February 19, 2009
ronanddebbie says:
I know we're a little early, but we don't have a microphone so we can only chat ...
John Surge says:
Welcome. We will get started in just a moment.
WillandLivia says:
Good Morning, John
John Surge says:
FYI, this is a text chat--no microphone. This is a great format because questions can be followed and then also archived for reference later.
danvallejos says:
good morning
Germaine says:
Good Morning
John Surge says:
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:
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 19 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:
We will start in just a moment. Feel free to type in your questions.
ronanddebbie says:
Debbie and I are about to go into printing our materials. How often should we mail PowerKards to our farm areas, and how often and to whom should we mail brochures?
danvallejos says:
john, can you guide us how to market ourselves in FACEBOOK?
danvallejos says:
or linked-in
mculmore says:
twitter...
desiree pearce says:
With sales slower than usual and marketing dollars tight what do you think is the one most important thing you should spend your money on right now?
Germaine says:
Which social network is the one to use for professionals?
John Surge says:
Ron and Debbie, you need to make sure you have read through the eBook for our clients called: Turn Your PowerKard Into a Fullscale Mailing program and that you have investigated our mailing plans. Contact Jenny in our office if you need to speak with someone about this. Generally, you should send your brochure twice per year and then send 2-3 pieces per month--and NOT all PowerKards.
mculmore says:
also pros/cons of putting one's imagine on every marketing piece. will consumers think it's an ego trip?
WillandLivia says:
How long does it usually take to get our marketing materials after they have been ordered from Hobbs/Herder and our interviews have been completed?
John Surge says:
Dan, you can provide a "banner ad" on your website, but I think the best thing on Facebook is to be active being a good friend. You don't want to be overbearing in this social network arena but rather reach out and connect with people and let them know what you are up to. With LinkedIn you can be a bit more business oriented. These are great connection tools.
John Surge says:
I suggest diving into most of the social networking arenas but don't fool yourself into thinking this "next big thing" is the only thing you need to do as far as marketing and be careful not to get lost in a time sink here.
danvallejos says:
i did see some people on FB rather annoying because they are always plugging their business. I find it easier if you just socialize and friendly without rubbing too much of what your business is.
David Anderton says:
What's the best way to market to apartment building owners using Hobbs Herder materials?
John Surge says:
Desiree, that's a tough question but I would say a personal brochure with an active networking program and meet and greet program. A good website is pretty essential. It's always difficult to say, One thing, because marketing results are usually achieved through an integrated program.
John Surge says:
Mcmulmore, that's an agent mentality. The reality is people don't think that much about you. We highly recommend a strong personal branding presence--not just your headshot stuck on materials--for all of your mareketing. There's a difference.
John Surge says:
Will and Livia, after your interview, allow 4-6 weeks for the first draft of your materials. Then we go to completion/revision stage and that varies for everyone. I do know that photographs tend to hold up the campaigns that get held up
romie says:
Would it be possible to contact some of the H/H clients who are using the "Satisfaction Guaranteed or my commission back" niche?
John Surge says:
Dan, yes, that is annoying. Better just to share your experiences and also like in How To Win Friends And Influence People, be a person who's interested in others.
danvallejos says:
With the First time Home Buyer credit of $8k, I'm planning in adding Townhomes/Condo community in my farm but would like to target tenants. I know that HH does not recommend addressing to "Residents of Occupant" what do you recommend?
John Surge says:
David, this is a very straightforward niche marketing approach. The problem most apartment owners have is that the agents they work with are not uniquely qualified to handle apartments...so set yourself as a credible expert in this field and then market consistantly via mail and email to apartment owners and speak to their needs and fears and problems and share your testimonials from other apartment owners. This is a good niche approach.
David Anderton says:
Thank you John!
Germaine says:
I have received my mock up material and I love the story but I have some problems with colors and art work. Do I have an opportunity to work with my advisor to change that?
John Surge says:
Romie, we have no way to track this and could not give out names. You might simply try searching google and reach out via email.
John Surge says:
Dan, it's just a recommendation and your response is improved with names but if it's all you have, you can test it. More imporant is to make sure your message is highly targeted to this new niche. You can't just add them to your farm and send the same materials.
danvallejos says:
John Schulte and our marketing dept is actually working on a marketing piece for this target of st time homebuyers. It will be a separate farm from my 3000 regular farms
John Surge says:
Germaine, no once it is put down on paper it's in stone...I'm kiddding. Absolutely. Be frank with your account executive and they will work with you. Actually, the story is usually the harder part...so you're doing well. Just let them know what you like and don't like and try to be as specific as possible. We want you to have a piece you're excited about and proud of.
John Surge says:
Dan, OK, but make sure YOUR personal brand is a part of what you send. Make sense?
danvallejos says:
Germaine, in my experience, the staff at HH are always willing to help out and wnat to make sure youa re happy with your material {smile_smiley}
ronanddebbie says:
John and Germaine, We made changes to story, photo placement, and corrected some mistakes. The creative dept. just wants you to love your materials.
danvallejos says:
ohhh yes, absolutely. my personal branding always go out with my materials...
