The Art of Turning a Conversation into a Listing! Phil Herman is “Licensed to Sell!”

Conversational Hooks that turn Strangers into Prospects.

Over the years, we’ve preached the importance of changing from a “sales mentality” to a “marketing mentality.” A sales mindset is basically chasing prospects who are ready to sell now, while a marketing mindset is all about setting up a system where you brand yourself and work that brand to create a steady flow of business coming your way. A marketing mindset puts you in the minds of consumers long BEFORE they need to sell. (I can’t tell you how many times clients have told me that they go to take a listing and the homeowner says, “we always knew we were going to use you when we were ready to sell, and now we are!” That is the type of result you’ll see by moving to a marketing mentality.)

However, like many things in life, it’s easy to say, but hard to do. Building a brand that generates a steady flow of business takes time, money and effort.  That is why you also need great sales skills.  Today you are going to have conversations with a number of people.  What is your strategy to turn those conversations into listings?

Sales Skills and Marketing Programs Must Work Together

In the 35 plus years, I have been working with agents helping them build marketing driven real estate businesses I tell them they need to not only work on their long term marketing but they need to also work on their one on one sales skills.   A strategic branding campaign and marketing plan that is correctly implemented is designed to be a semi-automated way to create a steady flow of clients coming your way. It allows you to create a flow of leads so that you are not spending so much energy chasing and prospecting for leads; they are coming to you. But it takes time and money to establish an effective brand. That why you also need to hone your sales skills so that every opportunity that comes your way can be turned into a transaction.

Marketing & Prospecting

A perfect example is Dayton, OH agent, Phil Herman.  He has spent over 25 years working with us at to build his brand and create optimum name recognition. Many years ago, he went through that “sweat equity” phase of building the branding and marketing, just like many agents have to. Over time, he has built his brand into a lead generating machine. He now spends more money on his marketing and advertising budget than the vast majority of agents earn in commissions North America (remember the adage, it takes money to make money!). That being said, one of the things that strikes me about Phil is that even though he has this big marketing machine working for him, and brings him a steady flow of leads, he is still hungry and looks for every opportunity to prospect. He makes follow up calls every day that his team could easily make. But he wants to stay in touch with what people are saying.  This week, he shared with me that he had 15 listing appointments on his calendar for this week and I have a feeling he will get them all.

A Superstar at Both

Phil completes on average about 450 transactions a year and has been doing that production for many years. What has made Phil’s rise so remarkable is that he is both a consummate marketer and a consummate salesperson. It’s a powerful combination.

One Great Example

An example of this “consummate salesman” is his commitment to making calls every day, even when he has clients calling him every day asking Phill to list their home. Another example is Phil’s ability to turn ordinary daily encounters with people into business. Here is an example: Phil has a life and business philosophy built around the Japanese mindset of “Kaizen.” That is the philosophy of “constant improvement” through constant learning. He actually got a personalized license plate with this word. Phil shares with me that people constantly see his plates and then ask him “what does that mean?” He quickly explains the philosophy, then says striving to live “Kaizen” has changed my life for the better in every way and helped me become become a better person and businessman, if you give me your email address I would be happy to send you an amazing article about “Kaizen”, I know you will get great value from it.

Guess what?  He gets almost everyone’s contact information. Once he has collected the person’s contact information he hands them a copy of his personal brochure and says here’s a little brochure about who I am you will be able to see how “Kaizen” has made a huge difference in my life. I will email you the article, I would love your feedback on it.  Without fail, Phil sends out an email with the article with a request for feedback. He does not mention real estate he just provides valuable information.  Then over time, he follows up consistently with two marketing touches a month forever.


