August 20, 2009

John Surge:
Yes, hi RDS. We'll get started in just a moment.

John Surge:
Hi RDS, looks like you might be our only attendee today. Good quality time. Do you have any specific issues or questions I can help with?

rds:
That's great! I've been meaning to log on to the chat, but haven't been able to make it work from a scheduling standpoint.

John Surge:
Well, let's dig in. What's on your mind?

rds:
I am in the production phase of getting my brochure and powerkard, and I'm admittedly a little behind on gathering my "farm" list.

rds:
My niche is golfers here in the Dallas area, and I've been trying to find a good list of 2000-3000 people who would be a good match.

John Surge:
Are you considering a geographic farm as well?

rds:
The questions is, simply, should I spend money to get a really targeted golf list (from a retailer or other golf marketing type company), or should I just go with a geographic farm, which would be free, but probably fewer "golfers" in the group?

John Surge:
Well, the answer might be both. Tell me about the geographic farms you might be targeting.

rds:
Geographic farms would be upper middle class areas near country clubs. No dominant agent in the area.

John Surge:
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.

rds:
Another option I've considered is talking to The First Tee, which is a golf-related charity, and getting access to their list of donors by donating a cut of my commission on each deal that people mention the First Tee

John Surge:
Here's what I would suggest: select the geographic farms and then purchase the golfer's list and cross reference them. Then you can send general mailings to the entire geographic farm and more golfer specific info to the sub group of active golfers. The thing to avoid is developing the golfer's list and having to work a braod geographic area.

rds:
Definitely. The area could be quite broad with golfers only.

rdi:
DFW, like SoCal, is very "sprawling"

John Surge:
I think getting involved with First Tee and other golfer networking situations is key to this marketing strategy. I kind of think they won't give you your their list but commiting yourself to certain networking/charity golf events and being active and visable is an importnat part of the strategy. Depending on your budget, you can also consider your own annual golf tournament or sponsoring one that's establsihed.blished.

rds :
Yep...I completely agree. And I've actually already had initial contact with them, and they're at least open to the idea, but they need to get a little more organized.

rds:
Thanks for your help on that...I actually have one more question if you have a few more minutes.

John Surge:
Sure thing. That's what I'm here for.

rds:
Another idea I've had is to start a blog about golf in the Dallas area, and allowing that to be a springboard for agent-focused marketing. But I'm trying to figure out how I would be able to blend golf content (which people would come to the site for) with my agent-focused message.

rds:
There aren't currently any blogs about Dallas golf...one good magazine and 2-3 e-mail newsletters, but I think there's a content gap that I could fill.

John Surge:
Here's a thought. Focus the blog on golf course property and then blend your posting with general fun golf info...golf trips, golf experience and lifestyle.

rds:
That's a good thought...golf course properties are the focus, but I add in the fun stuff. I may get fewer people coming to the site than with the opposite approach, but they're going to be more qualified as potential clients.

John Surge:
By the way, I think the blog is a great idea if you can commit to it.

John Surge:
Yes, that's the trade off, but I think a more focused approach will make your blog more valuable over time. Think LINKS Magazine...more about the lifestyle of golf rather than people talking about Tiger , their best score or playing tips or even commenting on locak trlacks. You want it more about the experience. Think of your blog like a Dallas areas LINKS magazine.

John Surge:
Get it started before someone else does. If you want, we can help you with a Word Press header that complements your marketing.

rds:
Yep...that's a great correlation. LINKS mag is great. Thanks so much for your help. I'm looking forward to getting it started immediately.

rds: Thanks again, and enjoy your quiet time for another half hour!

John Surge:
OK, happy launching, RDS.

rds:
Thanks much!

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