REMI Offers Five Tips for a Great Real Estate Commercial

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The Real Estate Marketing Insider gives its readers a set of tips to help realtors put together the best possible TV commercial for advertising their realty firm.

The Real Estate Marketing Insider released five tips for optimizing a real estate TV commercial. REMI’s announcement was spurred by the unveiling of real estate company Century 21’s ad for the upcoming Super Bowl, as cited in a press release by ADWEEK.

Century 21 is well-known not just for its presence on the real estate market, but for constantly releasing innovative and entertaining advertising for real estate. Its latest ad campaign for next week’s Super Bowl doesn’t disappoint. Titled “Wedding” and exploring the theme ‘Is there a Century 21 agent in the house?’, the 30-second spot is entertaining, personal, and memorable, all important traits for any ad campaign.

Many real estate agents around the country count on television for advertising. TV advertising can play an important role in a marketing campaign. It reaches a unique demographic, shows real people and not text as the center of the advertisement, and can even give realtors a chance to be the star of the show. REMI encourages realtors to consider putting together television ads as part of their advertising schemes, and has compiled some advice to help make a great realtor commercial:

1) Know your demographic. Pick a time slot and a target audience first. Consider whether the target demographic is young, old, upper- or middle-class, etc. The makeup of the target can affect the best ad strategy. For instance, a commercial featuring a Kanye West soundtrack may not be the best choice for a 50 to 70 age group.

2) Shoot locally. Especially for commercials in smaller and local markets, a recognizable landmark from the community (or even a recognizable community cast) can make an ad familiar and comfortable to viewers. They’ll be more responsive to businesses that they feel understand the community.

3) Hire a writer. Whether the end product is meant to be funny, poignant, or comforting, few realtors are equipped to tackle the complicated process of writing an ad themselves. Many experienced ad writers can be found and contacted in major cities or online. Their input can help provide the baseline for a great script and a better ad.

4) Pick a theme. Century 21’s ad works so well because its central theme - “Is there a Century 21 agent in the house?” - is hilarious and immediately memorable. A slogan, a central theme, or some other concise takeaway will help a commercial, along with the business it represents, to be more memorable.

5) Be the star! The realtor should spend some time onscreen, giving the viewer a chance to see their face, hear their voice, and attach a real human being to the advertised firm. The personal touch is an invaluable marketing tool for smaller firms and independent realtors. Small practices that can “humanize” their firms by featuring the realtor can gain an advantage over bigger conglomerates that may need to be more anonymous in their advertising and business.

The Real Estate Marketing Insider offered realtors a list of five tips for making a great TV spot to advertise their firm. Taking its cue from Century 21’s exciting new commercial for the upcoming Super Bowl, REMI advised agents to pick a demographic and star in their own ad among other tips that would ensure a successful commercial.

About Real Estate Marketing Insider:
The Real Estate Marketing Insider covers sales, advertising trends, market motion, and anything else that might affect real estate professionals. Buyers, sellers, and realtors can count on REMI to bring them up-to-the-minute news and tips to optimize their business.

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