90 Day Plan

With Your Personal Prospecting Brochure
How to Generate 10 or More

Transactions in 90 Days
by Don Hobbs & Greg Herder
Master Your Marketing
3 1994-2009 Hobbs/Herder Advertising.
According to a majority of top real estate
agents in North America, building relationships
with clients is the most important aspect of
generating and maintaining a steady fow of
business. They agree the best way to accomplish
this is by having a personal brochure as the
cornerstone of their marketing.
Unfortunately, what these top agents do not specify
is how they are using their personal brochures to
get such outstanding results. I have spoken with
many agents who have personal brochures but did
not know exactly what to do with them. That is
about to change.
In your hands is a step-by-step plan to generate a
minimum of 10 transactions in the next 90 days
with your personal brochure. It tells you exactly
what to do and when to do it. It covers every detail
from how to address your envelopes to the actual
cover letters you need to send out with your per-
sonal brochure. It is complete and easy to follow.
Let me introduce myself. My name is Greg Herder. I
am Chief Executive Officer of Hobbs/Herder, a mar-
keting training agency that specializes exclusively in
marketing systems for real estate professionals.
Before we get to the actual details of the plan, I
would like to tell you how this plan came into
existence. I think you will find it both educational
and interesting reading.
I had just spent a couple of hours working with a
real estate professional like many others I have
worked with over the last decade. He is an educated
professional agent from Dayton, Ohio, who works
hard, has many designations and cares deeply about
his clients. After eight years in real estate, he was
frustrated with earning approximately $45,000 in
income year after year.
Like most agents (lets call him Jack), he has sent
out note pads, fliers, all sorts of direct mail pieces,
even a personal brochure that he wrote a couple of
years ago. The end result is that he is simply get-
ting by, always wondering where his next deal will
come from.
During the same eight years, Jack has watched a lo-
cal competitor and acquaintance, Phil Herman, rise
to the top of the real estate industry and generate
a fabulous income for his family. In fact, he had just
found out that Phil had closed 143 transactions in
six months. When Jack realized that in six months
Phil had closed more business than he had in his
entire eight years of full-time real estate sales, he
finally decided to do something about it.
Jack picked up the phone and called Phil. He told
Phil about his frustration and concluded by saying, I
know I am being a little forward, but I am desperate.
Tell me, how do you generate so much business?
He was prepared to hear Phil tell him what his
manager and many other agents keep telling him,
Its simply a matter of time and hard work. Hang
in there and some day it will pay off. But what Phil
said caught him totally by surprise.
Jack, Ive known you for a long time. Once I was as
frustrated as you are. I was stuck working for the
postal service with what I felt was no way out. I was
making too much money to quit and not enough to
live the lifestyle I wanted. Fortunately, one person
How to Generate 10 or More
Transactions in 90 Days with Your
Personal Prospecting Brochure
Transform the way you generate business forever! Produce a steady
stream of calls from clients who are excited about working with you
by following the step-by-step procedures in this special report.
The secret to success in real estate today boils
down to one key elementPersonal Marketing.
Whether you realize it or even accept it, the
only way to get more people to do business
with you instead of your competitors is to
become better at marketing yourself than they
are at marketing themselves.

Phil Herman, Dayton, Ohio
inspired me to believe in myself and take the risk to
get into real estate. I did okay right from the begin-
ning, but after the first five years or so I realized I
was stuck back in the same place. I was making too
much money to quit and not enough to live the way
I wanted to. I had simply raised my level of income
by 10 to 20 percent.
Jack, Phil said with a quiet but very serious
voice, The secret to success in real estate today
boils down to one key elementPersonal
Marketing. Whether you realize it or even accept
it, the only way to get more people to do business
with you instead of your competitors is to become
better at marketing yourself than they are at mar-
keting themselves.
The problem, Phil continued, is that most agents
are focused on becoming professional real estate
agents not professional marketers. But you have
to face the facts: Even the greatest, most talented,
educated agent in the world will go broke unless he
has a steady stream of clients to work with.
Too many agents believe that if they simply work
hard and provide great service, clients will come
their way. Unfortunately, that is simply not true.
Jack, I know your clients love you. I bet that once
youre face to face with potential clients, they al-
most always do business with you. Am I right?
Well, yes, Jack replied.
Phil continued, The reality is that in todays
competitive real estate market, the key to success
isnt knowing a lot about real estateits knowing
a lot about how to create emotional marketing
materials and get people to want to do business
with you.
Jack, I hope you dont misunderstand what I am
saying like a lot of other agents have. I believe that
you must be a disciplined professional agent with
tons of real estate knowledge and education so that
you can handle the business effectively once you
have a lot of clients. What Im saying is that being
professional wont generate the steady stream of
How to Generate 10 or More Transactions in 90 Days
Terry Moerler, a Hobbs/Herder client
from Thousand Oaks, California, and
one of the top 10 RE/MAX agents in the
state, has her brochure hand-delivered to
people within two hours of talking with
them for the first time.
Terry Moerler, Thousand Oaks, CA
clients you need to survive in this competitive indus-
try. The hardest part for most agents is to overcome
their old ways of thinking about real estate.
Times have changed! The old strategies dont work.
Jack, my advice to you would be to study emotional
marketing and apply it to everything youre doing.
Phil, Jack asked, where would you recom-
mend that I start learning how to market myself
effectively?
Thats easy, Phil replied. Let me tell you about
the company that helped me create most of my
marketing materials. Theyre simply the best in
the business. They specialize in helping real estate
agents create powerful personal marketing materi-
als, and they have clients throughout the United
States and Canada. Theyve seen every type of
market condition, and the stuff they create works in
them all. Their client list is a virtual Whos Who of
the top real estate agents in business today.
Phil, Jack interrupted, Im broke. I cant afford an
advertising agency!
Relax, Jack, Phil said, theyre not expensive. In
fact, its usually cheaper for me to have them create
my stuff than to do it myself. Best of all, an agency
pushes you to try things that may make you a
little uncomfortable at first because they seem so
emotional. But I know you will change your tune as
soon as you start to generate calls. Theyve made an
incredible difference in my income.
But Jack, Phil said quietly, please dont tell
anybody else about them. I have been trying to keep
everyone else in Dayton from ever finding out about
this organization.
The company, he continued, is Hobbs/Herder. I
strongly recommend you give them a call. I know
theyll point you in the right direction.
Jack hung up and dialed the Hobbs/Herder number,
1-800-999-6090. It rang and was quickly picked up
by an automated attendant that said, Normal busi-
ness hours are from 8 a.m. to 5 p.m. Pacific time.
A little annoyed, Jack glanced down at his watch
and realized that it was 9 p.m. Eastern time. He was
about to hang up when he heard the voice ask him
to leave his name and address, and he would be
sent information.
Well, thats how Jack ended up in my office.
After analyzing Jacks options, taking into account
his concern over his budget and a variety of other
items, I recommended that he start by developing
a personal prospecting brochure to use in a variety
of ways. I knew it would pay for itself in the first 90
days of use.
A brochure would also serve as the backbone for
Jacks overall marketing campaign. He could use the
graphic look and basic image of his brochure
in the rest of his marketing materials so that he
could really solidify his identity in the marketplace
and end up generating a steady flow of clients for
years to come.
At first he was skeptical. He told me about the poor
results he had generated with his last personal
brochure. As I went through and explained that the
problem was that his first brochure was written as a
rsum and fact sheet, not a powerful prospecting
tool, he started to come around.
I convinced Jack to let Hobbs/Herder create his
personal brochure for him. He loved the process
of filling out our unique personal brochure
questionnaire. He said it made him think about his
career in a totally new way. He also loved the inter-
view process. He was amazed at how close he felt
to his writer, even though theyd only met through
the phone.
When the process was over, Jack had a powerful
personal prospecting brochure. Since I had per-
sonally met with him, I felt great. I was excited for
JackI just knew he was going to do well with
his brochure.
The everyday demands of life kept coming, and I
really didnt think much about Jack until one day
about a month later. I called in and listened to a
voicemail message that Jack had left for me. He was
angry, frustrated and depressed. He said, Listen,
you convinced me to spend all this money on a per-
sonal brochure, and it hasnt gotten me anywhere. I
havent made a dime from it!
I was surprised and probably a little defensive. I
knew we had created a great personal brochure for
Jack, and I didnt like being yelled at. After calming
down for a few moments I thought, Okay, even if
its a great brochure, if hes not getting results from
it, we havent done our job.
So I called Jack and started gathering some informa-
tion. I began by asking him what kind of feedback
he got when he handed his brochure to people. He
told me the feedback was awful. Stunned, I asked
him who he had been giving it to. Well, he said,
I passed out my brochure to all the agents in the
office the very first week I got it and asked them to
give me their feedback and constructive criticism.
Other agents are great critics and this overwhelmed
Jack. I asked if any agents had said anything posi-
tive. Jack had to think about it, but he replied, My
manager told me she thought it was very good and
some agents told me it was very interesting to read.
Jack had actually received more positive comments
than negative but like most of us, he focused on
the negative.
I found the other agents negativity had so devas-
tated Jack, he had not sent any of them out to the
My personal brochure has
elevated my career to new
heights. The response from
both past and new clients is
consistently positive.
People love the approach of
showing me as a regular person
with a family and a history prior to
real estate.
From my frst mailing, more than
fve referrals came in as a direct
result of my friends receiving and
sharing my brochure.
Connie Roberts
Scottsdale, AZ
public. I helped Jack make a list of people to send
his brochure to and suggested he include a simple
cover letter appropriate for each group. I told him
it was critical to mail out between 500 and 1,000
brochures in the next couple of days.
About a week later, I called back to find out how
Jack was doing, hoping that he had started getting
some positive feedback from the public on his
brochure. I asked Jack how many he had sent out.
After a long pause he replied, None. I was frus-
trated now and asked why not. I just cant seem
to write a cover letter to send with them. Ive been
trying. Ive spent hours, and I hate everything Ive
come up with, Jack said.
That afternoon I sat down and wrote out a num-
ber of cover letters for Jack and faxed them to him
with exact instructions on how to send them out.
About a week later I got another voicmail from
Jack. He was so excited he could hardly talk.
He told me about the calls he was getting from
people who loved his brochure and about a refer-
ral he had just received from a friend hed mailed
the brochure to.
Jacks brochure generated 10 transactions for him
during the next 90 days. In going back to other
clients we have created brochures for, we
discovered that many had the same trouble
writing cover letters. So they had not sent their
brochures out and, thus, had not generated the
results they could and should have received.
We started testing the letters we had written to
see what worked and what didnt. We interviewed
agents and consumers to come up with ideas
on how an agent could use his or her personal
brochure in the most effective way.
In your hands is a plan that is the best of what we
have learned from working with literally thou-
sands of agents throughout the United States and
Canada who have generated outstanding results
from using a personal prospecting brochure.
Most importantly, I know its a plan that will work
for you. For years agents have been saying, There
has got to be a better way to attract clients.
Well, now there is. If you want to say goodbye to
door knocking, cold calling and other stomach-
churning prospecting methods, this 90-Day Plan
will change your real estate career forever.
This plan contains everything you need to do,
including the letters you need to send out with
your brochure that you can start using immediately.
No more mailing out embarrassing fliers, magnets,
note pads, calendars or other novelties that simply
do not work.
A word of warning: We have found that there are
two things that stop most agents from really
cashing in with their personal brochure. They are
the following:
1. They dont send them out.
2. Their brochure is not written as a prospecting tool.
I will tell you right now the greatest marketing tool
in the world will not help you if its just sitting on
your desk.

