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C-21 Pulls the Plug on TV

By
Education & Training with Borino Productions

Sure sign that times are changing. Even the all-mighty advertising pull of TV is not good enough anymore.

As reported by AdAge.com: "Century 21, one of the first real-estate companies to advertise on TV, is pulling all national TV advertising in 2009 and redirecting its efforts and ad dollars to the web."

Hmmm.... Is C-21 jumping the gun or is a smart move?

Good time to evaluate what is working. I'll be closlely watching where I spend my marketing dollars. And more importantly, what is working. 

Internet is here to stay... DUH. No brainer there (95% of my marketing is online). But to make it work effectively takes more than just email, twitter, a blog and a profile on Facebook.

How to attract good leads? Qualified clients? And not just tire-kickers and steal hunters?

Time to take inventory. Watch what works for others.

Listen to my clients. Pay attention to where they like to hang out (on line) and why.

Times are changing. Gotta be ready.

What will you focus on in 2009?

Borino

expired listings

 

Comments (13)

Angelia Garcia
Pure Realtors - Dallas, TX

Good, now the public can focus on other Real Estate companies.

Jan 20, 2009 11:57 AM
Russ Ravary ~ Metro Detroit Realtor call (248) 310-6239
Real Estate One - Commerce, MI
Michigan homes for sale ~ yesmyrealtor@gmail.com

Smart move, the internet is the place to be.  It depends on how they advertise.

Jan 20, 2009 12:00 PM
Steve Hoffacker
Steve Hoffacker LLC - West Palm Beach, FL
Certified Aging In Place Specialist-Instructor

Borino,

Sounds like a good move to me. Maybe retain a few sponsorhips but that would be it. :)

Steve

Jan 20, 2009 12:01 PM
Sheila Moran
RE/MAX Access (Garden Ridge, San Antonio, New Braunfels) - New Braunfels, TX
SanAntonioSheila.com, RE/MAX Access, 210-32

Borino,

I heard about this today also!

It's very curious when they didn't even just "scale back" they just full force pulled out....

let's see what happens, huh?

Jan 20, 2009 12:13 PM
Jason Crouch
Austin Texas Homes, LLC - Austin, TX
Broker - Austin Texas Real Estate (512-796-7653)

I think they could be making a terrific move, depending on how they use the internet dollars.

Jan 20, 2009 12:14 PM
John Palmisano
Keller Williams Properties Weston, FL - Weston, FL

Borino, do not know if it is a good move. Depends on the demographics they are going after.  Might have been better to cut back on TV, and reinforce TV with Internet advertising. People can click off internet advertising, they can do the same with TV by changing the channel, but they would miss part of their favorite show.

Jan 20, 2009 12:15 PM
Tom McClaren
United Country Dowd & Forbes Realty, Edenton, NC - Edenton, NC
Realtor/Broker putting your needs first

Yikes!  National TV is still a good venue to get your product before the public and establish your brand.  I give a "thumbs down" to the decision by C21.  Time will tell.

Jan 20, 2009 12:17 PM
John Walters
Frank Rubi Real Estate - Slidell, LA
Licensed in Louisiana

I think they are hurting and feel they get a better value for their dollars.  I think they need to close some of their offices.  I know thats a drain.

Jan 20, 2009 12:31 PM
Bill Dunn
Elite Realty Group - Paducah, KY

When I was interviewing brokers and getting started I interviewed with a Century 21 broker. That broker gave me the talk on how they were number one in the area and all that. I was showed the MLS stats that show the office ranking and such. One of the comments she made was how another brokerage in the area had been doing lots of television but she noticed their ranking wasn't coming up. She was right.

An agent in another office does television from time to time but she hardly ever sells or lists anything.

As a business owner, I've paid a pretty good sum of money on TV advertising in the past. Got no results. Similar results came from the newspaper except when a large, expensive ad was placed.

Jan 20, 2009 12:46 PM
Richard Iarossi
Coldwell Banker Residential Brokerage - Crofton, MD
Crofton MD Real Estate, Annapolis MD Real Estate

Borino,

I just heard a statistic that a 30 second ad on the Super Bowl sells 250% more of a product than a 30 second ad on a regular show. TV advertising does work in some cases.

Just moving money to the internet doesn't guarantee success.

Rich

Jan 20, 2009 12:52 PM
Borino - The Real Estate Coach
Borino Productions - Falls Church, VA

I think all of you make a good point. Maybe not pull the plug completely. Scale back, rethink the campaign. Shift the money around a bit. But to kill it all together.... as Tom said. Time will tell.

Good point, Bill. That was my thought. With Tivo and such a segmented TV audinece, I can see how TV is losing its power. I wonder if print wil be next.

Man, that is some serious money, Richard. Especially in this economy. Do you really think it's money well spent? I wonder.

Jan 20, 2009 01:09 PM
real estate real estate
Providence, RI

That is a smart move. It does not make an difference to me as I do not watch TV at all. It might impact some elderly people as they will be less annoyed by those RE ads.

Jan 20, 2009 02:01 PM
Paul Gapski
Berkshire Hathaway / Prudential Ca Realty - El Cajon, CA
619-504-8999,#1 Resource SD Relo

thank you very much for the informative and interesting post. I get so much out of the active rain network. same with newsprint no one is buying adds anymore.

May 18, 2012 08:18 AM