For instance, Phil was filling his car at a gas station. A man approached him and asked about his license plate. Phil explained the philosophy and told the man that it’s an important part of how he approaches daily life. Phil also explained that the philosophy is exactly what Phil and his business team embrace. When Phill offered to email the man an article he gladly “took the bait” and gave Phil his name and email information. That’s how Phil turns conversations into prospects.  It turned out that four months letter the man decided to sell his home and Phil got the listing — from a casual conversation at a gas pump!  A simple conversation started the ball rolling; great sales skills turned the conversation into a lead. Then Phil’s follow-up great marketing follow up plan starting by giving the person a copy of his brochure and emailing them the  “Kaizen” article and sending out his professional and useful bi-weekly follow-up materials turned the lead into a listing.  Phil says many people have told him they were so impressed that as successful as he is that he followed up. They tell him that when they read his brochure, they felt like they have a relationship with Phil and knew they would enjoy working with him.  Phil calls the people his new friends farm.  Together great sales skills and great marketing are a very powerful force.

In fact, that is one of the most effective ways to do this is to have something of great value that you can offer to send to anyone you talk to.  Your offer should not be real estate related. If should be something that will truly help people live a better life.  The goodwill and relationship you build will generate more business than talking about real estate.


When you do have a face-to-face encounter, (whether or not you were able to turn the conversation to a lead) be sure to pass out your personal prospecting brochure as you disengage from the conversation. If you made a favorable impression, your brochure will solidify your relationship in the mind of this prospect! In fact, we have always coached our clients to carry a stack of personal brochures and hand them out instead of business cards. It’s an essential and effective part of a successful marketing campaign. In fact, it’s an integral factor in my E-Book, “How To Generate 10 Transactions in 90 Days with Your Personal Prospecting Brochure.”

The point I am trying to make in this article is that it is important to switch from a sales mentality to a marketing mentality to grow your business and take control of your time. It helps you get off the “hamster wheel” of chasing deals and looking for the next hot prospect. However, as Phil has shown, even though you have established a successful marketing campaign and system, you should never stop your daily prospecting, always be ready for the face to face encounter, and have an interesting conversational hook that will lead to collecting that person’s contact information.  Don’t force it. It takes practice. You may want to explore several scenarios you might encounter, and craft some ideas how to turn the conversation gently and naturally so they can send them something of value. Once you have this down, you will find you enjoy prospecting in social settings.

I would love your feedback on what your conversational hook is and what you offer to send people, so they are happy to give you their contact information. Please post comments below.

Greg Herder


If you Want A free Copy of my e-book “How To Generate 10 Transactions in 90 Days with Your Personal Prospecting Brochure.” Click Here.  If you want to see samples of personal brochures go to

How an Investment in Her Career and Focused Niche Marketing Propelled Cecelia De Freitas to Real Estate Stardom

Niche Marketing Real Estate MarketingCecelia De Freitas was stuck. On one side was her office manager, telling her she was making a gigantic mistake. On the other side was her intuition, which told her to persevere and to let the investment she had made in her career play out.

Cecelia, a RE/MAX agent from outside Toronto, hired Hobbs/Herder to create a customized personal marketing campaign. Like many agents, she didn’t have a lot of money to invest in her career, but she had taken a leap of faith after experiencing a Gateway seminar with Greg Herder. She remembers Greg’s words, imploring agents to invest in their careers and focus on a niche market rather than trying to be all things to all people. She agreed that differentiation through branding and powerful niche marketing would ultimately be her keys to success in real estate. But when she launched her campaign and it didn’t immediately rocket her to top producer status, and she was worried. Suddenly, her office manager attempted to drown out Greg’s words with advice of his own:

“You should just stop,” he told Cecelia. “I’m telling you for your own good.”

To her credit, Cecelia didn’t stop. “I had come too far,” she says. “I had too much invested in it to just quit.” And before long, her belief paid off.

Big time.

You see, Cecelia’s campaign allowed her to crack her area’s luxury homes market, specifically an affluent community called Weston Downs. Before long, she had taken several listings and sold two multi-million dollar homes. Better yet, she had proof that her marketing was working. Suddenly Cecelia found herself getting recognized throughout her community as a luxury real estate specialist. “You’re that luxury girl,” people would say. The reputation led to listings. The listings led to sales. The sales led to recognition in the form of an award bestowed upon her for best real estate marketing. She was also featured in the RE/MAX magazine, Flight, sharing advice for how to break into the luxury market.

