TV Commercials for Real Estate Investor Leads

 

Lucky Buys Yucky Houses Bailey Flanagan TV

Get creative when filming you TV commercials

Thinking about advertising your business on TV for real estate investor leads?

Here’s what you need to know…

TV commercials for motivated sellers and real estate investor leads can help real estate investors separate themselves and their businesses from the “get rich quick” recent seminar graduate crowd. Done properly, advertising on TV can be a home-run for real estate professionals.

More often than not, you can expect to get the following results from TV:

  • Better results than direct mail
  • Better results than bandit signs
  • Better results than websites
  • Better results than billboards
  • Better results than radio

TV can be the best form of advertising for motivated sellers, with “best” being defined as which marketing message delivery platform spits out the most qualified real estate investor leads in the shortest amount of time when an equal amount of marketing money is invested while delivering the same message (we buy houses or whatever you’re using).

Now, if you want to extremely deep (as all good marketers do), there’s other variables which can come into play with the above definition of the words “best” and “qualified”, but for simplicity sake I’m going to leave the definition at that and say that, in my vast experience, TV outperforms all other marketing platforms when it comes to generating qualified motivated seller leads.

I’m a firm believer that as a business owner, the most profitable way to run your business is to focus on what you do best and outsource the rest to experts. TV advertising, and real estate investor marketing in general, is no different.

If you’re not a real estate marketing expert, find someone who is and hire that person to make the phone ring, while you sit back and close deals.

And, I digress…

When considering advertising on TV for real estate leads, here’s a couple things to consider (then a recent sample of a somewhat average TV campaign with our commercials).

* Script and Theme: This can make or break your commercial. You can’t expect to deliver a marketing message, such as We Buy Houses, I Buy Houses, Steve Buys Houses, etc.) that has been over used for decades by every “recent seminar graduate” in America, to the point that sellers simply tune it out when they hear it, and expect to get great results.

Get creative. I built our brand around the slogan Lucky Buys Yucky Houses®, coupled it with “Whether it’s a yucky house or just a yucky situation, Lucky Buys Yucky Houses®”, then added a little cartoon leprechaun into the mix and named him Lucky, threw in a vanity 800 phone number and then grew things from there.

Brainstorm some ideas and get creative with your TV commercials and results will skyrocket. Or, don’t, and get dismal results. Your choice, but if you want to get some good ideas, watch a couple minutes of this commercial/infomercial:

* Ad Creation: If you’re going to run TV commercials for your real estate business, you’ve got to have a commercial. Here, you’ve got two choices. You can go out and hire a film crew to produce one for you or you can license the use of someone else’s, like Lucky Buys Yucky Houses® commercials. Another option for you is to use one of the many generic vanity 800 phone number brands, built around the “we buy houses” slogan, for real estate investor leads.

If you want to have a commercial produced on your own, expect the cost to run anywhere from a couple thousand dollars (for a real crappy one) on the low end, to several thousand for a well produced commercial.

* Broadcast vs Cable: In a nutshell, advertising on broadcast TV will reach more households and cost a lot more than cable TV. Cable can get your message out to a much smaller area at a lower price per spot.

As a general rule of thumb, if you’re only interested in generating motivated seller leads in a small area, say one or two counties for example, cable is probably the better way to go. If you want to take a “shotgun blast” approach and generate motivated seller leads in a huge area, 8 counties for example, and you have a larger marketing budget, try broadcast.

* What Station: This depends on what type of real estate investor leads you’re seeking. You should know your target market best, so get ready to dive into demographics. This can be an extremely difficult task and the last thing you should do here is listen to a TV company sales rep. They can be trusted about as much as a car salesman.

The trick here is to “get in the head of your prospect”. In other words, let’s say you’re targeting people facing foreclosure. What shows would they be most likely to watch and at what time of the day/night? Or, if you were targeting probate, when and on what station would that type of seller be viewing?

You’ve really got to go deep on this one. For example, a long time ago we thought advertising on The Jerry Springer Show was going to a great idea. Logically, it seems like it would be, right? But, to our initial shock, we got almost all motivated seller leads from trailer owners. Not exactly who we were targeting…

Our media buying team has this down to a science now, but it’s taken over a decade of buying TV commercial spots for us to narrow it down so tightly.

