Most agents would never consider Television as a source of prospecting due to all sorts of reasons.
These reasons generally are because of the unknown about how to do it.
Most agents will not spend the money necessary to market in this area.
What really is needed to make this happen? · A script or story to tell in the advertisement.
The script needs a hook and a play off the problem/benefit relationship.
I always suggest a professional writer provide the script for the campaign.
· Talent, you need someone to tell the story, someone who is believable and who is trained to deliver the message and the hooks from the script.
· The video shoot, always use a professional and set the commercial in a studio where lighting and sound can be contained and manipulated.
· Post production, this is where everything is put together and timed for the desired slot.
Make certain that you use an experienced editor who can assist in the graphics that need to be added to set the message.
· The media buyer is also essential and will place the TV ad in the correct demographics to reach the desired target market.
Does this all sound confusing and out of your scope of experience? It should unless you are in this business as a profession.
So the solution is to hire an advertising agency and allow them to pull all parts together.
If you hire an agency to provide these services to you make certain you ask for referrals and you look at other work they do.
What cost should you expect to for the turn key commercial? Much less than you could ever imagine.
These are ranges and you should budget based on your local area but these expenses are what is normal for most shoots.
Make certain you own the copyright to all aspects of the production and no residuals are involved.
· Union provided writer and script for the commercial: $300 · Talent, tons of choices and lots of talent is available: $300 · Video shoot including camera, director, studio etc.
: $2,000 · Post production and media formatted for television station: $1,500 Total $4,100 Adding an advertising agency to these costs to organize the commercial and to be the responsible party will add 20% of the cost, well worth it.
I always recommend the use of an advertising agency.
New Total $4,920 This will provide a 30 second commercial and a 10 second "teaser" ready for airing.
The media buyer is very important and the key to success.
Make certain all aspects of the demographics are discussed and fully explored.
It is always best to place your ads based on your target market and not the cost of the spot.
As an example if I run a TV ad at $300 a 30 second spot and get the desired response it would be more efficient than at $20 slot in the middle of the night that drew no one.
Always make your media decisions based on the demographics.
A commercial running for 40 days on local TV news with a 30 second placement and a 10 second teaser each once a day in the correct demographics should provide these estimated lead results.
40 days at 30 and 10 second spots will cost $4,500 (based on an intelligent buy by an experienced firm) Production cost and buy expense total $9,420 (you still own the commercial) Expected leads from the campaign 135 Lead cost, per lead $69.
77 Estimated sales: 135 leads 75 appointments 20 fact finders 14 case openers 8 closes 4 sales Average premium of $77,000 equals premium sales of $308,000 Expected commission $24,600 Follow up system sales from original leads equal 2 sales 2 sales at $77,000 equal $154,000 premium for Additional commission of $12,320 Total commission expected $36,920 Prospecting in television is not difficult and it can be very profitable.
It will set you aside from other agents and it allows you to outsource your marketing which frees up more time for the sales process.
I recommend if you enter this segment you make a commitment to use TV for at least 6 months before determining your results.
Lots of future sales are made from these leads just by keeping in touch with the prospect and by using a simple system for following up.