EP 432: T.V. Ads for 5x ROI & Less Competition. Everything Real Estate Investors Need To Know


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Tony Javier $3k into $30k with his first month of TV Ads, and since then he’s been “off to the races!” After realizing there were no masterminds out there teaching the things he had learned from his experience with television advertising for real estate, he started taking on clients and typically gets his investor’s returns in as little as 3-6 months!

Today we’re talking about real estate investors, television advertising, and lead generation methods, the top 10 benefits of running ads on TV, and how you can dial the channel into a turn-key traffic solution!

Check out Carrot.com/video for 52 free ideas & a guide on how to get started in video marketing.


Episode Transcript (This is an automated transcript by robot carrots – please mind the typos 😉)

00:00:00:03 – 00:00:22:15

Tony Javier

And so first month I spent three grand and made 35 my first month and was off to the races from there. And over the years I’ve told people that I do TV, you know, high level masterminds I’ve been a part of. And every mastermind that joined there was either zero people doing TV or there might have been one out of like 100 plus high level real estate investors.

00:00:23:03 – 00:00:35:22

Tony Javier

And I wish I had won back then that I had a gold mine for other real estate investors. I would have started, you know, helping people dinner.

00:00:35:22 – 00:00:56:13

Brady Winder

Hey, friends, welcome back to the Kirkus Podcast. I’m your host breadwinner and this is the podcast where we help you dial in your marketing and help you build businesses of freedom and impact. I’ve got our guests with us today, Mr. Tony Javier, a.k.a. the TV guy who happens to be a very good, close longtime friend of Trevor Mark, our co-host and CEO.

00:00:56:21 – 00:01:07:06

Brady Winder

And so I’m really excited for you guys to get to meet him and talk all about TV today. Why it’s an awesome marketing channel and get into the nitty gritty. And so, Tony, I hear the podcast, man, How are you?

00:01:07:18 – 00:01:15:00

Tony Javier

Really good, man. Thanks for having me. I appreciate it. Driver And I’ve been talking a while about putting this together of being on the podcast, so I’m glad to be here.

00:01:15:00 – 00:01:36:27

Brady Winder

Absolutely. Absolutely. And so we don’t do a lot with offline marketing, you know, most podcasts, online marketing and but I think out of the past 400 episodes, we’ve done maybe one or two on radio. I don’t think we’ve done a single one on TV. So this is going to be really valuable. I think it’s it’s one of those topics where the investors just don’t know enough about it.

00:01:36:27 – 00:01:54:11

Brady Winder

And so our goal with this conversation is I want to learn, you know, is this right for me? Is TV something that I should try? And if so, then when? And how do I go about it with without losing a bunch of money? Because I’m sure that’s probably what people are thinking is like, Oh, is this going to be a massive investment?

00:01:54:11 – 00:02:02:24

Brady Winder

Is it a big risk? And so that’s what we’re going to answer. But Tony, how did you how did you get started in TV? What that look like?

00:02:03:08 – 00:02:21:15

Tony Javier

Yeah, before I tell that, that’s actually a good point. Most people, when they think about real estate investing, don’t think about TV, which makes it perfect, which, you know, so. So there’s a lot less competition. So people, when they think about TV, first of all, they don’t think about TV with real estate investing. If they do think about TV, they think it’s too expensive.

00:02:21:15 – 00:02:40:10

Tony Javier

They think their business is not big enough and they don’t know where to start. There’s a lot of intricacies of TV that if you don’t do it right, you can waste a lot of money. So that makes the competition almost I don’t want to say nothing, but when I started ten years ago was pretty much nothing. So. So we’ll start there.

00:02:40:10 – 00:02:56:19

Tony Javier

So ten years ago, I was actually at a poker game. It was a friend of a friend. I went down to his basement and I noticed this guy and he was on TV. He was a he had a TV commercial. And so I kind of got like a little star struck. It was kind of weird, you know? It’s like, Oh, this guy’s on TV.

00:02:56:19 – 00:03:16:07

Tony Javier

Like, you know, he’s you know, you think they’re unapproachable or they’re kind of like this celebrity status kind of thing. But I just started talking to him and I say, Hey, you know, I’ve seen you on TV, just small talk. I’m like, How’s that commercial doing for you? He’s like, his eyes just lit up and he’s like, We do $2 million a year in business off of that TV commercial.

00:03:16:07 – 00:03:34:03

Tony Javier

And that’s all the marketing we do. And I was fascinated. I’m like, Wow, that’s crazy. And so I started dream about it. I wasn’t even thinking about me being on TV, really. And he goes, You know what? I’m going to connect you with my media guy. Maybe drive your business. And I was like, Oh, okay. And so maybe me.

00:03:34:03 – 00:03:51:28

Tony Javier

I called him first thing Monday morning and his name is Drew. And I said, Hey, I heard you got Channel on TV and you’re doing pretty well for him. He’s like, Yeah, Chad’s a great account. And so he learned about my business and he comes back to me and he’s like, I can get you hundreds of commercials for X amount of dollars.

00:03:51:28 – 00:04:13:21

Tony Javier

Pretty low ad spend. It’s about 3000 bucks. And so ran my first month where I was on within 30 days. I did the scripts. I did all the back end buying the negotiations with the stations. He made it super easy for me. And so first month I spent three grand and made 35 my first month and was off to the races from there.

