June 18, 2009
John Surge says:
The format for today's chat is free-form questions and answers about any marketing related topic. Feel free to ask questions, interact with each other and pose follows.
John Surge says:
The goal is to provide insight and understanding in a format that you can print out once it is archived on HobbsHerder.com next week.
romie says:
John, what are your thoughts on using Simple Truths movies on a personal website?
John Surge says:
By way of introduction, my name is John Surge and I am the President of Hobbs/Herder. My speciality is helping agents and companies develop success-oriented marketing strategies.
John Surge says:
Let's get started. I'll take Romie's question.
John Surge says:
Romie, I think the bigger question for you is to decide the focus of your personal brand. If content from outside supports that, then that might work well. I wouldn't put up content without a purpose.
John Surge says:
Who's next? Don't be a lookie-loo. :-) The more you participate, the more you get out of the chat.
John Surge says:
OK, who has a question?
blancaocrealtor says:
Hi John,
blancaocrealtor says:
How often do you suggest to farm my geographic farm and what material do you suggest to be more effective?
John Surge says:
Blanca, tell me more about what you are doing now.
wright says:
John, do you feel that the social media we hear so much about in all that successful for realtors/
John Surge says:
But the big picture answer is this: send a minimm of two pieces per month--3 is optimal or send 3-2-3, alternativing months and send a mixture of PowerKards with Just Listed and Just Solds, personal letters, AdKards and then mix it up occasionally with a testimonial based piece or a client case study. Your pieces should be strongly branded with your personal brand for name recognition and to build credibility.
blancaocrealtor says:
Well, I am farming 2 times a month with neighborhood sales updates and client information from hud and how not to lose their home.
blancaocrealtor says:
I am trying to focus on getting listings.
donna.reid says:
Hi John,
WillandLivia says:
John,
donna.reid says:
What if your budget doesn't allow farming a group of 1000 homes. Does it make any sense to do a farm of 300?
John Surge says:
Wright, I think it will all shake out over the coming years. Some of it will prove not to have staying power and others will become as familiar as a cell phone. I would say to absolutely get involved. Additionally, your social media content can also drive your website search position. The key is to push out relevant content and connect with people personally and social media is an important tool. Like all tools, it's one part of a marketing MIX! That's vip. Greg Herder is doing a webinar today on this important subject.
blancaocrealtor says:
I just finished my photos for my personal brochure, so I plan on door knocking with that as well. Since money is tight I am trying to budget my marketing.
WillandLivia says:
John, my personal marketing brochure is about to go to print, but I'm still waiting on the completion of my website. How long does it usually take Hobbs/Herder to complete it?
John Surge says:
Donna, not really sure. You have to do the numbers and see how much business is coming from that group. I would first make sure that you are doing sufficient work with your sphere and past clients. A farm of 300 as a building block, if you can commitment ongoing to building the relationship could be find as a launch point. I like that better than starting with a larger number and stopping before it kicks in. Then look for other ways to network with that target farm. Make senses?
John Surge says:
Not senses, or course. :-) Sense?
John Surge says:
Blanca, I think you have to do what you have to do. The key with the Personal Brochure, and so many miss this, is to get it out there. Get it distributed. Get 30 to 50 in the hands of new contacts each week. Many agents shy away from this integral step. Door knocking is not something we see usually sustained but if you can do it and stay committed, using your brochure is an outstanding tool and conversation starter.
Chyrel Madden says:
We don't feel our website is getting enough traffic. We have it on EVERYTHING...all our advertising, letters, e-mails, etc. etc. I know there's a webinar coming up about SEO. Can you give some general hints.
John Surge says:
OK, how we doing? Keep your questions coming. We're warming up. Good info so far? Want more?
donna.reid says:
Is there someone at Hobbs Herder who can help you with your website once it's already established? Someone who could walk you through each of the buttins and tell you what you should have as information in each section?
donna.reid says:
buttons!
blancaocrealtor says:
What suggestions do you have for distributing the personal brochure? I plan on also using it on expireds, which I am trying to really work on.
John Surge says:
Chyrel, in general real estate agent websites are seeing less and less traffic so you have to keep upping the ante and your game. What will people get there when they visit? What will encourage them to come back? Content is key once you have a great branded website that leaves a positive reinforcement of you as a person and agent. That said, press releases, new content, search terms woven throughout your content, becoming familiar with Twitter and how it works with the search engines are all keys to having the search engines deem your site as worthy for a higher ranking. Additionally, an IDX feed is important as well as community information that is search term woven.
John Surge says:
Donna, yes, we have regular small group webinars to start and can get you an orientation. Be in touch josh.hannum@hobbsherder.com and Josh can help you.
romie says:
John,
John Surge says:
Blanca, you have to be bold and get comfortable giving it to everyone you meet. Use it in place of a business card. You can distribute it at local vendors like dry cleaners. Open Houses. FSBOs. Your past clients...for referrals.
romie says:
John, could you distinguish between coaching & consulting, & provide the pricing options such as for ala carte & packages?
Chyrel Madden says:
What kind of print advertising is most effective (or not effective)?
