For years, direct mail postcards have been a trusted strategy for real estate agents to farm specific neighborhoods, and while postcard campaigns still work, there’s now a more effective and affordable way to connect with homeowners who are actively thinking about buying or selling: OTT (Over-the-Top) advertising.
OTT refers to video ads delivered directly to viewers (93% of Americans) through streaming platforms like Roku, Apple TV, Tubi, Pluto, Sling, ESPN, and hundreds of others, bypassing traditional cable services. In this video, Dave explains how it works:
Here’s why OTT is a game-changer for your business:
1. Your Message Won’t Be Skipped: Unlike postcards that can end up in the trash, OTT ads are delivered directly to homeowners through the streaming platforms they enjoy. And the best part? They can’t be skipped, ensuring your message is seen by the people you want to reach.
2. Precision Targeting: OTT allows you to zero in on homeowners who have already shown interest in buying or selling a home. OTT combines both geo and behavioral data, meaning your ad dollars are spent reaching people more likely to engage, not just those who happen to live in a particular zip code.
3. More Receptive Audience: Think about when homeowners pick up their mail—they’re often in a rush, skimming through bills and advertisements. But when they’re sitting on the couch with their loved ones, enjoying their favorite shows, they’re much more likely to engage with your message. OTT provides this unique opportunity to reach them in a relaxed and focused setting.
4. Unbeatable Price: Here’s the exciting part: While postcard campaigns typically blitz a geographic area at around $0.50 to $1.20 per postcard, these highly targeted, unskippable ads cost less than 5 cents per view. That’s a fraction of the cost of postcards, which may never even be seen by your audience, and they’re delivered multiple times per month!
Schedule a Zoom with Dave today to see how OTT farming can help you connect with your ideal clients more affordably and effectively than ever before.