May 15, 2008
John Surge says to (17:04):
Hello everyone. Welcome to Hobbs/Herder's President
Chat.
John Surge says to (17:04):
Thanks for joining us today.
jennifer gamble says to (17:04):
what did you think of it be honest would love
to get some feedback
John Surge says to (17:04):
By way of introduction, my name is John Surge
and I am the President of Hobbs/Herder. Today I am celebrating 18
years with Hobbs/Herder!
jennifer gamble says to (17:05):
congrats
Skelly1029 says to (17:05):
congratulations!
jnoble@cbhoa.com says to (17:05):
I think that your website is great.
John Surge says to (17:05):
The format for today's chat is freeform questions
and answers on any marketing related topic. Feel free to share information
and communicate with each other.
jennifer gamble says to (17:05):
thank you what area are you in
jnoble@cbhoa.com says to (17:06):
Bloomington/Normal Illinois.
John Surge says to (17:06):
Who wants to start things off? I already love
the thread of niche marketing you've started. Warms my heart.
Ann Kuehn says to (17:06):
Hi Everyone!
jnoble@cbhoa.com says to (17:07):
I was browsing the internet and came across Jennifer
Gambles website. I liked it because she has targeted a niche market
jennifer gamble says to (17:07):
I have a question is it ever benefical to buy
markering materals. We have an upcoming event that we are sponsoring
and want to give something out
jnoble@cbhoa.com says to (17:07):
I haven't done that yet. My broker says that
are town is two small.
John Surge says to (17:07):
We have a nice, small group so make sure you
get all your questions answered.
Billie says to (17:07):
My husband and I are in Park City, UT. We just
set about to brand ourselves with a new logo and we want to know if
it is important to do somekind of roll out for get that brand recognized
and what is the best way to do it?
John Surge says to (17:08):
Jennifer, not sure what you mean by marketing
materials. Tell me more.
jennifer gamble says to (17:08):
seed packets with our name and logo info
Ann Kuehn says to (17:08):
I currently finishing off my 8 week mailing plan
and I am wondering if anyone else has found that they need to supplement
the direct mail with other types of advertising to make it effective?
I am thinking billboards, etc?
John Surge says to (17:09):
Jnoble, well I don't want to contradict your
broker. You might consider running a niche campaign concurrent with
your more general business focus.
jnoble@cbhoa.com says to (17:09):
Ann,
jnoble@cbhoa.com says to (17:09):
I am finishing my direct mail campaign and yes...you
do need to do other kinds of marketing to really get into the minds
of the consumer
Billie says to (17:09):
We have letterhead, envelopes, packet folders
and we are developing postcards, and wonder if running an ad introducing
our new logo is a good idea?
Skelly1029 says to (17:10):
I have a few questions about 8x8 campaigns if
everyone doesn't mind...
John Surge says to (17:10):
Billie, I would do this with your sphere, ask
them to give you feedback (just to engage them), as for a general
farm, I would just hit your marketing strong around the time of your
new marketing campaign launch so that they take notice. i wouldn't
reference the new look.
Billie says to (17:11):
We have already done the sphere group and they
love the logo so now we are just working on a mail campaign
jnoble@cbhoa.com says to (17:11):
Billboards are good if you are close to the geographical
farm that you have been campaigning.
Skelly1029 says to (17:11):
Just wondering what everyone thinks is valuable
for an 8x8 campaign? Our implementation is a little different because
it will be for people we add to our client database rather than for
a farm area.
John Surge says to (17:12):
Ann, you might read articles on our website about
holistic marketing. Oftentimes, agents think marketing=direct mail.
A great marketing campaign combines direct mail, strategic networking,
sphere/past client contact (referrals), pubic relations and often
advertising and special events. Also, make sure your direct mail continues
to be interesting and feature new ideas within the confines of your
branded message. Don't let your direct mail get stale.
robrule says to (17:12):
Hi, John! We're blowin and going here in Houston
- literally, with the storms...I've had my H/H materials now for a
couple of years and things have been going great. I don't want to
make changes yet, but as I continue to have success I'm probably going
to want to change the text a little to reflect that - the whole thing
might require a rewrite of a paragraph or two in my brochure. When
is the right time to do that?
John Surge says to (17:12):
Billie, did you get my thoughts?