John Surge says:
Blanca, we have seen brochures distributed by chambers of commerce, welcome wagons, relocation, hotels, pre-listing packages... you have to be continuously creative and proactive.
donna.reid says:
Speaking of coaching, does Hobbs Herder have a program which takes you from the begining, eg. how to select a farm down to marketing and system implementation?
John Surge says:
Romie, well, there's a fine line between the two. Our coaching program is a regularly scheduled once or twice per month call that intertwines system development, accountability, execution and best practices to help you work on your personal strengths and weaknesses and grow as an agent. It's like having a personal trainer versus trying to exercise on your own. Or a coach in sports. Consulting is work done by our marketing experts for a particular issue you want feedback on or to solve an issue or advance your knowledge. I don't feel comfortable gong over pricing but you can contact kathleen.daugherty@hobbsherder.com and she will be happy to walk you through options.
WillandLivia says:
John, did you see my earlier question about our website?
John Surge says:
Donna, ABSOLUTELY. This is the core of our coaching program OR helping you execute your plan. I think what you are describing is of immense value and provides a great foundation on which to build your business.
John Surge says:
Willaim and Livia, not sure. I answered one question about improving traffic. Can you restate it?
cspringer says:
Hello John,
John Surge says:
Chyrel, as far as advertising, there is no right answer to this question. It depends on your personal situation. What I can say i sI love smaller, niche based and/or community publications that are deeply tied to your farm or niche or target market. These vehicles can be print--newsletters, newspapers, magazines, cable tv or websites. I am against this vs that because I feel the best marketing is integrated and holisitc.
John Surge says:
Hello, CS.
WillandLivia says:
Yes John. My personal marketing brochure is almost ready to go to print but I have not heard any word on the website that Hobbs/Herder is buliding for me! I dont want to pass out brochures only to have clients or prospects see that the website is not yet up and working. Thanks!
WillandLivia says:
sorry, building!
John Surge says:
Will and Livia, well, that doesn't sound right but no worries. Please contact Jenny Malloy at the office right away and she can steer you in the right direction.
WillandLivia says:
thanks
cspringer says:
If we are new to the social networking do you have a suggestion which site is best to start with? Example: Trullia?,Facebook? etc.
John Surge says:
CS, I would get some research done. And I will pitch two things we are doing: 1.) Greg Herder is doing a webinar on this specialty topic and there's a new social media section at Gateway. 2.) We have a $399 get you started package on social media that includes branding some of your social media sites. That said, Facebook and Twitter are key and LinkedIN is important. Starting with those three is your best bet.
romie quit this room:
The Personal Marketing Chat
John Surge says:
OK, how are we doing? Is everyone getting their questions answered? Any follow ups? Are you finding the info valuable?
Chyrel Madden says:
Good information; thank you.
Chyrel Madden says:
What about the National Listing Services like Point 2NLS? Are these cost effective? If effective, is there a minimum # of listings to be cost effective?
John Surge says:
OK, well we have about 10 minutes left. Please know this free resource of Hobbs/Herder takes place every Third Thursday at Ten pacific. 1 EST. The next chat is July 16 and today's chat will be archived on HobbsHerder.com early next week. ALSO, VIP! Everything we have discussed here today there is an article about on HobbsHerder.com. Make sure you are receiving and reading our eNews every month to keep up on your marketing principles.
cspringer says:
Thanks, that is very helpful. I had forgotten about LinkedIN. It seems the social networking is the next big tool we should be utilizing.
John Surge says:
Chyrel, we do not work with these services. Some agents find them very effective and others not so much. Paying for leads is a slippery slope and you have to be very diligent in having a system and the dedication to slog through weak leads. You just need to do your research and be realistic. We tend to take the position that we want people to call you or email you or contact you based on your branding, reputation and credibility.
blancaocrealtor says:
I use Twitter and Facebook. I try to post at least once a week. I find it a great networking tool.
John Surge says:
CS, there's always a NEXT BIG THING in real estate, which is fine. But don't forget the foundations of marketing and don't flit. Think of it as building blocks. I do think it is important to get Social Media savvy and to have a presence on these sites.
John Surge says:
Blanca, that's great. What we really suggest is to let people into the world of real estate and help them experience the market through your eyes. Also, make sure you occasionally post that there's new content on yourr website and be conscious of including search terms that are descriptive of your target market. Just saw the best value in all of north shore enclave real estate and I posted pictures at www.myname.com
John Surge says:
If anyone has any questions about the Socail Media Survival Package we are offering, contact bob.ruesch@hobbsherder.com or call him at 800.999.6090 ext 668.
John Surge says:
OK, let's finish things up. Any final burning questions? Any thing I can help you with before we sign off?
blancaocrealtor says:
John, that is a great idea to post about a great home you just previewed etc.
cspringer says:
Thanks, I'll take your advice.
John Surge says:
You've been a great chat group and I appreciate your time and attention. Stay in touch with Hobbs/Herder through this chat, our seminar conference calls http://www,hhcalls.com, our website, eNews...so many great free resources to keep your real estate marketing knowledge sharpened.
donna.reid says:
Thanks for all the advice John!
blancaocrealtor says:
This chat is a great example of instant information via technology. Thanks John.
John Surge says:
Take care. Your success is what drives and inspires everyone here at H/H. See you next month. I am signing off.
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