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Why OTT Advertising Beats Postcards: A Modern Approach for Real Estate Agents

by | Oct 15, 2024 | Advertising, Marketing, OTT, TV-Marketing | 0 comments

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OTT – Direct-Mail Delivered to Your Customer’s TV!

In today’s fast-paced digital world, real estate agents need to go beyond traditional marketing tactics, like sending postcards, to effectively reach their clients. While direct-mail postcards have long been a staple in the real estate industry, Over-The-Top (OTT) advertising offers a more dynamic, engaging, and targeted approach that can yield superior results. Let’s explore how OTT advertising can change the game for your real estate business.

What is OTT Advertising? OTT advertising delivers video content directly to consumers through streaming services like Hulu, Roku, Amazon Fire TV, and others, bypassing traditional cable TV. Think of it as digital commercials that reach your audience on their preferred devices—smart TVs, tablets, and smartphones—right when they’re most engaged.

Precision Targeting Unlike postcards, which are often mass-mailed to broad zip codes, OTT advertising allows you to target specific groups of potential clients. You can use the data you already have from your customer database to deliver highly-personalized TV ads directly to the connected TV screens of your customers! Whether you want to target first-time homebuyers, luxury property seekers, or specific neighborhoods, OTT allows you to put your message directly in front of the people most likely to act on it.

Cost Efficiency Mailing postcards can be expensive—printing costs, postage, and design fees add up. With OTT, you pay for targeted impressions, ensuring that your marketing dollars are only spent on people who are genuinely interested. You won’t waste money on uninterested households or outdated addresses. Whereas your customer receives only one postcard per campaign – your customer sees your OTT ads on TV multiple times throughout the campaign.

Engagement and Creativity Let’s face it—people tend to ignore postcards. They can end up in the trash without a second thought. With OTT advertising, you can create engaging video ads that capture attention with visuals, music, and messaging. A well-crafted video can convey far more about a property, your expertise, or a market update than any postcard ever could. OTT TV ads CANNOT be skipped!

Real-Time Metrics and Optimization One of the biggest advantages of OTT over postcards is the ability to track performance. With postcards, you have no idea who read it or if it led to any actions. OTT platforms offer real-time metrics, so you can track how many people viewed your ad, whether they watched it to the end, and even if they clicked through to your website. Based on this data, you can continuously optimize your campaigns to improve results.

OTT + Direct Mail for a Winning Combo You don’t have to abandon direct mail entirely. The real magic happens when you combine traditional methods with OTT. For example, you can send a postcard to homeowners announcing a new listing, and then follow up with a targeted OTT ad to remind them about an upcoming open house. This creates multiple touchpoints that work together to reinforce your message.

Final Thoughts In today’s competitive real estate market, standing out requires more than just postcards. By integrating OTT advertising into your marketing plan, you’ll reach your clients with greater precision, engagement, and efficiency—helping you grow your business while staying ahead of the competition.

Ready to make the shift? Book a free Zoom with Dave today. Embrace OTT advertising and connect with your ideal clients in a more meaningful way!

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