John Surge says:
How are we doing? Is everyone getting their questions answered? Any follow ups?
Germaine says:
Thank you, John. I am an artist and would like to include some of my own photography as some of the back ground and repeated patterns...if I provide copy ready material on a cd, will they work with me?
John Surge says:
Germaine, yes. I will also say that we recommend to our account executives to also be frank with clients about what will work and what will hinder a campaign...so encourage an open dialogue and that will translate into the best work that gets the best results and will remain productive for many years.
Germaine says:
this is great!!! Thank you!
John Surge says:
You are most welcome.
romie says:
Are you familiar with the books "The Field" & "Power vs Force" & if so any thoughts about them?
John Surge says:
Romie, I am not familiar with those. Anyone else?
ronanddebbie says:
Not us
John Surge says:
A program note: this chat session will be archived on HobbsHerder.com in the next couple of days for you to reference back and have for your records.
desiree pearce says:
Neither am I. What are they about?
WillandLivia says:
Romie, tell us more!
John Surge says:
OK, while we hear more aboout these books, who has additional questions about their marketing?
David Anderton says:
Thanks for the great information, I am going to beach, have a great day everyone! Be sure to look me up on Linked in, I am never too busy with for your San Francisco Bay Area referrals!
John Surge says:
Thanks, David. Enjoy.
ronanddebbie says:
I'm sure we'll have additional questions once we receive our full set of materials. I'll look forward to the next chat John. Thanks.
Jetta McWhirter says:
What should we use for expired listing?
romie says:
It's my understanding that they have something to do with the intangible presence & influence some people exert in the presence of others. They were both recommended by Larry Kendall of The Group in Ft Collins, CO & the Ninja training system
John Surge says:
OK, Ron and Debbie. Enjoy the creative process. See you next time.
John Surge says:
Oh, Romie, I don't need that. I already have that in spades :-) ...actually, sounds very interesting.
WillandLivia says:
John, does HobbsHerder develop our websites concurrently with our marketing materials? I just excited to get going!!!!!!!!!!
John Surge says:
Will and Livia, speak with your account executive. They may be able to accomodate you. The big key is to get your photos going!
WillandLivia says:
Thanks John, my photos have already been sent in!
John Surge says:
Jetta, I don't really understand your question. Can you help me out a bit.
John Surge says:
Will and Livia, that's great. Touch base with your account executive. Your AE should be able to help you get this moving.
WillandLivia says:
Thanks!
Jetta McWhirter says:
Will we get something that will work with expired listings
Germaine says:
Jetta, are you talking about a system of marketing to expireds?
Jetta McWhirter says:
Yes
John Surge says:
Jetta, are you having materials created? Did you attend the Gateway?
Jetta McWhirter says:
I having the photos done soon
John Surge says:
We have 10 minutes left--did everyone get everything answered? Are you reading Enews each month?
romie says:
John,
WillandLivia says:
John, we really enjoy Enews!
John Surge says:
Jetta, if you've attended the Gateway, there is an entire Expired system in the binder you get when you attend the seminar.
Jetta McWhirter says:
Thanks I will review that again
mculmore says:
how does one get Enews?
John Surge says:
Will and Livia, that's great to hear. Reading this each month will keep you in tune with your marketing. Also, attending a seminar each year.
romie says:
John,Thanks for your help. I hope to be back for the next one.
desiree pearce says:
John, I live in South Florida, in Boca Raton. Our real estate market has changed so drastically from a few years ago and obviously not for the better. What advice are you giving agents right now to help weather the storm?
Germaine says:
I already have the seminar in Vegas on my calender for 2009...see you there. thanks this has been great!
John Surge says:
Mculmore, go to HobbsHerder.com and sign in and I recommend to make sure that HobbsHerder.com is cleared in your spam filter. It comes out about the 10th of every month.
WillandLivia says:
John, we hope to see you in Las vegas at the last of 2009!
John Surge says:
Bye Germaine. Thanks for attending. See you next month--the third Thursday of every month.
John Surge says:
Will and Livia--I will be there!
danvallejos says:
i have Orange County and Vegas gateway on my calendar
mculmore says:
thanks.
John Surge says:
Desiree, this is a tough question because it is a business that needs capital. But I would say: stay in touch with your past clients and your sphere, actively develop a networking strategy, work expireds, don't pay attention to the news (transactions are happening), be honest with sellers (don't take on their beliefs as your anchors), moving forward, develop a savings program where you pay yourself (for a business reserve account), use public relations to build your credibility, have an active website program with new content always, do whatever marketing you can commit to consistently, associate with positive people, focus on what is happening and not what is not happening.
desiree pearce says:
Thank you John. That is excellent advice.
John Surge says:
Thanks, everyone. Your success is our daily inspiration at Hobbs/Herder. We hope you enjoy this free resource. I look forward to chatting with you next month--Third Thursday at Ten pacific time. Until next time....happy marketing.
WillandLivia says:
John, I'm looking forward to the March chat!
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