December 18, 2008

John Surge says:
Welcome! By way of introduction, my name is John Surge and I am the President of Hobbs/Herder. I have worked closely with Don and Greg over the last 18 years, and my specialty is helping agents and companies develop successful marketing strategies.

danvallejos says:
it was really nice to finally meet you in person John at vegas gateway. that was awesome!

John Surge says:
The chat will last 45 minutes and is free form questions and answers on any marketing related topic. Feel free to interact with each other and ask follow up questions.

John Surge says:
Thanks, Dan.

John Surge says:
Let's get started! Who has the first question?

danvallejos says:
i do

John Surge says:
Fire away everyone and I'll try and keep up.

lreishman says:
John. I've used a personal marketing platform so far and been very successful in branding my name in the community. I'm moving toward a group format and want to promote the group concept -an effort to get away from always being the primary point of contact. Any suggestions on how to move into a group format?

danvallejos says:
i am actually in the middle of mail merging my week 5 mailin gof my 90 day marketing plan. Quesiton is this, do i need to inlcude all the foreclosed homes with bank addresses?

jill says:
My biggest challenge these days is finding a great way to market homes over 1M. I have several listings from 1.7 to 4.6 and could use some advice!

John Surge says:
Lresihman, my feeling is not to do it with your marketing but to do it in the servicing explanation of how your system works. Honestly, I don't think this is a big issue IF you have a great team and you establish expectations up front. I would shy away from bringing the team concept into your marketing.

John Surge says:
Dan, how many are there?

danvallejos says:
my farm is 2700, probably around 50

John Surge says:
Jill, our belief is that you don't market homes. It is most likely a pricing issue. Have there been other luxury sales made in the market in the last 90 days?

MB says:
We are a couple weeks away from getting our brochures. OUr database has been slimmed down dramatically due to having to split up a team and I was wondering how large a database and farm base do we need to get through the initial push? I am thinking the first three months of the HH 90 day plan? What's a good number to shoot for a decent database?

John Surge says:
Dan, the better thing to do would be to find out who the bank representatives are and put them on a separate mailing campaign.

jill says:
yes,

John Surge says:
MB, the 90 day plan calls for 2400. I don't know what plan you are on, but ultimately this is a personal business decision, but to be true to the plan, it's 2400.

debbie.burks
says: I had my brochures created three years ago...and now I am ready to send them out....but I have changed a lot from the pictures and my dog that is in the pictures has passed....I have thousands of these brochures...should I send these out?

danvallejos says:
can you guide as to where i could find resources on who the asset manager of each property? ist here such a list?

danvallejos says:
wow debbie... what took you so long to start sending our your brochures? when mine was in production, i can't wait to start {smile_smiley}

John Surge says:
Debbie, it's tough to answer this question--it's somewhat of a personal decision. My feeling is that it's better to update the brochure and print a smaller quantity to get you into the game using that powerful tool.

John Surge says:
Dan, that's not my specialty so I'll leave that open to others, but I would just be an investigator and contact the banks that you might have some prospective buyers.

lreishman says:
I'm considering putting about $20,000 into my web site to help make it a lead generating site (currently it's more of an online business card). If my marketing budget is $100,000, and the rest is going into direct mail, print advertising, and past clients do you think it makes sense to commit this sum of money to gaininig a greater online presence?

danvallejos says:
my thought also is, to continue sending it to the foreclosed home because i am sure that some of it has been sold since i last updated my farm list 2 months ago and hoping that the new owner will open my brochure.

debbie.burks
says: Getting the process in place and money to send....do you send these out first class or bulk mail.

John Surge says:
Lreishman, I think you can go in that direction with a much smaller budget. We would love to help you on that project. I think you could test for a lot less than $20K and then invest as you prove effectiveness.

MB says:
Okay, if I can't get the 2400 ready by launch date, is it best to wait to start the 90 day plan or go straight ahead and keep working on the database in the interim? I guess I'm asking how important is it to keep the momentum going with the 90 day plan and would I goof that up by mis-stepping the first time out?

