February 21st, 2008
John Surge says to (18:01):
Welcome. My name is John Surge and I am your host for today's question and answer session.
clarkev says to (18:01):
I am relocating to a new area to VA from MD. Any advices on how to attract new subdivisions in this market prob?
John Surge says to (18:02):
Please feel free to ask any questions or follow ups and feel free to interact with each other. This is a service provide by Hobbs/Herder to offer best practices in business building and marketing.
christine says to (18:02):
Hi John. I just attended the last Vegas Gateway and signed up, my creative brief and marketing is under way at Hobbs Herder. Have a couple questions about targeting my farm for the audience I want to attract.
I’m trying to attract clients with dogs (pets) I focus on pet safety during the whole moving process and donate a portion of my proceeds to animal rescue groups in my clients name, I’m also trying to raise awareness about pet adoptions and trying to make people with pets more aware about not surrendering their pets to shelters because they can’t find a pet friendly alternative in relocation.
Where is the best way or (best company) to purchase the names of people with dogs or pets.
What are the questions to ask in purchasing viable and accurate mailing lists?
Should I have 2 lists?
A; Homeowners with pets?
B: Renters with pets?
I would like to have more buyers in this market, I’m a new agent (7 months)
Advice?
jason killam says to faithlelievre (18:02):
John,
jack jeffcoat says to (18:03):
First your mindset has to be that this is a great market and if you believe this day in and day out you will succeed.
jason killam says to faithlelievre (18:03):
I need some advice on a listing presentation using HobbsHerder now.
John Surge says to (18:03):
Christine, I think there are many avenues for pet lovers. It will be tough to generate information on homeowners with pets or renters with pets. I would look to pet organizations, vets/daycare, training/trainers and build a network.
christine says to (18:03):
It's my niche,I'm very active in the community and my persinal dogs are vlunterr therapy dogs
jack jeffcoat says to (18:04):
If you approach this as a difficult market you only increase the difficulty. Remember your attitude determines you altitude.
jgaweda says to (18:04):
I have been follow the Expired Campaign since December 10. I initially received call backs but my phone has not rang from this campaign since early January. Is there something I can do to improve my responses?
Dennis R says to (18:05):
I have brochures, postcards and used them 7 months and have not been successful with my marketing. Any recommendations
John Surge says to (18:05):
Clark, I think Jack says it well. You need to create a marketing campaign that targets new home developments.
jack jeffcoat says to (18:06):
Are you just sending them an waiting for calls remember sales is a contact sport meaning the more people you contact the more opportunities you will gain.
John Surge says to (18:06):
Jgaweda, I'd need to know more information. Are you making any calls? What has changed since receiving call backs? Are more or fewer homes expiring? Who's getting the listings? We need more information before we can determine what the problem is.
nandeckard@wowway.com says to (18:07):
Any suggestions for an experienced agent from the north changing to the Sarasota FL market & leaving her best source of business--past clients & COI--behind?
craigbergstrom says to (18:07):
Just sent my print order in and my mailings should start mid-March. Any suggestions outside of the Don Patrol notes I have from November to make an impact?
christine says to (18:07):
What are 4 vital things to say or offer when using the 800 (myAgent) phone system besdies offering the free reports.
christine says to (18:08):
Should this 800 number be on all my marketing materials as the only number or should I also list my cell?
jack jeffcoat says to (18:08):
I am activly asking for business everyday you have a 50/50 chance it's either yes or no these are amazing odds.
jason killam says to faithlelievre (18:08):
I need some advice on a listing presentation using HobbsHerder now.
John Surge says to (18:09):
Nandeckard, I would read the HobbsHerder.com story on Sherry Weeks and follow this case study. The quickest way to make waves in a new market is to develop a strong marketing campaign and overtake the competition. The good news is that many agents in many areas of Florida are retreating. Also, keep in touch with your past clients and ask for their help and their referrals as you make your transition and then hit it hard. Don't let being new to the area limit your mindset.
jason killam says to (18:09):
I need some advice on a listing presentation using HobbsHerder now.
bob says to (18:09):
I have many prospects in my House Values / Just Listed system. I'm not comfortable calling them and would like to contact them via email instead. Do you have any email scripts that are effective for sending to prospects who have been receiving listings from me?
jack jeffcoat says to (18:09):
Jason your material should say it all it has captured you like no one else it should make you stand apart from the others
John Surge says to (18:10):
Craig, tough to give you too much advice on that subject here. You might consider some commitment to coaching to get you up and running. ALSO, VIP!!!!!--we just published a great article on this topic in Enews. Are you all reading Enews regularly. This month's feature article is a killer!
