June 19, 2008
John Surge says to (17:02):
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 (17:03):
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.
John Surge says to (17:03):
The chat will last 45 minutes.
We hope you enjoy this free resource of Hobbs/Herder.
John Surge says
to (17:04):
Let's go ahead and get started. Who has the
first question?
lata0609 says to (17:04):
how do you market at yourself at open house
in this market
John Surge says to (17:05):
One program note: this chat will be archived
on HobbsHerder.com by Monday, so you can have
a record of what has been discussed.
lata0609
says to (17:05):
thank you
don fox says to (17:05):
Hi! I am in Nova Scotia Canada, and I live in my Farm Area! I have
a competitor here who has approx. 60 - 70 % of the market. I am following
your plan, but of course, the results are slow! Any further suggestions?
lata0609 says to (17:06):
how do you market yourself at open houses in
this market
tom says to (17:08):
Can you give me tips and advice personal marketing
with HH post cards and e-mail
John Surge says to (17:08):
Lata, well, we actually have an incredile Webinar
schedule for this Friday on effective open houses--find
more info at www.hobbsherder.com/coaching and
an Workshop on the topic of making Open Houses more effective. Are
you in Southern California? That said, you have to think about making
the Open House an "experience" and
somehow differentiate--stand out--out from every
other realtor who holds open houses. Most do
so very poorly and without much thought.
lata0609 says to (17:09):
yes i am in souther california in Orange County
John Surge says to (17:09):
Tom, can you give me a little more of what
your looking for specifically? What I would say is the biggest key
to is select the right farm or target market, don't neglect your
sphere or past clients, develop a strong personal brand and way
in which people can remember and then develop a budget where your
direct mail continues without fail in any market. A strong and memorable
message backed by consistency is the key.
ccrockett says to admin (17:10):
I'm in Toronto, Canada and I also live in my
farming area and I have about 30% market share.
I did everything!!! I door knocked, cold called, and sent out frequent
post cards. I just hired H/H and I plan on getting a lot more of
my market share and feel that living in the area is an assett!
John Surge says to (17:10):
Lata, please contact Miko in our office at
800.999.6090 and she can get you info on the webinar and also a
special free live workshop we are holding next Thursday in Santa
Ana on open houses.
lata0609 says to (17:12):
thank you. If you are talking about the one
at First American, then I have registered myself for that. I will
call Miko little later this afternoon
John Surge says to (17:12):
Crockett, yes, one misnomer is that at Hobbs/Herder
we don't support networking or referrals. That's
misinformation. Networking and referral base is an essential component
of a successful marketing campaign. use your Hobbs/Herder tools
to augment and propel your excellent market share even higher. Living
in the community or neighborhood is not essential but a presence
there is. It's great you're making your residency work for you.
Now congrats on taking it to the next level.
John Surge says to (17:13):
Lata, yes, that's the one. I think you will
get great ideas about how to hold an effective open house. Again,
it's about an experience and the visitors remembering you and most
of all follow up--which, it is sad to say, 80% of the realtors are
exremely lacking in the area of follow up.
tom says to (17:14):
I'm new in the area, I have my brochure and
powerKard ready to go?
ccrockett says to admin (17:15):
Thanks. I'm very excited and by the way, my
campaign is amazing!!! It's almost complete.
don fox says to (17:15):
John! I am just wondering if you saw my earlier comment!
John Surge says to (17:16):
OK, tell me which Hobbs/Herder seminar you attended?
The first thing to do is to make sure you've received via email and
have thorougly read the PowerKard Primer which will walk you through
embarking on your direct mail campaign. You might consider Coaching.
This can be a big help. I do know they offer a free trial session
so you might talk with Miko regarding that option. Read as many articles
on Hobbs/Herder.com about direct mail so you have your program in
place. Then launch it. Make sure you continue to do your present activities
for generating business.
John Surge says to (17:17):
The absolute best advice for everyone is: MAKE
SURE TO HAND OUT AT LEAST 20 BROCHURES PER WEEK and add those folks
to your sphere list.