00:04:14:03 – 00:04:33:28

Tony Javier

And over the years I’ve told people that I do TV, you know, high level masterminds. I’ve been a part of. And every mastermind that joined there was either zero people doing TV or there might have been one out of like 100 plus high level real estate investors. And I wish I did one back then that I had a gold mine for other real estate investors.

00:04:33:28 – 00:04:56:01

Tony Javier

I would have started, you know, helping people sooner. So a couple of years ago, I about two and a half years ago, a good friend of mine who is in the real estate space was like, Why don’t you show people what you’re doing? And I’m like, you know, I don’t know if it’s going to work in every market, and I don’t know if people will get results as fast as I can.

00:04:56:01 – 00:05:15:04

Tony Javier

And that’s the other thing about TV is people think it’s just branding and that it takes 6 to 12 months to get results. Right? Right. So for me, it was month one. And so when I watch this, I reached out to about ten people I knew that were in the real estate space. Eight ever raised their hand and said, Yes, I’ll do it.

00:05:15:18 – 00:05:32:23

Tony Javier

So I told them, Hey, I’ll do the production, but I have eight scripts that I know that worked well for me. I’ll put together the scripts. My media guy will go to the stations, negotiate the rates for you within 30 days. We can get you on air. So out of the eight, I think six are still running with me or about two years later.

00:05:33:04 – 00:05:57:25

Tony Javier

And results were quick, were almost every single one of them. And it was just it just blew my mind. So then that was a soft launch and I’m like, okay, I’ve got something here. So we launched it officially next month, I think will be officially two years that we have been helping real estate investors and we have over 100 real estate investors running with us right now and they’re just crushing it.

00:05:57:25 – 00:06:14:10

Tony Javier

I mean, we when we get someone on air, there’s not much competition out there. It builds a ton of credibility for them. It helps other forms of marketing. I’ll get into the benefits here in a little bit, but it’s it’s one of those things that right off the bat, for almost every single one of our clients, is producing a really good return.

00:06:14:10 – 00:06:24:00

Tony Javier

So I’m super stoked about TV and I’ve got plans for all kinds of other ideas with, with TV commercials. But that’s kind of what we’re doing now. And that’s how I got started with TV.

00:06:24:18 – 00:06:39:11

Brady Winder

Well, thanks for Sherman. Yeah, that’s wild that it? Our work in the first month for you. So I got a few questions before we jump into the benefits here. I got a few questions that are really burning I’m just really curious about. And one of them I was going to ask you is like, what’s the biggest misconception about TV?

00:06:39:27 – 00:06:55:03

Brady Winder

I’m guessing that might be the one is that people think it’s a long term thing is that in my head I’m thinking, okay, this is like billboards. This is your your airplane coverage. We call on marketing or it’s just brand awareness over months. Would you say that’s one of the bigger misconceptions or misunderstandings?

00:06:55:13 – 00:07:21:03

Tony Javier

Yeah, yeah, absolutely. 100%. You know, when again, when I started TV commercials, I was hoping I would produce right away and I was like, you know what? I’ll give it a few months. And, you know, if I even break even that, you know, it’ll be okay. But I Tenix my money in the first month and it was like, holy crap, like, and, and then again when we launched it, I was like, man, I really hope if, if it takes 3 to 6 months for our clients, about some of them will wait out for that.

00:07:21:18 – 00:07:41:21

Tony Javier

But I would say, I mean we don’t have an exact statistic on this, but I would say about 75% of our clients are doing at least three deals their first month that we get them on TV right now. And that’s and that’s just the first month. So imagine I’ve been on TV for ten years now. They’re my vitamins, someone that saw me ten years ago.

00:07:42:07 – 00:08:02:23

Tony Javier

But and it was it’s been I’ve been in in their head like for ten years and finally the ready to sell today right so it’s it’s one of those things that again it’s it’s a blue ocean when I ask someone like how many people are in your market doing TV, usually they’re like, oh, there’s one guy doing it or Oh, I know a couple of guys doing it.

00:08:03:04 – 00:08:29:20

Tony Javier

But if you say, you know, do you know who else is doing direct mail? That’s like, yeah, I’ve got, you know, ten other people that send to the same list that I do. Right? So that’s, I think that’s, you know, there’s so many different reasons. TV work but works. But I, I think just, you know, people thinking that it’s too expensive, it’s going to take a long time to get results and even if I even if you say, hey, TV works, it’s like, where do you start?

00:08:29:20 – 00:08:45:18

Tony Javier

What stations do you call? Which shows are you on? What’s the scripting like? There’s so many different pieces to the puzzle that if you get, you know, you get one or two wrong, you might, you know, you might still do. Okay. But if you have no idea what you’re doing and you’re wrong, the wrong shows that right there is going to wipe out.

00:08:45:18 – 00:08:59:03

Tony Javier

If your message isn’t clear, concise, that’s going to wipe you out. If your call to action isn’t clear enough and people don’t understand what you do, you’re going to waste your money, right? So there’s just a lot of different things that you have to put together in order in order to make it work.

00:08:59:25 – 00:09:12:09

Brady Winder

Yeah, and that’s probably what makes people so skeptical or nervous to jump into it. It’s like, you know, if if I mess up, you know, one, two, three, these things, it’s, you know, you can easily lose a lot of money.