Cecelia attributes it all to the investment she made back at the Gateway. “Hobbs/Herder really helped me to get me started,” she says. “It was the best thing that ever happened.”

Her manager? Well, he was forced to reconsider his advice. “He apologized,” she says with a laugh.

Get There Faster

Looking back, what Cecelia appreciates most is how her marketing campaign allowed her to, in essence, skip some of the typical “levels” when growing a real estate business. In analyzing her success, it becomes obvious that Cecelia was willing to do several things that most agents shy away from, to their own detriment. First of all, Cecelia invested capital into building a cohesive marketing campaign. Second, she positioned herself as a luxury property specialist without worrying about “losing out on” business from other market segments. Third, she maintained her belief in her approach even when it wasn’t immediately successful. Far too often agents jump from one plan to the next, which never gives any plan a chance to truly flourish.

A lot can be learned those three lessons from Cecelia’s story, especially in today’s real estate sector, with many areas emerging from the extended downturn and actually heating up. Are you making the investments in your career that will position you for success as the market rebounds? Are you willing to stand for something and niche market yourself to increase your appeal? Do you have the conviction to pursue your goals and stick with your plan until you are successful?

If your answer is yes, you’re on the right track. However, if you answered no to any of these three questions and are unsure of where your career is headed, let us help. Give us a call to schedule a free marketing consultation. Call 1-800-999-6090 ext. 599.

Does Your Personal Brand Meet “The Storytellers” Standard?

Creating A personal Brand for Real Estate Agents to Generate Leads.

We saw a commercial the other day that reminded us exactly why we’re so passionate about the business we’re in. Take a look:

No, we’re not in the car business. We’re not in the dog products business. We’re in the business of branding, and nothing does that more effectively than emotional storytelling. In this commercial, you see a story unfold before your eyes. An emotionally compelling story. In fact, you see a man’s life unfold in 30 seconds. It’s a story that makes you feel good about the product, a Subaru automobile. The commercial doesn’t tell you a single fact about the car, it’s engine size, number of cup holders or any other feature about the car. Yet, you feel a bond with the subject matter. You care because you have a story you can relate to.

Story telling is what drives the most effective branding campaigns, whether the product being branded is a car, a cereal or even a real estate agent. Emotional marketing works for Fortune 100 products and companies and it works for real estate agents.

Many years ago, we at Hobbs/Herder adopted the slogan “The Storytellers” to describe what we do. We were the pioneers of emotionally compelling, story-driven marketing in real estate, and we think it’s even more important than it’s ever been before.

When we look around the industry, we see a lot of “cookie-cutter” advertising. This consists of advertising with one-size-fits-all impersonal, templated designs and boiler-plate copy that may be less expensive but is also less effective. In fact, over our 25 plus years in the business, we’ve seen a legion of copycat companies who took our idea to create branded marketing materials for agents but they’ve pulled the story and the emotion out of the equation. Creating that story, that emotional connection is the hard part, that’s the heavy lifting that makes branding so effective when done right — and that’s what makes us more expensive than other real estate marketing and advertising companies.

The problem with cheaper, templated marketing pieces is simple – this is not effective branding. There’s no hook. There’s no story. There are no personally significant or captivating design elements that resonate with a compelling story. It’s nothing but a waste of money spent on marketing materials that will neither make you memorable nor differentiate you from your competition. You end up being viewed as a commodity with no discernable difference between yourself and every other agent out there. (And the next time you wince when a client starts complaining about your commission rate, remember, it’s not the consumers’ fault, they have been programmed to think of agents as a commodity because agents all appear to be the same with little to no differentiation).

