April 17, 2008
John Surge says (17:06):
Hi Jason, looks like we won't have a group today but I'm happy to help answer
any questions you might have.
jason killam says to (17:07):
I started my marketing (farm) area april 1st
and had a couple of people asking about listing.
How long does it take for listings to happen?
I am going to be sending out the letters with the personal brochure
tomorrow to my database: family, friends, prospects,
clients, etc.
John Surge says (17:08):
Jason, I'm not sure I understand. Did you set
an appointment to meet the people who inquired?
Jason, good on the sphere mailing. Do you have a follow
up call plan in place?
jason killam says to (17:09):
The one man that called has his house listed
now and wants to list with me in 3 months after
it expires with the other agent. Yes, I am
following the HH plan.
jason killam says to (17:10):
My dilema is without income coming in, it's hard to continue putting out money
for marketing. But I know that it's important to do so.
John Surge says (17:10):
Jason, OK. Well, I would watch that one carefully. Any other people asking about
listing?
jason killam says to (17:10):
that's all so far. I had to rely on my credit
card to do the marketing in hopes that the market will turn around
soon.
John Surge says (17:11):
Jason, well, you have to make a decision. Sounds
like you already have the brochure printed. Direct mail is not
the only method to create demand. You have to decide on a budget
that will allow you to continue.
jason killam says to (17:11):
I also hired an assistant-she is wonderful!
John Surge says (17:12):
How big is your target market? How many listings
have been taken in 2008?
jason killam says to (17:12):
8 listings before starting HH. target is 1400
in my farm area
John Surge says (17:13):
Did you take 8 listings or was that all there
was for then entire farm area? I'm assuming you
took those listings. If so, how did you get them?
jason killam says to (17:14):
most of the listings I took last year. I got
them through friends, referrals. but not in my
farm area. what are some other avenues for
marketing that are cost effective?
John Surge
says (17:15):
OK, well make sure you have primary emphasis
on your farm area and that you are marketing
to them and calling them. That is still the core
of business. Then you need to look at sustaining a budgeted marketing
campaign. What role is your assistant playing?
jason killam says to (17:16):
calls and emails go to her, sending out emails,
letters. i am sending out 3 powerkards a month
in my farm area.
John Surge says (17:16):
The biggest mistake I see agents make is that
they don't distribute their brochure to people
strategically in networking situations. They
view their marketing as only "mailing" tools. Then I don't
think they use public relations and promotional
events. What about your Internet strategy?
Jason, I would say that
three PowerKards per month is too much of the
same mailing. Do you have a copy of our mailing
plans? Answer this question: how many listings have been taken in
your 1400-home farm area in 2008?
jason killam says to (17:18):
I am doing pay-per-clicks. I also have 2 different
websites. One website synidates to 21 other web
search engines.
John Surge says (17:18):
Welcome Clarkwalker, we don't have a group today
so please feel free to jump in with your questions.
jason killam says to (17:19):
I just started my farm area April 1st of this
year. A couple of weeks ago.
John Surge says (17:19):
Jason, what is the response to that web strategy?
John Surge says (17:19):
Jason, that's not the question. How many listings
TOTAL by all agents have been taken in the 1400-home
farm in 2008? How many have sold?
jason killam says to (17:19):
I have had a couple of inquiries so far. I started
the website about 3 weeks ago.
s.clarkwalker@rockcliff.com says to (17:20):
Thanks, this is my first time here so I will
watch a bit. I have just finished my materials
and will have my first pk mailing this week.
I am just now starting the program as far as
the actually mailing campaign.
jason killam says to (17:20):
Oh, be right back to look
John Surge says (17:20):
Well, Pay For Click is not something that will
build over time. Did you follow up with the
two inquiries and how good were the leads?
jason killam says to (17:22):
market share is 20%,16%,24%,20% in the 4 communities
John Surge says (17:22):
Clarkwalker, that's great. I'm glad you checked
in. Make sure you stay in touch with us as
you roll things out via this chat and also teleconferences.