00:09:12:26 – 00:09:31:19

Tony Javier

Yeah. Yeah, yeah. Because like with direct mail and, you know, PPC and Facebook, like, you can find so many people that can do that for you, right? I mean, you can go online right now with TV, there’s no one really that, that, that talks about TV for real estate investing and and where they go to to to make it happen.

00:09:32:21 – 00:09:57:27

Brady Winder

Yeah absolutely I’m remembering a we had a carry camp a few months back and kid shows up he awesome kid a lot of drive a lot of ambition and he was pretty new to investing It was primarily wholesaling and he says, Yeah, I just did my first deal a few months ago and like every dollar he made, you know, passed his basic living expenses was just dump it right back into marketing.

00:09:58:11 – 00:10:14:15

Brady Winder

And he’s like, Yeah, I’m doing this. This names like five marketing methods. He’s like, Yeah, I dumped about 20 grand into TV last month. We’ll see how it goes. So like I was working for, he’s like, I don’t know. Yeah, we’ll find out. Oh, man, it’s like, like unsupervised. I’m pretty sure he went direct to the station. That’s like, Hey, I want to buy some.

00:10:14:15 – 00:10:19:20

Brady Winder

Is some air coverage. Like, just go. So, yeah, we want to avoid that So and that’s it.

00:10:19:20 – 00:10:41:01

Tony Javier

And it’s interesting you say 20 grand because there’s very few markets that you need to spend even near 20 grand a month. Right. So if you even if you call the stations directly, they’re going to do probably what they did to him and say, yeah, we’ve got a package here. It’s 20 grand, we’re going to get you 100 commercials a month and here’s what you’re going to be on.

00:10:41:02 – 00:11:00:00

Tony Javier

Right? And so we we’ve had clients come to us that have either done that or got their proposal, didn’t quite pull the trigger yet and said, what do you think about this? And we’re like, okay, so we can actually do it for ten grand a month or less. And instead of 100 commercials, we can get you 500 to 600 commercials.

00:11:00:13 – 00:11:18:03

Tony Javier

And the shows that they’re putting you on are not your demographic, because we know what our demographic is, because we have dialed it in over the last ten years. Right? So ID say we save our clients just tons of money and tons of time trying to figure it out themselves just because we’ve done it so many times.

00:11:19:03 – 00:11:35:10

Brady Winder

Yeah, you’re taking out the trial and error, the costly trial and error. So tell us, Tony, what are some of the what are some of the benefits of TV? A sort a boring way to phrase the question, what makes TV different than, you know, cold calling, direct mail, the other lead sources.

00:11:35:11 – 00:11:37:02

Tony Javier

What makes TV sexy? Basically.

00:11:37:23 – 00:11:39:10

Brady Winder

What makes TV’s sexy.

00:11:40:03 – 00:11:59:19

Tony Javier

So he be a sexy because there’s many live events for TV, but I’ll just narrow it down to to a few. So first of all, the credibility factor, I mean, think about it. If I say Lucky Charms manager magically delicious, right? You know what that is? If you go to the aisles in the stores, you see Lucky Charms, you know what it is, right?

00:12:00:01 – 00:12:14:29

Tony Javier

And it’s because of TV, because they brand TV. So and I don’t even know if that if that commercial runs anymore, but it’s still in my head and I still if I go to the grocery store, I’m still going to know that that brand to go to. If I want something with marshmallow and you know flavor, right? Yeah.

00:12:15:01 – 00:12:44:03

Tony Javier

The credibility factor. Like, you know, people in Wichita, like so many people have reached out to me wanting, you know, wanting to do business with me or lend money to me or, you know, when I when I used to do acquisitions. I live in San Diego now. My business, I mean, the markets, Wichita run, run TV and I haven’t been there in seven years, but when I ran the leads and I go out to the house, they’d be like, Oh, wow, you’re actually in my house, you know?

00:12:44:12 – 00:12:52:24

Tony Javier

And it’s like they have this perception of you like like you’re a star. Kind of like I did with that. You know, they got Chad back when I was at that poker game right?

00:12:52:24 – 00:12:54:06

Brady Winder

Yeah, Celebrity factor.

00:12:54:06 – 00:13:23:12

Tony Javier

Celebrity factor. So the credibility by itself is worth it. Even if you didn’t get a return of a dollar return on your direct money, just the credibility factor, one is probably worth it. Right? So that’s that’s prime number one. Actually, these are no particular order, to be honest. But yeah, this kind of kind of thrown him out there and I you know the second I’ve already mentioned little to no competition you know you you go and you do direct mail, you do PPC, you do you know these are the marketing method.

00:13:23:12 – 00:13:43:09

Tony Javier

You’re competing with dozens and dozens of other real estate investors, whereas with TV there might be one or two other guys on TV maybe, and most of the markets you’re in there are you’re hitting hundreds of thousands, if not millions of people. So if you have even if you had 5 to 10 people on TV, it probably still there’s still be enough deals to go around.

00:13:43:25 – 00:14:05:22

Tony Javier

So the fact that there’s not as much competition. Right. And then the obvious is the r y, you know, most of our clients that we get on TV are getting a 5 to 10 x return, and that’s just do from there directly from their ad spend. That’s not including all the other benefits that TV has access trackable or ROI directly to them right from the TV ads.

