October 15, 2009

John Surge:
Welcome. we will get started in just a moment.

John Surge:
Hi folks. I don't anticipate a large participation today so we should be able to get real indepth. Let's get started. Just type in your question and I will do my best to answer it.

rds:
Hey John,

realtor:
hi john

John Surge:
By way of introduction, my name is John Surge and I am the President of Hobbs/Herder. My speciality is helping agents develop successful lead generation and marketing strategies.

John Surge:
Hi RDS and TanYab. Let's dig in!

realtor:
ok

rds:
says: Hope you're doing well. I have a question about the types of messages I should be sending to my sphere of influence. Based on what I've read, the HH recommendation is to send the same stuff that I'm sending to my farm area(s)...is that correct? Can you discuss that?

rds:
(I'm in the process of setting up my full HH direct mail campaign)

John Surge:
RDS, actually, that is not accurate at all. Let me get into this a bit. It's a great question.

rds :
Great...I'm glad I asked

John Surge:
At the Gateway, Greg is very clear about developing your PSA Plan...Past Clients, Sphere and All Leads Generated. In particular, your Past Clients and Sphere should received 12-14 pieces of direct mail each year from you. SInce these are people who know you, the messaging will be a little different than direct mail to potential customers. There should be personal letters with an update from you on your personal life as well as professional life. Then, similar to your direct mail farm, send real estate market related information. Every other month will work for your Past Clients and Shere. And then workn in your branding. Your brochure twice per year with multiple copies asking for referrals, personal cards/holiday cards or AdKards or flyers. Make sense?

rds:
Absolutely...I think I mis-read something along the way. So basically, your sphere of influence should be basically the same as the Past Client mailings.

rds:
Makes sense, now that I think about it.

John Surge:
OK, that was a long answer, but I'm pretty passionate about the PSA plan. it's essential that this is locked down. THEN, for this group, you have to add in a regular calling program that's not necessarily business related, but is more for personal connection. You can also do a once a month email alterting to info on your webiste or real estate info and then you should also have a social media program in place that is highly weighted to the personal.

John Surge:
RDS, yes! Didn't know that you were separating them. But, yes, pretty much the same.

rds:
I'm glad to know that you put them in the same group...PSA. It certainly makes it easier to implement the mailing plan.

John Surge:
Just so you both know, we have an email adddress: Questions@hobbsherder.com. Any time you have a question about anything, just send it to us and we'll get back to you within 24 hours, usually sooner.

rds:
And the "all leads generated" portion of the PSA would just cover all the potential clients and other leads? That's great. I went to a MegaMarketing seminar, so we didn't dive too deep into the full plan.

John Surge:
Leads would get something different. This should be tailored a little bit. At first they can get a heightened campaign and then can go into maintenance at some point for as long as you decide. Email is great for leads generated. The maintenance plan would be more like your regular direct mail program.

John Surge:
RDS, what part of the world are you from?

realtor:
John, I'm early in the process -- just finished my questionaire. I had already done my Markeing Plan for 2010 and had planned to mail to my entire database every 14 days with some supplemental stuff and calls occassionally to my sphere. Would I be hitting my sphere too often?

rds:
Got it...I'm in Dallas. We chatted a couple months ago about launching a golf real estate blog, if you remember.

John Surge:
TanYab, it depends on what you're sending, but that might be a little much. At most I'd go every three weeks. i don't think you'd hurt yourself too bad everyt two weeks, but I'd rather see you go once a month and then get a call to everyone every other month or so plus mix an email update into the plan.

realtor:
okay, and how often on the geographic farm?

John Surge:
RDS, that's right! Love that idea. Good luck with that. You might try to come out to Vegas in December for the Gateway and play a little golf, too. That's what I always do.


John Surge:
TanYab, geographic farm. OK. First, we have some great articles on HH.com on this subject. So dig into that. But here's the plan I like: 24-36 mailings per year, either 2 per month, 3 per month, or a 2-3 rotation. The emphasis should be on real estate related info--Just Solds are best, Just Listeds, Market Updates--solid real etate info on your branded PowerKard or HouseFlier Master. Then mix in sending your brochure once or twice per year, a personal letter 2-3 times per year, and lastly mix in an AdKard series. if you don't have ads, then rework your PowerKard. Come up with testimonials on the cards or other ad messages--maybe three total--and rotate those into the mix. If you want, you can consider our unique HolidayKards, too. Make sense?

John Surge:
TanYab, also, if you have our special reports or your own, make sure to offer those on these pieces.

realtor:
sure. Thank you!

realtor:
yes, I had reworked my plan for a mixture of special reports, PowerKards, Market Updates, holiday stuff

John Surge:
So you both know, these mailing plans in fundamental form are available in your seminar materials or on our exclusive website.

rds:
Tanya, I would also recommend the full PowerKard Primer document. I just finished reading it, and it was very helpful.

John Surge:
RDS, yes, that is a great document. It's really more indepth.

realtor:
okay, and how often on the geographic farm?

realtor:
I'm not familar with that. I'll check it out. Was that in my Gateway package or online?

John Surge:
The biggest mistake I see: agents only send PowerKards and they come up with 24 different messages and then send them 2 times per month. That doesn't work. You need real estate related info as a foundation, you need some variety and you need consistency/repetition of message.

John Surge:
TanYab, contact info@hobbsherder.com and they'll get it to you. PowerKard Primer. It's an eBook available ONLY to clients.

realtor:
great thanks john

rds:
Thanks John...I appreciate your time! I'm working on the blog now and will let you know when it's online and active!

John Surge:
TanYab, we usually give this to you with your first draft but you can get it sooner if you'd like.

John Surge:
OK, RDS. Good luck. Would love to see it. Take care and thanks for stopping by.

rds:
Thanks again...have a great day.

John Surge:
TanYab, anything else I can help you with today?

realtor:
I don't think so John. I'll look for that info

John Surge:
OK, or like I said, just send a request to info@hobbsherder.com and they'll get you the PowerKard Primer. Take care and good luck.

realtor:
thanks, have a great afternoon
Back to Chat Contents Page