Posted on: February 10, 2021
WI 621 | TV Marketing

 

Today’s show is the second part of the Two-part series with Tony Javier on TV talk.

Tony is an expert who rocks and rolls in the wholesaling community on TV marketing.  He has been in the business for 20 years and started doing business by learning the fundamentals of wholesaling through a course called No Down Payment by Carleton Sheets. Previously, he talked about these fascinating things about TV: building credibility on TV and having a celebrity status just like on the radio, virtually no competition, the 10x ROI on TV, automated management in TV, and earning a lot in TV.

In this episode, Tony continues to talk about the benefits of TV vis-a-vis other marketing channels. He touches on these things to highlight the benefits of TV: Return Of Time (ROT) and scalability of TV, how doing commercials on TV gets more quality deals, the process and difficulty level of doing commercials on TV that Tony offers to clients through the Done With You Program, and how easy it is to get conversions on TV.

Be amazed at how beneficial TV is in hitting big deals in the wholesaling business. Do not miss this episode and get your takeaways from Tony!

The Top-Secret Marketing Channel Capable of a 10X Return on Investment! – Part 2

Episode Transcription

I’m glad to have you with us. Some of you were waiting for this episode to drop because this is part two of a two-part series on television. I’m excited because you guys have been bugging me like, “Chris, done radio. What about TV?” If you’re reading for the first time, I had to get out there and I wanted to come across and find someone that had as much experience on radio. I’ve been doing it for many years and I wanted them to have an equal amount of experience on television. I’ve got that person. We’ve been talking behind the scenes. We’ve become friends. I even joined a little virtual mastermind because I wanted to get to know this guy before bringing him in to talk to you guys about television. Welcome, Tony Javier, to the show. You’re back for part two. What’s happening?

I’m glad to be back for more. That first one was awesome. I’m ready to rock and roll again.

If someone didn’t catch the last episode, you can go back and catch it. Tony, what are your credentials as an investor? How long have you been in the game? What gives you the right to come in and talk about TV?

I’ve been in the game for many years. I started in college and ended up dropping out of college with nine hours left to graduate, which I still get crap from my mom about, but it turned out fine. I got into real estate. I bought an info product on TV, No Down Payment by Carleton Sheets. I put it to work and action. Many years later, I have done close to 1,000 flips. I’ve got a large rental portfolio and own a co-working space. I have a lot of real-estate-based businesses. I just work a few hours a week in my business. Part of it is because of TV and I have a great team. I love this business how you can take one thing like TV and blow it up and makes your business.

The way we’re breaking this down are the ten benefits of television. I want to recap the last episode, in case you don’t go back, but you should. I’m going to give you a recap because I’m nice like that. In the last episode, credibility on television. We talked about celebrity status like radio. You gave some great examples of people. When you go into the market, you advertise and they are like, “I recognize you. I don’t know like you’re someone. You’re that guy from TV,” which is hysterical and funny. You don’t get that with radio. They’ll recognize your voice, but they’re not seeing you where they’re seeing you, which is cool. Virtually no competition was number two.

Number three, we were talking about ROI. It’s right in line with that $3 to $5, but in your world, you’ve been able to push TV up to a $5 to $10 return. We were talking about your numbers in 2020 at 10X on your TV because you’ve got this dialed in. That’s amazing and that’s a no BS number. I pressed you on that. I was like, “You got the data 10X?” You were like, “Yes.” We walked through that, which is great. It’s automated. I like to call it, set it and forget it. You like to call it automated. Lastly, which is a unique one, you talked about it was seven figures of the amount of money that you raised because of the credibility of TV.

When you invest in a business, you want that time to be as small as it can be for the highest return.

Let’s hop back in on the back half of this, starting with number six. I like this, a high ROT. I was like, “That’s catchy.” Not ROI, ROT, return on time. What type of time does it take to do this? Why do you call it a high ROT? Give us more than just set it and forget it. Take us a little bit deeper into practically how this has affected your life.

You hear some people talk about cold calling and texting how the return on investment is so high. It can be a high return on investment, but what’s the time it takes? You got to buy the list and hire the cold callers. You get good ones and bad ones. They quit. You fire them. Some people do cold calling themselves. You get people to hang up on you and tell you to screw off. There’s so much time and moving parts to other forms of marketing. I talked about cold calling and texting because usually, those take the most time, even though you get a higher return on investment. For me, I like return on time. Anything that I do right now, I love return on time. I invest in other people’s real estate deals. If I invest or spend time in a business, I want that time to be as small as it can be for the highest return.