It sounds so obvious but most agents dont seem to
get it. You have to send your brochure out constant-
ly in order to generate a steady flow of business
coming your way. A brochure is not a one-time
mailing. To be effective it must become an integral
part of your complete marketing strategy. That
is why we recommend you print at least 10,000
brochures in your very first run. When agents print
fewer, we find they tend to horde them.
The second stumbling block is that an agents
personal prospecting brochure was not written as a
prospecting tool. Simply ask yourself these
questions (on page 6) about your brochure. If you
answer no to any one of these questions, then
your brochure is in need of some work.
When you can answer yes with unreserved enthu-
siasm to each of these questions, your prospecting
You have to differentiate
yourself. You have to brand
yourself. Theres a choice
of over 800 agents in
my neighborhood. I have
to have a strong presence and
strong branding. Having a personal
marketing system is allowing me to
be free and do what I want to do.
It also allows me to give a lot more
individualized attention to each client
because I have the support systems
set up.
Karim Virani
Vancouver, B.C.
brochure contains the fundamen-
tal elements of all great marketing
and advertising materials. This basic format was
first developed by the legendary advertising expert
Claude Hopkins. He is acknowledged as the father
of modern advertising and is called by many the
greatest advertising writer to have ever lived. His
format has been refined and applied specifically to
residential real estate by our staff here
at Hobbs/Herder.
Unfortunately, most agents think they are doing
personal marketing when, in reality, it is anything
but personal. To most agents, personal marketing
means simply slapping their name and picture next
to the same tired old claims of quality, education,
superior service, the biggest, the best, first class,
Karim Virani, Vancouver, B.C.
1. Does the cover catch the readers
attention and compel them to pick it up?
2. Is the copy so interesting that it draws
the reader along, breaking down his or
her natural sales resistance?
3. Does your brochure establish rapport so
that readers start to feel like they already
know you and find you so fascinating
they would enjoy just talking with you?
4. Does the brochure end with a
nonthreatening
call to action
that compels
almost everyone
to pick up the
phone to call you
even if they are not
ready to buy or sell
a home today?
5. Does your brochure
project a feeling
of quality and
professionalism the
instant someone
picks it up?
etc. It looks, feels and sounds exactly like every other
agents in town. Today, you must understand that slap-
ping your picture and name on some standard format is
not personal marketing.
In real estate, you have been told over and over that
people make buying decisions emotionally, then ratio-
nalize that emotional choice intellectually. Yet when
you look at the vast majority of real estate marketing
and advertising, it is rational, logical garbage that says
exactly the same thing as every other agent.
If you write your brochure from a rational, logical
perspective, you will end up with an ego-stroking,
boring brochure guaranteed not to generate a single
call. Emotional advertising reaches out and grabs
prospects attention, then locks them in emotionally
so they feel compelled to actually pick up the phone
and call you.
How many prospects have ever called you and said,
Tell me, do you have a C.R.S. or G.R.I. designation?
I am only calling agents that have one of these
prestigious designations.
None! Thats right. Not one, not ever!
Let me share with you the secrets we have learned
about getting outstanding response from a personal
brochure. Its a condensation of the experience we
have gained writing tens of thousands of personal
brochures for top real estate professionals.
First and foremost, your personal brochure must grab
the readers attention. Thats why the cover of your
personal brochure should have a picture of something
that is compelling and interesting to your potential
readers. (Hint: A headshot of a real estate agent is
not going to grab the attention of your reader.)
Next, your brochure must build rapport between you
and the reader. Think about your own experiences of
prospecting. When you meet someone for the first
time whom you want to turn into a prospect, do you
start reading off a list of the 10 benefits of working
with you and list of all your professional
designations? No!
If your brochure starts off with anything like this: 10
Benefits of Working with John: Quality Service,
Years of Experience, Results, Top Producer, Professional,
or any other ego-stroking sales pitch, throw it away.
Its worthless. If your brochure opens with anything
that looks or sounds like a sales presentation, readers
will instantly be skeptical, and most will not even
continue reading.
Dont be offended. My goal is not to criticize but to
help you make the changes you must make to attract
prospects with your personal prospecting brochure.
Start your brochure off with an interesting story that
involves the reader with you on a personal level. Its
called personal marketing because its personal.
Your personal prospecting
brochure should have these five
elements:
1. It grabs the readers attention
with a powerfully interesting
cover.
2. It establishes rapport between
you and the reader.
3. It tells a compelling, interesting
story that humanizes you to
the reader so he or she feels
comfortable calling you.
4. It asks for action and makes it
easy and non-threatening for
the reader to call you.
5. It is printed on at least
100-lb. gloss cover stock paper
in full color with a number of
interesting photos that bring
your storyline to life.
Thats what makes you unique. Heres a tip to help
decide if your personal brochure is truly written
from a personal marketing perspective. Ask your-
self if any other agent in the world could take your
brochure, substitute his or her name and picture,
and have the majority of the information still be ac-
curate. If he or she could, dont kid yourselfits not
personal marketing.
Personal marketing cannot be copied effectively by
other agents. What makes you a unique individual
will also make your marketing unique. Personal
information is also compelling and interesting to
consumers. We have become a talk-show society.
We simply cant get enough information
about others.
Once you have grabbed readers attention with
a great cover, build rapport with an interesting
personal story. Youll get them emotionally involved
so they will feel comfortable calling you. If your per-
sonal brochure presents you as a strong, dynamic
agent who is bold and powerful, you lose! Think
about it this way. As a consumer do you get excited
about calling strong, dynamic salespeople? No!
Why? Because you know that when you call strong,
dynamic salespeople, they will sell you something.
Consumers do not want to be sold. They want to
feel like they are in control.
The best way to make them feel comfortable about
calling you is to touch them emotionally. The
objective is to create what we call the friendship
factor. This enables your prospects to feel very
comfortable picking up the phone to call you. They
feel theyre not calling a salesperson, but a friend
they know and like.
Now all thats left is to give them an easy reason
to call you. Most agents think this means saying,
When you are ready to buy or sell, please give me
a call. No! That makes it too hard. You are forcing
people to make a decision before they call you. In
the meantime, they are open prey to any agent they
may bump into, and there are lots of them out there.
Make it very easy: Call my 24-hour recorded hot-
line for information on 10 of the best home values in
the area. Or, Call for a copy of my special report on
how to select a Realtor
to help you sell your home.

Now they will have an easy reason to call.
When they call in, they should hear a recorded mes-
sage with a place for them to leave their name and
address for the information you promised. Its best if
you have one of the 24-hour message systems that
will capture the phone numbers of all the callers,
when they called and what information they listened
to. We recommend this 24-hour hotline and have
even negotiated a special rate for our clients.
Then all you have to do is implement the following
90-Day Plan. I guarantee that you will generate 10
transactions or more in 90 days.
If your personal brochure does not meet the above
criteria, STOP! Go back and create a true personal
prospecting brochure, or the 90-Day Plan will not work!
Now that you have some insight into how this plan
came into existence, lets take a look at how you
can generate 10 transactions or more in the next
90 days with your personal prospecting brochure.
Please let me know how the plan works for you. We
are constantly evaluating and improving the letters
and methods of distribution based on feedback from
the agents who are actually doing it. Your success
and your business are very important to me, person-
ally, and the entire staff of Hobbs/Herder.
Sincerely,

Greg Herder
I wanted to thank them for
referring their neighbors to me
and saying so many nice things,
and they said, Really, all we did
was give them your brochure,
Peggy says. Because of the
brochure, they perceived me as
a quality agent and trusted me
to list their house.
Peggy Lucas, Hoover, AL
When Peggy received her brochure draft in
the mail, she was pleasantly surprised. I
am kind of interesting! she said, and her
excitement for her brochure only bolstered her
enthusiasm for her marketing campaign. She
launched her campaign using Hobbs/Herders
90-Day Prospecting Plan, and also followed
Hobbs/Herders advice to hand out her
personal brochure in place of her business
card. Peggy was surprised at how powerful an
impact it had on prospective clients.
I do a lot of new home construction on site
work, she says. Instead of handing people
a business card, I give them a brochure. They
look at it and say, Wow, weve never seen
anything like this. It instantly makes that
personal connection, and once they know me,
its just so different. When you hand them
that brochure and its top quality, it gives you
a higher level of professionalism. They fgure
youre a good agent because of the quality.
The Personal Touch
Far too often, agents begin a direct mail
plan and abandon other methods of getting
their brochures in peoples hands. They start
mailing and stop networking, which is not a
good plan. While direct mail, advertising and
public relations are key to an all-encompassing
campaign, handing them out personally is
an aspect of your campaign that cannot be
neglected. Peggy learned that lesson frsthand.
She is continuing to give away as many
brochures by hand as she has been while
augmenting that effort with other avenues of
distribution.
Peggys husband, Dave, is a police offcer and
by distributing her brochures at work, has
generated business not only from fellow police
offcers, but also their extended families.
Likewise, Peggys clients are eager to spread
How Peggy Lucas went from $2.9 million to $18 million
in a 24-month period with her personal brochure.
Ever since I decided to start a personal
marketing campaign, Ive been committed to
it 100 percent, Peggy Lucas of Keller Williams
in Hoover, Alabama says. Now I have a
whole new lifenot just a new
business, but a whole new
lifestyle. And every step of
the way, I never had a doubt
it would work. What Peggy
embarked on was personal
marketing done the right
way. That is, through
powerful, emotionally
charged marketing
materials that stand out
from the crowd and differentiate
her from the competition. Her high-quality
marketing materials, combined with her
unbridled enthusiasm and support of the
campaign, created a formula for success thats
made a huge difference in Peggys life.
A third-year agent in Hoover, Alabama, Peggy
credits her marketing campaign for catapulting
her from $2.9 million in sales to $18 million in a
24-month period. And at the 32-month mark,
she jumped to $26 million. It also propelled
her to number 18 in her company of 1,100
agents. But perhaps the most amazing aspect
of Peggys success is that shes barely scratched
the surface of whats possible.
Making the Commitment
Peggy contracted with Hobbs/Herder to
create a personal marketing campaignthe
cornerstone of which was her personal
brochure. Despite the nervousness she felt
about having something written about her,
Peggy felt immediately at ease after an in-depth
telephone interview with her Writer/Account
Executive. She trusted the direction of her
entire campaign to Hobbs/Herders expertise
and anxiously awaited its arrival.
the word and hand out her brochures.
One such anecdote involves a call Peggy
received while on vacation in Cancun, Mexico.
Upon her return, she had a message from a
couple asking her to come list their home.
They had been referred to Peggy by another
family she was currently working with. When
she returned, the couple came to her offce,
and she listed the house without even having
seen it. With their home sold and closed
within two months, Peggy placed a call to her
original clients who had referred them.
I wanted to thank them for referring their
neighbors to me and saying so many nice
things, and they said, Really all we did was
give them your brochure, Peggy says.
Because of the brochure, they perceived
me as a quality agent and trusted me to list
their house.
The Greatest Gift of All
For all the production and monetary success
its given her, more than anything, Peggy
cherishes the way her marketing has allowed
her to achieve balance in her life and spend
more time with her family. Up until the time
she attended her frst Hobbs/Herder Gateway
conference, Peggy was growing accustomed
to days that began at 6:00 a.m. and didnt end
until midnight. She was on pace for burnout,
and quick. Hobbs/Herder not only taught her
how to market herself, but also how to better
manage her time and set up the systems that
would allow her to achieve balance in her life.
I have more time now. One thing I learned is
that it doesnt matter how much money you
make if you dont have any time to spend it,
she says. Now, with my systems in place, my
business is still working for me if I choose to
come home at 3:00 in the afternoon. I can go
to my sons football games. I can spend time
after school with my fve-year-old. The Lucas
family has also moved into a newer, larger
house within the last few months, and on one
of their recent vacations, Peggy and Dave
bought a timeshare they plan to use on
future vacations.
Pump Up the Volume
Peggy has an interesting perspective on
personal marketing, likening it to a volume
knob on a stereo.
It will work at two or three, she says, but if
you crank it up to 10, youll blast your roof off.
In other words, when you commit yourself to
high-quality personal marketing the way Peggy
has, success tends to come your way. Its all
about making your marketing work for you
rather than you work for it, Peggy says. Once
you get used to it, it becomes second nature.
What Matters Most
The cover of Peggys personal brochure
reads What Matters Most along with a
photo of her and her family. Looking back
on the journey shes taken since that frst
Hobbs/Herder seminar she attended, Peggy
cherishes her new life, truly realizing some
of the little things she was missing while
working such a hectic schedule. With a new
house, more time for family and a successful
business model perpetually moving things
forward, Peggy surely understands what
matters most to her, and she credits her
personal marketing for allowing her to achieve
this newfound lifestyle.
At some point you have to make a decision.
Do you want a real estate career or do you just
want to do real estate transactions? Peggy
says. Personal marketing makes a difference
in your work and in your life. Dont pass up the
opportunity. It will give you a better life.
When people got my brochure, their mindset was that
I was selling higher dollar homes. It moved me into a
higher market. Within a year of launching my personal
marketing mailing program, my production went from
$1.8 million to $8 million. Years later, Im on track to do
$23 million.
Sherry Weeks, Montgomery, AL
Congratulations! You have set yourself apart from
the average agent by spending the time, money and
effort to create a dynamic marketing tool called a
personal prospecting brochure. Now you face the
question: What do I do with them?
Here is a 12-week marketing plan designed around
your personal brochure to kick start you into the fast
lane. The agents who follow this plan exactly as its
laid out consistently generate 10 or more transac-
tions in just the first 90 days of using a personal
prospecting brochure. In addition to the plan, we
have given you a whole list of ideas on ways to use
your personal brochure as well as some tips from
clients who are using their own creativity to push
the envelope and reap maximum results.
Homework: What to Do Before You Start the Plan
The following are essential tasks you can be
completing while Hobbs/Herder is creating your
brochure. Develop the following mailing lists:
1. A list of all your current buyers and sellers, as
well as your leads.
2. Names and addresses of all your past clients.
3. Names and addresses of all your close friends
and relatives.
4. Names and addresses of your sphere of influence
and casual acquaintances.
5. The names and addresses of at least 2,400
people in your farm area.
6. Develop a system for collecting a specified
number of FSBOs per week.
7. Find the easiest way to get the names and
addresses of Expireds.
8. Contact names and addresses of church or
charity groups you are involved in or plan to
become involved with.
9. Personnel contacts and addresses for at least
50 local companies.
10. Contact names for local magazines,
radio and television stations, and the editors of
the Business and Real Estate sections of your
local newspapers.
Mailing Instructions
For maximum results, mail your brochures first
class in a letterhead quality envelope with only
your name and address printed on it. No company
name or information should be on the envelope.
Addresses should be printed or typed directly onto
the envelopes or, if you are generating computer
labels, you must use clear address labels (these
are available from Avery). These methods increase
costs and effort, but they pay off in higher returns.
The more your brochure looks like a personal letter
from a friend, the better. Do not send to: Residents
or Occupants or The Jones Family or Mr. &
Mrs. Jones.
Start by passing out your personal prospecting
brochure continuously for the rest of your career.
Before we get into the specific details of the 90-Day
Prospecting Plan, lets start with the basics of using
your brochure every day to increase your productiv-
ity. First and foremost: Give them out. Do not horde
them. We have heard clients say, These are expen-
sive, they cost me more than one dollar each, so Im
only going to give them to my good clients. This is a
strategy for failure.
You must develop the habit of using your brochure
constantly. Your goal should be to get at least 1,000
brochures out per month. Here are some basic ways
you should be using your personal brochure on a
regular, if not daily basis.
See the Idea Generator on page 21 for more great
ideas about ways to get your personal brochure out in
the marketplace.

