July 23, 2009
John Surge says:
Thanks for attending. By way of introduction, my
name is John Surge and I am the President of Hobbs/Herder. My speciality
for the last 19 years is helping agents and companies develop successful
marketing and lead generation strategies.
John Surge says:
The format for the chat is free-form questions
and answers. I like this format because we will have an archive of the
chat up on our website next week that you can refer back to. Feel free
to interact with each other and ask any question you'd like.
John Surge says:
Let's get started. Who wants to kick things off?
jay says:
Hello John,
John Surge says:
Hi Jay, great to have you on.
shali says:
i'm new to the business and want to know what is
a must have tool if i can't afford to do everything at the same time
- aside from business cards
shali says:
i'm new to the business and want to know what is
a must have tool if i can't afford to do everything at the same time
- aside from business cards
John Surge says:
I really encourge everyone to participate and not
stand on the sidelines. We can accomplish a lot with this small group.
shali says:
sorry jay.
shali says:
i'm new to the business and want to know what is
a must have tool if i can't afford to do everything at the same time
- aside from business cards
John Surge says:
Hi Shali, you know, not one of these chats goes
by without that question being asked. So, good one.
John Surge says:
First I want to say that I just wrote a more indepth
article on this topic for our blog at http://www.agentsuccess.com/blog.
John Surge says:
Heer's my answer: marketing is equal parts science
and art form and done effectively is really a holistic endeavor that
blends the use of multiple strategies from branding to networking and
referrals to direct mail to advertising to PR to events. So it's difficult
to answer and not be misleading.
jay says:
I have been consistently sending out my direct
mail 3200 pieces twice a month but have been getting the same results
or no where near, I am still in the local hometown publications twice
a month. Any new advice to kick my marketing campaign in the but.
John Surge says:
But my answer is the personal brochure and here's
why. If you don't have a big budget, this is one tool that you can use
for referrals, networking, hand to hand combat, open houses, listing
presentations, even door knocking or phone call follow up. It gives
you branding and gives you a powerful tool. Sure it takes a chunk of
money to do it right but this is a 3-5 year amortized prject and is
essential. hope this helped.
jay says:
Not getting the same results
John Surge says:
Hi Jay, well we'd have to dig into a lot here.
First of all, are their transactions happening and you're just not getting
them.
jay says:
out of the 3200 direct pieces 72 sales in the past
12 months
jay says:
not that great
shali says:
thank you - I'm working on my website and personal
brochure right now. I will check out the blog for more info. thanks
jay says:
I've gotten a few, but not 25%
Chyrel Madden:
Personal phone calls to your SOI may generate business.
You can approach it in a couple of ways: one, use
the $8,000 tax credit deadline of 12/1 as a trigger
and ask the SOI if they know of anyone who might
take advantage of this. Also, say that you are "expanding
your business" and would value their help with referrals.
John Surge:
Then we need to look at execution...it's possible
the same things that were working two and three years ago won't work
today. Also, like anything, it needs to change and evolve to keep it
fresh. It might be time for a deeper consultation because I don't know
exactly what you are doing. The only thing I can say is it's obvious
you need to shake things up.
mygothome:
John with the personnel brosure and branding what
do you think is a reasonable rate of return in 12 month I mean by %
John Surge:
Well, don't use 25% as a benchmark...it might be
a goal. An analysis of the competition is important. Jay, not many agents
do it but you could execute a strategy we recommend for conducting a
research survey to take the pulse on how the target market is responding
to the Jay Cannone brand in 2009.
jay says:
I agree I am trying more direct response postcards
and even a free internet market analysis done within 24 hrs
shali says:
any tips, on what a personal brochure should include
and what to stay away from - in terms of it's content!
mygothome:
wow I was thinking if I got 4-5% return that would
be good
jay says:
I am hoping to make it to Boston it would be my
10th Gateway its only a two hour drive. Will you be there John?
shali says:
do u plan on attending any location in canada?
westcoast?
John Surge:
MyGotHome, I didn't respond yet to your question.
I got logged out. Anyway, the variables are the market, the competition,
the creative and the execution so it's hard to say. If you really use
the brochure and distribute 30-50 a week and are really aggressive you
should be able to generate a steady stream of transactions. Remember
the brochure is a lifelong tool and creative development of a good one
should last 3-5 years.
John Surge:
Hi Jay, I will not be in Boston but Greg and our
great team will be there.
crinck:
Been in the biz three years in an area of limited
inventory and high sale prices. I really do not need to do 50 transactions
to make good money. Had success on my own the first year. I commited
to coaching with Buffini. I found value and got business out of the
system. However, I felt that I was not going to increase my business
outside of my SOI. I quit a month ago.
crinck:
What do you suggest as the next step...besides
monthly mailings to my SOI
mygothome:
thanks that helps me to see how I might use the
brosure and what my goal should be
jay says:
This social networking seems to be a up and coming
tool do you believe it can increase business and how
John Surge:
Shali, a personal brochure needs to have a target
audience in mind, strong visuals that don't bore, a great personal logo
and slogan, and then a compelling and emotional story about who you
are as a person and professional, written to leave a memorable impression
on the reader so he or she can rermember you and they respond with a
positive opinion of you as a person and a realtor.
