Most agents would never reconsider Television as a source of prospecting due to all sorts of reasons. These reasons ordinarily are because of the unknown about how to do it. Most agents will not spend the money primary to market in this area. What nothing else but 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 propose a pro writer contribute the script for the campaign.
Range Finder
· 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 pro and set the commercial in a studio where lighting and sound can be contained and manipulated.
· Post production, this is where all things is put together and timed for the desired slot. Make sure that you use an experienced editor who can support in the graphics that need to be added to set the message.
· The media buyer is also primary and will place the Tv ad in the exact 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 enterprise as a profession. So the explication is to hire an advertising group and allow them to pull all parts together. If you hire an group to contribute these services to you make sure 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 allocation based on your local area but these expenses are what is general for most shoots. Make sure you own the copyright to all aspects of the output and no residuals are involved.
· Union in case,granted writer and script for the commercial: 0
· Talent, tons of choices and lots of talent is available: 0
· Video shoot together with camera, director, studio etc.: ,000
· Post output and media formatted for television station: ,500
Total ,100
Adding an advertising group to these costs to invent the commercial and to be the responsible party will add 20% of the cost, well worth it. I always propose the use of an advertising agency.
New Total ,920
This will contribute a 30 second commercial and a 10 second "teaser" ready for airing.
The media buyer is very prominent and the key to success. Make sure 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 0 a 30 second spot and get the desired response it would be more effective than at 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 exact demographics should contribute these estimated lead results.
40 days at 30 and 10 second spots will cost ,500 (based on an animated buy by an experienced firm)
Production cost and buy cost total ,420
(you still own the commercial)
Expected leads from the campaign 135
Lead cost, per lead .77
Estimated sales:
135 leads
75 appointments
20 fact finders
14 case openers
8 closes
4 sales
Average excellent of ,000 equals excellent sales of 8,000
Expected commission ,600
Follow up ideas sales from customary leads equal 2 sales
2 sales at ,000 equal 4,000 excellent for
Additional commission of ,320
Total commission anticipated ,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 propose if you enter this segment you make a commitment to use Tv for at least 6 months before determining your results. Lots of hereafter sales are made from these leads just by keeping in touch with the hope and by using a straightforward ideas for following up.
Use Television to acquire Annuity Leads