):
What do you mean by seller ads? I personally don't think people much care about you or what you've done; I find that they call me on my listings. The other advertising is like shooting a shotgun in the air and hoping to hit something.

John Surge says to (17:41):
Barbara, INTEGRATION is the key word. I don't think email alone will work in cultivating a target market and you definitely want opt-ins, which isn't necessarily the case with Direct Mail, so I consider the two to work hand in hand. Mainly I was addressing Arthur's very low quality lead pool and a way for him to troll for clients there without it costing more than it's worth.

barbara says to (17:41):
Do you think it is a good idea to maybe sponsor a little league team, etc. to create business?

John Surge says to (17:44):
Gail, not sure what you mean. We at Hobbs/Herder, in general, do not think the best expenditure for advertising is listing ads. What I meant was, you said you were going to add personal branding to your campaign in the Homes Magazine--if I read you correctly. My point was not to speak to people looking to sell their home but people looking to buy a home and how you can help them. We don't agree that the realtor should just come along with the listing. We believe both buyers and sellers will be attracted to a realtor if there's an attracting factor. Otherwise they will result to "get an agent by default."

mzimmerman@rxkl.com says to (17:45):
John, You're not keen on print ads for sellers and open houses. What do you suggest to market a listing to the local public?

John Surge says to (17:45):
Barbara, I love that type of community involvement if you will become personally involved and have high visibility. Just hanging up a banner will do nothing although the charity will be nice.

John Surge says to (17:45):
MZimmerman, let me ask you: how many homes get sold because of advertising of that home or an open house?

John Surge says to (17:46):
We're just about ready to wrap things up. It's been a great session.

John Surge says to (17:46):
Two program notes:

John Surge says to (17:46):
The Hobbs/Herder Online Chat is held every Third Thursday at Ten AM Pacific (1PM Eastern). This is a free resource for graduates and clients for any marketing related topic and to share information. Next chat: Sept 20.

John Surge says to (17:46):
Also, Las Vegas Gateway is coming. Nov 28, 29 + 30 at the exciting Mirage Hotel. Have you made your arrangements? I hope to see and meet your there.

mzimmerman@rxkl.com says to (17:47):
Practically none. I totally agree with you. I think pushing listings on the internet is the future.

John Surge says to (17:47):
Let me finish up with MZimmerman and take any final thoughts or questions. I appreciate your great questions and hope you found this session to be valuable.

goingtomakeitNC says to (17:47):
I agree with John advertising homes is not good. I learned the hard way and spent almost $2,000 on a house and then it expired. I which I had that money now to throw in my personal marketing. I won't do it again. I aim for the free stuff in the office and spend a small amount on homes ads.

gail says to (17:47):
Thank you for your time and sharing your expertise.

jrowen says to (17:48):
Thanks, John.

barbara says to (17:48):
Thank you.

julie12001 says to (17:48):
thank you, Julie

Arthur Miller says to (17:48):
Thanks to John and everyone else for sharing information.

John Surge says to (17:48):
MZimmerman, I would agree although I would still say that the Mega producers do not get clients through marketing listings and homes don't get sold that way. But I'd rather a focus there and then you can also show a home owner how many hits their home is gettting versus how many showings and use it for price reduction.

rennaye miller says to barbara (17:49):
Thanks John!

John Surge says to (17:49):
Thanks to everyone. Your success is important to us here at Hobbs/Herder and we're glad you attended, whether a client, graduate or new to Hobbs/Herder.

John Surge says to (17:49):
See you next time!

mzimmerman@rxkl.com says to (17:49):
John, thanks.

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