Madison Avenue understands. Every successful brand has a story and an emotional hook that pulls you in, grabs your attention and makes a connection with you. When that magic happens, it’s powerful. Then that product owns a piece of your mind. And when you think of a car, a brand of tissue, a cereal or a perfume, you think of YOUR favorite brand because of that connection.

At Hobbs/Herder we’ve heard this countless times over the past two and a half decades. Clients call us as their campaigns gain momentum and they establish their brand with their Hobbs/Herder Powerkard in their farm. They tell us, “I got a call from a home owner to come list the house. They said I was their Realtor®, that they knew they were going to use my services when they move.” That is the magic of branding when a client gives us full reign to tell their story and create an emotional hook that prospects can relate to.

So here’s what we propose: Lay out all of the marketing materials you use on a table. Your business card. Your personal brochure, if you have one. (If you don’t, why not?) Your ads. Your mailers. Printouts of your Facebook and Twitter pages. Then, ask yourself a simple question – Do these materials meet The Storytellers’ standard?

If your honest answer is yes, then that’s great, you’re on the right path. But if your answer is no, then stop spending time and money on inferior branding that isn’t really “branding” you at all. Give us a call and let us tell your story. We are The Storytellers.

Back to Basics: The Power of a Personal Letter

Real Estate MarketingOld-fashioned personal letters add a powerful punch to your marketing campaign. Don’t overlook this proven method to build rapport with your prospective clients.

In today’s world of customized web pages, graphic-rich e-mail, social media posts and myriad high-tech marketing options, most real estate agents have dropped good old-fashioned personal letters from their marketing arsenal.

It is so much more impressive to show your manager the multimedia flash program you are working on that has pictures, sound and things twirling on screen that mesmerize all who watch, versus showing her the tenth draft of a personal letter to your farm you have been working hard on. The reality is a good personal letter to your farm will probably help you make more money and build stronger relationships with your clients than the very best multimedia presentation. It’s just not nearly as sexy and exciting to actually write one.

Two A Year is All We Ask

First, it is important to understand that a personal farming letter by itself will not make your phone ring. Personal letters ideally should be sent out to your farm area, your sphere of influence and your past client base twice per year in support of your regular monthly mailings of Just Listed and Just Sold cards that show you are an active agent in the area. Good Just Listed/Sold cards establish your professionalism, credibility and name recognition as a Realtor. What they don’t do is establish a personal relationship between you and the people in your farm – that is what a personal letter can do for you.

It’s a Personal Letter, Not a Salesperson Letter
The key to creating an effective personal letter is first and foremost to make it personal. That is why there is not a template letter that you can simply copy. You need to share something about your life that gives people a brief insight into who you are as a person, your values or your personality. Remember, a personal letter is not designed to sell, it is designed to build a relationship that makes the reader feel like they have a connection with you, so that whenever they have a real estate need, they will feel comfortable picking up the phone and calling you. Most consumers are not excited about picking up the phone and calling a salesperson, so don’t come across like one.

Think about the values of your marketplace and tell a story about something that has happened in your life that you feel will have a strong overall appeal to your client base. I know it’s a little scary, but the more meaningful it is to you, the more it will resonate with your clients. The secret is to be yourself. Resist the temptation of trying to simply share a great inspirational story because it pulls the heartstrings. People pick up on whether you are truly emotionally invested in what you are sharing.

Share Your Story

About a year after my son became a full-time firefighter and was absolutely loving his job, I wrote a personal farming letter that talked about the joy my wife, Janet, and I felt knowing that our son was doing something that he loved and was truly happy with his life. I was amazed at the number of people who responded to the letter with stories about the joy and frustration that parents feel about their kids long after their kids are grown. A good personal letter should be written like you were writing to your extended family – cousins, aunts and uncles etc. – updating on them on what’s happened with you and expressing interest and concern about what is going on with them.

