March 20, 2008
John Surge says to (18:00):
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 18 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 (18:00):
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 (18:01):
Let's go ahead and get started. Who has the first question?
lhutchinson says to (18:01):
If you had to choose one form of marketing in today's real estate world, which would you choose?
tessmatthews@sbcglobal.net says to (18:02):
I'm .having difficulty transferring my personal background into a theme or logo.
Judy says to (18:02):
Of those who are mailing to a geographical farm, how many homes is that?
Marguerite says to (18:02):
Do you have any special ideas for direct mailing out of state owners of single family property? I am getting ready to do this and know that they will respond to "Market Updates" and "Neighborhood Exspert" type messages on powercards, but what about frequency? Is once every two weeks correct for this group? Any special ideas for targeted messages.
John Surge says to (18:03):
Linda, everyone always asks that question and I am careful to answer. I truly believe to be successful in real estate today you need a holistic, integrated marketing program that combines direct mail, the Internet, promotional strategy, networking, and public relations. If I had to choose one, I'd say develop a USP and a personal brochure and get out into your target market and hand it out and meet as many people as you can and get them to remember you by your marketing hook.
jdbogert says to (18:04):
John I am getting ready to kick off my mailings and am starting to panic...help!
Judy says to (18:04):
USP?
lhutchinson says to (18:04):
unique selling position
Judy says to (18:04):
thanks
John Surge says to (18:04):
Tess, that's why there is Hobbs/Herder! It is difficult. It's a challenge. But go with your passion and feel free to ask others. Often they know you better than you know yourself. You might also want to talk with us about doing a least a component of your marketing campaign to get you started.
John Surge says to (18:05):
JD, what's the panic? The cost?
John Surge says to (18:05):
Unique Selling Proposition--why people should do business with you and how they should think of you and position you in their mind.
Evan says to (18:05):
My question is regarding the "8 in 8" concept to engage a new geographic farm. Aside from market reports and stats, what would you suggest to show professionalism and expertise?
John Surge says to (18:06):
Evan, have you been to a Hobbs/Herder seminar?
Evan says to (18:06):
no, I have seen a couple of presentations at NAR.
John Surge says to (18:08):
Evan, OK, well I'd suggest without being self-serving to get the education and come to an event that will give you the info and help you save lots of money and mistakes., Can anyone concur with me on that? Also, feel free to browse our web site and read articles on expanding your direct mail focus. But for the 8 week program, don't over think it. It's really just getting people to take notice. Just make sure you have something good to take notice of. Do you have a marketing campaign?
cmcdykes says to (18:08):
i'm new to the chat room concept is there any etiquette guideline or shall i just submit questions
John Surge says to (18:09):
CM...
John Surge says to (18:09):
Welcome anyone who's new to the chat. It's really free form so just jump in and ask questions or comment on others' statements.
Judy says to (18:09):
How does everyone else handle the volume of mail (bulk mail, mail sevice, etc.)?
John Surge says to (18:09):
The chat will be archived on our website in the next few days.
winnie.lui says to cmcdykes (18:10):
How to write classified ads using 1-800 number
lvaldez says to (18:10):
Hi John, I bought the personal marketing system for insurance agents about 4-5 years ago. I used it for a while as a Farmers agent now I'm on my own as a broker, are there newer or more tools offered specific to my field?
John Surge says to (18:10):
Judy, I would be remiss if I didn't suggest you check with our Printing Department about our mail services and our digital printing services. It really can help you with all that work.
Evan says to (18:10):
No I dont have a marketing campaign. I dont generally produce as an agent, but I am trying to expand our office into a couple of neighborhoods where I am looking for listings.
John Surge says to (18:11):
Also, does everyone know what Variable Data is?
SherryB-SC says to (18:11):
I don't.
hdbjsteele says to (18:11):
We've been conducting our direct mail campaign since October and have acquired one new listing. Would appreciate suggestions on how to do better in this market.
Bruce Finley says to (18:11):
Is it necessary to have an 800 number and if so what is the usual monthly cost to such a service?