Joanne Richardson says to (18:11):
I am a year and half in the biz. I have an awesome mentor. My problem is absolutely no response from my sphere. The sphere grows almost daily with the biz cards I get. How do you know when to let go of certain names?
jack jeffcoat says to (18:11):
If you have not participated in the brochure yet then ask yourself how can you be different form any other JOE that is selling real estate become creative get out of your comfort zone. no pun inteded for any Joe's
John Surge says to (18:11):
Christine, you need to think like your clients or consumers. What do you think will interest them? Lists of the top 10 best buys? Definitely special reports. Use it for your listings. Review your notes from Gateway--there are tons of great offer ideas in your workbook.
John Surge says to (18:12):
Jason, give me a little more. I will also direct you to a Teleclass we offer called "The Listing Presentation that Works Every Time" run by our Coaching Department. Contact Cameron Barr in our office for more info. Also, give me some more to go on as to what you're trying to achieve.
jgaweda says to John Surge (18:13):
I have not made any phone calls to the expireds. I have also mixed in the withdrawn. Of the calls I received, one property was next to a toxic waste dump and the township was forcing clients to put in new septic systems which this person was not interested in doing and the other call was from a lady who called back 6 other agents and went with one of them. The only other calls received since then, were to have me remove them from my mailing list.
christine says to (18:13):
Should this 800 (myagent) number be on all my marketing materials as the only number or should I also list my cell?
jason killam says to (18:13):
How to convince the Seller to list with me without doing the traditional advertising.
John Surge says to (18:14):
Joanne, what are you saying to your spere? Are you asking for the business? Are you asking for their help? Are you marketing to them at least once per month? Do they have ample supply of your personal brochures? I wouldn't take anyone off your list who doesn't ask to be removed.
christine says to (18:14):
I would also like to know when this will take place too...Teleclass we offer called "The Listing Presentation that Works Every Time"
Joanne Richardson says to (18:14):
Christine, I would show both numbers on all my marketing
jack jeffcoat says to (18:14):
What is traditional in your mind> JAson
John Surge says to (18:16):
Jgaweda, Expireds are an aggressive business. They also are not always ripe in every market. I wouldn't put all your eggs in the Expired basket, but additionally you have to be aggressive to get these listings with mail and phone calls. Do you have a personal brochure?
jgaweda says to John Surge (18:16):
Yes.
judith says to (18:16):
Jason's question is also mine covincing sellers to list with me without traditional advertising. Our local large office use the Sunday paper with 1/2 abd full page ads? Any suggestions would be greatly appreciated.
Joanne Richardson says to (18:17):
That's good to know. I have had only one person ask to be removed. I send ' thinking of you cards' , b-day cards, time change, a newsletter that i have just started this month with helpful information. etc
John Surge says to (18:17):
Judith and Jason, please repeat the question. You guys are keeping me busy. I'm assuming the question is how to get sellers to not ask you to advertise their home. Is that correct?
jason killam says to (18:18):
How to convince the Seller to list with me without doing the traditional advertising.
John Surge says to (18:18):
How are we doing? Is everyone getting their questions answered? Have I missed everyone? Any follow ups needed? We have great participation today and some good info.
jgaweda says to John Surge (18:19):
I can do phone calls but have trouble locating them, often they are unlisted. Pennsylvania is pretty strict on their call list. Everything in the MLS say do not call by default and people must opt in. Should I still call them?
Joanne Richardson says to (18:19):
It seems people are very standoffish right now. I'm praying it gets better soon.