00:14:05:22 – 00:14:28:17

Tony Javier

So if they’re spending, you know, seven grand a month, they’re getting 35 to potentially 70 grand back in return. And then we have some clients that are in some smaller markets that are getting a ton of commercials where TV is just like crazy and they’re getting like a 20 times plus return. So the ROI is is is definitely there, the automation to it.

00:14:28:24 – 00:14:54:00

Tony Javier

So you get a set of get it set up right, which hopefully we help you do. You don’t have to worry about it. It’s like a set it and forget it. You know, you know we’ve over the years, let’s see, we’ve been on for ten years now. I think we’ve done probably 12, maybe 15 commercial variations and the longest time we ran TV without changing it is 18 months.

00:14:54:01 – 00:15:10:06

Tony Javier

So we literally had the same ad running for 18 months, producing the same. The only range that the reason I change it was because of the pandemic. And I tried a different script. They would actually work a little bit better and that’s the only reason I change it. Otherwise, I wouldn’t have I would I would have just kept it running.

00:15:10:06 – 00:15:37:08

Tony Javier

So I just wanted a fresh stand up and and in that kind of thing and ended up working well. So and then the fact that this is probably the biggest thing, if someone comes to me and they’re like, okay, I’m doing direct mail, I’m doing PPC, I’m doing what’s another one, Facebook, right? If they’re even doing one of those methods, I know that TV is going to help those efforts.

00:15:37:08 – 00:16:02:03

Tony Javier

So if they’re like, I’m getting a5x return on my direct mail, I, I can guarantee it, but I, I pretty certain that that r y is going to go up. In fact, I stopped direct mail, let’s see, probably three or four years ago just because it got so saturated. But I kept telling my clients, okay, when you’re on TV, make sure you but as seen on TV, on your website and anything else you can think of.

00:16:02:26 – 00:16:28:18

Tony Javier

So clients start coming back to me are like, Man, my direct mail has gotten way better response as I started putting that and people would be like, I called you from your direct mail piece because you’re on TV. So I went, Wow, okay. So I started back, but back up direct mail. Last year we put seen on TV with a with a screenshot of our commercial and our direct mail was just exponentially better than than it was five years ago.

00:16:28:18 – 00:16:52:15

Tony Javier

And there’s probably even more competition now. So the fact that it helps other forms of marketing, if you’re doing other marketing, is is a huge benefit in itself. Like I said, you know, like I said, if, if you know you get direct to are better results from your other forms of marketing, even if you don’t make a dollar on your TV directly, it’s still going to be worth it.

00:16:52:15 – 00:17:09:02

Tony Javier

But luckily the results are typically there on the ROIC. So and I could go on and on and on about benefits. You know, it’s helped me raise private money. I’ve had, you know, people reach out to me for certain things where we’ve created relationships. People treat you differently when you’re on TV. There’s just so many different benefits of TV.

00:17:09:02 – 00:17:10:09

Tony Javier

I could I could keep you on.

00:17:11:02 – 00:17:34:03

Brady Winder

Yeah, Well, and that’s, you know, it’s huge, that credibility factor. You’re talking about how, you know, your direct mail response rate is going up just by having that as seen on TV thing on there, because it just your credibility goes through the roof. And I think that’s the beauty of it. Plus, you know, care coupled with offline marketing methods, is that it just amplifies everything else that you’re already doing.

00:17:34:06 – 00:17:52:15

Brady Winder

And so, you know, when people get your direct mail and people see your TV ad, they’re going to your website. When you have them all tied together, it works really well. It’s not it’s not just I mean, yeah, you’re you’re getting 5 to 10 ROI on the TV, but it’s more than that because it’s boosting everything else with it.

00:17:52:15 – 00:18:04:04

Brady Winder

I got I got a few questions. I got a lot of questions for you. You mentioned 10 to 20 ROI in some of the smaller markets. Why? Why would TV be working better in the smaller markets?

00:18:04:20 – 00:18:34:07

Tony Javier

Well, you have to look at the multiple, right? So we you know, let’s say you’re spending seven grand a month in a market and you make a hundred grand, Right. That’s about a 15 times return on investment if you spend the same amount of money or let’s see, let’s I’m trying to do some math here. So let’s say you you spend 15 grand in a bigger market and you make 100 grand.

00:18:34:07 – 00:18:44:11

Tony Javier

That’s a six times return. You’re you’re not making that much more money, but your return is that much higher in that smaller market because of your lower ad spend, if that makes sense.

00:18:44:25 – 00:18:47:07

Brady Winder

So it’s because less competition?

00:18:47:29 – 00:19:07:16

Tony Javier

No, just because the way the numbers work, you know, if you spend an extra thousand dollars a month and you make an extra 20 from that, then that’s just the way the numbers work. Just because you earn more money doesn’t mean you’re going to multiply your your money as much. So you just have to make a lot more money When you start spending more money, that makes sense.

00:19:07:16 – 00:19:44:21

Tony Javier

So we’ve got clients that are spending you know, I throw out that seven grand because that’s typically what smaller markets are, and we’re getting hundreds of hundreds of commercials for that. And we have clients doing 100 to 200 grand a month, pretty consistent. Those clients, some of those clients are doing that number consistently in the returns. Right. And so if they were doing 100 to 200 grand with a $20,000 a month ad spend, they’re still making a lot of money, but they’re multiple is only like a five to I know what that is 5 to 725 and ten times return.

00:19:44:21 – 00:19:47:19

Tony Javier

Right. It’s still a lot of money, but it’s just the way the.