The first letter your farm receives may strike them a little strange, but over time as you keep them updated on you and your family’s journey through life they will start to feel like they know you and have a relationship with you. Most importantly, when it comes time for them to buy or sell a piece of real estate, they will feel very comfortable picking up the phone and calling you to talk about their real estate needs because they feel like they know you. What’s even more powerful is that when you arrive they connect to you as a person, which gives you a huge advantage over your competition.

Short & Sweet

A couple of key suggestions: keep your letter to a page or a page and a half. Keep it interesting and readable so that it draws the reader through the letter. Do not draw any conclusions – let the reader draw their own conclusions. Also resist the temptation to turn your letter into a sales pitch, remember your goal is to establish and build a relationship, not make a listing presentation. Make sure you print your letter on nice stationery – use your own personal stationery. If you don’t have your own personal stationery, use blank high quality writing paper. Never use company letterhead. It will instantly make you look like just another salesperson.

Finally, if you are sending this letter to your farm, your sphere of influence and your past clients, make sure you make the little adjustments for each group so that it connects with them fully. For example, to past clients you could simply start out by saying, “John and Mary, as friends and past clients, I just wanted to keep you up to date with what is going on with me. My wife and I just…” By making this little adjustment, your past clients and sphere of influence will feel more connected with you and it will communicate that you truly do care about your clients.

Building Strong Relationships
I know it does not sound exciting and in reality sitting down and writing a compelling personal relationship building letter is hard work, but the pay off is significant. If you will send out a personal letter twice a year as part of your overall marketing campaign to your farm area, sphere of influence and your past clients, you can establish a strong personal relationship with people you have never met, and keep a much stronger relationship with the people that already know you.

It may feel like an outdated marketing tool in today’s technologically driven world, but in fact, the personal letter is a great complement to your ongoing social media online relationship building. Sending two personal letters a year, along with your consistent marketing push, will lead to a steady flow of new clients from people with whom you have already built a base of rapport and trust, as well as an increase in the level of referral and repeat business.


Social Media: One More Thing to Do or the Most Powerful Networking Tool Available Today?

When we talk about social media at the Gateway seminars, agents typically fall into one of two distinct camps. One group is excited and energized by the marketing opportunities available through sites like Facebook, LinkedIn and Pinterest. Then there’s that other group. You might already know who you are. This group is defined by the “Oh great, just another thing I have to do” agent mentality.

How Does Social Media Fit in Your Marketing Toolkit?

Here’s the thing. It’s fine if you feel that way. But you must understand that – whether you like it or not – social media is a big part of today’s marketing landscape. People are using the “big 5” of Facebook, Twitter, LinkedIn, Pinterest and YouTube to keep in touch with clients, build relationships and most importantly, generate leads. Check out a recent post on the Hobbs/Herder Facebook page by a Gateway graduate and Hobbs/Herder client, Derrick Tornow, a premier agent in Utah County, Utah:

“This Facebook Stuff Works!

Today has been a little out of the ordinary. I got 2 listings today from my Facebook friends. About 5 months ago I played in a golf tournament – a 4 man scramble. I got teamed up with Dan & Wayne Ross. I’m not very good at golf, but I can crush the ball teeing off and I’m sometimes funny. I gave them my personal brochure and we talked a little about real estate. A few days later I looked them up on Facebook and asked them to be my friend. Today I got an email from Dan asking to meet up and look at a rental home they own just south of BYU. I went over, looked it over, showed them my comps, and had them sign the listing. All in about 15 minutes.

The other person that contacted me was a high school friend of my wife. Met him once at a reception for another friend of my wife. We became friends on Facebook because we are both BYU fans. He called me up looking to sell a home in the area and saw that I am a real estate guru on Facebook. I sent him off the listing and hope to have it back later today.

Facebook is just another tool in the tool box!”

Your Perspective is Critical

So, the question now becomes, do you think Derrick views the time he spends on Facebook as “just another thing I have to do”? Of course he doesn’t! Like he said at the end there, he views it like a great tool to have at his disposal. Think of how powerful face-to-face networking is amongst your sphere of influence. Using social media allows you to supercharge those efforts and vastly expand your networking reach! It’s an extremely powerful method to keep in touch with people you’ve come in contact with.