John Surge says to (17:17):
Don, sorry, I missed your questions. Let me see
if I can retrieve it.
tracygreen says to (17:18):
I am wondering about the ways to best utilize
MegaAgent in my marketing along with the powerKards, brochures, etc.
I am starting the powerkards in 2 weeks and will continue the mailings
every 2 weeks.
John Surge says to (17:18):
Don, got it.
John Surge says to (17:20):
Don, it is an uphill battle to go against an
agent with 60 to 70% marketshare. You are a new Cola going up against
Coke. You need to hope to carve a niche as an alternative to what
people may not like about that agent OR seek to farm another area.
I would make sure that you have a strategic networking plan and look
for areas that agent isn't providing like strong information on your
web site. You need to continue to differentiate yourself. Does that
help? Feel free to follow up.
don fox says to (17:20):
Thanks, I know you are busy trying to keep up!
don fox says to (17:21):
Yes, perhaps Coaching would help right now, but
there are only so many $$$. Just the mailings are costing mucho $$$!
John Surge says to (17:22):
Tracy, great question. Have you completed our
orientation class? That said, I would load all of your family, friends,
sphere and past clients into MegaAgent and start with a once per month
email to those folks. Then, working with your website, offer appropriate
reports that will attract interest and begin to build your Opt-In
email list. In your print marketing and direct mail, promote the information
that can be found on your website. Illicit comments from people who
have visited your site about what information they'd like to see and
ask people to go to your site for their comments.
don fox says to (17:23):
Just the overprinting on my Power Kards is $250/mo.
without them going anywhere!
John Surge says to (17:23):
Don, yes, it's tough but it's like an insurance
policy or training after purchasing a firearm. The knowledge of how
to use the tools will probably in the long run save you money. It's
a choice between self education and professional guidance. We also
have many resources to help guide your way.
lata0609 says to (17:24):
I am farming an area where there was no dominating
agent, but now one seem to kind of getting up the ladder a notch.
how do I get upper hand before he starts to dominate the area? My
marketing budget is limited and I mostly distribute flyers myself
and try to meet as many people as I can
tracygreen says to (17:25):
John, where can I find the PowerKard primer and
the info on the MegaAgent Orientation?
John Surge says to (17:25):
Don, that sounds a little high. How many pieces?
don fox says to (17:25):
I am thoroughly IMPRESSED with H/H, but I cannot continually look
for their support for nothing!
don fox says to (17:26):
About 3500, as it is a community approx. 15 Klm
from a major city, Halifax.
ccrockett says to admin (17:26):
I'm debating whether I should take up some coaching.
Without an asistant I sometimes feel overwhelmed
and that my level of service is compromised.
I'm almost scared to start my campaign because of potential growing
pains. It's great to get the business but critally important to "keep it".
John Surge says to (17:27):
Tracy, contact Jenny in our offices and she can
help you. The PowerKard Primer is an online document sent via email
for clients for guidance on how to run a successful direct mail campaign.
Jenny can also get you set up to attend the next MegaAgent Orientation
teleclass.
John Surge says to (17:28):
Don, help me out with what you are saying. We
are happy we are helping you with your business. Is there an issue
with support or is it the cost of coaching you are referencing?
ellababb says to (17:28):
Is the Power Kard Primer for clients after starting
the initial program?
don fox says to (17:29):
Suggestion Mr/Ms Crockett! Good Newfoundland
name!! I SHARE and assistant with anoither person in my office, therefore
1/2 the $$$!
John Surge says to (17:29):
Crockett, I am a big believer in coaching. I
personally have an executive coach. I have a personal trainer and
a golf instructore. I make better progress with professional guidance.
It's an individual decision, however you might consider a 3-month
or 6-month coaching commitment just so that you're not overwhelmed
and you can make good decisions.