00:19:47:19 – 00:20:11:16

Brady Winder

Multiplex that makes sense. So you’ve thrown out some figures? Zero. You know, seven grand. Ten grand. We have some ideas. Baselines for what it might take to get started, depending on the size of your market. My question would be, is there an ideal time to get started? So like, when would you want to get started with marketing? It doesn’t sound like it’d be for the guy who’s brand new to investing.

00:20:12:22 – 00:20:31:06

Brady Winder

Are there any things you need to have dialed in? And then I’ll kind of piggyback that with like if there’s a good time to get started, Is there anything people are doing to is there anything you’re your best clients are doing to help it work? Really well, if that makes sense.

00:20:31:14 – 00:20:50:25

Tony Javier

I think the biggest thing is having a sales process because we can get the phone to ring. So we’ve had people come to us after like, you know, 90 days and they’re like, Man, we got 90 leads. We went on so many appointments and willing converted one or two. And I’m like, Those numbers just don’t work like that.

00:20:50:25 – 00:21:09:27

Tony Javier

That’s definitely not a lead problem. That’s a conversion problem. So we’ve kind of we’ve kind of dug into people’s sales process and and now now we help them with tracking their calls and recording them and, and things of that nature. And we realize those that are dialed in on their sales process, they’re making it work and they’re making it work really well.

00:21:10:18 – 00:21:37:06

Tony Javier

Those that less a few months later are like, we’re not getting the results we need. Most likely as their sales process. So you have I don’t know, we’ve probably helped 5 to 10 new investors with TV commercials and we’re pretty selective. So we did that for a reason. It’s either they already had successful business, they had already within a short amount of time done quite a few deals.

00:21:37:06 – 00:22:01:03

Tony Javier

We had a Division one college quarterback come to us and like, Dude, let me do this. I will make it work. And he ended up making like 50,000 boxes first month, you know, on TV. So there’s there’s people that we will allow in that are kind of newer investors. But what it comes down to is I don’t want to waste your money if you don’t have your sales brass dial dialed in, which, yeah, you’re answering the phone, you’re calling people back if you can.

00:22:01:12 – 00:22:12:09

Tony Javier

You’re getting out of the appointment as quick as possible. You’re getting a deal under contract as quickly as possible. Those that have that dialed in are doing really well, those that don’t and still do. Okay, but it’s not as likely.

00:22:13:15 – 00:22:29:04

Brady Winder

Hmm. Okay. That makes sense. Is there a is there a speed to lead factor with TV? You know, I mean, obviously like Google Pay per click, you got to be on it because they might have just filled out the past three floor forms and they’re hopping from website to website. Do you find that with TV or no?

00:22:29:11 – 00:22:59:18

Tony Javier

Well, I find that TV is a more forgiving lead now, mainly because when someone calls, it’s typically they’re on their couch, they’re maybe thinking about selling the next month or they have a piece of land they’re paying taxes on or whatever, and they see the commercial and they’re like, okay, I’m probably going to sell next month. Or, you know, whenever I’m thinking about selling or my mom is getting ready to go in a nursing home, whatever the case may be, they pick up the phone, what are they going to do?

00:22:59:19 – 00:23:23:06

Tony Javier

They’re going to call you, you answer the phone. You’re as long as the numbers work and you guys can make something work, you’re more likely to get the right. If someone calls you from the TV commercial, you don’t answer time goes by, they’re going to go, you know, maybe I’ll just go look up someone online. Right? But if you’re on the phone with them, like, yeah, I can get out by PM.

00:23:23:06 – 00:23:45:00

Tony Javier

I can get out tomorrow at 10 a.m.. Chance of them calling someone else is pretty slim, right? Because if they went online, who knows who they’re going to find. But if they called you from TV, they think you’re the they think you are the answer, right? You are the authority, You’re credible, you’re spending money on TV, you’re willing to put your face out there and you’re more likely to get that deal.

00:23:45:13 – 00:24:07:15

Tony Javier

The caveat is treat it like a PPC. Lee Right. I still tell my clients like, treat it like a PPC lead, Act like 20 other people are going out to that appointment. But luckily a decent portion of the time when someone calls from TV, you’re the only one they call, which is another benefit that I didn’t mention, because if you’re the only one that goes on that appointment, two things happen.

00:24:07:15 – 00:24:25:13

Tony Javier

One is more likely to get that deal too, is because you’re not competing with a bunch of different people. You’re more likely to get a better deal, right? Because if you’re good, if you have three people behind you or. Right, you right, they’re going to go everybody give me the you know, give me the highest and best offer.

00:24:25:22 – 00:24:47:18

Tony Javier

If you can get in front of them, convince them to sell. At that point, you’re more likely to get the deal. So I’ve had I’ve asked this question to many clients and asked them to compare and those that track it, of course. What is your problem for debt per deal from other marketing method compared to TV? And almost every one of them that tracks it says they make more money from TV deals per deal.

00:24:48:27 – 00:24:49:14

Tony Javier

Wow.

00:24:49:16 – 00:25:00:22

Brady Winder

Interesting. Do you know about what the give us a baseline of like maybe for your average size market of like cost per lead proffer per deal? I know that’s a loaded question, but.

