REAL ESTATE RADIO SHOW + AIRCHECK CRITIQUE

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• Anonymous September 14, 2008, 10:27 pm

  I’ve hed this kind of program once, long time ago, but not on saturdays, but on weekday mornings!
  BUR… the guy who paid for it was real smart, he had studied our audience (70% women, low to medium income) and he was the GM of a corporation which had a product specially designed for that segment, even with a new goverment policy of subsidies that nobody understood.
  So, this guy came in on every tuesday, and started to explain how to take advantage of the housing subsidies, who were elegible, and he did take calls. And yes he did receive calls, a lot of them. In fact he sold an entire development of almost 1000 houses exclusively with this program.
  But Dan is right, we did it for the money, not for the audience. We were lucky to have the right customer, who understood about sales, about audience and targets. He even let the regular host of the program keep on with the music and announcements, He was just “an invited expert”.
  I just wish we had charged a % of his earnings instead of a flat rate.

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• mikemckenzie September 15, 2008, 8:11 am

  There is a thing called NTR -which stands for Non Traditional Revenue. It’s still misunderstood and mis-labeled. The “real estate informercial” may have been deemed as NTR, because it wasn’t the traditional spot schedule run. HOWEVER; true NTR is designed to be PROGRAMMING FRIENDLY. It has to, simply because NTR relies on the strength and integrity of the station’s brand.

  A solution would be to create an event; something like a home owners fair. It would be held at a local conference center, or even the airport Holiday Inn. The major sponsor would of course be your Real Estate agency. HOWEVER, they would be partnered with other business like mortgage brokers/lending institions, moving companies, landscapers, home improvement contractors. Each sponsor would of course have to INVEST to participate.

  Programming would contribute by airing promos as a station event; i.e. “The WXXX Home and Garden Show.”

  The client’s return on investment comes in the form of face-to-face traffic. It helps better position them as more than just a real estate agency, but as a group of well networked problem solvers.

  Sales makes it’s revenue.

  Programming’s inventory and brand remains in tact.

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• daddyb September 16, 2008, 2:22 am

  daddy bosco, adom fm 106.3,ghana
  i know this challenge and have confronted it time and again….as a station with ratings and revenue targets, we programme creatively to be able to use times when traditionally listenership is low to do such sales driven programming.
  however as you indicated, we creatively programme to build whatever audience we can while maximising our revenue returns on the show.
  currently we have about three such shows and we use our presenters for two of those shows to get that interesting personality behind the mike…i resteth my case

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