Embrace the New Powerful Technology

The moral of the story is this – social media isn’t going away anytime soon. Look how quickly Pinterest has carved its niche and became the “next big thing.” We’re sure it won’t be the last. It’s up to you whether or not you want to let such a great opportunity pass you by. Stop looking at social media as a chore and start integrating it into how you conduct business. Work it to your own comfort level, but don’t let it completely pass you by. Unless, that is, you’re willing to let the business pass you by as well.

Branding Across the Spectrum

Hot Tip: With all the noise in the marketplace with agents competing for listings and buyers (not to mention the rush of new agents sure to enter the market when the recovery gains more momentum), it’s more critical than ever to “brand” yourself on your social media sites. Make sure your personal brand is conveyed on your Facebook fan page, your Twitter profile, your YouTube channel and anywhere else that allows you to customize the display of your online profile. When all your marketing across the spectrum is cohesive and correctly branded, it exponentially increases its effectiveness at building your business. If it’s not, it is working against you.

Call us at 800-999-6090, ext. 668 if you need help with this important aspect of your social media marketing. Chances are you’ll be surprised how affordably we can integrate your brand into the various social media platforms.

YES, I would like more information on how to place my brand on my social media.

Why Put the “Personal” in “Personal Marketing”?

Learn What Successful Agents Know: It’s Not About Real Estate … It’s About People

You walk into a store. A salesperson rushes over and immediately asks, “Hi, can I help you find something?” Your reply? Chances are, you’re “just browsing.” Even if you intend to make a purchase, no one wants to be marauded the moment they step foot inside the store.

Realtors® do this, too. In fact, it’s one of the biggest faults most agents continue to make in their marketing campaigns, even in all the newest and latest social media marketing venues.

Considering the example given above, it’s painfully obvious that the way to connect with a consumer isn’t to jump down their throat bragging about a product or service. It never has been, and it never will be. That will only deter people. But that’s what many agents do in their marketing materials time and time again.

The real key to effective personal marketing is right there in the name – it has to be “personal.”

It’s Not About Real Estate. It’s About People.
Have you ever gotten to the end of a transaction and had the client call you a “friend” and make you part of the family? Of course you have. But consider just for a moment everything that client went through to get to that point:

First of all, they had to call a Realtor®. Most people look forward to doing that about as much as they like scheduling their dentist appointments or doing their taxes.

Then, after some initial feedback on the phone, they agree to meet you, where, while still apprehensive, they begin to know your interests and values. At this point, it’s much more about people than it is about real estate. And then two or three months later, after you’ve been through the entire transaction, this once-apprehensive person has been transformed into someone who invites you into their home. What happened?

Quite simply, you built rapport. And it wasn’t based on your real estate knowledge. People don’t call you their “friend” because you know a lot about mortgage rates or because you own a lap top computer. In fact, it’s quite the opposite. It’s because you share common interests and personality traits that bring people together.

If every time you met the client, you kept telling them how great you are, how long do you think they would have stuck around? (Not long, if you didn’t think that was a rhetorical question.) But traditionally, that’s exactly what most real estate agents try to accomplish in their advertising with laundry lists of designations and industry drivel that may impress other agents, but make no emotional connection with the consumer.

Get There Quicker
The objective of truly “personal” marketing is to allow the consumer to achieve that comfort zone up-front: before you’ve met face to face, before the first phone call, before you even have a clue who they are, except that they’re in your database. That’s the power of personal marketing. And the result is that not only are they not apprehensive to make that first call, they feel good about it!

Now the question becomes how you go about that…

The More Things Change, The More They Stay the Same
Really, it’s easier than it seems. Quite simply, it’s a matter of infusing your advertising with emotion. This tried and true advertising fundamental (emotion drives the most effective advertising used by Fortune 100 Companies) is so true — perhaps more now than ever with all the Social Media agents and consumers are embracing.