I used to be the other way around. I used to spend so much time in businesses, wanting to make them happen. I spend so much time to get a little return. In TV, we get a huge return on investment and I barely have to manage it. I told you on the last show. I probably spent a few hours messing with TV in 2020. I shot a couple of new commercials, which I did all in one shot. I have looked at the data here and there, but the thing is, I see deals come in from TV because when my team sends me a deal that they put in a contract and they’re doing, they tell me where it came from. As long as I keep seeing TV come through there, we don’t touch it. We know we’re getting a return on it.

In 2020, we did tweak a few things and my media buyer does a lot of work for me, to be honest. He has done a lot of the work because he will come to me and he will be like, “Do you want to change things up?” I’m like, “I don’t know. Talk to my team. They can show you some data.” They will tweak it every once in a while. I have a commercial that I shot in 2012 that we still run to this day and rerun that most of the time. Every once in a while, I shot a couple of new commercials. I put them in there to see if there would be any change in data and we still got good results from it. We’re sprinkling in different commercials to have a little bit of freshness to it.

On radio, people are like, “You change your ad every six months.” We put $1 million of the money pretty close to the same ad for ten years. Occasionally, we feel like we should change it up, but it delivers and I love that about TV. What you’re saying that’s a good principle is you can brag about ROI on an outbound prospect piece. If you’re new and texting is working for you, we’re not telling you to stop, but just because you’re getting a $1 to $20 return because text blasting is so inexpensive, you have to calculate the ROT.

I would much rather get half of that return and be working a tenth of those hours than to get double that return and be working ten times more. I love the combination of ROI, Return On Investment, with ROT, Return On Time. Let’s go to the second question. How scalable is television? Can we do it in other markets? Do I need to do it in my market? Can I spend tens of thousands of dollars in a city on this? What is the potential? Particularly, if I’m seasoned and I’m reading this, I want to know like, “If I put the pedal to the metal on this bad boy, what can it do?”

WI 621 | TV Marketing

TV Marketing: People’s markets are so competitive that they’re going into multiple markets. You can go into a market, plug it in, test it, tweak it and start your buy-in in that market pretty quickly.

 

If you were to do it and I compare other marketing methods, let’s say direct mail. Direct mail is somewhat scalable, but the problem is that in order to scale direct mail, you have to find a new list, produce a new piece and do all of these things. With TV, basically, you turn the dial up and down. My media guys have been doing this for many years. If I say, “Let’s test it and increase the marketing budget,” all he has got to do is go in there and turn up the volume. We’ve tried different price points, so we’ve been able to turn up and down the volume pretty easily. We finally found the sweet spot where we get the most return on investment. That’s why our numbers are so high.

You mentioned other markets. It’s so easy to do it in other markets. With our coaching program, we’re getting investors online within 30 days. I’ve got multiple people doing multiple markets. I’ve got one guy in three markets and a few guys in two markets. They’re looking at other markets. You get your production and message down. You get all that down. All we have to do is help you go find the TV stations and the shows in the other markets to put that message into, scale it up and help you grow in multiple markets because that’s the big thing. People’s markets are so competitive that they’re going into multiple markets. You have something that’s a high return on the time that doesn’t require a lot of work, that you can go in that market, plug it in, test it, tweak it and start your buy-in in that market pretty quickly.

I feel like this thing has got a lot of versatility to it. I can spend a little and a lot. I can scale it and keep it small. It still works. I can do it in the town that I live in and go into multiple markets. I like a marketing channel that I don’t feel like I’m boxed in and I can’t do a lot with it. I love the fact that what I’m hearing is how versatile television is. Whether I’m brand new to the game, this works for me, and if I’m seasoned, I can do some big things with it.

It doesn’t surprise me. It overlapped with radio. I see it work well for new students. We have students that come in and blow it up. It’s so cool to see the similarities here. It’s authoritative marketing. Television and radio are cousins. That’s why we’re seeing all these great benefits that you’re talking about with television. Let’s compare it to direct mail and pick on direct mail a little bit here. I define direct mail as a high-volume, low-quality lead. Over half the calls are calling to tell you how much they dislike the fact that you put the mail in their mailbox. Give me a typical call on television. It’s ringing. You pick up. Who is on the other line? What does it feel like?

I’m going to pick more on cold calling and texting again. We do a little bit of texting. We don’t do any cold calling because we had so many people that get so upset about it. The thing about cold calling and texting is you’re going to hit people. They’re going to get upset. They may say, “Maybe I’m thinking about selling,” but they’re not selling. They just want to know what their house is worth. If someone sees a TV commercial, they get up off their couch or maybe they’re still sitting on the couch. They take the time to pick up the phone, dial the number that’s on the TV or remembers it. That is a higher-quality lead.

