Stellar Performer of the Month 
| Stellar Performer of the Month! |
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 For over 18 years, Bernie Cobb Jr., RE/MAX of Naperville, has been a fixture in the Chicagoland real estate scene. He specializes in representing his clients in the purchase and sale of single-family homes and income property in the western suburbs of Chicago. With over $300 million in career sales and over 2,200 successful transactions closed, it would be very easy for Cobb to rest on his laurels and ride out the current "wave" in the real estate market by cutting back on so-called luxury expenses like direct mail marketing. Only Cobb will tell you when it comes to direct mail marketing, particularly in this market, there is nothing luxurious about it, it’s a necessity. " Direct mail marketing is the core of my business," says Cobb “and any agent, whether they are a rookie or a veteran, not utilizing it (direct mail marketing) is not going to do as well." Given the current overall state of the real estate market, many real estate agents find themselves scrambling for radical new ways to generate leads. Cobb takes a more "back to basics" approach with regards to his marketing. He gradually cut out print ads and phone book advertising, slightly increased his internet presence, and increased the number of postcard and "Just Sold" mailers he has sent out over the past year. He now sends out a minimum of 16,000 mailers per month every month, accounting for over half of his gross marketing expense budget and over 26% of his total budget.
"The money I spend on the mailers I send out every month is the difference between receiving a warm call as opposed to making a cold call, and that’s significant in the listing process.” says Cobb.
Cobb views his direct mail marketing initiatives as "pennies on the dollar", not an expense but rather an investment in the future of his business. "You establish a budget, work the numbers backwards, and direct mail marketing becomes a self-fulfilling prophecy. It doesn't take any rocket science to see how it works." This resident "mad scientist" of real estate has a method to his madness, he realizes that not every real estate agent, especially those newer to the industry, understand the value of how direct mail can positively influence their bottom line. Thus, he offers the following advice to those just starting out or those veterans looking to increase their business:  Be consistent - in what and where you send your mailings, also how it affects your budget.
Establish a consistent brand -don't tinker…your name, your company, your service, and how the
consumer can reach you is the key to "branding" yourself in your market place.
Do what you are good at…Sell real estate! You don't have time to become a marketing professional,
just as a marketing professional doesn't have time to sell real estate.
Mail to diverse farm areas (geographic subdivisions) don't just mail to one subdivision or price range,
expand your thinking.
Don't focus too much on content - let seasoned marketing specialists do the work for you.
In good months, try to increase the number of mailers you send by 1-% to 15%. In bad months, try to
increase the number of mailers even more, go after the markets that the other agents are cutting back
on. It's an opportunity you shouldn't pass-up. The rewards will come back to you many times over.
Send mailers to past clients and your Sphere of Influence.
Promote consistently, there is always room for more business!
Cobb says his most effective direct mail pieces are his simple monthly market updates with his name, photo, and phone number on both sides of the mailer. It takes him or his assistant a few minutes each month, and the rest is automatic.
"Because I mail out my market updates once a month and am consistent with where I mail to, I literally get a phone call every day from them," says Cobb. "The bottom line is if I get 13-15 listing appointments, I'll generate the gross numbers I need, and that all starts with direct mail marketing. It pays for itself." Bernie has a private office space near his RE/MAX® office and two assistants, Trish and Julie. Born in Chicago, Bernie Cobb Jr. has lived in Naperville since 1975, and is a graduate of Illinois State University with a degree in Communications and Public Relations. He and his wife Vickie have been happily married for 16 years and have three children: Courtney, Kyle and Carley. Incidentally Bernie loves referrals!
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