Billie says to (17:13):
Park City doesn't allow billboards but we could
do something in Salt Lake City that is only about 20 miles away and
in route from the airport. Since we are a ski town that might be a
good idea.
John Surge says to (17:14):
Skelly, well an 8x8 campaign is what Hobbs/Herder
invented as a marketing blitz. This is generally used when you enter
a new market OR when you launch a new campaign, preferably annually.
It's very individual what you should sent but I would have some pieces
repeat (maybe a total of 4) and then 4 unique pieces, one of which
is your personal brochure.
Skelly1029 says to (17:15):
John, we love the 8x8 campaign and we do do it
for a farm area, so just wondering if youve had success with certain
pieces moreso than others
John Surge says to (17:16):
Rob, you are a good strategic thinker. I would
look to make annual additions and tweaks to your marketing to keep
it fresh. Photos need to be updated at least every two years. If you're
not going through 5000 brochures a year, you need to step up your
distribution efforts. Great questions.
jennifer gamble says to (17:16):
the upcoming event that we are sponsoring is
a benefit for a historic cemetary and we are sponsoring a home that
will be on tour we would like to hand out something that people can
take a way what do you suggest in addition to our brochure
smcdonald says to (17:17):
John, am just finalizing my H/H material, I am
in the production stage at this point. I have
quite a large sphere and past clientelle base. Where I have been targeting
the past year is "expireds". My feeling is that I'm better
off targeting a market that already has their hand up to sell then
to wast my money on 100's or 1000's of people that may or may not.
Please give me your thoughts on this.
John Surge says to (17:17):
Billie, don't get caught up in a billboard or
this or that. Really think about who your are
targeting and why and how you're going to advance that message. You
might want to talk with Bob Ruesch in our office. I'd also recommend
getting to another seminar to help you sort this out before "dabbling."
John Surge says to (17:18):
Jennifer, that's more of a keepsake or a trinket.
I think that's a nice gesture as long as it is classy and the best
thing would be if somehow it kept in the spirit of your branding message.
Billie says to (17:18):
Suggests on a seminar in the SLC area?
alnp says to (17:18):
Does anyone here have experience in marketing
to mostly out-of-town buyers for a small beach/resort area? My website
tools give me great details on where most of my site visits are coming
form so I know where I want to market.
jnoble@cbhoa.com says to (17:19):
Jennifer, Since most of the people touring the
homes will be history buffs, Maybe you can make a free report about
the history of the area...of course your logo and make it look like
all of your other material...I think that would set you apart from
the others.
jennifer gamble says to (17:19):
thanks for the great idea
John Surge says to (17:19):
Smc, I like holistic marketing. I can see an
aggressive expired campaign AND a farm campaign. If you have to choose
one and you are really good at expireds, that is a good short term
approach but won't snowball your business.
Skelly1029 says to (17:20):
What about what mediums to use? Our team is trying
to figure out what is still effective in current culture...ie, small
papers? large papers? tv? what does everyone think?
kyoung says to (17:20):
What exactly will snowball my businss (love that
expression)
John Surge says to (17:20):
Billie, nothing in SLC area but check our calendar.
There are many events that are a 60-90 minute flight away.
robrule says to (17:21):
What are your thoughts on grocery cart ads and/or
movie theater ads? I'm considering adding them to my bag of tricks,
but the niche area that I'm considering has really 4 grocery stores
that surround them, and I could only get coverage at 2 max, in all
likelihood. For the theater, there's two in the general area. I'm
thinking that my money is probably going to be better spent on cable
advertising, but I'm unsure of the cable/satellite ratio.
John Surge says to (17:21):
Skelly, have you been to a Hobbs/Herder seminar?
Billie says to (17:21):
Great! I'll do that.
Skelly1029 says to (17:22):
No, I'm actually a Listing Coordinator for a
team of realtors and so I am trying to get a handle on what my bosses
have been learning so that I can effectively take over some of these
campaigns...
John Surge says to (17:22):
Kyoung, well, more of a target market approach
that has a strong brand message, strong frequency and consitency and
something you can commit to over time. Don't get me wrong, if you
can convert expireds, keep that up but also look at building a target
market to create incoming calls.
kyoung says to (17:23):
John, I've been sending about 1200 absentee letters
a month; I get one or two calls a month. Is that a good ratio?