The other thing about that is because they’re seeing you on TV and there’s nobody else on TV, you’re probably going to be the only one they’re talking to at that point. The chances of you getting that deal and getting it at a better price because you’re not competing with 5 to 10 others that have bought the same list to call, text and mail you are going to be so much easier to get that deal done, get a better deal on it and not have to compete so much.

Go for lower volume but higher quality.

Can I also say then that the call volume is lower and more manageable? If I’m new and I’m reading this and go and do, “I can’t manage 500 calls a month,” what’s the call volume off of television? Is it lower volume, higher quality? Where is it on that spectrum?

It’s lower volume, higher quality. People will ask me, “What’s the cost per lead?” I’ll go into the cost per lead and it’s like, “I look at the ROI. Cost per lead for cold calling and texting is $10 or $20, whatever the number is.” For a lot of people, it’s pretty cheap, but how many of those do you convert and how much money are you making on those deals? I’ve done a couple of deals. We made $100,000 on one deal and we made $50,000 on another off of TV. We get our big hits off of TV commercials. We get some big hits on some other things, but most of the big hits we get are from TV and it’s because the competition is lower. We’re the only ones going out. We’re not competing with anybody else and we’re getting that deal done.

Every good-quality lead that we’re talking about is coming through off this. We talked a little bit about it on the last show. It’s so much nicer to start with a seller that already knows, likes and trusts you without ever talking to you because you utilized something like TV. Versus starting from the very scratch of, “I spammed you, but you responded to me because you have to sell,” and then starting the journey down to know you as he trusts you. A quarter-mile jog is TV and then I feel like it’s a ten-mile run on these other ones to get down to that trust factor and get that appointment set. I love your approach here. A lot of people are like, “How complicated or difficult is the setup?”

We always have to remember. Let’s go back. If I was in the business for a year and I heard the word TV, I would be nervous. That’s television. I get that feeling. Do you know what’s funny? I don’t even think I’ve ever thought this until we had this conversation. When I went on radio, I was nervous because it was such a big thing that I was going to be on radio. Now that I do, it’s been many years and it’s like, “Eh.” That’s true for anything that we get familiarity with. Let’s talk about the setup of the TV. How difficult is it to do? In your program, how are you supporting people to get this done efficiently, particularly if I’m new and I don’t know a lot about real estate?

When I started, I didn’t know how to be on TV and which scripts to do. I didn’t know anything. I had to start completely from scratch and figure it out along the way. I wrote a script, recorded it, tweaked it over time and changed it. I did so many things to my commercials that now I know what works and I know the things that don’t work. There are elements we’ve added to our commercials that we tested that are like, “Our call volume dropped.” There are commercials we’ve done that are like, “These commercials are doing well. We’re going to keep those and continue to do those.”

WI 621 | TV Marketing

TV Marketing: Direct mail is somewhat scalable, but you always have to find a new list, produce a new piece and do all of these things. With TV, you just turn the dial, up and down.

 

I’ve got a formula that I use for all of my commercials now. It’s a five-point formula. As far as doing commercials, if you’re starting out from scratch, that’s why I created this program with your encouragement. If you go and do it on your own, could you do well with it? You probably could, but we streamlined the process. You don’t have to produce the commercial yourself, come up with the scripts and go find the TV stations and TV shows that you need to be on. We will find those, negotiate with those stations for you and do all of that for you. We make it so easy in our program to make that happen.

In fact, I talked to someone that signed up for our program. He was like, “I’ve spent six months on this before, trying to find the right stations and the production team.” He had a media agency that had never done TV ads for real estate investors. They pitched him this big program where he was going to pay tens of thousands of dollars for producing the commercial and they had no data behind it. We make it as easy as possible for utilizing our data, stats and media buyers. It’s pretty much done for you, but we call it done with you because there is you having to approve the scripts, approve the buys and potentially shoot the commercial if you want to be on it.

I love the fact that you’re coming through. Things like this can get complicated. If I sign up for coaching, here’s my mindset. I expect you as much as possible to try to hand it to me on a platter ready to go. That’s what I want in coaching. That’s what most people want, but that’s not what you get a lot of times when you pay for coaching. It’s like, “I didn’t know I was going to have to create this and do this.” I’m like, “If you’re paying for a program, it should fundamentally be a plug-and-play.”

That’s what I feel like you create, is a plug-and-play. You take what has worked in your business for you and you’re plugging into someone else. They can come in and add whatever little twist they want to make it theirs, which is cool. Let’s go to number ten and talk about conversions. These are high-quality leads. What do we see in conversions? Are these deals being easier to close? What can we tell us about that aspect of these leads in TV?

