Realty strategy: monopolize
Interesting observations in this story and a unique setup for hungry brokers.
The Sunday paper has always been a realty mainstay, but it can't offer virtual video tours. Radio can develop, host and drive traffic to video tours for audiences on their way to work, where they become online listeners/web visitors. Same story for the return commute: radio listeners become online consumers when they get home.
The key here is that a real estate broker could easily own a station if not the entire medium of radio/online. You combine reach & frequency with well-known online services -- and the scarcity of competition in this apace. Wouldn't that be the killer app in marketing?
While cohorts are in the Sunday paper, hitting their traditional weekly audience like a slow drumbeat and you've already shown homes to dozens, virtually, through online video -- and maybe even set several appointments.
The article gets into the nuts and bolts by asking how many new homes must one close to pay for a moderate radio campaign.
Let's look at that. If frequency builds preference, then you want to be able to mention to your prospects three times a week, which translates to an ad schedule of 21 units per week. In Central Iowa, that can easily be done for under $3,000.
The Sunday paper has always been a realty mainstay, but it can't offer virtual video tours. Radio can develop, host and drive traffic to video tours for audiences on their way to work, where they become online listeners/web visitors. Same story for the return commute: radio listeners become online consumers when they get home.
The key here is that a real estate broker could easily own a station if not the entire medium of radio/online. You combine reach & frequency with well-known online services -- and the scarcity of competition in this apace. Wouldn't that be the killer app in marketing?
While cohorts are in the Sunday paper, hitting their traditional weekly audience like a slow drumbeat and you've already shown homes to dozens, virtually, through online video -- and maybe even set several appointments.
The article gets into the nuts and bolts by asking how many new homes must one close to pay for a moderate radio campaign.
Let's look at that. If frequency builds preference, then you want to be able to mention to your prospects three times a week, which translates to an ad schedule of 21 units per week. In Central Iowa, that can easily be done for under $3,000.
