September 18, 2008

John Surge says:
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:
The format for todayís 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:
Who wants to start us off with the first question?

cwillard says:
Effective marketing for fsbos?

John Fell says:
John, I just got brochures and power-kards printed and am wondering if you recommend that I start with 10 deals in 90 days, or follow the receipe in the marketing program. They are 2 different programs.

John Surge says:
Cwillard, give me a little more about what you're looking for.

cwillard says:
I list fsbos and expireds. I wondered what type of medium would bring fsbos, for example, to the table to want to list with me over another agent.

John Fell says:
I am going to take over a couple of farms and I want to jump start the process.

John Surge says:
John, that's a good point. There is a way to blend the two. It's important to know that the 90 day plan is a Personal Brochure Only plan. Have you received and read the document we send to clients on executing your direct mail plan. It comes via email in PDF format.

John Fell says:
John, I don't remember receiving that.

John Surge says:
Cwillard, OK, we do have a program you get when you attend our Gateway Seminar. In general, our approach is to offer the FSBO information to help them sell the home on their own, make a personal connection and hope to transition the FSBO to be your client. FSBOs take some time and TLC. You need a disciplined direct mail program to target FSBOs.

robrule says:
John, I have a number of the H/H ads from the "100 Best" cd worked up with my information. I've been rotating them on a regular basis in the local monthly print publication. How often should I recycle an ad that I have previously run, and what ratio of direct response to straightforward marketing do you recommend?

John Surge says:
John, OK, that would be a great place to start. I'll look into that for you later in the day and get it to you.

John Fell says:
thank you John

John Surge says:
Rob, I would be careful doing too much rotation. The biggest mistake I see agents make with Direct Mail and Advertising is the need to have a "fresh" message every time. You're actually better off with fewer very strong advertising points that you communicate repetitively to drive your message. Think of the Presidential campaigns today. You can see how they keep driving the same talking points. Take a cue from them. They are masters.

robrule says:
So then you would repeat the same singular ad over a period of months? And how often should I insert a direct response vs. a straightforward ad?

John Fell says:
I keep getting dropped out of the chat room. Is there a problem?

John Surge says:
Rob, I'd like to know a little bit more about the publication and understand the goal, but the short answer is that you have a nice blend. Remember that you can and should add direct response mechanisms into your more personal branding oriented ads. That said, I like to see four ads developed for a 12-month campaign that are rotated 3 times. That's a good foundation. With template ads you need to make sure they are in alignment with the message of your personal brand.

John Surge says:
John, no, it's most probably on your end--something in your set up. Sorry about that. In the future, call in advance and we can probably walk through a setting on your computer.

robrule says:
Good to know. My next big incestment is to have you guys do the media planning for a year with the customized ads, but it's a fairly significant hickey right now, with the economy, the hurricane, and all...

John Surge says:
Rob, are you receiving requests for your reports?

robrule says:
errr...investment, not incestment...

John Surge says:
Rob, understood, but don't think of it in such large terms. It might be as straightforward as developing two or three ads and then blending your personal brand into the direct response ads. In the meantime, just shore up what you're doing.

robrule says:
Not many requests - I ran a direct response ad consistently for about 6-7 months and got about 4-5 requests for reports. I have been handing them out when I first meet with a buyer or seller to try to help establish credibility, and the combined materials have definitely helped with that.

John Surge says:
John Fell, by the way, the manual is called "How to Turn Your Direct Mail into a Steady Flow of Business." It's an eBook and does address how to approach the 10 Transactions plan with our other ongoing direct mail plans.

John Fell says:
Great, can you send it to me?

cwillard says:
Is the ebook only for your paid clients?

John Surge says:
Rob, OK, good on handing them out and building credibility. Did any of the 4-5 requests turn into transactions? With direct response, the cool thing is that you can tweak the message, run bigger and smaller ads, try different pubications until you hit improved response rates.

John Surge says:
Cwillard, yes, it's for clients of the ad agency. It's a guidebook for using Hobbs/Herder direct mail tools.

cwillard says:
Thanks.

John Surge says:
John, it's being sent to you to the email address we have on file.

John Surge says:
Just a note, we have a nice small group this time so make sure you're getting all your questions asked, ask follow ups and don't be shy to ask each other questions.

robrule says:
John, another thing I am trying to focus on is a USP that is compelling enough to cause people to want to call me over someone else. Some of the better ones I have seen include "Buy or Sell From Me and Use Our Truck For Free", "Guaranteed Sold in X Days...Or I'll Buy It", "Your Home Sold In X Days or I make The Payments", etc. Have you seen anything else you thought was innovative?

John Surge says:
Rob, I don't think I'd call those USPs. Those are promotional tactics. The cool thing with those, other than the truck, is you can try different offers to see what makes the phone ring. And you don't have to offer the program to everyone, necessarily. The one we have taught for many years is the commission back guarantee. Some of these things are gimmicks that run through the realtor community like wildfire. I've not heard of wild success stories on the truck deal.

