April 16, 2009

John Surge says:
Good morning/good afternoon, we will get started in just a few moments.

John Surge says:
OK, great to have you on board.

John Surge says:
My name is John Surge and I am the President of Hobbs/Herder. My speciality is helping agents and companies develop successful marketing strategies.

mjbraun70 says:
Thank you. Great to be here.

John Surge says:
The format for today's chat is free-form Questions and Answers on any marketing related topic. Please feel free to interact with each other. The chat will last 45 minutes. Let's get started.

John Surge says:
Who has the first question?

romie says:
John,

John Surge says:
Yes, Romie.

alderfer@homernet.net says:
What direct marketing do you find to be effective?

mjbraun70 says:
I am located in a small-town, which has obviously seen better economic days...without much out-put financially, what would be the best "start" for someone?

John Surge says:
Alder, when you mean direct marketing what exactly do you mean? Direct marketing is a broad term for a type of advertising/marketing. Do you mean direct mail?

romie says:
John, sorry about that. I hit the wrong button. Do you have any data on the different response rates for the 2 vs 3 mailings per mo with the direct-mail program?

david kelman says:
I am a member of the Boston Society of Arcjitects.How do I market my skills to this group.I chair one of their committeess and have spoken at their conference on real estate issues

John Surge says:
Mjbraun, that depends on your goals. The start I would say would be to define your target market, look for ways to communicate to your target market consistently (networking, direct mail, internet/email, publicity) and look to build your personal brand. A personal brochure is often a great way to kick off this type of start.

PaulMcEwan says:
I am looking for some ways print advertising can help boost SEO

alderfer@homernet.net says:
Yes, I meant direct mail. I've used Just Listed postcards, Home by Design magazines, various sorts of letters- I like the magazine, dont have much response from Just Listeds anymore.

lorraine says:
Am I suppose to hear a voice? I am only seeing chat in print.

alderfer@homernet.net says:
do any of you use enhanced Realtor.com?

John Surge says:
Romie, I know, I was kidding with you. No, we are not really able to track statistics but we know from experience that frequency is important. Look at it this way--36 mailings vs 24. Then, I think you can cut down some mailings to save budget--for instance in Nov and December in most markets. Also, we also have a program that sends 3-2-3, every other month you send two pieces. If you get strategic, you can still send 24 pieces in a year and get the frequency you need. However, more is always better but sustainability is Job 1.

John Surge says:
Paul, help me with that. Not sure what you mean. Do you want to drive people to your site through Print Advertising? How do you envision improving your SEO ranking via print advertising?

PaulMcEwan says:
For instance: a business card with nothing on it but your unique search terms...

PaulMcEwan says:
when someone uses those search terms, that boosts SEO

PaulMcEwan says:
Looking for other ideas

lsifuentes says:
John, I really want to get a website and need one, but haven't started with a brochure or logo yet. Is that ok?

John Surge says:
Alder, direct mail is part creative and part science. The science comes in by researching and analyzing what you do that works and doesn't work. Here's my take: the right target market, a budget that has sustainability and provides for proper frequency, a strong personal brand and great direct response calls to action are the components of a great direct mail campaign. It's not an either or proposition. Does that help any? Maybe ask me a follow up.

danvallejos says:
John, i'm about to start my direct mail campaign, I have a set budget for this, is it better to farm with small group on 8-week campaign or bigger group with 6 week campaign, followed by 3-2-3? I am trying to stay with my budget.

John Surge says:
Paul, I don't think that's a way to SEO ranking. What I do think you're talking about is promoting your website and I do feel this is an important part of a marketing mix. The key to a great website is great CONTENT. Think like your prospective buyers and sellers and the people who live in your target market. What info do they want and can you provide that info on a regular basis with consistent updates? Then promote that content via publicity, direct mail, ads, yes, on a business card or handout and also you can use Press Release services online that will distribute your content and drive traffic to your site.

John Surge says:
Isifuentes, absolutely. Many agents go that route as the way to start their personal branding. There are components of a great website and a great personal brochure are very similar and then there are obvious differences, but this is definitely an OK way to approach the personal branding process.

david kelman says:
Does anybody do a direct email campain to clients/past clients? Any sugguestions of how to do this?

PaulMcEwan says:
I do Direct mail to past clients once a month

John Surge says:
Dan, if you're talking about the Mail Blitz to launch your campaign, then I would still have additional questions for you. i don't believe those two mailings will make much of a difference in the big picture. What are the numbers you're thinking of? How many can you comfortably mail to over time to build your business?