John Surge says to (17:23):
Skelly, well, you might twist their arms to let
you go. It will help you. In answer to your question, it really depends
on your target market and your community. TV can be a great medium.
In general, smaller, community based media is better than big media.
Don't look for a silver bullet but build a core program and then continually
add to it and make it better.
John Surge says to (17:25):
Kyoung, are they converting to sales? I would
say that's a little low but a response of .5% is generally considered
pretty good. The question is are you converting? And are you testing
messages and offers to increase your response. Do you encourage email
opt in through your website?
John Surge says to (17:26):
How are we doing? Is everyone getting taken care
of? Did I miss anyone? Any follow ups?
kyoung says to (17:26):
Yes, John, my website add. is on everything.
I've been thinking about using both sides of my absentee letter and
last time I included notepads.
robrule says to (17:26):
Missed me - thoughts on grocery ads/theater ads
vs. cable?
alnp says to (17:27):
John, I am looking for good marketing ideas targeting
mostly out-of-town buyers. I know the areas I want to market. We are
a small beach/resort area.
John Surge says to (17:28):
Kyooung, not sure what you gain from notepads.
When I talk about opt-ins on your website, I don't mean just printing
your URL on your materials. What can you offer, information-wise,
to the absentee owner to encourage them to go to your website, input
their information in exchange for something of value you will provide
them. We can help you with this if you'd like.
kyoung says to (17:29):
I have free reports on my website; think I'll
include a list of the reports and tell them how to get these reports.
Great idea.
jennifer gamble says to (17:29):
Julie just wanted to let you know we have gotten
really involved in renovators meetings and local historic groups it
has gone well are you thinking of doing that as your niche where you
are
John Surge says to (17:29):
Rob, I personally dislike grocery carts. I've
never heard of success from them. Personally, I feel it's the wrong
place for a realtor to be. Theater ads aren't bad but I'd rather see
you do a theater promotion. I personally love cable TV, not as a primary
marketing focus but as an augmentation to an existing campaign. Needs
to be the right market, though, so you don't spend money reaching
people you don't want to reach.
Skelly1029 says to (17:30):
Speaking of help, do you offer a consulting plan
where you could work with our team on what topics and pieces to send
while we still use our current image?
claudia.jordan says to (17:30):
John, I specialize in horse properties and have
been mailing a newsletter for 3+ years, my best marketing device.
I started using HH materials last fall with the newsletter printed
on my house flier (bi-monthly) and a postcard bi-monthly. What do
you suggest to kick it up a notch?
John Surge says to (17:30):
Kyoung, the reports are best if they address
the specific needs of your target market. Try
to think like an absentee owner, ask them their
pains/concerns/frustrations, what their wants and needs are, and then
tailor your communication to that message."
jnoble@cbhoa.com says to (17:30):
Jennifer, I have thought about historical homes.
Joining the groups like you have...but this area seems to be more
new construction than historical homes.
kyoung says to (17:30):
Thanks, John, perfect.
Skelly1029 says to (17:30):
We love our branding that is done by a marketing
deparment, but they are sorely lacking in help when it comes to what
pieces to send
John Surge says to (17:31):
Skelly, yes, we do. We love to do this to help
agents or companies or large teams avoid needless expense and wasted
time to make the most of precious marketing dollars.
Skelly1029 says to (17:31):
Perfect! Thanks!
John Surge says to (17:31):
Skelly, contact Cameron Barr in our offices 800-999-6090.
John Surge says to (17:31):
Rob, did you get what you were looking for?
kyoung says to (17:32):
John, how do you feel about consistent postcards
to a specific farm?
John Surge says to (17:32):
Just a program note, this chat will be archived
on HobbsHerder.com by Monday so you can review the transcript and
print it out for future reference.
jennifer gamble says to (17:32):
remember it is not about quantity but quality
Riverside has a ton of new develpments but vintage business is better
because they have more equity then the new and we can be a brighter
star everyone else wants the new
jnoble@cbhoa.com says to (17:33):
Thanks Jennifer, that is very inspirational
kyoung says to (17:33):
Jennifer, lots of builders give 3%
John Surge says to (17:33):
Kyoung, I believe this often is the core to the
best marketing programs and Hobbs/Herder has really perfected, in
my humble opinion, how to get the best results from direct mail and
build a brand that will snowball a real estate business.