John & Mary Jones
1234 East Street
Apple Town, USA 12345-6789
Your label should look like this.
A 90-Day Game Plan to Reap the Rewards of Your
Hobbs/Herder Personal Brochure
Week 1
n Send your brochure with the
corresponding cover letter to:
Your list of current buyers and sellers,
as well as your active leads and
prospects. (letter no. 1)
Your list of all your close friends and
relatives. (letter no. 2)
n Start sending your brochure with the
Listing Presentation Letter (letter no. 4)
before listing presentations.
n Send out your personal brochure and
Media Release No. 1 to all the local
newspapers, magazines, radio and TV
stations in your area. Make sure you
send the release to any local talk radio
stations and local cable news and
information shows.
n Hand out at least two of your personal
brochures to people you dont know, at
least five days per week. Start leaving
your personal brochure with the tip every
time you go to a restaurant. Pass out
your brochures constantly.
Warning: Do not pass your brochure out to
other agents in your office. Wait until you
have some success stories to share with
them, otherwise they will discourage you
with polite criticism that will take the wind
out of your sails.
Please note that this 90-Day Kick Start Game Plan is the minimum you need to follow
if you are participating in the Hobbs/Herder Performance Guarantee program. If you
have a PowerKard
SM
and/or Houseflier,
SM
refer to the PowerKard Primer special report
for recommendations on how to incorporate all of your marketing materials for
maximum impact.
Kick Start!
Hobbs/Herders 90-Day Personal Brochure
Prospecting Game Plan
Week 2
nSend a quick thank-you note to everyone
who called with feedback on your
brochure. Make it short and easy to get
out. The best would be to handwrite a
note on your PowerKard.

(If you do not
have a PowerKard, send a handwritten
note on your personal letterhead.)
nSend your brochure, with the
corresponding cover letter, to your past
clients list (letter no. 3) and sphere of
influence. (letter no. 5)
nHand out at least two personal brochures
to people you dont know, at least five
days per week.
nSend your brochure with the Listing
Presentation Letter (letter no. 4) before
listing presentations.
Week 3
n Send a thank-you note or PowerKard

to
everyone who called with feedback on
your brochure.
n Call 15 people from your first mailing
who did not call you. Simply ask for
feedback on your personal brochure and
ask for referrals.
least five days per week.
n Send your brochure with the Listing
n Kick start your FSBO campaign. Send
your brochure with FSBO Letter (letter
no. 6) to a targeted number of FSBOs
at least five per day, Monday through
Friday. Then repeat the process
each week.

Week 4
n Send a thank-you note or PowerKard to
your brochure.
who did not call you. Ask for feedback on
your personal brochure and ask
for referrals.
n Develop a list of a minimum of 2,400
names of people that fall into your
target market in terms of income and
geographic locale (demographics). Send
your brochure to the first 600 people
on this list with your Prospecting Letter
(letter no. 9). Note that this group of
2,400 will be the beginning of your farm,
or eventually your farm may be extracted
from the original 2,400. Along with your
sphere of influence and past clients, you
will continue mailing to these people
whether you transition into the Impact
Plan outlined in the PowerKard Primer
or into another mailing plan.
Two ways to compile this list:
a. Check with a title company you do
business with. Many will supply this
type of list to you as a courtesy for
your business.
b. Call a mailing list broker from the
business to business yellow pages.
Once given the parameters, they should
be able to give you a list of names for
10 to 30 cents per name. Be sure your
database is clean, watch for duplicate
entries.
Week 5
n Kick start your Expired campaign.
Monday through Friday, mail your
personal brochure, with the Expired
Letter (letter no. 7) to all the Expireds
in your market from the MLSsend
a minimum of 5 per day. You should
send the expired cover letter with
your personal brochurenothing else.
Remember, time is of the essence with
Expireds. You should mail them in the
morning so they arrive the very next
day. The results will be worth the extra
effort to get them out first thing in the
morning. Take them directly to the
post office.
n Continue your FSBO mailings (at least 5
per day).
Week 6
your brochure.
n Continue your FSBO and Expired
mailings (at least 5 per day).
n Send your personal brochure to the next
600 people on your list of 2,400 with
your Prospecting Letter (letter no. 9).
Week 7
your brochure.
who did not call you. Ask for feedback
on your personal brochure and ask
for referrals.
your Prospecting Letter (letter no. 9).
n Send out your personal brochure and
Media Release No. 2 to all the local
newspapers, magazines, radio and
TV stations in your area. Make sure
you send the release to any local talk
radio stations and local cable news and
information shows. Send the release
whether anyone ran the first one or not.

Week 9
your brochure.
n Develop a list of at least 50 companies
in your area that have 100 or more
employees and are not a division of
some much larger organization. This
information can often be obtained by
calling the Chamber of Commerce. Most
Chambers publish a business directory
that lists the size of companies and the
names of the key individuals running
it. Send your brochure to personnel
contacts with Relo Letter (letter no. 11).
for referrals.
Week 8
your brochure.
for referrals.
n Hand out at least two personal
your Prospecting Letter (letter no. 9). If
you have more than 2,400 total on this
list, mail to the remainder of your list; or,
if more than 1,000 remain, break up the
names evenly and mail to them over the
next four weeks.
Week 10
your brochure.
for referrals.
Week 11
n Send a thank-you note or PowerKard