John Surge says:
Paul, excellent. David, this is one of the MOST missed components of even successful agents' marketing programs. This is FIRST on the list of things to do. Past clients, even though I don't like that term, and y our sphere--One Piece a Month (as Greg and Don like to say, "until you die.")

John Surge says:
How are we doing? Are you getting some good info? Feel free to do follow ups?

mrgreggers says:
One piece a month, with a followup phone call, personal note or in person visit.

mrgreggers says:
...and ask for a referral every time.

PaulMcEwan says:
Good feedback here, I like the idea of not thinking in terms of "Past Clients"

John Surge says:
Mrgreggers, good. What type of pieces do you send to your client base.

danvallejos says:
800 vs 1200 is the number i am referring to and yes i am more comfortable sustaining 800 on 3-2-3 overtime but at the same time i hate missing some market share on the other 400.

mrgreggers says:
stuff from Buffini. They create it. I mail it.

PaulMcEwan says:
So much conversations on social network marketing, it's a nice change to here ideas on Direct Mail print advertising

John Surge says:
Paul, yes, it's interesting that language because in most businesses they are just "clients." That comes down to the transactional nature and the deal to deal mentality in real estate. Language helps shape how we think of things.

mrgreggers says:
think of them as your friends. I keep in contact with my friends, who happen to be on a database.

John Surge says:
Mrgreggors, great. The next step is too look at increasing your brand awareness and building more of a unique brand to yourself to complement the strong execution.

keithbagley says:
John... I am ready to get started on my campaign, and as you know, most markets are into their peak selling season, but I am still waiting to see the first of my designs, logos, etc from your people. I signed up at Mega Marketing on March 6, have had the info you requested into you thoroughly and within a couple of days. Is this sort of time line normal? By the time we get everything done, and printed, we will have missed the most opportune time to get results.

mrgreggers says:
most of my business is from the people on my database. They become clients due to the contact on a regular basis.

david kelman says:
I have established myself as a Realtor with an expertise in Green Homes(enviremently friendly).I send people tips of how to update homes in this area.

mrgreggers says:
send the stuff, but make a voice to voice or face to face contact too. Makes the world of difference.

PaulMcEwan says:
Take time to do the brand correctly first, you'll win later

mrgreggers says:
Yes. YOU are the real estate company you want them to think of.

garthjones says:
We have our proofs for a full marketing kit, we are about to take photos. We are priced out on printing of brochures, but are truly tapped on money. Should we be factoring in power cards as well to get our marketing started?

danvallejos says:
keith... mine took 5 months from beginning to printing & start mailing my personal brochure... it's also based on how fast you can turn around your professional pictures back to HH

Nancy J Ullery says:
We are using a newsletter the has useful tips, information that everyone would want, a cartoon and we always have a contest with a question that people can answer and give womething away. We imbed offers of free reports in this news letter and information about how the market has done the past month. we honor a client each month. We send it out monthly. We have had very positive response to this. We send it to a list of past clients our nerighborhood, and our warm list. Also the chamber here sends us a relocate list each month and we send it to them. We are working on a letter to send inbetween newsletters. I have had people ask to be on my mailing list. I feel this will create referrals as well as buyers and sellers. I have one gal tell me that she shared it with her offece and we are the pick for realtors when they need one.

John Surge says:
Keith, well, great works takes a little time. If you went to a seminar on March 6, when did you have your consultation? It sounds like we're about three weeks in and that's a necessary incubation time. However, feel free to let your Account Executive know of your timeframe needs. In the meantime, make sure you have your photographer lined up so you can hit the ground running. Free free to contact your AE today and let him/her know what you'd like to accomplish.

John Surge says:
David, love that niche focus. Nice work.

John Surge says:
Garth, get in touch with Patrick in our Printing Dept. He can help you. Please explain what you mean by "priced out on printing brochures."

Nancy J Ullery says:
PS. We use the banding material we had made with HH. Alos send them to our website created by HH.

John Surge says:
Nancy, sounds like a great tool.

garthjones says:
Sorry about being vague, we have costs from several printers. The cost of postage is so intimidating to newbies in RE.

John Surge says:
OK, that was a flurry of questions. Did I miss anyone?

PaulMcEwan says:
Got a client in, must go

mjbraun70 says:
I think there are people (like me) who would LOVE to spend money getting everything done by HH....but it is just not possible. I need some inexpensive suggestions to get the ball rolling to get me to where I would like to be so I can get HH to do EVERYTHING for me!! Help!