John Surge says to (17:30):
Ella, the PowerKard Primer is an online document
for clients only that goes very indepth on how to run your direct
mail campaign.
don fox says to (17:30):
I guess it is the cost of coaching I am referring
to. I don't expect it for less than they charge, I am just finding
the outfloww of $$$ huge, and needing a faster return!
don fox says to (17:31):
Thanks for the help! I will follow up on your
response John, but for now I must run!
John Surge says to (17:32):
Don, you have to have a good strong budget so
that you can remain consistent. Another way to do coaching is to return
to a seminar. Also, in December, the day before Gateway all clients
are invited free of charge to the Master Marketer Summit. There are
ways to get input. Pick what works for you and commit.
lata0609 says to (17:32):
I am farming an area where there was no dominating
agent, but now one seem to kind of getting up the ladder a notch.
how do I get upper hand before he starts to dominate the area? My
marketing budget is limited and I mostly distribute flyers myself
and try to meet as many people as I can
John Surge says to (17:32):
How are we doing? Is everyone getting their questions
answered? Did I miss anyone? Any follow ups?
John Surge says to (17:34):
Lata, well it's always going to be tough to keep
up with someone who is gaining a marketing advantage. It's like running
a political campaign. But I would look at what types of folks respond
well to you and work well with you and focus there. It doesn't hurt
to increase the urgency and level of whatever activity you are doing,
also. Sometimes just more plain hard work is an answer.
John Surge says to (17:35):
We have about 10 minutes left. Are you enjoying
the chat? Getting useful info? Anything I missed?
lata0609 says to (17:37):
thank you. I will try to change my marketing
material since he is doing regular flyers and
make my presence known more. any other suggestions?
John Surge says to (17:38):
Lata, pick a strategy--develop two or three ways
you are going to generate business--and then
fully commit to that strategy. Be careful not to react in the moment
or react to what your competitor is doing. Keep an eye on it but don't
panic. Pick a course and hit it aggressively. You will gain your share
of customers.
ccrockett says to admin (17:39):
One agent in my farming area sends out pumpkins
with his "name and logo tag attached" every fall. He's been
doing this for about three years and has done
very well! At first I thought it was rediculous
but it appears to be beneficial!!! He is my main
competitor! I have no idea how to compete with
pumpkins though... LOL.
lata0609 says to (17:39):
thank you for the advice. i thoroughly enjoy
H/H at our Tarbell events.
John Surge says to (17:42):
Ccrockett, well, what I like about about what
he's doing is that it is a strategic networking
strategy, he's consistent and it provides a reason to have a conversation.
Developing your own promotional event that's in alignment with your
target market is an essential marketing componenent. See the article
on the front of HobbsHerder.com about staging your own promotional
event. I'm sure you can do better than pumpkins!
John Surge says to (17:44):
OK everyone. We're out of time. I want to thank
you for your participation. Great questions
and great exchanges. We hope you enjoy this free resource. Please
know I am here every third Thursday at Ten a.m. pacific time.
Also, make sure you are attending our free teleconferences. The
schedule is at www.hhcalls.com And make sure you are visiting
and reading the great articles on HobbsHerder.com
michelle tsai says to (17:44):
i am trying to see the people in my farming
area. however, it's not very successful so far. what
should I do? How can I make my website known
and used efficiently?
John Surge says to (17:45):
What drives us at Hobbs/Herder is helping you
achieve your goals.
John Surge says to (17:46):
Michelle, what do you mean by seeing the people
in your farm area? You need to promote your
website and you need to offer specialized, local information that
peope in your farm area want.
michelle tsai says to (17:46):
distributing monthly flyer or market update
michelle tsai says to (17:47):
sorry to take more time from you.
John Surge says to (17:47):
Michelle, I would suggest checking our event
calendar and getting to a seminar to go more
indepth on how to create a successful website.
We have articles on this subject. On your monthly flyer, promote
your website and offer something your farm wants and then can retrieve
on your website.
John Surge says to (17:47):
Take care, everyone. Happy marketing! See you
next time.
michelle tsai says to (17:47):
thanks a lot
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