Despite your desire to want to spew out details about your service and designations and sales figures, you must realize that great marketing is not based in fact. In all honesty, consumers don’t relate or even understand any of that. Instead, great marketing is based on the “Wow!” factor and rapport – in other words, the relatable, emotionally driven ties between you and the reader.

Get Started
So to really make an impact in your market, you need to start by analyzing your current marketing materials and asking yourself two essential questions:

Question One, are your ads intriguing, and not just to you, but to the reader? Are they different than other real estate ads or do they spout the same, tired, “I provide the best service,” or “I’m No. 1”-type claims common to real estate marketing?

Question two: Do your ads and marketing materials possess a strong emotional appeal? Don’t know? Here’s how you tell: Are your ads ego-driven powered by service claims and number of home sales or do they allow the reader an insight into you on a personal level and encourage a positive emotional connection with you?

If you can’t answer “yes” to both of these questions, you’re wasting money and your marketing materials are due for an overhaul.

But once you can answer both those questions with a resounding “yes,” you’re on your way to a whole new level of productivity.

Get Personal
Across the board, from print ads to direct mail to Facebook to your website, make sure your marketing is emotionally driven, it tells your unique story (that is what differentiates you from all the other agents) and makes a connection beyond “I’m No. 1 in Service,” or “I have 25 Professional Designations,” most of which have no relevance to the consumer and are worthless except to impress other agents.

Are you ready to take the next step? To learn more about personal marketing, click here to find out when Hobbs/Herder Advertising will be in your area.

The Critical Difference Between Working On Your Business and In It

We have all heard the advice many times that to succeed in a big way you have to learn to work on your business and stop working in it. But what does that really mean, how do you do it and why is it so hard?

The Textbook Definition
First, you must have a clear understanding of the difference between working in and working on your real estate career. Working in your business covers all the things that you do to conduct real estate, it includes creating your marketing, handling calls, selling, showing, servicing, running, earning – you know, the seemingly endless “stuff” you have to do to get a sale closed.

Working on your business means taking a step back to look at how you do each thing and trying to figure out if there is a more effective way, order or system to do the things that have to get done in order to complete a transaction.


Will Sell Your Home For Food! Agent Susan Vacheresse Turns Novel Idea into a Listing Appointment!

Agent Susan Vacheresse from RE/MAX Metro-City Realty, LTD, in Ottawa, Canada, took one idea from a Hobbs/Herder free workshop and turned it into a listing appointment! Susan listened as the Hobbs/Herder presenter showed a picture of a marketing promotion of an agent holding a sign that read, “Will Sell Your House for Food.” Part of the proceeds generated from the campaign went to local food banks.

Susan thought, “what a fantastic and creative idea—and it helps a worthy cause too!” There were 16 agents in the room and she was mortified that all of them would jump on it before she did.

She sprang into action and enlisted her initially reluctant husband to help out. She selected a prime location and painted her sign. She called the printer and ordered the flier she would pass out to cars and put her son in charge of sending out the press releases to all the local media. The next morning, with her husband watching from the side, she went and stood on a high-traffic freeway off ramp and held up her sign.

She handed the flier to 200 people all told. “I know a lot of people wondered what the heck I was doing there with heels, a pant suit and gold earrings on, holding that type of sign.” Susan said. She admits she had a blast, “you couldn’t wipe the smile from my face!”

She finished her “2 hour stint” and about half an hour later, received a call from one of the prospects who took her flier. “She wanted me to come talk to her about taking her listing!” Susan says excitedly.

Not bad results and sure beats door knocking to 200 homes. She will keep us posted on the outcome of the listing appointment and she hopes to receive calls from others who had taken her flier. Good luck, Susan. Bravo for taking the initiative and turning a free idea from our workshop into actual results!


Visit Susan’s Website: