January 17th, 2008
John Surge says to (17:57):
Good morning, Jason. Well, it looks like this might be your own personal chat session :-)
jason killam says to (17:57):
lol
jason killam says to (17:57):
I need so personal attention anyway
John Surge says to (17:58):
Well, let's do this, Jason. Do you have some questions or things I can help you with? Why not just fire away to make the most of your time.
leslie.Blum-Reed says to (17:58):
hello
jason killam says to (17:58):
yes
John Surge says to (17:58):
Welcome, Leslie. I would take the same approach with you. We're going to have a small group today so please take advantage.
jason killam says to (17:59):
I am getting ready to launch my new business marketing March 1st
John Surge says to (17:59):
OK, tell me more.
jason killam says to (18:00):
I really don't know what to say on a listing presntation about how to let the sellers know how I am marketing this property
leslie.Blum-Reed says to (18:01):
hi john.
leslie.Blum-Reed says to (18:01):
this is my first time in a chat room. should i wait to ask my questions or can jason and i go at the same time?
John Surge says to (18:02):
Jason, you probably have to me more. Do you mean, how to get around the idea that you're not going to advertise the property?
jason killam says to (18:02):
yes
John Surge says to (18:02):
Leslie, just fire away and I'll keep up. Feel free to ask follow ups or for clarification. My goal is to really help you with your issues.
leslie.Blum-Reed says to (18:02):
good question-jason
John Surge says to (18:03):
Are you assuming it will come up? Do you have a website?
jason killam says to (18:03):
yes
jason killam says to (18:03):
i have a website
jason killam says to (18:03):
seller want to know what i am doing to get the information out there to sell their house.
leslie.Blum-Reed says to (18:04):
i am sending press releases weekly, should i send brochure too?
jason killam says to (18:04):
websites, emails, publications, etc
John Surge says to (18:06):
Well, it's tough to do a definitive approach here. We do have a great teleclass on this that is coming up in March called, The Listing Presentation That Works Every Time. But the short answer is that you need to explain to potential clients the truth about real estate advertising. Have you both been to the Gateway? Talk to them about how real estate gets sold, the MLS and the web and, of course, your networking and what you do to follow up and to maximize buyer prospects. Don't feel you have to oversell.
jason killam says to (18:06):
yes
jason killam says to (18:07):
i am getting ready to order my #800 from myagent
leslie.Blum-Reed says to (18:07):
i was in vegas 2006 & 2007. i have also started production with a commerical. is it better to be hit several (5) stations with target market or stay on 1 or 2 channels?
jason killam says to (18:08):
where can i get the statistics about where buyers come from? I tried finding it on NAR
John Surge says to (18:08):
Leslie, I need a little more clarification on what you're asking. Sending press releases is great. The best practice is to build a media kit for writers and editors with your personal brochure in it and send that to them twice per year, then send your press releases regularly and you should call them and talk with them about what they're looking for, article writing opportunities, that you're available for interviews about the real estate market, etc. Take them to lunch. Form a relationship with the writers and editors. Does that help?
John Surge says to (18:09):
Jason, that's great. Your website, email, MyAgentPhone are all good things to emphasize rather than advertising. You just have to be strong and confident in your conviction that print ads don't work. This will save you tons of money.
leslie.Blum-Reed says to (18:09):
YES, that helps. what exactly is in my media kit?
jason killam says to (18:11):
i am looking at my "agent game plan." what is the different of powerkard and adkard?
John Surge says to (18:11):
Jason, have you attended Gateway. The reason I ask, is that if you attended in 2007 you received a Special Report called The Truth About Real Estate Advertising that is a great resource for you for information and also to give to prospects/clients.
jason killam says to (18:11):
I was there 2007 and did recieve it.
jason killam says to (18:12):
I will look at it again.
leslie.Blum-Reed says to (18:12):
that is a great report. i just got mine printed
John Surge says to (18:12):
Leslie, that's simply an information package that you send with a cover letter to the media that establishes you as an expert source in the real estate industry. You can have your brochure in there, articles that have been published, anything building up your credibility. It's your calling card of credibility to the media.
jason killam says to (18:13):
how do I decide which powerkards to use through the entire year?
leslie.Blum-Reed says to (18:13):
i only have 2 publications so far. advice for a 3 year old expert???
John Surge says to (18:14):
Leslie, as far as the TV commercial it really depends who you are trying to target. It's most important that whereever you are buying spots is appropriate for the demographic you are targeting. Don't be afraid to negotiate really hard and ask for some spots thrown in or place on key programs. You might also ask after you negotiate your deal for them to call you with any last minute offers on popular highly rated programs targeting your demo.
jason killam says to (18:15):
john, my niche is investors. Any advise where to market?
John Surge says to (18:15):
Leslie, that's OK. Don't sweat it. Make your package LOOK substantial and you will be OK. Don't forget there's also a great article in the Gateway binder that is ghost written for you. Put your name on it and make it look like it's published.
jason killam says to (18:15):
I also have a farm area of 1400 starting March 1st
leslie.Blum-Reed says to (18:16):
which one are you referring to?