John Surge says to (18:19):
Jason, you need to build value through your marketing. Definitely look into the teleclass. You also need to inform them about how traditional advertising works and how homes are sold. Tell them to ask the other agents how homes are sold? Have you been to the Gateway? Do you have the special report The Truth About Real Estate Advertising?
jack jeffcoat says to (18:20):
Try knocking on their door and present them with a dynamic presentation about you and your company. if allowed
bob says to (18:20):
John, Do you know where I can get effective email scripts for prospects already receiving listings from me via House Values?I'm looking for scripts that will cause them to contact me via email or phone.
jason killam says to (18:20):
Yes I have the Special Report and have been to Vegas Gateway.
jack jeffcoat says to (18:20):
Since you can't call them.
jason killam says to (18:20):
when is the teleclass?
nandeckard@wowway.com says to (18:20):
You keep mentioning reports. I this something available to all of us?
John Surge says to (18:21):
Jgaweda, no follow the laws. You have to keep trying new approaches to crack tough expireds. Again, I wouldn't make that your one source of business. It's one facet.
jason killam says to (18:21):
nandechard have you been to Gateway?
jason killam says to (18:21):
The Special Reports are given and can be purchased through HobbsHerder.
christine says to (18:22):
John what's your opinion?
christine says to (18:22):
Should this 800 (myagent) number be on all my marketing materials as the only number or should I also list my cell?
John Surge says to (18:22):
Regarding the Teleclass, please consult our Events Schedule on HobbsHerder.com or contact Cameron Barr in our office.
nandeckard@wowway.com says to (18:22):
No, is that where I'll get more of the information you refer to?
jason killam says to (18:23):
yes
John Surge says to (18:23):
The reports are given as tools as part of Gateway. The Truth About Real Estate Advertising explains to consumers the reality of house advertising. I will tell you the most successful agents don't make big promises about how much advertising on the home they will do to get the business.
jgaweda says to John Surge (18:23):
I spoke with someone at your office that told me that the listing presentation class was being postphoned (due to lack of interest) until later this year.
John Surge says to (18:24):
Christine, it's your call. My recommendation is that, yes, just use the 800 number and have it forwarded to your cell phone when you want.
judith says to (18:24):
John, when all large offices are advertising in the paper and you and not doing the same showing them facts about marketing doesn't do it. The seller sees everyone else's home in the paper in color so they feel I am not giving there home enogh exposure.
John Surge says to (18:25):
Judith, I think that's a sales issue. Anyone disagree with me? You need to ask them the right questions. It's like the patient diagnosing for the doctor. You're the expert. Tell them like it is.
jack jeffcoat says to (18:26):
mass mail a house flier to the area budget prhibiting of course target the local buyer and if not find out who is moving to your area and from where.
John Surge says to (18:26):
Jgaweda, not sure about the schedule but I'm sure it will be offered. Contact Cameron Barr.
christine says to (18:27):
judith....explain the mls exposure and ger my agent phone # to capture callers info, show a demo of it works during the listing presentation
John Surge says to (18:27):
Jack, can you clarify. Who are you directing your strategy to? Thanks for the great input.
jack jeffcoat says to (18:27):
Judith sorry
jack jeffcoat says to (18:26):
mass mail a house flier to the area budget prhibiting of course target the local buyer and if not find out who is moving to your area and from where.
John Surge says to (18:26):
Jgaweda, not sure about the schedule but I'm sure it will be offered. Contact Cameron Barr.
christine says to (18:27):
judith....explain the mls exposure and ger my agent phone # to capture callers info, show a demo of it works during the listing presentation
John Surge says to (18:27):
Jack, can you clarify. Who are you directing your strategy to? Thanks for the great input.
jack jeffcoat says to (18:27):
Judith sorry
faithlelievre says to (18:28):
What do you think the best way to go is for creating a farm area? Go geographic or some other way? What about those companies that offer sales leads?
John Surge says to (18:29):
Christine, great input. Also you can use a great web site presence to do listing advertising--much cheaper. And set up a 800 number presenation prior to the listing appointment. You can blow little newspaper ads out of the water if you get aggressive.
judith says to (18:29):
Christne, thanks I do have myagentphone #.
John Surge says to (18:29):
Faith, creating a farm and a database is one of the biggest and most important issue for an agent.
jack jeffcoat says to (18:30):
Judith,I can no longer rely on my locals to do the buying so I have my campaign work ing nationally and internationally I know people move to Florida for the Sunshine not the houses so I sell the Sunshine and lifestyle in all my marketing pieces.