I don’t have that data. I don’t track conversions, to be honest with you. We talked about return on investment. I gave you the stats in the last show. We’re getting over eleven times return on investment. The return on time is ridiculous because I don’t spend that much time in it and it brings in hundreds of thousands of dollars a year. The thing that I didn’t mention was that people, when we come out, will see our postcards. Let’s say we do a little bit of direct mail. If they see our postcard and see five others, they will call us before they call the other postcards because they’ve seen us on TV and they know and trust us. Sometimes, they only call us and don’t call any others, which makes it way easier.

To answer your question, I know for a fact it’s easier for us to convert leads because they know us, see us on TV and told us many times like, “Joe Schmoe sent me a postcard, but we called you because we’ve seen your TV commercials. We tied the two brands together and here we are.” Those numbers, I don’t even put into my return on investment. If someone calls us from a postcard and says that they saw our commercial and that’s why we called you, we don’t count that as a TV lead. We count that as a postcard lead.

Do things with people not for people.

We found that there are people that will see our commercial and google us. We get to closing and they’re like, “I told you I found you on Google, but now that I think about it, I saw your TV commercial and then I googled you.” There are a lot of those leads that I’m sure we’ve converted that we can’t allocate to TV but are TV. To answer your question, I know for a fact that our conversions are better and easier, but I can’t tell you that I have the data to show them.

If I’m newer to the game and let’s say I haven’t sharpened up my sales skills because I’m stepping into real estate. I don’t come from this massive sales background. I want to be able to come in. If I can get a layup on a deal, I’ll take it. The reality is if I got to go up against five other wholesalers and fix-and-flip guys, that isn’t going to be a layup deal. I’m going to have to step up on my sales side and I’m like, “I hate this competition.”

I do feel like on something like television, which we get on radio, is you get those layups. You go out there. They already like you. You’re the only one there. “Yes, I want to do a deal. You must know what you’re talking about and be experienced because only experts advertise on TV.” I know that they automatically make that assumption. This is awesome. You guys have been asking me for this.

Tony knows I’ve had people hit me up and I’m like, “I’ve got an answer for you. Tony.” Call Tony because everyone is going to bombard me about this. I’m super excited for the tribe to be able to roll this television out. The program that you’re doing is a done-with-you system. It’s a plug-and-play. It’s everything you need. On top of that, you’re doing exclusivity because you’re going to preserve it.

There are only so many spots per market.

It’s the same as radio and I know from our students on radio love that. This is true. I’m going to say this. I asked you this, “Do you sell on radio?” On our call, I’ll be like, “Do you want to do a show?” You were like, “No, I’m not going to say anything on public radio about the returns.” I was like, “We got to help the tribe.” You were like, “No, I’m not the shark.” It’s so funny to me. I know with television, you can see some great returns and impacts in your business.

WI 621 | TV Marketing

TV Marketing: When people watch a commercial, they take the time to pick up the phone and dial the number that’s on the TV. That is a higher-quality lead compared to cold calling.

 

As always, here’s where you go. Everyone is like, “Chris, talk to Tony. What’s that going to look like? Give me a link to go to.” Here’s what it is. It’s RealEstateMastersTV.com/Chris. Go to the website, take a look and size it up. If you want to do TV, jump on this thing. Tony, how many people call you that want to get on radio and then call you back and be like, “I can’t get in my market?” How many times?

There are so many times. They were like, “I could not get in.” You could tell how upset they are. I’ve sold a lot of those people on the TV program because they can’t get into the radio program.

We’re telling you guys that because we want to make sure we’re taking good care of you. It has happened on radio. If you’re reading this, this is the first time TV is being delivered as an opportunity for you guys to the Wholesaling Inc. Tribe. I’m excited about it. I’m so glad you and I connected and that you have as much experience on television as I do radio. I felt like this was the perfect marriage.

It’s like we’re long-lost cousins. We should have met a long time ago.

I said on the last show, “I feel like I’m interviewing myself. It’s strange because everything you’ve experienced is exactly what I’ve experienced,” but it makes sense when you think about it. It’s logical. Thank you for reading. Tony, thank you for joining us. Until next time, we will catch you soon when we add more value. I’ll talk to you later.

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About Chris Arnold

Chris Arnold is a 15 year Real Estate veteran who has closed over 2500 single family real estate transactions in the DFW metroplex. Chris is the founder of multiple companies that are managed by a US virtual team, which allows Chris to run his organizations while living in Tulum, Mexico full time. His passion for leaders has led to the creation of Multipliers brotherhood which serves the top 5% of real estate entrepreneurs out of the US. Most recently Chris has launched his REI Radio coaching program. This program is designed to teach real estate investors the marketing stream that everyone knows about but NO ONE is doing!

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