John Surge says to (18:11):
Ivaldez, you are speaking about our Insurance Division and we can put you in touch. You might also contact Bob Ruesch in our office and talk about a personal marketing campaign for your new brokerage--great strategy.
hdbjsteele says to (18:12):
Our 800 AgentPhone is $49/mo.
lvaldez says to (18:12):
Thanks John
John Surge says to (18:13):
Evan, I'd suggest attending a seminar. It will definitely help you. Where do you live?
cmcdykes says to (18:13):
i thought HH was just working with realtors - no biggy, just curious
Evan says to (18:13):
closest would be Las Vegas
John Surge says to (18:13):
Hd, I probably need more info and specifics.
John Surge says to (18:13):
I'll catch up and explain Variable Data in a second.
joe crews says to (18:14):
Has anyone tried sending cards to promote ther business?
Bruce Finley says to (18:14):
How does a person measure the results of their direct mail campaign and how long should the campaign be?
John Surge says to (18:15):
Bruce, contact Bob Ruesch. The 800 number is a great tool because it encourages responses to your advertising AND tracks the effectiveness of your advertising. I feel it is an essential too for today's agent. All the top agents use some form of 800 Call Capture system.
christine says to (18:15):
john do you recomend having 2 farm mailings - 1 geographic and demograpghic for my niche?
hdbjsteele says to (18:15):
We've been following the HH outline for a direct mail campaign and everyone compliments us on the quality of our materials -- but the listing presentations are few.
John Surge says to (18:15):
CM, no we work 95% with realtors but also service all forms of advertising needs especially for service providers like Insurance Agents, Financial Planners, Mortgage Professionals, etc.
John Surge says to (18:17):
Bruce, we feel direct mail should be something, once undertaken, never stopped as long as your are in the business. So, you need to budget accordingly. But if you're going to go in and out of a direct mail campaign and look for "deals" I would suggest against direct mail as part of your marketing strategy. Consistency is king.
Marguerite says to (18:17):
John... out of state owners....question above.... {smile_smiley}
John Surge says to (18:18):
Bruce, it's tough to measure but you just need to really track where your calls come from and where leads come from. Ask people, use an 800 number. Direct mail takes time to build and then if done right in the right target market can continue to snowball.
karen.joseph says to (18:18):
I have been wanting to promote my HH web site but haven't received much help with ideas, SEO, etc.
John Surge says to (18:19):
HD, are others' getting the listings? What's the competition like? What is the turnover? Have you asked them why they didn't choose you? Do some market research, but also remember "since October" is not a long period of time, so stay committed but be active and persistent and find out the answers.
Bruce Finley says to (18:20):
That being so re: direct mail forever, what make up should the campaign be composed ie pbrochure, pwcards, etc.?
John Surge says to (18:20):
Hi Marguerite, can seem to see your question. Can you restate it, please.
Allison says to (18:21):
Hi, what's the best ad copy to target sellers in todays market? (North East)
ppanther@comcast.net says to (18:21):
Regarding your printing services-where can I find pricing?
hdbjsteele says to (18:21):
Others are getting the listings and it's usually, Oh, they live down the street from us." We'll check the turnover again.
christine says to (18:21):
when using powercards for info on special reports, like how to buy in a buyers market should my farm be geared towards renters, i gues i;m asking since consistency is key is a better 2 have 2 farm mailing groups with different campaigns and mailings for each froup
christine says to (18:21):
also
John Surge says to (18:22):
Karen, talk with Bob Ruesch about this. Give me a little more on this. What would you like to accomplish? Have you reviewed the articles on web site promotion on our web site?
Marguerite says to (18:22):
A portion of my mailing list is out of state owners of single family property. When targeting these folks (espcially considering the potential with variable data) what are some ideas for marketing to them? Obviously I want to drop "neighborhood expert" and send lots of market updates, but are there any other special ideas you have? And should the frequency still be once every 2 weeks?
hdbjsteele says to (18:23):
Ditto the question about what to say on our PowerKards in a buyer's market?
Judy says to (18:23):
Out of state owners: buying more property, 1031 exchange, TIC resources ..