John Surge says:
Garth, then you might have to approach differently. Marketing needs to be capitalized to be effective, otherwise figure a way to HAND OUT 25-50 brochures a week and I don't mean door knocking. If you have to, start with a small, carefully selected target market and make sure your sphere gets regular attention from you.

david kelman says:
Green Housing works.I am giving a presentation on it tonite to a group of architects.Becoming an expert in the field helps and having a group such as architects helps.Helping people do the right thing and save money at the same time helps.

romie says:
John, Thanks for the good info.

garthjones says:
I have priced for 10000 brochures, with the idea to give them away like candy....but then we still hear alot about marketing to a farm, with direct mail...I am confident that once we get a positive result with the HH campaign, reinvesting those monies back into more marketing will be a no brainer.

John Surge says:
MJbraun, well, it is a little like the chicken and the egg, but here's my best advice: you need to carefully select a target market and then look for ways to communicate to that target market. Even if you just create a great logo and a slogan then look for ways to communicate to that target market. Public reletions is free. Newtorking is free. Get a plan in place and stick to that plan to build over time. Additionally, if you have been to our Gateway seminar, you have incredible tools all for the cost of the seminar in your binder. Use those to generate leads. Some good ides there? Please follow up if anything is not clear.

david kelman says:
Does anybody have comments about LINKEDIN or FACEBOOK

John Surge says:
David, niche marketing works. You are becoming a specialist valued for your unique insight and someone who connects with people on a topic they are passionate about. Great work.

John Surge says:
Garth, I think that is a fine initial strategy. Give it some time but a personal brochure used in Open Houses, Listings Presentations, as a referral tool, as lead follow up--that one tool is so powerful if you really put some effort behind it.

John Surge says:
David, get knowledgeable about social media and incorporate it into your mix, but you have to be careful that you don't become boorish. It's really just like going to a neworking event--build rapport and work what you do into the conversation. It's OK to report on how you helped people and what challenges were overcome, but be careful thinking this is the "next big thing." It's one more componenent of a marketing mix.

John Surge says:
OK, some great stuff today. I hope you are enjoying this free session by Hobbs/Herder. I want to make sure no question is left unanswered.

garthjones says:
Any way to save a transcript of this chat?

John Surge says:
PROGRAM NOTE: this chat will be archived on http://www.HobbsHerder.com by Monday so that you can refer back to the information. That's a nice part about a text-based chat.

Nancy J Ullery says:
Thanks John I think this can helpful. We need to share ideas.

John Surge says:
Garth, you were one step ahead of me!

garthjones says:
Good Team

John Surge says:
Nancy, we do this every month. I've been doing this for some 9 years now! Every Third Thursday at Ten (pacific), 1PM Eastern.

John Surge says:
We have about 5 minutes left. Please fire away.

Nancy J Ullery says:
Okay. I will mark my calendar.

mjbraun70 says:
May I ask if there are any of us that are just starting out with doing Personal Marketing? I am not a "newbie" but have been trained to use our company Brand for marketing...

John Surge says:
More program notes: If you haven't been to a Gateway or haven't been in awhile, we are responding to the market with much more affordable seminar admissions. We will be in Seattle next week and Orange County, Calif in June.

garthjones says:
We are trying to market to dog lovers. Anyone have insight or history like this?

John Surge says:
Garth, I wouldn't make that your SOLE target market, but it's a nice niche segment.

garthjones says:
Until the HH rep came to the office, the idea of personal marketing was never encouraged through our office, rather market the trademark of the agency. So absolutely we are newbies in personal marketing. We do appreciate what HH has brought to us in education as well as product.

John Surge says:
Can anyone help MJBraun? MJ, I would suggest going to a seminar to see how we talk about co-branding. The company brand is great for credibility and you need to give people a reason to call you specifically. I would also suggest spending some time reading articles on our website.

mjbraun70 says:
Thank you for the ideas today!

John Surge says:
Thanks to everyone for attending today and fortaking some time to work on your business instead of in your business. We hope it was time well spent. Just remember that one of the primary functions of your role as an agent is that of Chief Marketing Officer of your business. Keep learning, keep growing, keep planning, keep executing and keep your mind open to knew ideas and strategies while being rooted firmly in marketing fundamentals.

danvallejos says:
Thanks John

garthjones says:
Thank you.

John Surge says:
Happy marketing and see you next time.

danvallejos says:
See you at OC gateway in June

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