June 18th, 2015
Jim Barnes does real estate photography and property video for his wife Connie Barnes who is a top Realtor in El Dorado Hills California.
Last week Jim described his Cable TV marketing strategy. This is one of the few times I’ve heard about Realtors doing marketing on cable TV. Here is Jim’s description of what he’s doing on Cable TV:
1) My TV budget is about $1,700 per month and I get about 800 spots in my local area with about 25,000 cable TV subscribers. Included in that budget are fixed positions on FOX NEWS Prime time which is very popular in our county. I set myself up as an agency which gives us an additional discount.
Keep in mind, unless you do your own video production, like I do, you would need to pay production costs which could exceed cost of the ads. This one of the reasons that we like this niche.
Unlike broadcast, with Cable you buy the zones you want. For example, Atlanta is a huge TV market and the cable operator breaks the city into 48 zones. You can buy as many zones as you want, rotate through zones, it doesn’t matter.
I was spending the same budget in our local newspaper which at one point had $14,000 delivery households and eventually declined to 6,600 total distribution. Newspaper and direct mail are the most often used advertising method in our area by Realtors. Nobody is on TV.
2) We are getting lots of great feedback and generating buzz as well. When people see you on TV they tend to be impressed. We got a listing from a couple who placed a call to an agent to come list their house. They were waiting all afternoon for a call back and saw our spot on FOX NEWS. The seller said, let’s call that gal! Our sellers also like the idea that we will feature their home on TV.
While cable TV is not for everyone, it’s a great example of the fact that top Realtors are doing marketing that makes them stand out from the crowd. Click here to see Jim’s cable TV marketing page that has several examples of 30-second cable TV spots that Jim has produced.
I think there are opportunities here for professional videographers to supply 30 second spots to Realtors. As of this writing Connie Barnes is the only Realtors advertising one cable TV in the US. Anyone else out there doing this?