to
your brochure.
on your personal brochure and ask for
referrals.
Week 12
your brochure.
for referrals.
n Send your brochure, with Vendor Letter
(letter no. 10), to all of your favorite
vendors in the mortgage, title, escrow,
legal, accountancy, home warranty and
pest control industries. Provide five,
10 or more brochures to each vendor.
Its called a reverse referral and its all
the rage, especially from mortgage
professionals who are seeking to cement
relationships with their real estate agent
clients. Commit business to your favorite
vendors and ask them to send you
their clients.
Ive done the 90-Day Plan. Now what?
Keep the momentum going with the Maintenance Plan!
If you have followed everything here you should have sent out at least 3,000 to 5,000 brochures by now
and started a steady flow of business coming your way. So dont stop now. Keep looking for new people
to mail to. The key is to just habitually get your brochure out on a regular basis. Your goal should be to
send out 1,000 brochures or more each and every month. Agents who do this on a regular basis report
that it will generate between 310 transactions every month.
WEEKLY
n Follow the Impact Plan or other
mailing plan of your choice from
the PowerKard Primer.
n Send your brochure to FSBOs
and Expireds.
n Hand out your brochure whenever
you might usually hand out a
business card.
MONTHLY
nYour goal is to get 1,000 of your
personal brochures out per month!
Get creative with the Idea Generator
and give it to new acquaintances,
business associates, community
groups, etc.
In addition to your PowerKard Primer plan, follow these general guidelines every year:
2X PER YEAR
n Send brochure to your past clients and
sphere of influence, with extra copies for
them to pass out to friends, associates
and relatives.
n Send brochure to your farm, ideally timed to
arrive before peak market cycles.
ON-GOING
n Be creative. Set aside 15 minutes, grab a pen
and paper, and write down every possible
way you could hand out your brochure. Dont
analyze your ideas, just write them down no
matter how outlandish they may seem. Then
go back through each one and evaluate what
it would take to actually do it and the type of
response you think it might generate. Make a
list of the ones you like best and go for it.
After you have completed the 12-Week Kick-Start Plan...
nContinue sending out your personal brochures on a regular basisaim to get at
least 1,000 personal brochures out per month
nContinue sending it to FSBOs/Expireds (at least 5 per day)
nConsider adding one of the mailing programs outlined in the Hobbs/Herder
PowerKard Primer to your marketing campaign at this time
nUse the Idea Generator on the following pages for additional creative ways to
get your brochure out
Tie your personal brochure to a promotional strategy.
Hobbs/Herder client, Tom Rhodes Jr. of Abio & Adleta in
Dallas, has a bold brochure with red headlines as the focal
point. Now, whenever he sends a copy of his brochure or any
correspondence, he encloses a stick of Big Red gum. It makes the
letter smell good and people always remember receiving the stick
of gum.
Other brainstorms for Hobbs/Herder-created brochures:
Gourmet chocolate bars wrapped in gold and embossed with
the agents name to accompany a personal brochure featuring
photography of gold bars and the theme Golden Opportunities;
personalized marbles for an agent whose surname is Marble and
whose brochure features photography of multicolored marbles;
single-stemmed roses for a personal brochure featuring a brilliant
still-life of a rose. Maybe your brochure provides the perfect
inspiration for such a promotional item.
Mega Agent Inside Tip: Promotional Strategies
The Idea Generator
More Great Ways to Maximize Use of Your Personal Brochure
walking into a listing appointment with a
decided advantage is phenomenal.
4. Active Listings.
A stack of personal brochures should be next
to the HouseFlier or fact sheet promoting a
listing. If you use flier boxes on your for sale
signs, fix it so your brochure is available as
well as the HouseFlier.
5. Networking.
Its part of being a real estate agenta
major part. The brochure makes networking
that much more productive. A brochure is
marketing. A business card is not. Marketing
defines the product and provides information
so people will know whether they want to
buy that product. Marketing stirs
emotions and creates a propensity
to buy. Business cards do not. Give
your brochure to everyoneyour
family, friends, neighbors, fellow
agents, etc. The list is only limited
by your creativity, ingenuity
and tenacity.
6. Open Houses.
This one is fairly obvious. Fan your
brochures on a table and make
sure that every prospect that
passes through leaves with one.
You will find that your brochure
starts many more conversations
as people walk through. You will turn a lot
more people into legitimate clients. In addition
you will start getting a steady flow of call
backs from people who left with your brochure
and then decide to call you back.
7. Public Speaking.
A creative way to attract new business is to
offer your expertise as a public speaker. You
can speak on real estate-related topics at
community service organizations like Rotary
and Kiwanis, and then use your brochure as
one of the handouts. If youre even more
1. Business Card Replacement.
To start, simply pass out your personal
brochure any time you would normally
pass out your business card. This alone will
instantly separate you from your competition,
and it will give you instant credibility and
professionalism in the prospective clients
mind. Susan Short Fizer, a Hobbs/Herder client
in Omaha, Nebraska, says she would never go
back to using a business card. The impact is
so dramatic, she says, when I hand people
my brochure and they see the dynamic color
photography, they instantly assume I am the
most successful agent they have ever met.
2. Lead Follow-Up.
Any leads you generate should immediately be
sent your personal brochure, whether you get
a call on the floor, a referral, a
person you just met, or anyone
who could potentially be a
client or refer a client to you. In
every package of information
you send out, enclose your
personal brochure. Dont
worry if the person has already
received one before. Lead
follow-up with your personal
brochure should become
a habit, one that is carried
out religiously.
3. Pre-Listing Package.
This is one of the most potent
uses of your personal brochure. Before the
listing presentation, send a copy of your
brochure with a cover letter and any other
material you send prior to an appointment.
Use the letter in this book for every pre-listing
appointment you go on. After reviewing your
brochure, prospects will feel as if they know
you before you even sit down to talk in depth.
The sheer quality of your brochure conveys
a message of professionalism and creates a
positive emotional feeling. Before you arrive,
your brochure is competing with other agents
scheduled to be interviewed. The power of
A brochure is marketing.
A business card is not.
Marketing defines the
product and provides
information so people will
know whether they want to
buy that product. Marketing
stirs emotions and creates a
propensity to buy.
ambitious, you can organize a general public
seminar on a topic and then use your brochure
as one of the handouts.
8. Chamber of Commerce, Visitors Bureau,
Welcome Wagon, etc.
Speak to representatives of community
organizations that provide information to new
residents or people moving into your area. Try
to get them to include your brochure as part of
their informational package or to display a stack
of your brochures in their offices.
9. Past Client Mailing.
Twice a year mail out your personal brochure
to your past client base. Even if they have seen
your brochure a number of times, it will remind
them of what a great, fascinating human being
you are and why they liked using you in the
first place. We have had agents mail the same
brochure out twice a year, six years in a row and
they say they still always get a great response.
After the first year we have a number of agents
who mail out two brochures to each past client
with a simple letter asking them to pass one on
to a friend.
10. Direct Mail Farm.
In the Hobbs/Herder seminars, we teach that
the best way to maximize your direct mail is to
select a number of homes in a target market
(by location or demographics) and mail two to
three pieces of direct mail each month including
a combination of credibility-building postcards
and relationship-building personal cards. This
is in contrast to the traditional, erratic method
of sending direct mail only to the homes in the
vicinity of a sale or listing. With our program
you develop a relationship over time.
So where does your brochure fit into this
program? Many of our clients mail the brochure
to their direct mail farm in the third month of a
yearly program after sending two months worth
of other direct mail. Then they mail it twice per
year after the initial mailing.
Some of our clients mass mail the brochure
one, two, three or four times a year with each
mailing approaching the 10,000-piece mark.
You could describe these as cold mailings with
no further follow-up thats geared to
generate immediate leads, forsaking long
term relationship building over time. Other
Hobbs/Herder clients never mass mail the
brochure, but instead use it only after calls
have come in as a follow-up from other direct
mail that primes the pump, so to speak.
The system that works best for you will
depend on your goals and your budget.
In all cases, we recommend a cover letter
accompany the brochure. Remember,
theres one brochure maxim that is always
consistent: The more you distribute, the
greater the return.
11. Hotels, Restaurants and Other
Local Businesses.
If relocating prospects are an important
aspect of your target market, speak with local
businesses about displaying your brochures.
Tourist racks at hotels are one option. Local
dry cleaners, salons, and boutiques are
another. Be creative in finding appropriate
places to display your brochures.
12. Schools and Volunteer Groups.
You meet people at PTA meetings, childrens
functions and community organizations.
These are basically networking situations, but
they warrant their own heading because they
are such great opportunities that can translate
into business.
13. Referrals.
Provide a stack of brochures to your favorite
referral sources. They will pass them out,
whether they are vendors (title, escrow,
lawyers, pest controllers, mortgage, home
warranty), past clients, or friends. Everyone
likes to refer my Realtor.
Your brochure
stimulates and promotes this.
14. Relocation.
Through established relationships with
other agents throughout the country,
relocation firms or corporate relocation
programs, your personal brochure becomes
a tool for the referring professional. When
they provide their clients with a professional
brochure chock-full of information, it makes
The Idea Generator
them look a lot better than simply providing
a piece of paper with a few names on it. You
will gain an instant advantage in securing
relocation business.
15. Conventions.
You attend conventions, conferences and
company functions as part of your ongoing
education. This is a great time to make
contacts. Your personal brochure makes you
memorable and provides credibility. Its also a
great conversation starter.
16. Public Relations.
a. Write a press release announcing the
publication of your personal brochure and
send it to the local media. Paint yourself as
an innovative real estate professional of the
21st century.
b. Include your personal brochure in your
media kit, which is sent to editors in an
initial mailing.
17. Church Groups.
a. If you belong to a church, send a letter to
their public contact person (letter no. 12)
along with a few copies of your brochure.
Ask them to make your brochure available to
congregation members or newcomers groups,
and explain that you will donate 20 percent of
your commission whenever you help a fellow
church member buy or sell a home.
b. Develop a mailing plan to church members
(if you are a member and offer a donation
with every transaction, your church will most
likely make the list available to you), letting
them know you donate 20 percent of your
commission when they work with you (letter
no. 13).
18. Charities and Fundraising.
a. If you belong to a specific charitable
organization or participate in a fundraiser
(or if you would like to get involved with a
particular group), contact the chairperson and
request the mailing list for that group (letter
no. 14). Explain that you are a member (or
plan to become a one) and that you will offer a
donation of a percentage of your commission
for every transaction with a fellow member.
b. Once you have a mailing list, contact
members in your community with a letter
(letter no. 15) and a copy of your brochure to
introduce yourself and make them aware of
your donation plan.
Use Your Personal Brochure as a Follow-Up Tool
to Build Better Business Relationships
1. Advertising.
If you run personal ads or you advertise houses, use your personal brochure as a follow-up to calls generated
from your ads. In fact, use the personal brochure as a non-threatening way for people to call on your ad. Call
for a free copy of Joe Agents personal brochure to learn how he can help you buy or sell your home.
2. Floor Time.
So youre stuck at the desk and youve got to make the best use of time. Youll turn those upcalls into
business by simply sending a cover letter that thanks the caller for calling and offers the personal brochure
as an ice breaker.
3. Lead Follow-Up.
Each and every lead should be followed up with a copy of your personal brochure and a friendly cover letter.
This strategy should become absolutely consistent.
4. Telemarketing.
If you engage in telemarketing, a personal brochure acts as a non-threatening offer and great relationship
builder. Send a cover letter thanking the person for his/her time and enclose a copy of your brochure. Be sure
to research local, state and federal telemarketing laws and do-not-call lists that may affect you.
Current Clients Letter No. 1
Friends and Relatives Letter No. 2
Past Clients Letter No. 3
Listing Presentation Letter No. 4
Media Release No. 1
Sphere of Influence Letter No. 5
FSBO Letter No. 6
Expired Letter No. 7
Media Release No. 2
Farm Letter No. 8
Prospecting Letter No. 9
Vendor Letter No. 10
Relo Letter No. 11
Church Group Letter A No. 12
Church Group Letter B No. 13
Fundraising Letter A No. 14
Fundraising Letter B No. 15
Brochure Cover Letters
Current Clients Letter No. 1
Warning: These letters are for your personal use only. Copying these for anyone else is strictly prohibited.
lircct (23) 209-23- - loll lrcc 1 (SSS) -93-S-o0 - l-m+il rox+nnc+@winocrmcrccom
Windeimeie Real Islale/Inumclaw 27++ Giilln Avenue
Inumclaw, WA 98022
Todays Date
John and Mary Jones
1234 Main Street
Casper, WA 98022
Dear John and Mary,
I recently had the very interesting experience of having a personal brochure written about
me. It was fascinating to have someone capture me on paper. My objective was to create
a brochure that will hopefully not only generate more business, but will also help people
understand that I am more than just a Realtor.
Im a person who cares about my clients