Either be prepared to do a ton of research and spend a good amount of money testing and tweaking in this department, or hire an expert to do it for you. It’s a service we provide to our licensees at no additional cost to them.

Frequency: TV commercials, if done properly, aren’t like direct mail in that you shouldn’t have to get your message seen by your prospect several times before they call you. Of course, more frequency helps, but it’s not imperative. What’s much more important here is having a strong call to action for your viewer. It needs to entice the motivated seller to “pick up the phone and call right now”. Go back and watch the Lucky Buys Yucky Houses® commercial again and you will see what I’m referencing here.

Negotiating Prices: As mentioned earlier, you may as well just expect to be viewed as a piece of meat when you approach the TV stations to negotiate rates. It’s very similar to walking on a used car lot. If you don’t know the ins-and-outs here, expect to get an expensive education.

TV stations base their rates off several different things, most very confusing to a beginning buyer.

Here’s a Few (of many) Things Which Drive Rates Up and Down:

Times of year – Are we near a holiday? Is it election season?

Ratings – Do you want to advertise during the Super Bowl or Academy Awards? It’s gonna cost you. Or, do you want to advertise during Jerry Springer, which will be much cheaper (but deliver motivated seller leads from trailer owners who rent their lot).

Again, we handle this for our licensees, because it’s imperative to their success.

Marketing Budget – The more you spend, the more they want your business and are willing to lower prices to get it. Pretty simple.We negotiate and buy all over the country for our Lucky Buys Yucky Houses® licensees, so we’ve got buying power behind us and our licensees benefit from it.

Market Size – Large desirable markets cost more to advertise in, while smaller less desirable markets cost less. Pretty much just the law of supply and demand here.

Contract – TV stations love to put customers into a contract for a couple reasons. First, they don’t know your business and therefore they have a hard time advising you on when and where to run your commercials. If they have you locked into a contract and you get poor results in month 1 (because of their recommendations), then you still have to pay up in month 2, 3 and so on. It gives the TV station reps more time to get it right.

In my experience, you should never sign a TV station contract. There’s no real benefit to anyone but the TV station. If you know how to negotiate properly, contracts are almost always unnecessary.

Now for the recent results I promised you. This is from one of our newest licensees in the Jacksonville, Florida market.

NOTE: These numbers are around average for a first run of our commercials. Every market is different and even with as much experience as we have buying air time, results almost always get better with each passing month.

TV commercial results for real estate investor leads

Click to open in full screen

Reading breakdowns and reports from TV stations can be tricky, but as you can see here, this licensee spent $2,000 and we were able to get him 29 :30 second spots in a large market, which ran over the course of a week (we ran this new reps commercials during the first and last weeks of the month because he wanted to target pre-foreclosures, and this is when we’ve found that demographic responds best since it’s when bills come due).

42 Motivated Seller Leads From The Commercials

He has already closed one wholesale deal from that list, plus 2 “subject to” deals. He’s still working other leads, so more than likely more deals will come out of that round of commercials.

Here’s an example of how market prices vary and how good negotiating can improve results significantly.In the screenshot below, you will see that we just bought a “boatload” of TV commercials for a new licensee for just $3 per :30 commercial spot.

sample of motivated seller leads commercial price

Click to open in full screen

$3 TV Commercials

If you want us to help you get results like these in your market, simply fill out the “free demo” form in the top right hand area of this webpage or call Mandy in our new licensee department at (866) 509-2220

 

"we buy houses dead"

As always, if you have questions or comments, post them below in Facebook Comments and I will do my best to answer them. 

 About Sean Flanagan Self-confessed coffee addict. Christian family man. MMA lover, Jiu-Jitsu and Muay Thai practitioner. Lover of everything real estate and marketing related. Founder of FlippingHousesDaily.com. Creator of Lucky Buys Yucky Houses®, The Most Outrageously Effective Marketing Program in Real Estate.  

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As always, if you have questions or comments, post them below in Facebook Comments and I will do my best to answer them.

About Sean Flanagan Self-confessed coffee addict. Christian family man. MMA lover, Jiu-Jitsu and Muay Thai practitioner. Lover of everything real estate and marketing related. Founder of Flipping HousesDaily.com. Creator of Lucky Buys Yucky Houses. The Most Outrageously Effective Marketing Program in Real Estate.

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