00:25:01:24 – 00:25:25:01

Tony Javier

I hate talking about cost per lead because with TV you’re probably going to pay more per lead. But in another benefit we’re getting to, then I’m kind of leading to is you’re not getting as many tire kickers, right? So yeah, yeah. So like texting, cold calling, you’re going get a ton of tire kickers with Facebook. People just fill out the form because they have a house and they don’t they’re not necessarily serious about selling.

00:25:25:01 – 00:25:46:24

Tony Javier

Right. And so at TV, they’re taking the time. They’re sitting on the couch, they’re watching TV, They take the time to pick up the phone and dial you. They’re probably not a tire kicker. Right. So cost per lead, we try and get our clients statistics. We really try and get them to get those to us. But not everybody is good at getting them.

00:25:46:24 – 00:26:23:12

Tony Javier

But the ones that get it to us, we’ve seen it as low as 50 to $100 a lead where they’re spending a little bit in the market and they’re getting that big return. But there’s going to be some bigger markets where you’re spending more money, you’re getting less calls because maybe there’s more competition. But what’s interesting is the cost per lead doesn’t always correlate with the return on investment because we have some clients, their cost per liter really high, but the returns are really high because they’re not getting as many leads, but they’re higher quality and they’re converting them at the high level where they, you know, their average profit per deal may be 40

00:26:23:12 – 00:26:48:12

Tony Javier

grand, whereas someone that’s getting more leads their their average is 15, right? It’s also. Yeah. Yeah. And the r y is also going to be based it’s, you know, based on sales, but it’s also based on your exit strategy, right. If you’re wholesaling only making 10 to 15 grand compared to someone who might wholesale the same deal to make 20 to 30 compared to someone who may rehab that to make 60, that could skew the numbers quite a bit.

00:26:48:12 – 00:27:10:02

Tony Javier

So cost per lead could be anywhere from to answer your question, $50 to 1000 or maybe more. But it comes down to as I care about the ROI, I say if you can get it 2 to 3 times, ROI TV is still worth it because of all the other benefits you’re getting. But luckily most of our clients have seen a55 times return.

00:27:10:02 – 00:27:33:17

Brady Winder

Absolutely. And I feel the pain when I ask that question, like, tell me about cost relief, because without the context, everybody was like, Oh, now why would I want to pay that much for a lead if you don’t know? But I mean, I hear you because we see the same thing with CEO and we’ve you know, we’ve ran surveys with our members and we know that currently ads are about over seven and a half times more profitable than the non care leads.

00:27:33:27 – 00:27:47:25

Brady Winder

And it’s because it’s inbound like TV where they’re seeking you out or credibility or authority anyways, it’s just a whole different ballgame. And you’re you’re not sifting through all those tire kickers, like you said. So there’s definitely a lot of synergy there.

00:27:47:26 – 00:27:51:00

Tony Javier

Yeah, exactly right.

00:27:51:00 – 00:28:14:00

Brady Winder

So let’s talk about we’re about out of time here pretty soon, but I want to talk about some best practices real quick. So one of them you had mentioned was like when you’re doing direct mail, if you’re doing direct mail than on your website, but as seen on TV, you know, one other thing you do if you’re a carrier, remember, you use a campaign tracking links and you have people drive driven to your website.

00:28:14:00 – 00:28:28:13

Brady Winder

And that way you can know, okay, they came here through the TV ad, you could use a specific URL so you can track that more accurately or having you have any other best practices, whether it’s from scripting to, you know, getting started. The people might want to do.

00:28:30:11 – 00:28:57:27

Tony Javier

Best practices in general. I would say number one is the sales process as already mentioned. So I’m not going to go down that too much again, but just have your sales sales together, you know, answer the calls, tracking your leads properly, making sure you know, when you have a marketing channel. What what’s working. I think also having a just a bigger presence overall.

00:28:57:27 – 00:29:34:06

Tony Javier

So TV, if you did TV and that’s it, you can you can crush it and you can do really well, but some people are going to Google you. So having a, you know, a good SEO with with carrot or and or Google reviews, I think that’s the biggest thing that people will really take advantage of is getting a listing with your name so that when someone Googles your name, hopefully you come up, even if your SEO is not great and then getting as many reviews as you possibly can and try to make your Google Google listing as active as possible.

00:29:34:06 – 00:29:51:29

Tony Javier

So for us, when we have a listing and we, you know, we do pretty much all flips, we pause on everything we do. And so when we have something come up either for rent or for sale, we put it under our Google under Google profile, which helps with SEO. We get as many Google reviews as we possibly can.

00:29:51:29 – 00:30:10:24

Tony Javier

I think we have 110 120 at this point. We’re not as good right now as we thought we were when we tried to ramp when we ramp that up originally. But we’ve gotten so many comments on that, that one, when you go to our site, you see a ton of testimonial videos and then people also will mention, hey, we saw your Google reviews, you have a lot of reviews.

00:30:11:12 – 00:30:18:15

Tony Javier

So that’s another reason that we we decided to trust you when selling our house to you. So. Oh, wow.

00:30:18:19 – 00:30:24:29

Brady Winder

I think this is for your investing business, right? Not the not the TV business. Bridgerton reviews.

00:30:25:25 – 00:30:51:18

Tony Javier

Yeah, well, yeah, the the. So I had a digital marketing guy look at my home buying business, and he was managing my PPC, and he looked at my Google list and he’s like, You have these like 15 or 20 of your reviews at the time. He’s like, That’s okay. And you’re at a 3.8. So he’s like, There is a study that showed that every point one you have on your Google Review as far as stars are concerned.