Tell me a little about your strategy if you want.
jason killam
says to (17:22):
the leads were not good ones
John Surge says (17:23):
Jason, I still don't think we're getting down
to the figures. I want to know how many total
listings were taken in your farm area by all
agents and how many transactions were completed.
This will tell you whether a direct mail strategy
at this time is the right course of action.
John
Surge says (17:24):
You might want to review your web strategy
with our Web Strategist Bob Ruesch.
John Surge says (17:24):
Welcome lgallardo, we have a small group today
so feel free to jump in and ask any questions
you'd like.
John Surge says (17:25):
Jason, how much are you spending a month on Pay
For Click? Also, what area of the country are
you in?
lgallardo says to (17:26):
Good Morning John, I have a question regarding
postcard size. I use an 8.5 X 5 is it effective
to change the size as long as the PK design remains
the same or is it important to remain consistent
in size as well
John Surge says (17:26):
Lgallardo, what do you have in mind and what's
your strategy?
jason killam says to (17:27):
listing 46/sold 74, 42/43,26/10,30/16
lgallardo says to (17:27):
I send out the 8.5 x 5 2times per month. but
I was wondering if changing the size to add "difference" or
larger powerkard messages a good idea?
s.clarkwalker@rockcliff.com says to (17:28):
John, What are the numbers we should be looking
for in the farm? I have reviewed the dvd for
direct mail, but it has been a while. I know
there is gives you a % to work with. I did that
when I first identified my farm, but wonder have
things changed with the influx of ss and foreclosures.
My farm is 831 homes and I sold 3 properties
in that farm last year. There were 2 of us who
sold 3 homes and the rest of the agent sold one
home here or there. Overall, I think about 11%
of the homes turned over. the number of ss and foreclosures in that
farm is low, but how do you take those into consideration as well.
I live in my farm and have actually sold several homes in it over
the past few years. Thanks!
lgallardo says to (17:28):
...not completely or permanently change the size
but alternate bewteen sizes as long as they remain
larger than a #10 envelope?
jason killam says to (17:28):
pay per click-$125/mo I have not had any conversions
yet but they are giving good information about
what they are looking for. I have them on a drip
campaign plus automated listing notification
John Surge says (17:29):
Jason, those feel like some big numbers. Feels
like you are on target. My concern is that your
marketing budget is stretched thin with a web
strategy, assistant and then monthly mailing
budget. So, you need something you can sustain.
Also, you need to mix up the mailings. We do
not have a mail program that says to send 3 PowerKards
per month.
jason killam says to (17:29):
ok
jason killam says to (17:30):
pay per clicks are for the US only and on the
east coast
John Surge says (17:31):
Igallardo, I love the way you're thinking. Usually,
an agent wants to reduce the size to save on
postage and that's not a good strategy. I think
having variety is important. Think of it as brand
consistency but creating energy and interest
by being fresh. Great thought. We can help you
with that. Contact Bob Ruesch.
John Surge says (17:32):
Jason, OK. It might be good. I just believe in
focus. I'm curious if those were buyer leads,
seller leads, out of town. What is your focus?
Listings or buyers? Tighten up your focus and
refine your strategy so you can make the most
out of your budget.
jason killam says to (17:33):
in the farm it's sellers, online it's buyers
John Surge says (17:34):
OK, again. That might be OK but you have to think
about focus.
jason killam says to (17:34):
can you show me how?
John Surge says (17:34):
How to focus?
jason killam says to (17:35):
yes in the right places
jason killam says to (17:36):
pointers?
John Surge says (17:37):
Yes, outline all that you are doing and your
strategy in an email to Bob.Ruesch@hobbsherder.com
and we'll see if we can't help you dig in and
refine things. You might be on target but it's
important to make sure. For instance, the 3 PowerKards
per month is an easy fix. Be as detailed as possible
and we'll give you input.