John Surge says to (18:17):
For investors, I would actively market to referral sources like accountants, financial planners, insurance agents, etc. You can probably also buy very specific lists in your geographic area of investors in specific types of property. Develop a strong part of your website for investors, even if means you have to add pages and content.
jason killam says to (18:18):
what about magazines?
John Surge says to (18:19):
For investors, you should look at putting on workshops and offering your services to local organizations to speak on the topic of investment real estate. As for magazines, I don't see that working UNLESS there is a small, targeted publication in your area. For instance, an Apartment Owners Assoc. trade journal or something of that nature. Otherwise, I think the costs will be prohibitive.
John Surge says to (18:20):
Leslie, I'll get the title for you in a moment. Some things we can help you with: a portfolio for your media kit, we can write articles on specific subjects for you (ghost writing), we can help you tweak your materials to appeal to a sub-niche like investors. Let us know if we can help.
John Surge says to (18:21):
How are we doing? Are you getting your questions answered? Getting some good info?
jason killam says to (18:21):
Yes...Thanks!!
leslie.Blum-Reed says to (18:21):
yes..thank you
John Surge says to (18:22):
Jason, actually I would say as far as advertising, you're better off in a small local publication/newspaper. Also, you should take a lead from Leslie and begin a public relations campaign around investors.
jason killam says to (18:22):
ok...
leslie.Blum-Reed says to (18:22):
i got 2 calls from just 2 releases sent out last year
jason killam says to (18:23):
and what happened leslie...what's the outcome?
John Surge says to (18:23):
Leslie, it's called "Answers to the 10 Most Common Questions Home Sellers Ask." You can edit it and tweak it as you want.
jason killam says to (18:24):
I am working on my team now. What do you suggest about Buyer's Agents on my team? Contract with them? Referral?
leslie.Blum-Reed says to (18:25):
i was in a interview in the back of a local magazine and the other sent my release to all the publishers in dane county. first one was free but, second i paid money for.
jason killam says to (18:25):
I am looking around my office and not finding the right agents to work with. What about looking outside my office?
John Surge says to (18:26):
Jason, as an answer to your PowerKard question, this will be the feature article in next month's Enews that comes out Feb 15. The short answer: lots of real estate info--listeds, solds, market updates, testimonials, real estate news--this is for credibility. Augment that with 1/3 advertising messages--three or four a year--that you repeat three to four times per year. The best messages are custom created and tie directly into your campaign. Second best is to pick the three or four templates that work best for your campaign.
jason killam says to (18:26):
ok...thanks
leslie.Blum-Reed says to (18:27):
thank you john, i will take a look at it. i justs joined a green built home group. i was thinking of sending a release on that. is there an easier way or am i on the right track?
John Surge says to (18:28):
Jason, not sure that should be your first focus, but don't be afraid to look outside. You need to find an apprentice who you know will leave you once he/she gets her sea legs or contract with someone who's great with buyers but wants mostly a steady income. Both can work. It's hard to keep good ones. I'm not sure you can't start with a great buyers system before going the other direction. Depends on where you are with your business.
jason killam says to (18:28):
I my farm area, the community just started a newspaper that comes out every Thursday. I will look into it.
John Surge says to (18:29):
Leslie, no that's great. Look for what the media wants to bite on and make yourself appeal to them. But you have to make it believable and show you're the expert. I like where you're going with it. Then, if you're doing direct mail and adveritising, and listings presentations, etc., reprint these articles and use them as marketing vehicles to build credibility and value.
John Surge says to (18:30):
OK, well, thanks for taking some time today. I'm happy to answer any other questions on the Exclusive Jason/Leslie Chat Session.
jason killam says to (18:30):
What should be my first focus John?
John Surge says to (18:31):
Please now that this session will be posted on on our website early next week for you to print, review and plot your strategy.
leslie.Blum-Reed says to (18:31):
i have a million questions but, you have answered my most important ones today. thank you!
John Surge says to (18:33):
Jason, well, I don't know enough but I would say to get your personal brochure out to your sphere and past client base ASAP and follow up with calls. Keep a commitment to that program. Then build your plan and strategy to commit to working the 1400 farm, including a networking strategy combined with your direct mail, PR and any other advertising. Commit to handing out personally 25-50 brochures per week. Then do some developmental work on your investment niche. Schedule time into your week where you're working on that program.
jason killam says to (18:34):
Thanks John so much for your insight!!!!
John Surge says to (18:34):
Well, I want to let you know that we appreciate you as clients and are dedicated to helping you succeed. I hope you enjoyed this session.
leslie.Blum-Reed says to (18:34):
very much
jason killam says to (18:34):
you I did!!
jason killam says to (18:34):
have a great day!!!
jason killam says to (18:35):
you too Leslie
John Surge says to (18:35):
I'll be back next month on Feb 21. Take care. I'm signing off.
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