John Surge says:
Debbie, the brochure can be sent either way. Bulk is generally OK. It might depend on the size of your brochure. You can handle bulk in a pretty nondescript way on an envelope.

danvallejos says:
MB... i started mine right away while i was building my database in my farm of 2700. The first mailing of 600 for your farm is scheduled to go out around 4th week anyway

John Surge says:
MB, I agree with Dan. You can move into action and build as you go.

MB says:
thank you, Dan. I am in a bit of an anxiety mode here.

jill says:
so no help or ideas from anyone?

lreishman says:
I've been doing direct mail to about 3000 people, 2 pieces per month, for 3 years and have had success gaining market share with this group. I'm tempted to expand the group to 5,000 and go to 1 piece per month. Do you think this makes sense or do you believe in more hits with a smaller market?

John Surge says:
Lreish, more contacts to a smaller group.

gregsemos says:
jill, i think the 1-1.6 million is a rough market right now.

danvallejos says:
Deb... I tried both ways, first class for the brochure cost 59 cents and bulk is 26 cents. I am getting feedback from both 1st class mail and bulk mail. the only problem with bulk is that you will never know if the recipient is receiving it or not because it will not come back to you if it gets return unless you pay extra. 1st class comes back and let's me know to correct my database

gregsemos says:
you might try finding relo managers at major corps in your area, they need to move and do usually have money

John Surge says:
Jill, I think you are looking for something that doesn't exist. Anyone have a different take? You cannot attract buyers to an overpriced listing and no amount of property marketing will change that.

John Surge says:
Dan, it's better to pay for the returns and keep your database clean.

jill says:
I agree but there is money out there, John why do you feel the properties are overpriced?

jill says:
thanks Greg,

lreishman says:
My only thought for Jill would be to prospect potential move up buyers. Shows your client you're working for them and maybe you pick up some new business as well. I agree though, that you shouldn't throw money at trying to sell a listing - it will sell itself if priced right and shows well.

John Surge says:
Well, obviously, I don't know but you are asking if there are ways to market the properties and, generally, the market will dictate interest. If homes are being sold and you have listings that are not moving, the first place I would look is price, not more marketing.

jill says:
they are exceptional homes, one is staged with 80,000 of furniture.

gregsemos says:
target move ups with 5 to 10 years equity, you might well find that profitable. Its difficult to really pinpoint them though

lreishman says:
When I get addresses and emails I add them to my farm list. Now I worry that I'm mailing to lots of people outside of my target demographic. Should I remove them from my list?

stevenpearson says:
I have a fairly extensive online marketing program with website SEO and ad campaigns, however that does not get me listings in the high end country clubs. I know this is not the best time to be selling high end properties, however it is a good time to get a foothold in one or two country clubs. If I spent $4500 on a persoanl brochure design, what kind of budget would you feel would be the minimum to be effective initially, say for the first year?

jill says:
I can search that

jill says:
sorry steve, that response was for Ireishman.

John Surge says:
Steven, people who own property in country clubs are not searching online. They will tend to do business with people who are club members. Are you a club member? How many homes in the country club area?

danvallejos says:
ireish.... i learn from gateway that it's better to concentrte in your demographics but i will still make contact with the out of area once in a while in case they have referrals

John Surge says:
OK, how are we doing? Have I missed anyone? Any follow ups?

stevenpearson says:
Not a member of country club which makes it difficult to meet the homeowners personally. the size ranges from 500 to 2500 homes.

jill says:
I work with one here and so their tour with them, does the area you want to farm do tours?

stevenpearson says:
I was thinking it might be best to target the absentee owners first.

John Surge says:
Steven, you might look into a social membership. You can do simple math on sending at least two pieces per month to 500 to 2500 homes with a personal brochure establishing your specialty a great foundational tool.

jill says:
most of the ones here are absentee owners, 2nd, 3rd or 4th homes for them.

John Surge says:
Steven, that's a good target. The will probably assume you are a member. The key is to make your marketing appeal to that target market.

danvallejos says:
john, how long does it take for HH to build the website?

John Surge says:
Well, if you have a brochure (or even if you don't), it takes us 3 weeks to design. Then we need your photos to get it online. If you already have your photos, we can rock n roll very quickly as long as we're on the same page with the design.