and takes great pride in what I do as a real estate professional.
Since we are working together, I thought you might enjoy seeing it. I would also love
any feedback you may have after reading through it. I would be especially interested in
whether or not you found it interesting to read and what overall impression the brochure
left you with.
I have tried to make it easy for you to give me some feedback. You can call me directly at
(253) 209-2354 or you can leave a message on my 24-hour hotline at 1-888-555-4466, ext.
189. This is a totally automated number. When it answers, dial ext. 189 at any time and you
will go to a special voice mail box where you can leave a message.
I appreciate the opportunity to work for you. Your business is important to me.
Sincerely,
Your Realtor,
Roxanne Argyle
R.Argyle
Home Buyeis & Selleis:
Don`t nalc a novc vitbout Roxannc`s injornativc rcports
tbat coulJ savc you tbousanJs on your ncxt novc.
29 Issenlial Tis Thal Gel Homes Sold Iasl And Ioi To Dollai
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P
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2003 Hobbs/Herder (sjm/mjo) 800/999-6090 ~
lircct
(253) 209-235-
loll lrcc
(SSS) -93-S-o0
l-m+il
rox+nnc+@winocrmcrccom
Windeimeie Real Islale/Inumclaw
27++ Giilln Avenue
Inumclaw, WA 98022
)8JJ@FE;I@M<;<;@:8K@FE
Diiecl: 586.979.+057 MoLile: 586.76+.8127 I-mail: inlo@aLasham.com WeL Sile: www.aLasham.com
35+27 Dodge Paik Sleiling Heighls, MI +8312
Associale Biokei
I n d e p e n d e n t M e m b e r B r o k e r
Homc Buycrs & 5cIIcrs:
Don`t nalc a novc vitbout tbis valuablc jrcc injornation!
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W
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any ieal eslale liansaclion, AuJiey Basham sows lhe seeJs loi
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lhe neeJs ol olheis, she goes lhe exlia mile lo hel
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35+27 DoJge Paik
Sleiling Heighls, MI +8312
2004 Hobbs/Herder (ma/mjo) 800/999-6090 ~
Diiecl
586.979.+057
MoLile
586.76+.8127
I-mail
inlo@aLasham.com
WeL
www.aLasham.com
W
ith U
tm
ost C
are,
She Sows Success
Audiey Basham
Counl on a Caiing Aioach
Audiey Basham
This is not intended to solicit property currently listed for sale.
Friends and Relatives Letter No. 2
Todays Date
John and Mary Jones
1234 Main Street
Youngtown, MI 48312
Dear John and Mary,
I hope things are going great for you. My career in real estate is going well. With all the legal and
technological changes, fluctuations in interest rates and consumer confidence, it is never dull! As you are
probably aware, real estate is a very competitive industry. My success depends purely on my ability to
persuade people to work with me over all the other real estate agents out there.
I have tried a variety of different things to do this effectively. I recently employed an advertising agency
that specializes in creating marketing materials for residential real estate agents to create a personal
brochure on my behalf.
It was a very interesting experience. The process of having somebody capture my personality on paper
was very revealing, to say the least. My objective in creating this brochure is to help me expand my
business and make people feel comfortable calling me when they have a real estate need. I think of it as
an invitation to do business with me.
This is where I need your help. I would really appreciate it if you would take just a few minutes of your
time to read through the enclosed brochure and give me some feedback.
Since I have already completed the brochure, what I am trying to understand is how the brochure affects
people, what it makes them think and, most importantly, how it makes them feel when they read it. To
get this information without being biased, because you already know me, I would ask you to imagine
that you dont know me at all. Then simply pick up the brochure and read through it.
This is very important to me and I know I am asking a lot of you. To make it as easy as possible, Ive
enclosed a questionnaire for you to fill out. I promise it will only take a few minutes of your time. I
would greatly appreciate it if you would then send it back to me.
Thank you very much.
Sincerely,

Audrey Basham
Audrey Basham
It is important that you answer the questions after your first reading. Do not try to over-analyze, just jot down what
comes to your mind as you read each question. If nothing comes to mind, skip the question and go to the next one.
What is your overall impression of this person after reading the brochure?
Would you feel comfortable calling this person if you had a real estate need?
What did you feel as you were reading the brochure?
Do you feel an emotional connection with the person in the brochure?
As a friend, did reading the brochure match your overall impression of me? Explain.
As a friend, did reading the brochure change any impression you had about my career as a real estate agent?
Do you have any suggestions for groups of people to whom I could send this brochure?
Offce: (916) 488-4442 Fax: (916) 488-4660 Web site: www.ChrisMesunas.com
4020 El Camino Ave., Suite D2 Sacramento, CA 95821
Superior Realty
Past Clients Letter No. 3
Todays Date
John and Mary Jones
1234 Main Street
Sacramento, CA 95821
Dear John and Mary,
I hope everything is going well with you. I have been busy but still made the effort to take some time to
relax and enjoy life a little. I hope you have done the same.
I recently had the very interesting experience of having a personal brochure written about me. It was
fascinating to have someone capture my personality on paper. My objective was to create a brochure
that will help me expand my business and make people feel comfortable calling me when they have a
real estate need. I think of it as an invitation to do business with me.
Heres where I need your help. Before I start sending out this brochure to anyone, I thought it would be
a good idea to get some feedback from my existing clients. I would really appreciate it if you would take
a few moments to read through the enclosed brochure and let me know what you think.
I realize your time is valuable so I have tried to make it easy for you. You can call me directly at 555-
1234 or you can leave a message on my 24-hour hotline at 1-800-555-1234, ext. 189. This is a totally-
automated number. When it answers, dial ext. 189 at any time and you will go to a special voice mail
box that I have set up just for feedback on my brochure.
It will only take a moment to let me know what you think of my brochure. I value your feedback, and I
know it will help me improve my brochure when I reprint it.
Thank you for your time. Your business is important to me. Even if you dont have a real estate need
right now I hope you will always feel comfortable calling me with any real estate related questions.
Sincerely,
Chris Mesunas
Cnris \csun+s n+s built nis busincss by +lw+ys going tnc
cxtr+ milc to cnsurc nis clicnts rc+cn tncir go+ls ln+ts wny
ncs ollcring + lrcc spcci+l rcport lor pcoplc tnrougnout tnc
S+cr+mcnto +rc+ '29 lsscnti+l lips ln+t Gct lomcs Solo
l+st (Ano lor lop loll+r)` is n llco witn vit+l in lor m+ tion
to nclp you m+kc tnc most ol your nomc s+lc Its critic+l
rc+oing il you w+nt to gct tnc nigncst pricc possiblc lor your
nomc Simply c+ll Cnris too+y to rcucst your lrcc copy
29 Essential Tips That Get Homes Sold Fast
(And For Top Dollar)
A free special report that can help you receive the
highest price possible for your property.
2 0 0 3 H o b b s / H e r d e r ( r s ) 8 0 0 / 9 9 9 - 6 0 9 0
Superior Realty
4020 El Camino Ave., Suite D2
Off ce:
(916) 488-4442
Web site:
www.ChrisMesunas.com
ncn it comcs to buying or
sclling rc+l cst+tc in S+cr+mcnto,
your ro+o to succcss st+rts rignt ncrc
witn Cnris \csun+s lnis lc+oing
busincssm+n n+s +sscmblco + st+ll
ol oyn+mic prolcssion+ls wno work
togctncr to nclp you m+kc tnc most ol
your buying +no sclling opportunitics
\ncn you work witn Cnris +no nis
winning tc+m, yourc not only working
witn tnc brokcr +no owncr ol tnc
comp+ny, but + n+tivc wno spcci+lizcs in
tnc nignly sougnt +ltcr communitics in
S+cr+mcnto, l+ir O+ks +no C+rmicn+cl
lis knowlcogc, insignt +no cxpcricncc
in tncsc prcmicr ncignbornooos is tnc
compctitivc +ov+nt+gc you ncco to
+cnicvc your rc+l cst+tc go+ls
So wncn yourc rc+oy to m+kc your ncxt
movc into or out ol S+cr+mcnto, l+ir
O+ks or C+rmicn+cl, m+kc surc you st+y
on tnc ro+o to succcss lnis st+rts by
c+lling Cnris \csun+s +no putting tnis
lc+oing rc+l cst+tc brokcrs orivc, p+ssion
+no commitmcnt to work lor you C+ll
Cnris too+y +no lct nim m+kc your ncxt
movc + smootn +no succcsslul rioc
Im proud to be the f rst stop
on your road to real estate
success. Whether youre
buying or selling a home, my
team of professionals and I
will go out of our way to help
you reach your goals.
Chris Mesunas
\
C.M
esunas
8898 Mathis Avenue
Manassas, VA 20110
Direct.
(os) s6u-s
Web Site.
VaIarieSherriff.com
ToII Free.
(soo) ssz-uss6
Todays Date
John and Mary Jones
1234 Main Street
Manassas, VA 20110
Dear John and Mary,
I just want to take a moment to thank you for giving me the opportunity to tell you
about my real estate services. I am looking forward to our meeting on Wednesday, May 7
at 8:30 p.m.
I approach things differently than most agents. I believe that open communication based
on mutual trust is critical to a stress-free real estate transaction. I have enclosed a copy of
my personal brochure. It gives you some important background information about me
personally and my philosophy of real estate.
If you will take a few minutes to read through my brochure before I arrive, it will help you
decide whether I am an agent you will enjoy working with.
My goal is to provide you with as much information as possible so you can make an
informed decision about the real estate professional you select.
Sincerely,
Valerie Sherriff
2003 Hobbs/Herder (sjm) 800/999-6090
Valarie Sherriff approaches every
challenqe in life with her siqnature
determination and drive As a leadinq
real estate professional in Manassas
and lrince William counties, she puts
her optimistic attitude to worl for
her clients
'I approach every transaction as if it
were my own, she says 'My clients
lnow that I qo the extra mile for them
to help male their dreams come true
If youre considerinq buyinq or sellinq
a home, dont hesitate to call her
today D.J.:ia D. D.i.:ia
With Valarie on your side you
shouldnt expect anythinq less
Don't make a move without VaIarie's informative reports
that couId save you thousands on your next move.
Call Valarie today for a complimentary copy of her report '29 lssential Tips That Cet lomes Sold last (And lor Top lollar, If youre buyinq a home, dont miss this chance to receive 'lome luyers low To Avoid layinq Too Much, a free report that could help you maximize your real estate dollar Call Valarie today
t:ii \:i:.'s :.-oaa oaii. ia .,a.si o. (.. .ais :i a a|i):ia asi J:i (+cc, ++:-osc :J (aiiaa io. ais
(us) s6u-s
(8uu) 881-uss6
VaIarieVaIarieSherriff.com
VaIarieSherriff.com
Ofnce
ToII Free
E-maiI
Web Site
Listing Presentation Letter No. 4
Diiecl: (253) 350-8+00 Pagei: (253) 351-+031 Iax: (360) 825-0350 WeL sile: www.TimiBiooks.com I-mail: Timi@TimiBiooks.com
27++ Giilln Avenue Inumclaw, Washinglon 98022
Media Release No. 1
FOR IMMEDIATE RELEASE
CONTACT:
Timi Brooks
(800) 555-1234
LOCAL REAL ESTATE AGENT TAKES MARKETING TO A NEW
LEVEL

YOUR TOW
N
Mary Smith, a real estate professional with YOUR REALTY
COMPANY, has taken real estate marketing to a new level with a new, eye-catching personal
brochure.

By utilizing a full-color personal brochure, Smith joins ranks with a growing number
of top real estate professionals across the nation. There is an emerging trend among the top
agents in the real estate industry to increase the quality of their personal marketing materials
to
market themselves as well as the homes they sell or the company they work for.

Smith contracted with Hobbs/Herder Advertising, an Orange County, California
advertising agency specializing in marketing materials for real estate agents, to create her
customized brochure. The result is a sophisticated, full-color marketing piece.

Smith has already begun distributing her brochure throughout the area by mailing it to
local homeowners, displaying copies at her open houses, handing it to colleagues at professional
functions, and using it as a substitute for her business card.

According to Smith, the results and benefits are immediately apparent. People are very
receptive when I hand them a brochure, she says. I believe choosing a real estate agent is an
important and personal decision. My brochure provides them with an idea of what Im like as an
individual. It gives people information from which to make a knowledgeable decision.