John Surge says:
John, sorry you keep getting kicked out. It's like you keep getting kicked out of school. :-)

John Surge says:
We have about 10 minutes left. I hope you've received some good information. We still have time. What's on your mind? Any follow ups?

John Fell says:
Before I get kicked out again, thanks for all the good ideas.

John Surge says:
A couple of program notes: the chat will be archived on HobbsHerder.com early next week for you to have a hard copy.

John Surge says:
Las Vegas Gateway is coming soon, plus our clients only Master Marketing Summit, the free day before the Gateway intensive program.

robrule says:
I've thought about the "Satisfaction Guaranteed" program, but my broker won't participate. I don't mind taking it on for my portion of the commission - but how has the feedback been from those that have taken on the program?

John Surge says:
The next chat is Thursday Oct 16--every Third Thursday at Ten pacific (1PM eastern).

cwillard says:
I have used the Satisfaction Guarantee for over ten years and I would say that I get 15% more listings because of it. I make it part of my contract and that if I don't do what I say I will do I can be fired. I have only been fired once in 10 years.

John Surge says:
Rob, it depends. I think it tends to be one part of a mix and not a panacea. I think if your broker's not on board, I'd stay clear of it.

John Surge says:
But remember, you can try anything in an ad or direct mail program or email program and try it and test it and see how the market responds. It's not like you have to be committed to it for life or for every client. Testing what works is an essential part of direct response. Do you see how you could do this? Otherwise, let me guide you some more.

robrule says:
CWillard, I would call what you have an "Easy Exit" program...the program I am referring to is - if you're not completely satisfied, the transaction is free - the commission is refunded

John Surge says:
Cwillard, that's an excellent point--it's a great tool for listing presentations. How has it worked to attract leads?

cwillard says:
Yes, you are right but it gets me listings over other agents. Answer: On getting leads. I get mine with I will sell your home in 39 days or sell it for free.

John Surge says:
Rob, yes, that's a good distinction.

robrule says:
John, what I'm hearing you say is mix the media and size of the message or direct response, and maybe even run it independently of some of the other advertising I do. Is that accurate?

John Surge says:
Rob, so there's something that works for Cwillard.

robrule says:
Yes, I too use the "Easy Exit" strategy - the "Satisfaction Guaranteed" would up the ante a little. I'm intrigued as to what impact it might have on my business.

cwillard says:
Good thought!!

John Surge says:
Yes and no. For instance, maybe you take a page from Cwillard and use the Sell it in 39 Days or I Sell it for Free. Maybe you run that as a small ad or you try it in one cycle or your advertising or on one direct mailer. You could even try the Satisfaction Guarantee. THEN if it generates sufficient responses, you shift your focus. The direct response, not your branding, can shift until you hit a mother lode.

robrule says:
Understood. Thanks.

John Surge says:
Well, everyone. We're just about to wrap things up. Thanks for taking some time to be with me today. I hope it was valuable. At Hobbs/Herder, your success is our passion and we hope you enjoy this resource.

robrule says:
BTW, what would you consider to be "sufficient" response?

John Surge says:
Don't forget to read our Enews monthly and visit hobbsherder.com regularly for great articles on building your business.

cwillard says:
Post cards spaced 3 days apart mailed to 1,000 expireds over a period of time (3 months) (series of 5 post cards) 5,000) cards got me 14 listings. They called different extensions to hear the audio and then I called them back. Texted to my cell within 10 seconds.

John Surge says:
Rob, there's no magic answer to that but I would take your advertising budget and then look for a three to four times return over the year. So, what are you spending every month on your print advertising and what calls are being generated, and how many of those calls are translating into face to face appointments and how many of those into transactions. Obviously, it does take some time to establish a campaign but you do want to get down to brass tacks at some point with whatever media you are using to make sure its effective.

robrule says:
CWillard, Is that a baseline, or above your usual traffic?

John Surge says:
Cwillard, nice program. Lots of good marketing fundamentals in that approach. Do you run the program ongoing?

cwillard says:
That is above my usual listing outcomes. I only list. I do not work with buyers. 2nd answer. No, my system fell apart when I got busy so I have hired an asst to do the mailings. I have gone to 19 days and it seems that 39 got more responses.

robrule says:
I just read that again - 1,000 expireds? Wow - maybe I'm limiting my campaign a little too much. I mail to expireds too, but nowhere near that scale. It's good to hear ratios, though...

John Surge says:
Cwillard, you might check into our Digital Printing and Mailing Services. You can speak with Michael Kaminski in our office. He can get something like this set up to happen for you pretty automatically.

John Surge says:
OK, folks. It's time to sign off. Thanks for attending...and happy marketing. To you success, John Surge.

robrule says:
Thanks guys!

cwillard says:
Thanks.

deefether says:
Thanks

llewellen says:
Sorry I missed this. Maybe next time if someone will put me on the email list...llewellen@realtymortgage.com

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