Frisco Texas Mortgage, Real Estate, Events, and more

On Monday, I had the opportunity to attend the monthly "Coffee with the Mayor".  During these meetings, the Mayor welcomes any and all Frisco Residents to attend and ask questions/concerns about our wonderful city.  This includes development plans, business relocations, energy efficiencies, etc.

Typically, there are approx 25-30 attendees.  This month was very small, only 9 attendees.  This could be due to the weather, time of the year, or any number of reasons.  What I liked about the smaller group is that we had more focus on issues rather than addressing several issues in no particular order.  However, the intentions of the meeting are suppose to be informal.

We discussed quite a few topics within the hour and a half meeting.  Below, I have highlighted a few of those topics:

Meeting Location - We discussed the possibility of meeting in different locations each month, such as the new Fire Station, Medical Center, or Independent School District.  Each facility does not have many visitors and would provide an additional topic of discussion (not that we are ever short of topics).  The only concern would be that people have been use to meeting on the 5th floor of the library for the past 5 month.  More details to follow in the next few weeks.

Water Bill Increase - It was announced last week that the water bill for residents would increase.  In previous years, the city was able to pick up the increases through its reserves from fast growth.  Since the growth within our city has slowed down, that surplus is not as large and therefore calls for an increase.  Fact is, the city receives an increase in water charges each year and is looking for the best way to pass those increases on to residents.  They are still reviewing this portion of the budget, which should be finalized shortly.

New Businesses - Frisco is always trying to compete for new businesses to relocate in our area.  There target has been large companies of 100 employees or more and an annual salary of $60K.  Although they have a specific target, they do not shy away from smaller businesses or 'mom & pop' shops.  Typically, when a company is searching to relocate or expand, Frisco is within the top 3 cities of North Texas.

Apartments - There are many new areas rezoned for Apartments.  This is due to our current economic status, there is a larger need for apartments in and around Frisco.  We may see this trend over the next few years.

New Mall In Frisco - That's right.  There have been a few discussions about building a new mall at 380 and North Dallas Tollway.  The discussions have actually been in the works for quite some time.  The builder (name withheld) is the same company that built the StoneBriar Mall in Frisco years ago.  A few days ago, this company announced some financial issues so they pulled out of the plans for the new mall.  The city officials are talking with a new developer and are hoping to move things forward.  No ETA at this time on the completed project.

As I mentioned, there were many other topics discussed during this meeting (marketing, budget, 'Disney' rumor... which is not true).  It would be great for you to come next month.  The meeting is held on the second Monday of each month @ 8 am.  Watch for future posts which will cover the newest location.

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John Cannata    p# 214.545.5604  

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This is an honest question, but I want to tell you why I am asking because I am still not understanding how it works and I've been a part of AR for almost 6 months.

Earlier today I was reading a post from Jeff Belonger about how Google being your best Testimonial.  If you have not had a chance to read it, I suggest that you do.  Within the post, Jeff provides a sample 'response' letter that he sent to a potential client.  The letter suggested that the client check him out on by googling 'Jeff Belonger'.  I have directed people to my site before, but never to google my name.

Personally, I like the idea.  Why?  Because I was never really 'searchable' prior to ActiveRain, Facebook, Twitter, Plaxo, LinkedIn, Naymz, etc.  Sure, I have googled myself several times, but how likely is it that someone will 'google' my name?  Not very likely unless I tell them they should.  Now that I am on all of these platform, there are several things out there which will help a potential customer get to know me.

Anyway, let me get to my point.  After reading the post, I decided to check out my name again.  The very first link is not me.  The link is for a boxer and who recently fought Dan Cramer ??  I am actually not mentioned until the 3rd link (activerain of course).  So, I was curious enough to open all of the links to see what others pertain to me.

When I got to the 2nd page, a link was displayed for a post I had written about 4 days ago.  I thought it was JIE (a word from the Jason Crouch's dictionary meaning very cool, awesome, etc.) that my post showed up on the search at all.  But I was curious as to why THAT particular post showed up.  When looking at the tags, it does not reference my name, mortgage, or anything.  My name is within the post, but that is not abnormal.  The post itself was actually about Time Management and your marketing efforts.

So... why does THIS post show up under a John Cannata search on Google?

** side note...  I strongly suggest using the word JIE moving forward.  Jason created it and as we know, anything he touches turns to gold.  This will be the new word for 2009 **

2008 has come and gone.  It is already December and we are planning 2009 marketing (if you have not done so already)

It is said that the true definition of insanity is doing the same thing again and again and expecting a different result.  Nowhere is this saying more true than in the application of our marketing plans.  Many of us deliver the same marketing pieces day-after-day, month-after-month, and even year-after-year.  We do not change our approach because either we are receiving some benefit or even though we are not receiving any benefit, we do not have time or expertise to evaluate and make adjustments.

Truly effective marketing plans require constant evaluation and adjustments.  The targets you are trying to reach are changing constantly.  The economic conditions creating the needs for your targets are changing constantly.  Even the mediums through which you are attempting to reach your targets is changing constantly - especially because of technological advances.  So doesn't it make sense that your marketing plan must change as well?

 What must you evaluate?  Here are just a few areas that will need monitoring:

•  
  • The goals of your marketing;
  • The quality and quantity of your present responses;
  • The timing of your marketing actions;
  • The message you are delivering;
  • The value of your offerings;
  • How your actions are linked to each other to achieve maximum synergy (there's that word again); and,
  • The way(s) in which you are reacting to responses to your marketing actions.