John Surge says to (18:30):
Don't take it lightly. Geographic is an obvious place to start but also look at our niche markets. I am not a fan of the purchasing of sales leads. Anyone have success with the purchasing of leads?
jack jeffcoat says to (18:30):
Judith what is you area
christine says to (18:30):
judith caturing the looky loos drivers by with the 800 # is so powerfu;, if use a flyer box omit the price to generate that call and show your seller how it works.
jack jeffcoat says to (18:31):
good one Christine {laugh_smiley}
John Surge says to (18:31):
OK, great stuff. How are we doing? Is everyone getting some good info? Did I miss anyone?
jason killam says to (18:31):
good
judith says to (18:31):
Jack, I live in Montana and my community is 25,000.
christine says to (18:31):
when you say say purchase leads? do you mean a mailing list to farm?
John Surge says to (18:32):
Judith, how many agents are in the community of 25,000?
marguerite says to craigbergstrom (18:32):
John, I've defined my niche to an age group (25-40 year olds w/o kids making 35k+ in a particular zip code). Do you recommend any companies where I can purchase my names? I don't care if they're already homeowners, I'm more going after the lifestyle. Obvs title company can't help, right?
jack jeffcoat says to (18:32):
Judith,What a beautifel area what is your niche or better yet what are your persoanl interest
marguerite says to (18:32):
John, I've defined my niche to an age group (25-40 year olds w/o kids making 35k+ in a particular zip code). Do you recommend any companies where I can purchase my names? I don't care if they're already homeowners, I'm more going after the lifestyle. Obvs title company can't help, right?
John Surge says to (18:33):
Hi Marguerite, I'm not so sure your title company can't help. A list broker can probably help--Hobbs/Herder has a good one. Contact Michael Kaminski regarding this. Try the title company. They might be able to slice and dice the data for you.
judith says to (18:33):
John, we have 122 agents
marguerite says to (18:33):
awesome, thanks John!
John Surge says to (18:33):
Jack, great question to Judith. Awesome.
nandeckard@wowway.com says to (18:33):
Buying leads from a company like House Values is expensive & leads can be questionable. There are better ways.
marguerite says to (18:34):
nandeckard, what ways do you suggest?
faithlelievre says to (18:34):
I have my past clients and inquiries database already in place. It's the new ones. I have generally farmed via location and that works okay. I can stay with that and just keep going forward with the areas I have already worked. I'd probably like to do that anyway as I already have some exposure there. I sometimes see ads for lead generators where you can choose by various things -- pets, sports, whatever - and have wondered if it would help to go that route. I have access to the geographic lists so that's easy and I can expand my farm area as my budget allows.
John Surge says to (18:34):
Judith, not bad. I'm sure Jack would love only 121 agents to compete against. There are a lot of benefits to marketing to a smaller community and some challenges. Cost is in your favor but also you need a strong networking component to your marketing.
nandeckard@wowway.com says to (18:35):
The phone is cheaper. I get more from calling past clients & people who know me.
jason killam says to (18:35):
John, what is the best way to go about Banner Ads? Any advice? Do they work?
jack jeffcoat says to (18:35):
Judith there are 17,000 agents in my area's
jack jeffcoat says to (18:36):
jUDITH HOW DO WE TAKE 122 AND MAKE THE 1 THE ONLY NUMBER THAT COUNTS WHICH IS YOU.
John Surge says to (18:36):
Faith, good clarifying question from Christine. So, it's not the purchase of sales leads but the purchase of a list. You can work with Hobbs/Herder on that. I am a big fan of having a solid geographic farm and then expanding with more lifestyle or demographic niches to add as you grow.
faithlelievre says to (18:36):
Thanks, John. That's helpful.
craigbergstrom says to (18:37):
I am extremely antsy about getting started. Any suggestions on things to do prior to starting the mailing? I don't want to send out stuff that doesn't look like my stuff. {smile_smiley}
judith says to (18:37):
Jack, we have 113 listings in our market
John Surge says to (18:37):
Nan, good point. The best marketing plan is comprehensive. Picking up the phone and talking to sphere if vital. Keeping in contact regularly through email and mail essential.