00:30:51:18 – 00:31:16:00

Tony Javier

So for your 3.8, if you can get it to from 3.8 to 3.9, there’s a percentage too. And it was substantial. I can’t remember the number, but he’s like, if you can get it up from a three and even 3.8 to a four, it was like I don’t know, it was like a 50 to 100% increase in trust factor based on just that point one or point two and stars.

00:31:16:00 – 00:31:38:08

Tony Javier

And so and so I went in, I messaged everybody I could think of for about a week or two, and I said, Hey, we’ve done business together. You know, Did you want him to be credible? Right. They don’t necessarily have to be people. You bought their house, Hey, we’ve done business together. I’d love for you to give a character review about me and my business and and then we started going to sellers and sellers that were happy.

00:31:38:23 – 00:31:59:21

Tony Javier

And yeah, we got it up to 120 reviews, 4.6 stars, I think. So. Imagine. Imagine comparing those two businesses, someone who has a 3.8 star with 20 reviews compared to 120 reviews. It’s 4.5 stars. Who are you going to trust right? I mean, absolutely. Yeah. I mean, and for me, I don’t like to do business with anybody that’s under four stars.

00:32:00:25 – 00:32:17:09

Brady Winder

Yeah. Yeah. And, you know, that’s a good point, because it’d be, you know, like we were talking about earlier in the podcast, you know, it’d be easy to go into TV without the right guy guidance and miss some of those critical things to where you could easily blow through a lot of money. If you have no online presence, you’re not showing up on Google.

00:32:17:09 – 00:32:42:18

Brady Winder

My business, just simple Google my business profile. I could see that being recipe for disaster. So we came across actually got our team. Brian If you guys saw the podcast back in January about SEO, kind of SEO one on one, I think we talked about the study we found with Google, My business where it was something like 30 is the magic number for Google.

00:32:42:18 – 00:33:20:08

Brady Winder

My business reviews, or there’s a substantial uplift for businesses with 30 or more reviews. And then past that, it’s diminishing returns. You know, this obviously it’s market dependent and we’re talking averages here. But yeah, if you can get to that threshold, there’s the SEO juice. Those the SEO benefits. But to your point as well, especially if you’re in a larger market, why not just keep getting as many reviews as possible because of the trust factor and the credibility factor when you have just a massive amount of reviews compared to the next guy with, you know, five, ten, 50 or whatever, it’s huge.

00:33:20:08 – 00:33:41:08

Brady Winder

You know, Do you guys ever put so like on a website, in fact, you have this on your website, we call it a credibility bar, you know, as seen on boom, boom, boom, these these pages, these news outlets, whatever featured and on a website we call it the credibility bar. You guys do that in commercials at all for TV.

00:33:41:08 – 00:33:49:29

Brady Winder

Like would you ever in a commercial bank? We have like flash up five stars on Google now.

00:33:50:00 – 00:34:12:24

Tony Javier

That’s a good point. I do have that on my on my home buying page as well as we have 90 plus five star reviews and we have a bunch of, you know, for four and a half or whatever. So 90 plus five star reviews is what we put on our page. We do have some of our clients who like to do Better Business Bureau on their you only have so much room to put information on the TV commercial.

00:34:12:25 – 00:34:31:03

Tony Javier

And that’s that’s I think one of the reasons that people come to us as well is that we want it to be very clean, clear and concise. You don’t want it’s like some people are like, I’ve seen I’ve seen other people do TV commercials in real estate and outside of real estate where they have multiple domains, multiple phone numbers.

00:34:31:03 – 00:34:53:21

Tony Javier

And it’s like you want like you want people like the lead lease path, the resistance. So if you’re like Omaha County is this number in Wichita counties, this number, it’s like people just are going to get confused. And so, I mean, stand your question. If someone came to us and said, put that in there, we might test it or we’d have to figure out, like, is there enough room to put that in there?

00:34:54:18 – 00:35:03:06

Tony Javier

But I’m not sure. I’m not sure if that would matter too much, because you already have credibility from TV that I don’t know that you need to put it on there.

00:35:03:26 – 00:35:21:29

Brady Winder

Right, Exactly. Yeah. Good point. You’re on TV. You’re famous at that point. Awesome, man. Well, know, we’re about out of time. I want to ask if there’s if there’s any anything else you want to touch on? Anything you feel like people really wish they would know if they were getting started in TV now.

00:35:21:29 – 00:35:48:01

Tony Javier

I mean, just I think I think as long as you can afford TV, as you know, I think TV’s a no brainer. If you’re doing real estate, you have a budget for it and you’re willing to do it, you know, long term. And and I mentioned, you know, most people are getting results in the first month. We do have some clients that it’s taken 3 to 6 months for them to really start, you know, popping some good deals and getting traction.

00:35:48:17 – 00:36:12:27

Tony Javier

But I don’t know, I just think it’s a no brainer. I mean, obviously I’m a little biased, but I’m doing TV myself. I’m doing it. I’ve seen clients results and I’m putting my money where my mouth is, too. And I’m actually JV partnering with people in other markets as well and doing TV with with other people. Because I, you know, when I started seeing our clients results and I’m like they’re getting 10 to 20 times return on their investment.

