Hobbs/Herder Roll Up Their Sleeves and Help New Agents
Aliso Viejo, CA August 10th, 2005 - “One of my friends use to say that real estate is the easiest way to make a fortune and the hardest way to make a living," says Don Hobbs, Co-Founder of Hobbs/Herder, one of the most successful names in marketing and image development in the real estate industry. Don’s company was invited by The Real Estate Apprentice Foundation to be major supporter of the only national non profit company in the real estate industry helping new real estate agents enter the industry with the support and guidance of established companies in the industry.
“It is all about giving back and helping make the real estate brokerage industry a better profession for future generations,” says founder Stefan Swanepoel. “Hobbs/Herder is an ideal contributor because of their tremendous insight into why agents succeed or fail and because of their proven marketing, advertising and web site development skills and expertise,” said Deputy Executive Director Dr. Martin Oliver. Since 1986 Hobbs/Herder has helped thousands of real estate agents reach new heights in their careers. When asked to comment about what was one of the biggest obstacles hindering a new real estate agent’s success, Mr. Hobbs responded by saying, “after years of research and analysis, we believe strongly that the greatest obstacle is the agent who is without name or brand recognition.”
According to Dr. Oliver, when the Real Estate Apprentice Grant Program was still on the drawing board it was recognized that a business image was a key component of growing an Apprentice into a Superstar. A new agent especially would not know where to start and would be lost in the landslide of real estate agent’s names and faces that are hungrily looking for the next big deal. With those needs in mind, Hobbs/Herder’s sponsorship includes providing a total one-stop image design process. A new unknown agent like Kendra Shearer, the 1st Real Estate Apprentice Winner, has benefited greatly by being provided with the building blocks to an ever-lasting successful career.
“My experience with the Real Estate Apprentice has been great and we are very excited to be associated with the Grant Program and especially appreciate the thought behind it,” Hobbs said. “The concept is simply an amazing thing. We have had such a fun time with so many of the Apprentice Finalists of Season I, but Kendra was especially such a great experience. It was so rewarding for me personally to see that after the selection process was finished the tremendous pool of new talent entering our industry. The 12 independent Judges made a superb decision in selecting Kendra Shearer - she has a real sense of building a stable career and a serious business. This is in total opposition to what I have seen with many new agents who enter real estate, waiting for someone to do something for them. Kendra has openness, an inspiring focus and has what it takes to be a successful agent."
According to Hobbs/Herder what is really inspiring is seeing that as a Sponsor they were not just donating money, products and services but empowering people who are willing to take advantage of the unique opportunity that has been provided them. "We have all seen people in the past, who have dropped the ball because they do not appreciate the 'free gift' they receive as some people have the tendency to say, I didn’t pay for this thing, how much value could it have? Well the Real Estate Apprentice Grant is different. The way it has been structured and the way the Grants are being allocated, is bringing forward people that are open, interested, and teachable. Kendra has the marks of a great student, with an attitude of show me what I should do and I will do it. The winner of the Real Estate Apprentice Season I is a great example of what I hope we at Hobbs/Herder will get to continue doing season after season,” Don Hobbs said.
Kendra Shearer, who worked in the medical industry for 20 years before entering real estate, also spoke very highly to The Foundation of the Hobbs/Herder Gateways Seminars. “The value was very much like my MBA, only it was condensed into three days and was much less expensive.” The reason many believe this is because the Gateway Seminars teach agents how to build their business. “We isolate out the concept of how a business is constructed,” said Hobbs, "and discuss the concept of branding, marketing and creating a solid advertising foundation. For example, say that a Lexus doesn’t exist, you build one, and then people ask what is a Lexus? Suddenly within a short time and the use of wise and prudent advertising and marketing skills, people are saying: Wow, a Lexus, yes that is the upscale car to have! And yet, thinking back on the development process, Lexus was introduced by Toyota, which was not widely associated with the term luxury automobiles. Today Lexus is a good example of the advertising and marketing process and can achieve if used correctly."
The Gateway Seminar hosted by Hobbs Herder addresses this situation by focusing fresh, current techniques, mindset issues, marketing, branding, picking your niche and becoming more sophisticated in your marketing approach. They also provide checklists concerning the ways agents can market themselves through the Internet, emails, hard copy advertising, slogans, personal brochures, direct mail, billboards, bus benches, TV commercials and auto wraps.
“One of the biggest problems I see is agents without name or brand recognition. Agents spend so much time trying to get on the phone and trying to make things happen, instead of getting known in the market place so that people will call them,” Herder said. “With the Real Estate Apprentice grant program we are now able to help new agents entering the industry for the first time to create from day one a professional image and a winning attitude. Whether the rookie is well known in the town and business community, somewhat known, or a totally unknown person, all three types of agents will need to engage in the branding process.”
The secret in real estate sales is to build a brand for yourself, get people calling you on purpose, and know exactly who they are based on your niche market and specialty. Remember that real estate agents are not paid on the basis of the number of hours they work, but on the basis of being valuable to clients and having people call and say list my property and take care of my real estate needs. The worst thing is waking up every morning trying to search out and scrape together another deal. That gets old fast.
In closing, The Real Estate Apprentice Foundation thanks and salutes Hobbs/Herder, not only for stepping up to the plate to sponsor grants for new agents, but for their commitment in working with the Foundation in making the real estate brokerage a better place for everyone, brokers, agents and the consumer.
# # #
More Information
For hundreds of advertising and marketing ideas and to learn more about Hobbs/Herder go to www.hobbsherder.com. To learn more about the Foundation and see if you too can make a difference go to www.RealEstateApprentice.com
|