John Surge:
Crinck, referrals and networking are a critical
component but we feel it's not enough to only focus on that component.
To create a robust business of whatever size, there needs to be a marketing
element that creates leads. AND, this is critical, proper branding and
marketing will increase a referral and networking plan exponentially.
Again, it's holistic. Thinking there's one thing you should be doing
is a mistake.
jay says:
I see Don, Peggy Lucas, and Greg are using it alot
John Surge says:
Crick, have you been to a Hobbs/Herder seminar?
If not, with you're coaching background, I think things would come into
technicolor for you. The first step, though, would be to create your
personal brand.
crinck says:
fully agree..that SOI contact is not enough..and
no have not been to seminar yet
alanduenas lost connection, left the
room
shali says:
what is SOI?????
John Surge says:
Jay, absolutely. It's an essential tool and component.
It's not a pannacea and I think agents have to be careful being too
much of an agent in social media, especially Facebook, but it's critical
to learn Twitter, Facebook and LinkedIn and get up to speed with this
new networking technique. Greg does a lot of work on this topic at the
Gateway
mygothome says:
crinck you should go to a seminar it is well worth
the time and money and I have been to alot of seminars in 20+ years
in real estate
jay says:
has social networking become part of the Gateway
crinck says:
Sphere of influence...and yes...i know i need to
get outside a few hundred contacts...and open houses....
jay says:
sorry I was writing before I read to the bottem
John Surge says:
Sphere Of Influence. Crick, it's not a sales pithc
but I really think it would help. i do think a
once a month mailing to your SOI is important, as
is phone contact with this group but you can evolve your program to
become more robust and, honestly, contraty to some thinking, you can't
just send anyting to your SOI. I am not a fan of that trinket SOI marketing.
John Surge says:
Jay, yes, absolutely. Gateawy is always evolving
and while it still covers very essential core marekting fundamentals
and always will it always has the best of the new. We just need to be
careful with always looking for the next big thing. It doens't exist
and is a bit of fools gold. That said, social media is essential.
John Surge says:
How are we doing? Getting some good info? Any follow
ups? Pushbacks? Don't leave with a question unasked.
crinck says:
so, what would be the one thing you might suggest
to do prior to attending the seminar?
Welcome to The Personal Marketing Chat
, christyrager !
alanduenas lost connection, left the
room
John Surge says:
We have about 10 minutes left. Just a reminder
that this chat will be archived on hobbsherder.com early next week and
the next chat is Aug 20.
mike.mccormack: lost connection,
left the room
shali says:
what should be the cost per unit - design and print
for a personal brochure. i'm in vancouver.
shali says:
a median price.
christyrager says:
I just joined as I forgot due to the time difference
. I am registered for gateway and I am very excited.
I am a new agent and have not had any business yet and am looking for
suggestions for that first listing / and buyer
John Surge says:
Crinck, well, great question. I would read an article
a day on HobbsHerder.com. I would take Greg Herder's webinar on Thursday
on the Listing Presentation That Works Everytime, I would work on really
shoring up your database and thinking whether you want to expand your
marketing to strangers and think about your budget. Basically, I would
build up your personal branding and marketing expertise which will help
you figure out the program/plan that's gonig to serve you and your goals
the best.
jay says:
I need to speak with Bob and let him know I'll
be at gateway. Glad all is well hope to see you soon John. Jay
crinck says:
many thanks..will do...
John Surge says:
Brochure pricing: about $1.50 to $2.00 each for
your initial development, print run and photography. Then it goes down
under a dollar (US) after that. You really need to quote out specifics
though.
Chyrel Madden says:
John, with the $8,000 tax credit deadline approaching,
how would you use that to create a sense of urgency?
John Surge says:
Chris, figure yout who you target market is and
how you are going to communicate to them. You should
consider two of our webinars: The Open House That Makes Money and The
Listing Presentation That Works Everytime. http://www.hobbsherder.com
Go to the Store.
christyrager says:
Thank you John, the Webinars would be a Huge help
John Surge says:
Chrel, we have just submitted a marketing message
to our web community on this. I would really exploit this via direct
mail, email, on your website and by contacting your sphere by phone.
It's a GREAT reason to be in touch.
John Surge says:
Jay, yes, and put me on your mailing list and I'll
take a look at what you're doing. Be careful not to flit around out
of panic but change things up. It's a fine balance.
John Surge says:
Thanks you all for attending. I hope you found
today's chat valuable.
Chyrel Madden says:
Thank you, John and all the participants!
shali says:
thank you so much John. very helpful.
John Surge says:
At Hobbs/Herder, we are inspired every day by your
success.
christyrager says:
Thank you
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