00:36:13:09 – 00:36:35:10

Tony Javier

Whereas, you know, for me it’s been anywhere from 5 to 11, so it’s still been good. But I’m like, I bet there’s some other markets that we can tap into where we can we can get that 10 to 20 times return. And I’m like, How can I take advantage of that? So I started JV partnering with other people where we do the TV commercials, they do the deals, we may fund them for them and we partnered on it.

00:36:36:05 – 00:36:45:18

Tony Javier

And so, yeah, I mean, I mean, I’m all in on TV. It’s, it’s, it’s been a game changer for me and now it’s been a game changer for a lot of people that we’ve implemented it for.

00:36:46:22 – 00:37:07:24

Brady Winder

Well, absolutely. You know, I was planning on part of this conversation being about, you know, talking about like why is TV relevant or how is it still relevant? Has it gone downhill, you know, with the you know, the advent of Hulu and all the all the streaming services. But it’s not even it’s not even worth talking about because the results speak for themselves.

00:37:07:24 – 00:37:24:13

Brady Winder

I mean, if you get in 5 to 10 or more return, but then it’s it’s obviously irrelevant and it’s still it seems like with more streaming services, it’s even lower hanging fruit and there’s even less competition. So anyways, I think that’s awesome. Yeah. And I do. I do.

00:37:24:24 – 00:37:44:17

Tony Javier

Yeah. My last last thing I’ll say on that is think about our demographic. If you’re buying a house from somebody, they’re typically lower income, maybe medium income, and they’re older, who’s sitting around watching TV? It’s someone who is typically older, they’re typically lower and middle income. That’s our demographic.

00:37:45:17 – 00:38:03:09

Brady Winder

Mm hmm. Okay, so I’ve got a heart stop at a few minutes, so I truly do have to wrap it up, even though I have a million questions. But one here’s here’s one for you that that might be popping into some of our listeners heads or our viewers heads. So you have got your process dialed in. You’ve done on TV.

00:38:03:09 – 00:38:18:08

Brady Winder

It’s easy for you to speak to this because you’ve been doing it for years and you’ve got a little bit of swagger. You know, it seems like you you talk naturally. What if you you’re like, Oh, man, But I’m awkward on camera. I’m the goofy. We’re looking dude. Like, does it does it really have to be me on the commercial?

00:38:18:08 – 00:38:21:00

Brady Winder

Like, what? What do you say to the people that might be thinking that?

00:38:21:12 – 00:38:37:11

Tony Javier

That’s a great question. Like we’ve had some people that have said, Oh, I just know TV’s not for me. I got a Facebook radio, you know, kind of thing and we’ve done some magic. So, so a few things about that. One is you don’t have to be in the commercial we would like you to be because you’re building your personal brand.

00:38:37:21 – 00:38:57:23

Tony Javier

People see you out and about. They start conversations. It’s it’s building you as as the authority and the brand. Right, too. Is we can do some magic. So even if someone goes in because we set people up in the market, that’s part of the service we do. We set people up in the market to shoot the commercial so they’ll figure out where to go and all that kind of stuff.

00:38:58:13 – 00:39:25:28

Tony Javier

And we get the footage back and sometimes the footage isn’t great. There’s a lot of mess ups, but our video guys does magic with it. Like we can edit the back end. And the other thing is, is that I had say at least have the commercial. You’re not on the commercial anyway, so as long as you can read a script and, you know, just sound natural, we can edit it with the good stuff where you’re in there and you’re confident and actually I’ve had people come to.

00:39:26:08 – 00:39:44:10

Tony Javier

So I have a lot of people that are virtual do virtual deals in other markets. I live in California, so if they’re close enough to me in San Diego, they’ll drive down and I’ve done a few shoots where I’m like, Oh man, this is rough. Like, I’ve had to really pull some good stuff out of them. Then we’ll send it to the editing and it comes out good, right?

00:39:44:10 – 00:39:46:22

Tony Javier

So yeah, I wouldn’t worry about that too much.

00:39:47:06 – 00:39:57:21

Brady Winder

Okay, so there you have it. If anyone’s wondering if you think you only have face for radio, which you don’t, you’re beautiful, but you can still do TV profitably. Where can people find you if they want to get started with you?

00:39:58:01 – 00:40:18:28

Tony Javier

Yeah, go to R.E.M.. TVGuide.com, R.E.M. TV So used to be called Real Estate Master’s TV. That’s why it’s our MTV dot com. And I just if you if you’re on video here, you can see we rebranded to ten TV because we talk TV. Yeah, because we feel like we can get you in front of ten times more people, ten times easier with ten times more credibility.

00:40:19:06 – 00:40:26:22

Tony Javier

And then hopefully if we get you guys to crush the sales process, get a ten x return on.

00:40:26:22 – 00:40:43:10

Brady Winder

That’s awesome. That’s awesome, man. Well, thank you for sharing of the Yes was super tactical super helpful. Appreciate you sharing it with our audience. Everybody listen to this. If you have any questions, feel free to email me Brady at Care.com and I’ll try to get an answer for you or pass along to Tony. But thanks again, man, for hopping on the show.

00:40:43:10 – 00:40:45:25

Tony Javier

MAN Absolutely. Thanks for having me.

00:40:45:25 – 00:41:07:01

Brady Winder

Yep. We’ll see you next week, guys.

Brady Winder

Host of the CarrotCast Podcast & Carrot's Content Strategist. Loves family, music, good conversation and all things Volvo.

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