bring back an old product presented by herb & becky bivens 2014
TRANSCRIPT
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Bring Back an Old Product
Presented By
Herb & Becky Bivens
2014
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Beginning
We were on medical leave for January Zahira called to ask if we would consider
working a Real Estate Establishment in Huntsville, AL
Owner had called and needed new folders Southeast Publications worked job in 2009 Asked for Job Detail and copy of folder Received Job Details from Zahira & digital
copy of Presentation Folder from Diego
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Things to Consider
Is Rosenblum Realty the dominant realty in the area?
What is the reputation? Will the area support a presentation
folder? Does the Realty Company have a
presentation folder? If so, how long has it been since the
current folder was updated?
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Let’s Look at‘Things to Consider’
Is Rosenblum the dominant Realty Company in area? 25 Agents 4th Generation Ownership Active member with Chamber of
Commerce Manages over 500 rental properties Seemingly has a Great Reputation Appears to be the Leading Realty Industry
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Let’s Look at ‘Things to Consider’
Will the area support a presentation folder? Huntsville, Alabama the “Rocket City” Home to the Redstone Arsenal, the
University of Alabama in Huntsville, and Alabama A&M University
Arsenal Workers and College Students transition often
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Let’s Look at ‘Things to Consider’
• 2013 Huntsville Development Review
Young adult population has grown 27 percent since the 2000 Census
Seniors jumped 21 percent during the same period. Huntsville remains the fastest-growing large city in
Alabama The 2013 population estimate -- 187,413 - is up 4.1
percent from the 2010 Census
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Challenges
Located 75 miles from home Different range of advertisers Southeast Publications worked in 2007 Last updated in 2009 Presentation folder(s) not available from office Not even a sample of another Realty Company If all else fails…Check the Manual!
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Sample Style Sheet
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Sample Style Sheet
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Primary Prospects
Appraisers Escrow Companies Home Inspectors Insurance Home / Auto Mortgage Companies Title Companies
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Different Business Segments
Not Your Normal ‘Mom & Pop’ Operations
Home Buyer/Renter vs. RV/Camping
Different Type Services Needed
Face-to-Face vs Phone Contact
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Pricing Structure
Check local campgrounds for pricing. Check pricing from 2009 detail sheet. Again, check manual:
• Minimum price for full panel ad - $539
• Minimum order 1000 folders; cost $2755
• 50% Premium $’s for business card flap ad
• No maps on folders
• 14 panel format only
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Establish Pricing
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Presentation Folder Forms
Same Forms as Guest Guides except: # of Folders Formula Establishment Copy Form Initial Meeting Check List Exit Meeting Check List Ad Specification Sheet Ad Sample Price Sheet Style Sheet – Front & Back
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Initial Meeting
This Realtor insisted on making the initial contact for each potential advertiser
Of course, that opened the door for us Active member of the Chamber of
Commerce Learned of his business club Shared our pricing Immediately began calling prior advertisers
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Work Schedule
Returned home & prepared media kits. Called advertisers to made appointments. Drove two days (Thursday & Friday) to
Huntsville to follow-up with appointments. The first week, we did not make any cold
calls. Talk about a different sales approach!
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Drove back Monday, stayed 2 nights in motel
Met with realtor & provided update Follow-up with additional appointments Asked about potential advertisers we
would see driving to & from appointments
After the first few days, having established a comfort level with the owner, he allowed us to make cold calls
Work Schedule
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Work Schedule
Sometimes in our presence the owner would call and make the initial contact
Continued appointment follow-up & cold calls
Tuesday – appointments & cold calls Wednesday – clean-up & Scheduled
exit meeting the following Monday
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Work Schedule
Completed job using a tablet Daily upon returning home:
E-mail to Advertiser(s) Advertising Agreement Ad Copy Layout Invoice (if necessary)
Follow-up next day with advertiser
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Work Schedule
• Monday• Exit meeting with owner• E-mailed signed Establishment forms• Completed Order Check List
• Tuesday• Sent Teresa link for download• E-mailed photos, logos, etc. to account manager
• Next few weeks• Received / Returned proof• Confirmed delivered product with Realty.
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Finished Product
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Finished Product
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What about Banners?
Normally establishment gets 2 banners Outside cover Inside map w/advertisers
Establishment can receive 2 Inside maps w/advertisers
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What about Banners for Realty?
New challenge since not done before
Need to establish layout
Worked with Brian & Diego
Developed an eye-appealing solution
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Hooray…Hurrah!!!
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Presentation Folder Banner
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Evaluate Job/Yourself
Did we do Good?
Ever wonder ‘was the establishment pleased’?
How you know you’ve done a good job?
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Customer Satisfaction
Herb,
I got the docs and appreciate you forwarding them. We appreciate your prompt and courteous follow up with the advertisers and the contact that you kept with me during the process. I look forward to receiving the new folders soon, to use for our customers and clients. We hope it also will be profitable for the advertisers.
Thanks,
Carey Rosenblum
Rosenblum Realty Inc. , Huntsville, AL
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Why Did We Do It?
• Job Gross $ 8,637.00• Print Cost
2,755.00• Commissionable Cash $
5,882.00
• Commission Earned $ 3,823.30• Proof Charges
150.00• Job Net $
3,673.30
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Would we Do it Again?
Absolutely!!
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QUESTIONS and/or COMMENTS
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Thank You
Sales Associates
HERB & BECKY BIVENS