For more information about Mary Smiths marketing program, or for a copy of her
personal marketing brochure, please call 1-800-227-9643.
2004 Hobbs/Herder (mjk) 800/999-6090
Wotling vitb
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catc oj all tbc Jctails
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ttansaction snootb
tigbt jton tbc statt.
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tcconncnJ bct to
anyonc looling jot a
JcJicatcJ tcal cstatc
ptojcssional.
Caty & Davn Pillo
Tbc cnctgy anJ
Jctctnination Tini
ltougbt to out bonc
salc vas a vclconc
Jijjctcncc jton any
tcal cstatc sctvicc
vc`J cxpcticnccJ
in tbc past. Sbc is
a ttuc ptojcssional
vbo vc vill
Jcjnitcly votl vitb
again!
jin & Dianc Mcnling
Tini ptoviJcJ a
lcvcl oj sctvicc anJ
attcntion to Jctail
tbat inptcsscJ us
gtcatly. Hct jticnJly
pctsonality naJc
bct a joy to votl
vitb. Not only Jo
vc consiJct bct out
tcal cstatc agcnt, lut
also a closc jticnJ.
Tbanls so nucb!
Milc & 8tcnJa Lavallcy
As one ol lhe Inumclaw/Plaleau Aiea`s leading ieal eslale
iolessionals, Timi Biooks lakes gieal iide in heling hei neighLois
and newcomeis alike wilh all lheii ieal eslale needs. The eneigy
and deleiminalion she demonsliales dilleienliale hei liom lhe
comelilion, making hei lhe Lesl choice loi youi nexl move. Don`l
lake oui woid loi il, lhough. Heie`s whal a lew ol Timi`s clienls have
lo say aLoul hei seivice:
Windcrmcrc Rcal Istatc/S.G., Inc.
Windermere Real Estate/Enumclaw
2744 Griffn Avenue
Enumclaw, Washington 98022
Honc 8uycts. Don`t Malc Yout Movc Lntil
You`vc RcaJ Tbis Spccial Rcpott!
Honc Scllcts. Tbc Rigbt |njotnation Hclps
You Cct Top Dollat |ot Yout Honc!
Il you aie in lhe maikel lo Luy a home in lhe lhe Plaleau Aiea, call
Timi Biooks loday loi youi liee coy ol hei secial ieoil, Home
Buyeis: How To Avoid Paying Too Much. Pieaie youisell loi
success Ly maximizing youi olions! Call loday!
Il you aie consideiing selling a home in lhe lhe Plaleau Aiea, call
Timi Biooks loday loi youi liee coy ol hei secial ieoil, 29
Issenlial Tis Thal Gel Homes Sold Iasl (And Ioi To Dollai). This
imoilanl inloimalion can make a Lig dilleience as you ieaie lo sell
youi home. Don`l Le lell uninloimed. Call loday!
(253) 351-+031
Wcl sitc. vvv.Tini8tools.con
L-nail. Tini@Tini8tools.con
27++ Giilln Avenue
Inumclaw, WA 98022
youi home.
P
Whelhei il`s in hei hoLLy iaising and showing
uieLied hoises oi in hei caieei as a ieal eslale
iolessional, Roxanne aioaches lile wilh
enlhusiasm and eneigy. Il`s no wondei why
iesidenls luin lo hei wilh lheii ieal eslale
dieams. She makes clienls leel al ease wilh hei
eisonaLle slyle and indusliy exeilise. Ioi youi
nexl move, call lhe iolessional who can`l wail lo
hel you ieach youi dieams. Call Roxanne loday.

lircct
(253) 209-235-
loll lrcc
(SSS) -93-S-o0
l-m+il
27++ Giilln Avenue
Inumclaw, WA 98022
Sphere of Infuence Letter No. 5
Todays Date
John and Mary Jones
1234 Main Street
Enumclaw, WA 98022
Dear John and Mary,
I hope things are going great for you. I have been having a great year in real estate, but you
know Im always looking for new ideas and better ways to make my business more effective
and improve my personal marketing.
Thats why Im writing you. I would love your feedback on what Ive been doing. I recently
employed an advertising agency that specializes in creating marketing materials for residen-
tial real estate agents to create a personal brochure on my behalf. My objective in creating
this brochure is to help me expand my business and make people feel comfortable calling
me when they have a real estate need. I think of it as an invitation to do business with me.
I have enclosed a few of copies of my new brochure for you. I hope youll keep one, look it
over, read it and let me know what you think. I really value your comments and would love
to talk with you about my brochure.
Secondly, I hope youll consider passing on the other copies to anyone else you may
know who needs the help or services of a real estate agent in my area. My favorite clients
are those who have been referred to me by friends like younot just because it makes me
feel good to know that you value my abilities, but because I get the opportunity to help
someone you know.
I hope we get the chance to talk or get together soon. Again, thank you very much for your
help and your comments. I hope you enjoy reading my brochure!
Sincerely,
Roxanne Argyle
Roxanne Argyle
7645 Currell Blvd. Woodbury, MN 55125 DIRECT LINE: 651.730.2570 OFFICE: 651.738.9262 E-MAIL: Karin@KarinHousley.com
1,/
2 0 0 4 H o b b s / H e r d e r . c o m ( r c r ) ~ k l h
7645 Currell Blvd. Woodbury, MN 55125
1,/
+
arin Housley approaches life full speed ahead." It's a
philosophy that has enabled her to accomplish so much
in her personal and professional life and achieve the
lifestyle of her dreams. Nowhere does her drive to succeed and passion for
making a difference in lives of others have a greater impact than in her career
as a dynamic real estate professional.
An active businesswoman and dedicated member of the community, Karin
knows the Twin Cities is a place where opportunities can be found around
every corner. When you work with her on your next real estate transaction,
she looks at your investment from different angles and considers every option
to ensure you have the most comprehensive and up-to-date view of the local
market. This enables you to make informed decisions and get the most out
of your opportunities. After all, Karin is always looking to the future and
working hard to go Full Speed Ahead to help others make it a better one for
their families.
%very home has a story, let Karin tell yours.
www.KarinHousley.com.
Karin Housley has built her business by always going the extra mile to ensure
her clients reach their goals. That's why she maintains an informative Web
site, www.KarinHousley.com, nlled with valuable information on the local real
estate market. This site has everything you need to save time and money on
your next move. And the best part is that all of this information is available
from the comfort of either your home or ofnce.
Call or e-mail Karin today to schedule a conndential consultation to discuss
your real estate goals or to request one of her free special reports: 29 Essential
Tips That Get Homes Sold Fast (And For Top Dollar) and Home Buyers: How To
Avoid Paying Too Much.
DIRECT LINE: 651.260.8905
OFFICE: 651.730.2570
FAX: 651.738.7060
E-MAIL: Karin@KarinHousley.com
Velis et Remis
FSBO Letter No. 6
Todays Date
John and Mary Jones
1234 Main Street
Woodside, CA 94062
Dear John and Mary,
Welcome to the real estate market! Through my work keeping up-to-date on neighborhood home sales, Ive
noticed you are selling your home without the help of professional representation. I applaud this independent,
do-it-yourself approach and sincerely wish you the best of luck.
In this spirit, I would like to offer you the following services FREE OF CHARGE:
1. All the legal forms necessary to complete the sale of your home.
2. Referral to some of the areas top service providers who will be vital to you in selling your home.
During the course of everyday business, I work with the finest in escrow, title insurance, home
warranty and termite extermination.
3. If you are relocating, a referral to a high quality real estate agent in any city in the country. Teaming
with a real estate agent can really help make a family move less traumatic.
You may rightfully ask, Whats in it for her? Thats a good question. My motivation is:
1. I truly want to help people in our area with their real estate needs, even if they are not my clients.
2. Records indicate that 90% of For Sale By Owner properties do not sell. If for some reason your
home does not sell and you decide to list with an agent in the future, I want to be the agent you list
with. This is a way for me to continue being one of the top performing agents in our area.
3. I would like referrals of people who need to list and sell their home before they buy yours.
I hope you appreciate this low pressure attempt to do a little mutual back scratching. Please call me when
you have a desire for any of the materials or services mentioned. I have enclosed a copy of my brochure to
help you become familiar with my background and philosophy of business.
Happy Selling!
Sincerely,
Karin Housley
K
arin H
ousley
Expired Letter No. 7
a Kapiclaai l.c., Ste. 1 hcaclulu, hl 1|1
Hc|ile. 1.a.1a1 L-aai.l Ccri@keaax-hcaclulu.cca
Todays Date
John and Mary Jones
1234 Main Street
Honolulu, HI 36814
Dear John and Mary,
Like every other real estate agent in Honolulu, I was notified that your home is no longer actively on the market for sale.
I am sorry your home did not sell. I believe one of the major reasons a home does not sell is a lack of communication between the agent and client.
I approach things a little differently than the average agent. I believe open communication between my clients and me is absolutely critical to a mutually beneficial outcome.
To give you a little insight into me as a person and my philosophy on selling real estate, I have enclosed a copy of my personal brochure. I would greatly appreciate it if you would take a few moments to read through it.
If you like my approach to real estate and feel that I am a person you would feel comfortable talking with, I would love to have the opportunity to sit down with you to show you how I can sell your home.
If you dont feel comfortable talking with me, thats fine. I am only interested in working with people who like my approach to real estate.
I would like to set up a no-obligation consultation with you to discuss how we can work together to achieve your real estate goals. Even if you are not planning to sell your home right now, I would be happy to answer any questions you might have about your home, real estate or the community. To set a meeting or just to ask a question, I can be reached at (808) 555-9090.
Thank you for your time.
Sincerely,
Cori Hamilton
2004 Hobbs/Herder (ma/mjo) 800/999-6090
S
tart witl ccataicus eatlusiasa
cr Kailua aad add decisica-
aa|ia s|ills, listeaia a|ilities
aad aectiatia taleat aad cu la.e
a specialist wlc caa tura cur real
estate dreaas iatc realit. Heet Ccri
haailtca, a ccasuaaate prcessicaal
ia resideatial sales aad purclases
ca 0alu witl a |ac|rcuad ia
aursia, as well as ears c
experieace as a |usiaess
executi.e. \itl ler passicaate
apprcacl aad ccaaitaeat
tc laadlia all details, Ccri
ta|es as aucl c tle aaxiet cut
c tle |uia cr sellia prccess as pcssi|le.
\letler cu're iaterestia ia purclasia cr sellia a prcpert ca 0alu,
Ccri is tle |acwledea|le specialist wlc caa aa|e it lappea. \lea cu waat all
tle l ae pciats c cur traasactica laadled | a prcessicaal witl passica, creati.it
aad a aati.e's uaderstaadia c islaad culture aad aar|et treads, Ccri's tle cae
cu caa ccuat ca cr 1 |o- !|// ia real estate. 0i.e ler a call tcda aad expect
aa cutccae tlat's ac |a 'ci!
/ Stcr /|cut a Kaaa'aiaa's
lassica cr her lrcessica
aad her lslaad hcaelaad
a Kapiclaai l.d., Ste. 1
hcaclulu, hl 1|1
Hc|ile
1.a.1a1
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Passion and
Professionalism:
A Shore Thing in
Real Estate
hcae uers & Sellers.
/o/'/ /c/- c /o|- |//|o./ /|/ |c|.c||- /-- ///o/c//o//
hcae Sellers. Call Ccri cr cur ree ccp c ler special repcrt, !|- /c/
/o/-//- o|1 // Io. ^-/||o|oo1 (1/1 !|-/ -||// //c-) Ilis
iacraati.e repcrt will lelp cu aue curreat aar|et treads. Call tcda!
hcae uers. /s| Ccri cr ler special uide, !|- bo//-/ 8.; o/ /|- 1c/-/
lrepare cursel | ettia a |uap ca tle |est lcae .alues. 0et cur ree ccp
tcda. Call acw!
Honolulu
Each Office Independently Owned and Operated
Cori Hamilton
Media Release No. 2
27++ Giilln Avenue
Inumclaw, WA 98022
youi home.
P
Whelhei il`s in hei hoLLy iaising and showing
uieLied hoises oi in hei caieei as a ieal eslale
iolessional, Roxanne aioaches lile wilh
enlhusiasm and eneigy. Il`s no wondei why
iesidenls luin lo hei wilh lheii ieal eslale
dieams. She makes clienls leel al ease wilh hei
eisonaLle slyle and indusliy exeilise. Ioi youi
nexl move, call lhe iolessional who can`l wail lo
hel you ieach youi dieams. Call Roxanne loday.

lircct
(253) 209-235-
loll lrcc
(SSS) -93-S-o0
l-m+il
27++ Giilln Avenue
Inumclaw, WA 98022
FOR IMMEDIATE RELEASE
CONTACT:
Roxanne Argyle
(800) 555-1234
LOCAL REAL ESTATE AGENT EXCITED OVER RESULTS
OF PERSONAL MARKETING BROCHURE

YOUR TOWN Mary Smith, a real estate professional with YOUR REALTY
COMPANY, reports that after a few months of passing out her personal marketing brochure,
the response has been great.