John Surge says to (18:23):
Allison, that's not a question for this forum. To target sellers you really need to think through your strategy. But I would say the best strategy is to be direct and brutally honest about market realities and not take overpriced listings. Be a breath of fresh air and you will attract some people.
karen.joseph says to (18:24):
Yes, I have and I have emailed Chris, but minimized this and placed more emphasis on direct mail. This is ok, but I want todo both.
christine says to (18:24):
John do you recomend having 2 farm mailings - 1 geographic and demograpghic for my niche? Also, should one be geared towards sellers and/or 1 geared toward buyers for each set of farms
carrie says to (18:24):
John, what do you think about using reprints from being featured on the cover of a high-quality real estate magazine for personal marketing?
John Surge says to (18:25):
Marguerite, just speak to the needs of the out of state owners. Being an absentee landlord is very scary and emotional, speak to these needs and solve their problems.
Bruce Finley says to (18:25):
Karen, SEO is best accomplished by contacting your website providing and asking them to purchase "keywords" for your site...this is very effective for 1 and 2nd page search results and is not that costly in my opinion.
John Surge says to (18:26):
Christing, it's best to targe any direct mail to the target market. I'm not a fan of targeting renters but if you had a large rental community nearby your farm area of people who want to move into your farm area, then this might be a valuable strategy. Generally buyers reports would be used in advertising targeting buyers.
Eva Weber says to (18:26):
What is SEO?
Bruce Finley says to (18:27):
Eva - Search Engine Optimization
John Surge says to (18:28):
Karen, SEO or Search Engine Optimization and things like Google AdWords are a specialized service and you should speak with Bob Ruesch regarding this. Generally we would say to start with promotion your site locally to your target market market. Use the Web Site Starter Kit for this. Then talk with Bob Ruesch about additional strategies that you can employee for Search Engines and Web Leads.
John Surge says to (18:28):
Carrie, ABSOLUTELY. The best kind of direct mail and promotion. Without question.
Evan says to (18:29):
can you expand a little on how you would use reprints?
John Surge says to (18:29):
OK, how are we doing? You're keeping me busy. Have I missed anyone? Any follow ups for clarity? Are you getting good info?
Bruce Finley says to (18:30):
yes
christine says to (18:30):
i'm confused? are you saying since my farm is mostly homeowners, just use reports gered towards selling. And use Direct response ads for getting buyers via different advertising vehicles
Evan says to (18:30):
yes good info, wondering about variable data though
hdbjsteele says to (18:31):
Still wondering what to say on PowerKards to owners in farm areas about listing in this buyer's market.
John Surge says to (18:31):
Reprints, these are articles that have been written about you that can be featured in your advertising, as direct mail, in email promotion, on your web site. It bolsters credibility. This is huge and absolutely should be included in your promtion. Not everyone is lucky to have this sort of Public Relations. If you have it and you've created it, exploit it.
carrie says to (18:31):
Thank you for your feedback John. I completely agree, but wanted to get your thoughts. The cover is the most valuable and prominent position in the magazine and given only to a limited number of Realtors. I would think that it adds prestige and honor to a Realtor’s reputation, gives you recognition as an industry leader, educates potential clients, and serves as an independent/third party endorsement.
Judy says to (18:32):
Other than HH mailing, is anyone else in the room using a different form of handling mail? (bulk, service, etc.)
John Surge says to (18:33):
Christing, what I'm saying is that you don't address homeowners with Buyer's Reports. If you want to have a campaign attracting buyers, which wouldn't necessarily be something we recommend, then you could use your reports in Homes Magazines and other places buyers frequent. And, yes, you could use Direct Response for buyers. Great, inexpensive way to go about this and test it to see if you generate leads.
hdbjsteele says to (18:33):
Use a direct mail fulfillment house for personalized letters to famrs.
Judy says to (18:34):
How is everyone using their personal brochures?
hdbjsteele says to (18:35):
Direct mail and hand out to individuals at every opportunity. Use it instead of business card.
John Surge says to (18:36):
HD, it's difficult to produce an ad campaign for you on the spot but I would speak to them honestly. What is it you think they should know? How can you help them?
Judy says to (18:36):
Thanks.
Holly Sutton says to (18:37):
I send out mt PB to expired listings and people I meet at open houses. I also sent a mass mailing to my farm at Christmas and encluded it.Bruce Finley says to (18:37):
Should your pbrochure be included with the listing info you leave at a clients home?