*** (17:37):s.clarkwalker@rockcliff.com lost
connection, left the room
jason killam says to (17:38):
thank you
John Surge says (17:38):
OK, everyone. We have about 10 minutes left.
Nice small group allows for individual attention.
Make sure you have all your questions answered.
jason killam says to (17:38):
I will also be taking my assistant to Mega Marketing
at the end of May in Colombia. I went last year.
John Surge says (17:39):
Jason, great strategy. That's very smart. Get
on the same page.
jason killam says to (17:39):
thanks
John Surge says (17:40):
Igallardo, are you familiar with AdKards as a
way to energize a direct mail campaign and create
more results?
lgallardo says to (17:40):
no, please explain
jason killam says to (17:40):
thanks John...bye
John Surge says (17:40):
Take care, Jason. I'll fill in Bob Ruesch and
he'll look for your info.
jason killam says to (17:41):
ok
John Surge says (17:42):
I'd be happy to, Igallardo. Too often we find
our clients get mired is simply sending out PowerKard
after PowerKard. While this should be the foundational
mailing tool, it should not be the only mailing
medium. I like your idea of additional sized
PowerKard, but I also like developing an ad campaign
each year, usually three ads--either custom developed
or from a template--and then have those three
ads converted to a mailer and integrate them
into your campaign.
lgallardo says to (17:43):
Would they have the PK design on one side and
the add on the other?
John Surge says (17:44):
I'd probably wouldn't do that. I'd probably change
it up just a bit but it would still have your
look and feel on both sides. I want to create
interest with this strategy.
John Surge says (17:45):
Igallardo, have you been introduced to Variable
Data technology for your direct mail?
lgallardo says to (17:45):
so the ad would be present on both sides differently
while integrating my brand
lgallardo says to (17:45):
I have not
John Surge says (17:47):
No, the ad wouldn't be on both side but the mailing
side would not be a focal point. It might support
the ad in some way but I want to get away from
just duplicating the mailing side of the PowerKard
because that defeats the purpose. Make sense?
lgallardo says
to (17:48):
It does. Your ideas appear to be a direction
I'd like to integrate into my DM...I dont wnat
it to be "pk after pk" as you said
John Surge says (17:48):
Variable data is awesome. It's a digital printing
technology that allows you to personalize each
piece of direct mail for no additional cost.
So, for instance, you could send me a direct
mail piece thats says: Market Update Created
for John Surge. Each mail piece will have the
receipients name on the message.
John Surge says (17:50):
Igallardo, well, I'm here to help and also
communicate new strategies. If you want more
info on these things, email Bob Ruesch at bob.ruesch@hobbsherder.com
and he can take you on a tour of options.
Sounds like you're headed down the right path.
lgallardo says to (17:50):
That would be great. It would take it a step
forward from the already focused mailing
to the specif tract
John Surge says (17:50):
Any final questions for me? You had some
great input today and I hope I was helpful.
lgallardo says to (17:51):
What phrase or phrases do you recommend when
handing a prospect a PB?
John Surge says (17:53):
Don't sweat it too much, but we recommend.
I recently had a personal brochure created
about me and my business and I want to share
it with you. I'd appreciate it if you'd read
it and give me any feedback. Or, I do things
differently. Here's my business card. I don't want to
get lost in the shuffle and I want you to
know more about me and my business. You have
to get bold. I'll never forget going to dinner
years ago with Ralph Roberts and before we
ended the dinner he had given his brochure
out to the two guys at the valet stand, the hostess,
the two waiters and the restaurant manager.
lgallardo says to (17:54):
Great Suggestions!
John Surge says (17:55):
Igallardo, thanks for attending the chat
and for your input. Give Bob an email or
a call and he'll help you. I'll be back
next month on May 15 so I hope to chat again then.
Take care and best of success to you!
lgallardo says to (17:55):
Thank you for the ideas, John. I will contact
Bob. Enjoy your day!
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