Smith says she has basically replaced her business card with her personal brochure. I
cant tell you how much more impressed people are when I hand them my full color brochure
instead of the standard business card, she says. My clients love it because Im producing better
results for them. My network of buyers and sellers has expanded tremendously.

Smith states that the most powerful application of her brochure has been when she sends
it to prospective clients shortly before her listing presentation. Im noticing quite a difference
they seem more receptive to me. Its as if they seem to already know me. In fact, one couple was
ready to hire me when I walked in the doorthe brochure impressed them that much! Passing
out her brochure every chance she can, Smith believes it to be one of the best investments she
has made in her career. She states that her listing meetings are up, as well as the actual listings she
takes in.

Its all down to letting people know who I am and where I stand in regard to my
profession, Smith says. When clients are ready to decide upon a real estate agent, they
appreciate my brochure because it gives them that information. Smith believes her brochure has
given her a decided edge over her competition and a boost to her career. I cant imagine working
without it! she says emphatically.

For more information about Mary Smiths marketing program, or for a copy of her
personal marketing brochure, please call 1-800-555-1234.
8898 Mathis Avenue
Manassas, VA 20110
Direct.
(os) s6u-s
Web Site.
VaIarieSherriff.com
ToII Free.
(soo) ssz-uss6
2003 Hobbs/Herder (sjm) 800/999-6090
her clients
(us) s6u-s
(8uu) 881-uss6
VaIarieSherriff.com
Ofnce
ToII Free
E-maiI
Web Site
Farm Letter No. 8
Todays Date
John & Mary Jones
1234 Main Street
Woodside, CA 94062
Dear John & Mary,
You may recognize me from the information I send out in my effort to keep you informed about
what is happening in the local real estate market.
I just wanted to take a moment to let you know that I value you and your good will. I hope
someday we will have the opportunity to work together. Building relationships is what gives me
the greatest joy and satisfaction in my career as a Realtor.
I have enclosed a copy of my personal brochure to give you a little bit of background informa-
tion about me and my business philosophy. I hope you will take a few moments to read it. My
objective is to become your Realtor
long before you actually need one. I hope when you have a
real estate need you will give me the opportunity to sit down with you to show you what I can
do for you.
Even if you arent planning to buy or sell a home for years, I want you to feel comfortable calling
me if you have any questions about real estate, your home or the community.
I am here to help you in any way I can.
Your Realtor,
Valarie Sherriff
Valarie Sherriff
Diiecl: 586.979.+057 MoLile: 586.76+.8127 I-mail: inlo@aLasham.com WeL Sile: www.aLasham.com
35+27 Dodge Paik Sleiling Heighls, MI +8312
Associale Biokei
I n d e p e n d e n t M e m b e r B r o k e r
Homc Buycrs & 5cIIcrs:
Don`t nalc a novc vitbout tbis valuablc jrcc injornation!
Homc 5cIIcrs: Don`l Le lell uninloimeJ. Call AuJiey loJay loi hei liee secial
ieoil: 29 Issenlial Tis Thal Gel Homes SolJ Iasl (AnJ Ioi To Dollai). This
inloimalion will hel you maximize youi inveslmenl. Call now!
Homc Buycrs: Call loi a liee coy ol AuJiey`s secial ieoil, Home Buyeis: How
To AvoiJ Paying Too Much. This inloimalion coulJ save you lhousanJs when look-
ing loi a home in lhe aiea, so call loJay!
W
ilh allenlion lo Lolh lhe Lig icluie anJ lhe many small Jelails involveJ in
any ieal eslale liansaclion, AuJiey Basham sows lhe seeJs loi
hei clienls` success. Calling on Jeely-iooleJ concein loi
lhe neeJs ol olheis, she goes lhe exlia mile lo hel
lheii Jieams Llossom inlo iealily.
ComLineJ wilh hei asl exeiience as heaJ
ol hei own ieal eslale comany anJ as
an Associale Biokei al Kellei Williams
Really, AuJiey`s nuiluiing naluie is a
key elemenl ol hei allenlive, eisonal
seivice. When you neeJ a ieal eslale
iolessional who will liuly ul youi
neeJs l isl, call AuJiey anJ Count On
A Caring Approacb.
35+27 DoJge Paik
Sleiling Heighls, MI +8312
2004 Hobbs/Herder (ma/mjo) 800/999-6090 ~
Diiecl
586.979.+057
MoLile
586.76+.8127
I-mail
inlo@aLasham.com
WeL
www.aLasham.com
W
ith U
tm
ost C
are,
She Sows Success
Audiey Basham
Audiey Basham
This is not intended to solicit property currently listed for sale.
Prospecting Letter No. 9
Todays Date
John and Mary Jones
1234 Main Street
Sterling Heights, MI 48312
Does the thought of selling your home make you the least bit uneasy?
Dear John and Mary,
or does the thought of selling your home make you cringe? Even people I know whove
sold homes three, four, five times or more say they dread the thought of selling their home.
But we both know when the time is right or you face change in your life, youve got to sell
your home and move on.
Then, your goal becomes to do it as quickly and profitably as possible. Boy, it can make you
sweat just thinking about it. For me, selling homes is a daily part of my life
like the heart
specialist, the tax accountant, the lawyer who works daily in areas most of us wish we could
avoid. And you know, I love it.
The truth is, selling homes is my passion. To me, theres nothing more rewarding than selling
someones home, easing their worries and helping them get on with their lives.
But enough about me, the point of this letter is to give you food for thought and to help you
make the best possible decision when you sell your home. (For more information about me
and my business philosophy, I have enclosed a copy of my personal brochure for you to read
at your leisure.)
W
hat I would like you to think about is the personal decision you will have to make in se-
lecting the right real estate agent. In addition to considering qualifications and achievements,
youll want to find someone who makes you feel comfortable and who will work hard for
you. Most importantly, youll want someone who listens and is responsive to your needs.
Think about these qualities as you search for the right person. And in the meantime, Id
like to offer you my free special report on home sales in your area in the last 60 days. My
clients find it very interesting and Im sure you will, too. Theres no obligation and you can
call directly to my special voice mail box at 1-800-555-1234 ext. 2189 to order the report.
If you want to speak to me personally about your plans to buy and/or sell your home, please
call me at 1-800-555-1234, ext. 2436. Thanks for the opportunity to share my expertise with
you. I hope this information has been helpful. Good luck with your decision.
Sincerely,
Audrey Basham
Realtor
P.S. I urge you to call today to order your special report on area home sales. This information
is vital as you look to buy or sell a home.
Audrey Basham
Superior Realty
cxtr+ milc to cnsurc nis clicnts rc+cn tncir go+ls ln+ts wny
ncs ollcring + lrcc spcci+l rcport lor pcoplc tnrougnout tnc
S+cr+mcnto +rc+ '29 lsscnti+l lips ln+t Gct lomcs Solo
rc+oing il you w+nt to gct tnc nigncst pricc possiblc lor your
nomc Simply c+ll Cnris too+y to rcucst your lrcc copy
2 0 0 3 H o b b s / H e r d e r ( r s ) 8 0 0 / 9 9 9 - 6 0 9 0
Superior Realty
Off ce:
(916) 488-4442
Web site:
Chris Mesunas
\
Vendor Letter No. 10
Todays Date
John Jones
ABC Company
1234 Main Street
Dear John,
I hope things are going great for you. I wanted to let you know about a new marketing approach Ive
started and to share my new personal brochure with you.
As you know, Im always looking for ways to better serve my clients as well as new ways to expand my
business. I recently employed an advertising agency that specializes in creating marketing materials for
residential real estate agents to create a personal brochure on my behalf. My objective in creating this
brochure is to help me expand my business and make people feel comfortable calling me when they
have a real estate need. I think of it as an invitation to do business with me.
I enjoy working with you and will continue to refer my clients who need the services of a professional
like you. In fact, I hope that as my brochure brings in more clients, Ill be able to send even more busi-
ness your way.
I am also sending you several extra copies of my brochure. I hope that as you meet new clients who
need the services of a real estate professional in my area, youll give them my name and a copy of my
brochure. I know we both recognize the impact a referral can have in the minds of potential clients. I
also really prefer to deal with clients who have been referred to me by professionals like you with whom
I enjoy working. By working together, we can not only make our clients experiences better, but make
our own jobs a little easier as well.
Give me a call to let me know what you think about the brochure. I would really love to get your feed-
back. I hope you enjoy reading it, and I look forward to working with you again very soon!
Sincerely,
Chris Mesunas
C.M
esunas
8898 Mathis Avenue
Manassas, VA 20110
Direct.
(os) s6u-s
Web Site.
VaIarieSherriff.com
ToII Free.
(soo) ssz-uss6
2003 Hobbs/Herder (sjm) 800/999-6090
her clients
(us) s6u-s
(8uu) 881-uss6
VaIarieSherriff.com
Ofnce
ToII Free
E-maiI
Web Site
Relo Letter No. 11
Todays Date
Jan Smith
XYZ Company
1234 Main Street
Casper, WY 92001
Dear Jan,
As one community professional to another, I want to introduce myself and let you know
about the services I provide and how I can be of help to you. I am a real estate professional
serving the home buying and selling needs of this community. I know your company has
many employees relocating to and from the area, and I would like to ask you to make my
services available to your employees who are facing this challenging transition.
To this end, I have enclosed several copies of my personal brochure, which explains more
about me personally, as well as my business philosophy. My objective in creating this
brochure was to help me expand my business and make people feel comfortable calling me
when they have a real estate need. I think of it as an invitation to do business with me. I
hope you will consider offering a copy of this brochure to your employees who are moving
to or from the area.
Please contact me if you have any questions or would like to receive more copies of my
brochure. I thank you in advance for your time.
Sincerely,
Valerie Sherriff
7645 Currell Blvd. Woodbury, MN 55125 DIRECT LINE: 651.730.2570 OFFICE: 651.738.9262 E-MAIL: Karin@KarinHousley.com
1,/
2 0 0 4 H o b b s / H e r d e r . c o m ( r c r ) ~ k l h
7645 Currell Blvd. Woodbury, MN 55125
1,/
+
arin Housley approaches life full speed ahead." It's a
philosophy that has enabled her to accomplish so much
in her personal and professional life and achieve the
lifestyle of her dreams. Nowhere does her drive to succeed and passion for
making a difference in lives of others have a greater impact than in her career
as a dynamic real estate professional.
An active businesswoman and dedicated member of the community, Karin
knows the Twin Cities is a place where opportunities can be found around
every corner. When you work with her on your next real estate transaction,
she looks at your investment from different angles and considers every option
to ensure you have the most comprehensive and up-to-date view of the local
market. This enables you to make informed decisions and get the most out
of your opportunities. After all, Karin is always looking to the future and
working hard to go Full Speed Ahead to help others make it a better one for
their families.
%very home has a story, let Karin tell yours.
www.KarinHousley.com.
Karin Housley has built her business by always going the extra mile to ensure
her clients reach their goals. That's why she maintains an informative Web
site, www.KarinHousley.com, nlled with valuable information on the local real
estate market. This site has everything you need to save time and money on
your next move. And the best part is that all of this information is available
from the comfort of either your home or ofnce.
Call or e-mail Karin today to schedule a conndential consultation to discuss
your real estate goals or to request one of her free special reports: 29 Essential
Tips That Get Homes Sold Fast (And For Top Dollar) and Home Buyers: How To
Avoid Paying Too Much.
DIRECT LINE: 651.260.8905
OFFICE: 651.730.2570
FAX: 651.738.7060
E-MAIL: Karin@KarinHousley.com
Velis et Remis
Church Group Letter A No. 12
Todays Date
Dan Cleaver
St. Johns Church
1234 Main Street
Naples, FL 34109
Dear Dan,
As a member of St. Johns, I wanted to touch base with you to let you know about an
exciting new element of my real estate business. I recently hired an advertising agency to
create a personal brochure about me. My objective was to create a brochure that will help
me expand my business and make people feel comfortable calling me when they have a
real estate need. I think of it as an invitation to do business with me.
You may already be aware that when I help a fellow member of St. Johns congregation buy
or sell a home, I donate 20 percent of my commission to the church. I would like to ask
for your help in getting the word out about this program by making my brochure available
to the congregation by displaying it at the Info Center and at newcomers groups. I have
enclosed a few copies of my brochure with this letter.
This is my way of thanking the members of St. Johns Church for the business and support
they have given me over the years. If you ever have a real estate question, please feel free to
call or e-mail me.
Sincerely,
Karin Housley
K
arin H
ousley
Diiecl: (253) 350-8+00 Pagei: (253) 351-+031 Iax: (360) 825-0350 WeL sile: www.TimiBiooks.com I-mail: Timi@TimiBiooks.com
27++ Giilln Avenue Inumclaw, Washinglon 98022
2004 Hobbs/Herder (mjk) 800/999-6090
Wotling vitb
Tini vas ttuly a
Jcligbt. Sbc tool
catc oj all tbc Jctails
anJ naJc out
ttansaction snootb
tigbt jton tbc statt.
Wc voulJ bigbly
tcconncnJ bct to
anyonc looling jot a
JcJicatcJ tcal cstatc
ptojcssional.
Caty & Davn Pillo
Tbc cnctgy anJ
Jctctnination Tini
ltougbt to out bonc
salc vas a vclconc
Jijjctcncc jton any
tcal cstatc sctvicc
vc`J cxpcticnccJ
in tbc past. Sbc is
a ttuc ptojcssional
vbo vc vill
Jcjnitcly votl vitb
again!
jin & Dianc Mcnling
Tini ptoviJcJ a
lcvcl oj sctvicc anJ
attcntion to Jctail
tbat inptcsscJ us
gtcatly. Hct jticnJly
pctsonality naJc
bct a joy to votl
vitb. Not only Jo
vc consiJct bct out
tcal cstatc agcnt, lut
also a closc jticnJ.
Tbanls so nucb!
Milc & 8tcnJa Lavallcy
As one ol lhe Inumclaw/Plaleau Aiea`s leading ieal eslale
iolessionals, Timi Biooks lakes gieal iide in heling hei neighLois and newcomeis alike wilh all lheii ieal eslale needs. The eneigy and deleiminalion she demonsliales dilleienliale hei liom lhe comelilion, making hei lhe Lesl choice loi youi nexl move. Don`l lake oui woid loi il, lhough. Heie`s whal a lew ol Timi`s clienls have lo say aLoul hei seivice:
Windcrmcrc Rcal Istatc/S.G., Inc.
Windermere Real Estate/Enumclaw
2744 Griffn Avenue
Enumclaw, Washington 98022
Honc 8uycts. Don`t Malc Yout Movc Lntil
You`vc RcaJ Tbis Spccial Rcpott!
Honc Scllcts. Tbc Rigbt |njotnation Hclps
You Cct Top Dollat |ot Yout Honc!
Il you aie in lhe maikel lo Luy a home in lhe lhe Plaleau Aiea, call Timi Biooks loday loi youi liee coy ol hei secial ieoil, Home Buyeis: How To Avoid Paying Too Much. Pieaie youisell loi
success Ly maximizing youi olions! Call loday!
Il you aie consideiing selling a home in lhe lhe Plaleau Aiea, call Timi Biooks loday loi youi liee coy ol hei secial ieoil, 29
Issenlial Tis Thal Gel Homes Sold Iasl (And Ioi To Dollai). This imoilanl inloimalion can make a Lig dilleience as you ieaie lo sell youi home. Don`l Le lell uninloimed. Call loday!
(253) 351-+031
Wcl sitc. vvv.Tini8tools.con
L-nail. Tini@Tini8tools.con
Todays Date
Jane and Robert Jensen
123 Main St.
Enumclaw, WA 98022
Dear Jane and Robert,
It is only after much thought and prayer that I am writing you this letter. Like you, I am a
member of St. Johns and value being a part of such an uplifting and meaningful organization.
St. Johns has added great value to my life and I feel I would like to give something back.
As a professional Realtor,
I have decided that when a fellow member of St. Johns uses my