christine says to (18:37):
make a plan
jack jeffcoat says to (18:37):
What % do you have
errol mooney says to (18:38):
John,
kimlinh says to (18:38):
I just started in real estate business for about 3 months, i am currently working with H&H on my marketing materials (P. Brochure, Houseflyers, Powerkard, internet & stationary package). I will follow H&H 12 month Impact Mailing plan and hope that I will start in 2 week of March. Do you have any other advice for me to do? In my RE office, my manager really push for door knocking and walk the farms, do you think I should spend my time to do that since I have roughly 1500 homes in my geographic farm areas.
marguerite says to (18:38):
JUDITH! 121 agents and 113 listings!? hire a hit man....
John Surge says to (18:39):
Craig, are you saying that you're waiting for your materials? There are some things you can do to get your ducks in a row but I am always leery of putting your business on hold. At the very least use some of the tools from your Gateway binder, work your sphere, set up your Networking Campaign. Keep doing business and then add and augment. Great article on our website called Strategic Networking.
craigbergstrom says to (18:40):
Thanks John. Not keeping it on hold but looking at this as a sort of 'rebirth' for my business. I'll check the article.
errol mooney says to (18:40):
I thought I read that HH has a marketing tool that address the PK's and personalizes the kards too. Is that correct? Who would I contact?
John Surge says to (18:40):
Kim, I don't like to contradict brokers or managers. Only you together can decide on your path. There's nothing wrong with prosecting as you're discussing if you stay disciplined. I'm a firm believer that these activities become way more effective with a marketing campaign combined and used in conjunction. The problem is staying power. Not many agents keep it going.
John Surge says to (18:41):
Craig, perfectly said. Keep rockin'.
John Surge says to (18:41):
Errol, yes, thanks. Great to hear from you.
jason killam says to (18:41):
John, what is the best way to go about Banner Ads? Any advice? Do they work?
John Surge says to (18:41):
Variable Data. You all need to know about this strategy and technique.
christine says to (18:42):
how often do you put out new special reports for your HH family of agents?
John Surge says to (18:42):
This means that technology today can personalize each piece of direct mail and this increases results and shows you're advanced marketing skills. Contact us and ask to learn more about our Digital Printing and Variable Data services. Michael Kaminski is the person to contact or our Coordinator Ashley Alvarez.
errol mooney says to (18:43):
Thanks
jack jeffcoat says to (18:43):
Digital Print is awesome if you want to mail 746 this is what you pay for 746 to the #
John Surge says to (18:44):
Christine, every Las Vegas Gateway. Also, if you haven't purchased the PowerBoost Kit, we have some additional reports available on that product which are a little more specialized. We can also create Custom Reports just for you and a special need for your business. For instance, How to Avoid the Mistakes Most Buyers Make When Buying a Second Home in Naples, Florida."
kimlinh says to (18:44):
If I want to go after Expired listings, do you have a package of system for me to prepare ahead before I start this Expired listing campaign?
John Surge says to (18:45):
We are just about to wrap things ups. Boy, you guys kept me hopping today. I hope you received some great information and enjoyed interracting with our Hobbs/Herder agents.
jason killam says to (18:45):
John, what is the best way to go about Banner Ads? Any advice? Do they work?
jack jeffcoat says to (18:45):
Errol Mooney------There are so many choices with digital print services through H/H that you will be blown away with the material provided.
John Surge says to (18:45):
Kimlinh, if you attend the Gateway Seminar, yes, you get a system for going after Expireds.
christine says to (18:46):
john, so many factors on banners ads?
John Surge says to (18:46):
Jack, I feel compelled to say that your opinions are independently delivered :-) We appreciate your comments and sharing.
christine says to (18:46):
how many hits, what do they call a hit, how long on the page or site, soes it fir your niche
errol mooney says to (18:47):
I will call Michael
John Surge says to (18:47):
That's right, banner ads. You can try them and experiment with them. Getting the right offer is key. We could help you with that. The thing with banner ads is you will know very quickly whether you hit on something that's right. It's Direct Response approach.
John Surge says to (18:49):
Thank you all for attending. Your success is important to everyone at Hobbs/Herder. We appreciate your business and hope you enjoyed this session.
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