John Surge says:
OK, are we losing momentum? All your questions answered? Any follow ups? Anything I didn't cover? I'm here at your service.

lreishman says:
Because my powerkards are so much cheaper when produced in bulk, I'm considering using them as inserts in my local paper instead of print advertising. Do you think I'm better having a powerkard insert 1x per month or a 1/4 pg black and white add every week in a weekly publication?

stevenpearson says:
If you were to send two pcs per month, how do you send the brochure?

stevenpearson says:
That was how often do you send the brochure.

John Surge says:
Some of you have asked about websites and other services, feel free to contact Bob Ruesch at bob.ruesch@hobbsherder.com or 800-999-6090 ext 668 if you have questions.

danvallejos says:
hmmmm started working with Amibika early October, designs are done, sent Jim Leseth all changes 3 weeks ago, he told me i have all the pictures done, still no progress, would like to start advertising new website beginning of the year if possible. can you help me with this?

danvallejos says:
ok, i will contact bob....

jill says:
Ok, well I have an appointment so Happy Holidays to all and may 2009 be the best year yet for all of us.

John Surge says:
Lreishman, I like an insert but I wouldn't use your PowerKard. I would create a special ad series and probably print that on larger size -- 8.5 x 11. I like the insert in general.

danvallejos says:
happy holidays jill.... i am excited for 2009

John Surge says:
Dan, sure. I'l look into it.

danvallejos says:
thanks john

jill says:
good for you danvallejos, keep the attitude!

susanmy says:
it has been interesting thanks susie

John Surge says:
Steven, please clarify. I answer what I think you are asking: send the brochure in an envelope with a cover letter.

debbie.burks
says: Hey guys, generally how many direct mail pcs do you send out before you get a listing?

danvallejos says:
jill... everything especially our success starts with our attitude. Learn that from gateway {smile_smiley}

stevenpearson says:
Actually what I meant to ask was: if sending 2 pcs per month to your farm(s), how often do you repeat sending the personal brochure?

lreishman says:
I found that it took 2-3 months of consistent direct mailings before I got calls for listings.

danvallejos says:
steven... personal brochures i believe should be send out to your farm at least twice a year

debbie.burks
says: How many pcs were you mailing?

John Surge says:
Steven, usually twice per year. But you could increase that to once a quarter for a small target market.

stevenpearson says:
And how many variations of a powerkard are sent out?

danvallejos says:
steve... powerkards should be sent out every two weeks according to HH program

danvallejos says:
just isting, just sold, market update

danvallejos says:
and always have special report offer with every powerkard sent out

John Surge says:
Steven, we like real estate related PowerKards--Just Listed, Just Sold, Market Updates. You can then augment with other messages: testimonials, some ad messages. There's a misnomer that you shouldn't repeat a message. Better to repeat. Not good to have 12 or 24 different PowerKard messages.

stevenpearson says:
One of my associates has been working the program to great effect and I have been considering this for a long time now. Just trying to do some predictive budgeting for a marketing program of this magnitude.

John Surge says:
Steven, give Bob Ruesch a call. He'll help you. Who is your associate? We are always excited to hear about success stories.

John Surge says:
Well, thanks to everyone for attending today. I hope you enjoyed this free resource of Hobbs/Herder. I appreciate your great questions and hope you received some good feedback.

stevenpearson says:
I actually brought a group to one of your events some time back, however the associate is Carl.

MB says:
THank you. It's been very helpful.

John Surge says:
I would recommend regular visits to HobbsHerder.com for great articles and resources to improve your marketing.

debbie.burks
says: Thanks enjoyed the call.

stevenpearson says:
Thanks for the information. Will be in touch. Happy Holidays.

John Surge says:
Happy Holidays. The next chat is Thursday Jan. 15 at 10 am pacific and 1pm eastern.

danvallejos says:
steven... we are in the same boat... direct mail should be done weekly in the first 8 weeks, then 3 times a month after that. with tarbell powerkad program and 2700 homes, is about $800 a mailing

danvallejos says:
Happy holidays to all

John Surge says:
Happy marketing. See you next month. I am signing off. Until next time...happy marketing. We will see you on Sept 17 at the Gateway or here on the chat Sept 18.

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