services to buy or sell a home, I will donate 20 percent of my share of the commission to St.
Johns in that persons name.
I want you to know that I am different from the average agent. I believe that commitment and
service are essential to a successful real estate transaction. I also do not believe in high-pressure
sales tactics. To give you a better idea of me and my values as a Realtor,
I have enclosed a copy

of my personal brochure. If you will take a moment to read it, I believe it will give you some
insight into my values as a person and how I conduct my real estate business.
If you have a real estate need and feel you like my approach to real estate, I would love to help
you. In no way do I want you to feel obligated to do business with me. If, on the other hand,
you like my approach to real estate, I would love to work with you as well as fellow members
of St. Johns.
I decided to make this offer only after deep thought and soul searching. Thank you for your
time and consideration.
Sincerely,
Timi Brooks
Timi Brooks
Church Group Letter B No. 13
a Kapiclaai l.c., Ste. 1 hcaclulu, hl 1|1
Hc|ile. 1.a.1a1 L-aai.l Ccri@keaax-hcaclulu.cca
Fundraiser Letter A No. 14
Todays Date
Amy Smith
President
Honolulu Childrens Foundation
520 Main St.
Honolulu, HI 96814
Dear Amy,
As a longtime member of the Honolulu Childrens Foundation, I want to introduce myself
and let you know about a unique program I offer in conjunction with my real estate busi-
ness. When I help someone in our community buy or sell a home, I donate 10 percent of my
commission to the Honolulu Childrens Foundation.
To aid in getting the word out, I would like to contact other members of the Childrens
Foundation, send them a copy of my personal brochure and let them know about my
donation program. I have enclosed a copy of my brochure for you to review. My
objective in creating this brochure was to help me expand my business and make people feel
comfortable calling me when they have a real estate need. I think of it as an invitation to do
business with me.
I hope you can assist me in providing the mailing addresses of other Childrens Foundation
members in the community. Many thanks for your continued support.
Sincerely,
Cori Hamilton
2004 Hobbs/Herder (ma/mjo) 800/999-6090
S
tart witl ccataicus eatlusiasa
cr Kailua aad add decisica-
aa|ia s|ills, listeaia a|ilities
aad aectiatia taleat aad cu la.e
a specialist wlc caa tura cur real
estate dreaas iatc realit. Heet Ccri
haailtca, a ccasuaaate prcessicaal
ia resideatial sales aad purclases
ca 0alu witl a |ac|rcuad ia
aursia, as well as ears c
experieace as a |usiaess
executi.e. \itl ler passicaate
apprcacl aad ccaaitaeat
tc laadlia all details, Ccri
ta|es as aucl c tle aaxiet cut
c tle |uia cr sellia prccess as pcssi|le.
\letler cu're iaterestia ia purclasia cr sellia a prcpert ca 0alu,
Ccri is tle |acwledea|le specialist wlc caa aa|e it lappea. \lea cu waat all
tle l ae pciats c cur traasactica laadled | a prcessicaal witl passica, creati.it
aad a aati.e's uaderstaadia c islaad culture aad aar|et treads, Ccri's tle cae
cu caa ccuat ca cr 1 |o- !|// ia real estate. 0i.e ler a call tcda aad expect
aa cutccae tlat's ac |a 'ci!
/ Stcr /|cut a Kaaa'aiaa's
lassica cr her lrcessica
aad her lslaad hcaelaad
a Kapiclaai l.d., Ste. 1
hcaclulu, hl 1|1
Hc|ile
1.a.1a1
L-aail
Ccri@keaax-hcaclulu.cca
Passion and
Professionalism:
A Shore Thing in
Real Estate
hcae uers & Sellers.
/o/'/ /c/- c /o|- |//|o./ /|/ |c|.c||- /-- ///o/c//o//
hcae Sellers. Call Ccri cr cur ree ccp c ler special repcrt, !|- /c/
/o/-//- o|1 // Io. ^-/||o|oo1 (1/1 !|-/ -||// //c-) Ilis
iacraati.e repcrt will lelp cu aue curreat aar|et treads. Call tcda!
hcae uers. /s| Ccri cr ler special uide, !|- bo//-/ 8.; o/ /|- 1c/-/
lrepare cursel | ettia a |uap ca tle |est lcae .alues. 0et cur ree ccp
tcda. Call acw!
Honolulu
Each Office Independently Owned and Operated
Cori Hamilton
Superior Realty
Todays Date
Dan Lindsey
400 Main St.
Dear Dan,
As a longtime member of the Childrens Foundation, I want to introduce myself and let you
know about a unique program I offer in conjunction with my real estate business. When I
help someone in our community buy or sell a home, I donate 10 percent of my commission
to the Childrens Foundation.
To help you get to know a bit more about me, I have enclosed a copy of my personal
brochure for you. My objective in creating this brochure was to help me expand my business
and make people feel comfortable calling me when they have a real estate need.
Even if you arent thinking of selling your home right now, I want to invite you to call me
whenever you have a question related to real estate.
I look forward to assisting you with your future real estate needs and in continuing our work
for the Childrens Foundation.
Sincerely,
Chris Mesunas
cxtr+ milc to cnsurc nis clicnts rc+cn tncir go+ls ln+ts wny ncs ollcring + lrcc spcci+l rcport lor pcoplc tnrougnout tnc S+cr+mcnto +rc+ '29 lsscnti+l lips ln+t Gct lomcs Solo
rc+oing il you w+nt to gct tnc nigncst pricc possiblc lor your nomc Simply c+ll Cnris too+y to rcucst your lrcc copy
2003 Hobbs/Herder (rs) 800/999-6090
Superior Realty
Off ce:
(916) 488-4442
Web site:
Chris Mesunas
\
C.Mesunas
Fundraiser Letter B No. 15
Notes
Notes
Notes
1994-2009 Hobbs/Herder Advertising. For the personal use of the individual purchaser only.
PowerKard,
SM
AdKard,
SM
and HolidayKard
SM
are registered trademarks of Hobbs/Herder Advertising. All rights reserved.
Grant of License: Hobbs/Herder grants you the right to use the concepts, letters and marketing ideas in this manual for your personal use as a licensed real
estate agent.
Copyright: The ideas, letters and concepts in this manual are owned by Hobbs/Herder or its principals. You may not copy the material for any other agent
and must use reasonable precautions to prevent other agents from copying the information. Example: You are responsible for not leaving this manual or
copies of letters copied from this manual lying unprotected on your desk.
Other Restrictions: You may not sell or use the concepts or wording contained in this manual in any similar material that you give or sell to others.
Further Information: If you have any questions concerning this agreement, or if you would like to fnd out about company-wide licensing, please call or write
Hobbs/Herder at 2240 University Drive, Suite 200, Newport Beach, CA, 92660, (800) 999-6090.
2240 University Drive, Suite 200 Newport Beach, CA 92660
www.HobbsHerder.com 800.999.6090

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I have decided that when a fellow member of St. Johns uses my

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