kyoung says to (17:34):
I've tried all kinds of postcards. I think branding
is my weakness
jennifer gamble says to (17:34):
this makes us happier than any 3% could bring
and we offer out 3 to how ever brings buyer I am not saying that new
is bad but my heart rings vintage always
kyoung says to (17:35):
I've been farming same area for 4 years, only
2 listings, 350 homes
John Surge says to (17:35):
Jennifer seems to be a perfect example of how
focusing on a niche can be a market proof strategy. Riverside is one
of the hardest hit foreclosure areas and yet her niche is creating
demand for her services. Is this accurate, Jennifer?
jennifer gamble says to (17:35):
HobbsHerder is about niche marketing and finding
your passion. We feel that we have
Skelly1029 says to (17:35):
Kyoungs question about consistent postcards also
makes me wonder about "personal agent info" marketing. As
the listing coordinator, I have been tinkering
using more personal info about our agents- is this something you suggest
John?
John Surge says to (17:36):
Kyoung, well, you're in the right place. Often,
we forget the message and we buy some generic "postcards" and
then we buy some other generica "postcards." What business
in their right mind would conduct marketing like
we do in real estate where the message is not seen as important?
jennifer gamble says to (17:36):
Absolutly. We are known all over town as The
Vintage Vantage. Our niche market has been less affected by the downturn
and so we are still doing good solid business.
kyoung says to (17:37):
I only did one personal postcard; a photo of
my grandson that said "I'm too young to be a Realtor, so my grandma
is going to take my calls."
kyoung says to (17:38):
I liked it, don't know if anyone else dd.
John Surge says to (17:38):
Kyoung, well, we feel very much as though we
invented Personal Marketing--the idea that people buy emotionally
and are drawn to an agent by the person he or she is as much as any
other decision making path. I hate to be so blunt KY, but it would
be helpful for you to get to a seminar. At the very least look for
articles on our website regarding this topic. This is the foundation
on which we've built our agency and the success of our clients.
John Surge says to (17:39):
KY, just be careful of FSBO marketing and "dabbling,"--it
can be more damaging than anything else.
kyoung says to (17:39):
I just heard of HH; looking into it. Lately I've
just been focusing on expireds and absentees.
John Surge says to (17:39):
Well, everyone, you have had great participation
and questions. We have about 5 minutes left.
kyoung says to (17:40):
You're in San Diego next week; maybe I can
go.
kyoung says to (17:41):
But we have a heavy hitter in expireds in my
area; has 9 people in his team, they have
27 expired listings. Hard to compete.
John Surge says to (17:41):
KY, that's great. Welcome aboard. Our belief
is that ultimately a real estate agent is
foremost a marketing and needs to engage in an ongoing journey
of being the best marketing you can be to build a healthy business
that allows for a balanced life.
jnoble@cbhoa.com says to (17:41):
Jennifer, thanks for your help. Gotta go
show some houses. Thanks again. Julie
jennifer gamble says to (17:41):
John, thanks for the ideas for our marketing.
We think we will a sort of Riverside Trivia
quiz to take away, and if they visit our
website to give their answers from the quiz, they can win a book
about Riverside's historic homes (trying to get more people to
our website and our blog) thanks Julie, we appreciate it,
John Surge says to (17:42):
KY, contact Paul in our office and he will
get you set up for San Diego. I think you
will love it.
kyoung says to (17:42):
Oh I know I will. My partner is going.
John Surge says to (17:42):
Jennifer, great stuff and some good ideas
for you to keep building your brand.
John Surge says to (17:43):
Mark your calendars for next month. I am
here every Third Thursday at Ten a.m. pacific time.
June 12 is the next chat--10 am pacific and
1pm eastern.
kyoung says to (17:43):
Thanks, John, this is great!@!!
Skelly1029 says to (17:44):
John- thanks for the resources, I'll be sure
to contact your office. As someone without
a real estate background, its helpful to
get some answers and feedback so that I can stay in sync with
the realtors and we can all agree on how to move the brand forward!
John Surge says to (17:44):
I hope you received valuable information.
Our passion is helping our clients build the real
estate career they want to build.
John Surge says to (17:45):
We'll see you next time. Don't forget to
visit HobbsHerder.com for great articles and resources,
teleclasses, and seminars.
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