Do not get the impression that you must start over again every month with a brand new marketing campaign.  The need for evaluation does not override the message of consistency.  The changes you make might be minor.  Making minor adjustments on a monthly basis makes much more sense than complete overhauls once every two years.

Do not let your marketing plan become stagnant.  Look at the competition, other industries, and keep up with the changes in economic conditions and technology to stay on top of where you need to move.  A five percent improvement in response rate each month can double your income in just over one year.  That is real results instead of insanity.

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John Cannata    p# 214.545.5604  

www.TxMortgageConsultant.com

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Back on October 23rd, Karen Otto posted a 'Gathering' within North Texas.  If you missed it, here is the link and/or you can see the details below:

Date - 12/4 (Thursday)

Time - 4:30 and will end when the last person leaves

Place - Kelly' Eastside which is located @ 1422 Avenue K,   Plano, TX  75074  ph# 972.424.9200

As of now, there are approx 11-12 people that are planning on attending.  I'm positive we will take a few pictures and Karen will post them in a future post.  :-)  We are hoping that more people will come but just have not responded.  The more the merrier.  Its always great to meet people you talk to all the time on AR.

Please note that EVERYONE is invited.  It does not matter if you are a Realtor, Loan Officer, Broker, Home Stager, Escrow Officer, Appraiser, or Home Inspector.  We welcome everyone that has a part in our profession to come on out, have a few drinks (or a glass of water if thats what you prefer) and share a few laughs.

Hope to see you there!!

It is that time of month again.  On Monday, Mayor Maso invites residents of Frisco to join him for a cup of coffee, casual conversation, and a danish.  This is week will be the 7th meeting and is scheduled to continue on the 2nd Monday of each month.

When - 12/8/08 @ 8 am

Where - George A. Purefoy Municipal Center, 6101 Frisco Square Blvd

Discussion Topic - Casual Conversation about our community, developments, etc.

"Coffee with the Mayor" is one of the Mayor Maso's new communication initiatives.  During each meeting, we have approx 25+ citizens.  If you would like more information about this meeting, go to www.friscotexas.gov, click on 'Communication' and find 'Coffee with the Mayor'.

Hope to see you there.

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John Cannata    p# 214.545.5604  

www.TxMortgageConsultant.com

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I wanted to share this great suggestion from Marchel.  Many of you have a loved one in the Military or know someone in the Military.  Whether you support the cause or not, we all support the troops.  Please look into Marchel's suggestion and do what you can.  Happy Holidays!

Assuming you  have read my previous post about Quality vs. Quantity, the production of quality leads represent only the first step in a process that should convert these leads into productive customers.  You must now be in a position to meet the needs of these prospective customers and persuade them to take action.  In sales, this is sometimes referred to as 'asking for the business'.  You can make the phone ring a thousand times, but if you do not ask for the business all the money and time you have invested will be wasted.

  The process of asking is a bit more complex than simply asking someone such as - 'would you like to list your house with me?'

Asking itself is a process that links marketing to sales:

• First, you must evaluate the response that your marketing has produced.  What is the profile of the person on the other end of the line?  Are they a renter homeowner, previous customer, or a strong personal referral?
• What are the needs of the prospect?  What are they trying to accomplish and how can you help them?
• Based upon the answers to these questions, what specifically would you like this prospect to do?

In other words, the key to asking is discovering who is responding, learning their needs by listening and then deciding what specific activity you would like to take place.  Perhaps you would like to set up a meeting.  Perhaps you would like the prospect to see a certain house.  Perhaps you would like the prospect to visit with a mortgage lender.

 You need to design your marketing with these activities in mind.

For example, if your goal is to get your purchase prospects pre-qualified by a lender, then you need set expectations in the marketing message.  Do not advertise the message: "buy a home in 24 hours or less" if you want them to take additional steps first.

The asking process must help you design your marketing message.  Make sure you know what you want, what your customers need, and what value you are delivering to make sure these needs are met.

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John Cannata    p# 214.545.5604  

www.TxMortgageConsultant.com

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My last post asked the question "Quality or Quantity?", which introduced the concept of Quality Leads.  It is important to note that the quantity of letters you send or calls you make is not important.  The quality of contacts you reach is more important.  It is more important to produce a large number of sales, not to see how many times you can make the phone ring.

As a matter of fact, if your marketing produces too many responses that are not of high quality, then your marketing may actually be producing negative results.  You will spend so much time trying to sift through the responses in order to find something of quality, that you will not have the time to spend converting the good prospects into customers.  If you wind up converting a lead, you also may not be able to deliver the great customer service because you will lack time.

What constitutes a quality lead?  The best example is marketing to your closest friends and previous customers.  These are the people with whom you have the strongest relationships.  Marketing to this segment of your sphere of influence (SOI) will produce the strongest referrals and these referrals will take less time to convert in the sales process.  You will need to spend less time building credibility and you can start immediately developing a relationship.  Stronger referrals generally produces higher quality leads.

Another factor mentioned in the previous post concerns the need of the prospects.  If there is a real need and a motivation to meet this need, the lead will be of higher quality.  This is why targeted marketing is so important.  The better you pinpoint your target, the more likely the responses will be just what you need.  Timing is important for this targeting process.  You can send the right letter to the right person at the wrong time and receive no responses.  For example, do not solicit CPAs for partnership arrangements in April - obviously (i've made that mistake several years ago).

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John Cannata    p# 214.545.5604  

www.TxMortgageConsultant.com

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