Holly Sutton says to (18:37):
yes
christine says to (18:37):
ok, so my campaign for my farm should generally be geared towards sellers and only mail them them those reports, if i want to attract buyers use direct response ads. Now the question is if my farm is mixed based on demographics of lifestyle and there is renters and buyers in my farm, on my powercards do i still gear it towards sellers only?
John Surge says to (18:37):
HD, also we have a new Gateway Special Report available called "How to Maximize Your Investment in a Buyer's Market." This is a lead generator and credibility builder for you.
John Surge says to (18:38):
Bruce, ABSOLUTELY. Use them like water and don't be shy with them. They should be included in EVERYTHING you do.
Bruce Finley says to (18:38):
John, are there any plans to have a Gateway in Halifax similar to the Mega Marketing that was held there last Spring?
John Surge says to (18:38):
Chrsitine, that's when you have to segment and send the right message to the right people. Don't send renters info you'd send to homeowners. You have to increase the sophistication of your plan.
jdbogert says to Allison (18:39):
John do I have to come to another Gateway to get that new report? Not that I don't enjoy the attending
jdbogert says to (18:40):
John do I have to come to another Gateway to get that new report? Not that I don't enjoy the attending {smile_smiley}
christine says to (18:40):
can you be more specific on how to increase the sophistication, an example? do u mean have 2 farm groups
hdbjsteele says to (18:40):
John, ditto on how get the new Gateway Special Report?
Judy says to (18:40):
John, what do you think about sending a dual message on a PK, like for seller's report call.... for buyer's report call .....
John Surge says to (18:41):
VARIABLE DATA. This is a techinique you can use through Hobbs/Herder print and mail service to uniquely address EVERY piece of direct mail. An incredible tool that NO ONE is using.
John Surge says to (18:41):
HD, contact Bob Ruesch about that.
jdbogert says to (18:42):
Me too?
John Surge says to (18:42):
I think we can sell rights to the report without the Gateway but we'd rather see you back again. For a graduate the difference in price might be negligible but I bet Bob can help you out.
jdbogert says to (18:43):
Don't worry I'll be back
John Surge says to (18:43):
Everyone has to come to another Gateway otherwise we won't get to see you! Get in touch with Bob at bob.ruesch@hobbsherder.com and I'll make sure he makes that available to you on this chat for purchase.
jdbogert says to (18:43):
John what sort of things are you doing with variable data besides name?
John Surge says to (18:44):
Christine, yes, I would suggest some more training or coaching. This is important. You can also devour articles on our web site on the subject.
John Surge says to (18:46):
Generally, though, you want your direct mail to speak directly to the recipient even though you're processing in mass. The recipient needs to have have his/her needs addressed. So a renter's farm and a homeowner's farm need to be addressed as two separate marketing endeavors.
John Surge says to (18:46):
OK, we're about to sign off. Thanks for all your great participation.
Evan says to John Surge (18:46):
thank you
John Surge says to (18:46):
I hope you got some great info. We're here to help. Your success is what we're passion it about.
Judy says to (18:46):
thank you
Bruce Finley says to (18:46):
thanks
hdbjsteele says to (18:46):
Thank you. Bye
John Surge says to (18:47):
Any last minute questions, I'll see what I can do.
Bruce Finley says to (18:47):
Gateway for eastern canada
John Surge says to (18:47):
Don't forget. Program Note: 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: April 17.
karen.joseph says to (18:47):
Thanks
Bruce Finley says to (18:48):
see you in april
John Surge says to (18:48):
Bruce, we will be in Buffalo for MegaMarketing and Chicago and DC for Gateway this year. That's a close as we get to Eastern Canada. Would love to see you there.
joe says to (18:48):
if we went to a magamarketing seminar is it possible to get the reports
Bruce Finley says to (18:48):
thanks
joe says to (18:48):
or purchase them somehow
John Surge says to (18:49):
Joe, unfortunately, the reports are part of the Gateway package so you can either attend a Gateway for $495 graduate rate or purchase the rights to the report and Bob Ruesch can help you with that.
joe says to (18:49):
Ok thank you
John Surge says to (18:49):
Take care and see you next time!
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