One of the most effective and lucrative marketing strategies in the market is television ads. How can you make television marketing work for you? In this episode, Tony Javier and Dean Rogers talk with Chris Arnold about their real estate investing experience with and without TV. Tony and Dean have been using TV ads for more than six years! They know exactly how beneficial TV ads can be if you know how to use them right. Join in the conversation and discover how you can use TV marketing to boost your sales. You wouldn’t want to miss this episode. Tune in!
Next Level Marketing Channel – How to Get Smoking Hot Deals with Television Ads
There are lots of advertising options in the real estate market. Among the most effective and lucrative marketing strategies in the market are Radio and Television. Both give real estate investors an effective way to appeal to their target market.
Thanks for joining us. Always grateful that you guys spend your time with us. I’ve got something for you. I’m going to take you back if you’re catching up on this whole story. Of course, we launched radio and it’s been super successful. Everyone kept coming in and nudging me, “Chris, when are we going to see some TV?” I knew that to give the tribe an opportunity to do that. I was going to need to connect with someone that had as much background on radio as they were going to have on TV. I wanted it to be somewhere around 8 to 10 years.
I connected with Tony Javier. I said, “Tony, we’ve got to take your experience, your model, what you’re doing. Let’s talk about showing this to the tribe. There’s a lot of people out there right now that are tired of the text blasting and the RVM-ing. They’re loving radio. Let’s go on this TV route.” I brought him on and then I said, “Tony, next time we’ll sit down again. I want you to bring me someone that you sat down with, coached through this process, and bring me some data on this TV thing. Let’s see how it matches up with radio.” I love to learn. I’m watching this thing and excited to see what’s happening.
Here’s what you’re going to get. I’ve got Tony Javier back on himself. We’ve got one of his students, Dean Rogers. We are going to break down his numbers. I’ll give you a little bit of a taste. We’re talking 100 leads generated roughly in about the first six weeks. We’re talking about several deals already in the pipeline closed. You’re about to know this story. I’m excited to tell it to you. Tony Javier, Dean Rogers, welcome to the show. Thank you guys for joining.
What’s up, Chris? Glad to be back.
Dean, people are popping in. “Dean Rogers, who is this guy? Where is he located out of?” Give us a quick snapshot even of how long you’ve been in the game.
My background is a little different than most. I didn’t start out jumping into real estate or have family that was in it. I found it a little bit different in a way. I’ve been in the business for over seven years now. Before that, I grew up a sports guy. I’m a total sports guy, excelled at football and basketball, and all the different sports growing up. I ended up choosing football and focusing on that and came out of high school. I got a little shout-out for my Redwood Rangers.
We put on a football helmet on the podcast. That’s a first right there.
Compete with yourself and keep pushing your limits.
Redwood Rangers in Visalia, a shout-out. From there, I went to play college at UC Davis and played tight end there, then I went on to play for the San Diego Chargers. I had a great time there. I was playing great and felt great. Norv Turner was the coach telling me, “You’re going to have a long career.” I’m thinking, “I made it. I’m living out my dream.” That same year, 2011, my concussions were all the story in ESPN. Lo and behold, I was starting to feel some of those symptoms of beating my head in all the time. You can’t decide if you’re going to feel it sooner than someone else. The long story of that is despite feeling great, playing my best, and making it, I decided to hang up my cleats and choose a longer life in theory than beating my head in and being brain dead at 50.
Let’s dive into this a little bit. You had to make a decision for the long-term play versus the short-term. I can’t even imagine the number of hours from junior high to high school to two-a-day practices to all the time and money you’ve invested. Talk about having to make that decision because there’s something we can all learn from you on this from a principal standpoint.
It was one of the hardest decisions I’ve had to make in my life, still to this day probably. Imagine living your entire life to get to a certain point, you make it, and then you decide to walk away. It was everything I dreamed of and more. It’s incredible to be on the other side of the fence. You’re in the club. It’s the A lifestyle and you’re living out your dream. You feel so good about it. From the neck down, it felt amazing, but from the neck up, coming up from practice sometimes, I was in my head thinking, “I don’t know how this is going to work long-term.” I had to make the decision, which was hard.
The best thing that came of being in sports, and a lot of other people I’m sure can identify, is it taught me how to be dedicated, how to have a work ethic, stay in it, and be persistent. I’m super competitive. I compete with myself probably the most than anybody else. I’m always pushing and driving myself. That’s where I get my work ethic and continue to push the limit.
I love your mindset there. Taking that experience and saying, “I was able to take from this world,” which is obviously in some ways different from real estate but some overlap. The fact that your interpretation of that story in walking away is, “It prepared me for the next phase.” I’m curious for you, hanging up the cleats. We all see a lot of the athletes that we follow having difficulty retiring because there’s a sense of a loss of identity if you worked hard. What was that moment when you were like, “I’m going to hang this up. I’m going to choose real estate and I’m going to be okay with this?” Talk to us a little bit about that process because that’s amazing that you had the ability to fundamentally hang up an identity and choose a new one. Most people can’t do that, Dean. You know that.
You’re not necessarily born an entrepreneur. I grew up in an entrepreneur family. My dad started his own business and my mom worked with him. They created their business and a lifestyle for us. I saw that work ethic. A lot of that is in my blood but I had a decision to make. It could have crushed me by making that decision and be completely depressed. You want to because it’s everything you want there. You’re the one walking away from it and choosing not to continue but I knew that I had no choice. I had to force my mind to know, “I’m going to go attack the next thing.” I didn’t look back. I didn’t wait at all. I had an alumnus from Davis send an email out and he said he was looking to hire in San Francisco. I took the job and I got hired on-site, on scene. He was like, “You came from the Chargers. Sure, I’ll hire you so we can talk about it.”
I started working and then I got the taste of putting in the same effort and knowing that I should get results from it. I realized quickly that no matter how hard I worked in that new environment, I wasn’t going to get the results that I wanted. I went on Google. I was living in San Francisco in a 424 square foot oceanfront apartment that was way too expensive. I googled how to get started in real estate, found Sean Terry’s podcast, and became obsessed.
I found real estate because I grew up liking real estate. I’d watch Dean Graziosi’s late-night infomercials on TV and I’d be up at 2:00 AM obsessed thinking, “I need to buy that course.” I never did it. It stuck in my head. When I googled Sean Terry and started listening to his podcast on how to get started, I became obsessed. From day one, it took me only three months to do my first deal. From the first day, I decided that I wanted to do real estate. I listened at every second I could and followed everything that he said to do.
That’s how you got started. That’s how you transitioned. My question is, if you’re reading right now, what is it in your life that needs an ending? The principle here is necessary endings. There are things in our life, like the rose bush, that need to be pruned. There are things in our life that we’ve got to let go of this to move on to this.
Hearing that story from Dean, that inspires us all. If that guy could let go of that because he had value for himself, saw his future, and was willing to grab onto that, it sheds a light on us personally. What is it that we’re holding onto that we need to let go of to grab onto something better? I can’t even imagine the gap in that of the fear when you overcame the fear of doing that, Dean. It’s super inspirational. I appreciate you sharing that. Let’s hop on this TV piece. Before TV, what were you doing for lead generation? How were you generating deals?
I’ve scaled the business up over the years. The highlights of when I first started listening to Sean Terry, I started in direct mail. I scrounged up a budget, spent it, got leads in, closed a deal, and kept respending. I started in direct mail and continued all these years to do direct mail. I’ve added on other little pieces by having my website, which I’ve gotten no leads from. I’ve added on cold calling, direct mail, and social media Facebook ads. All of them are starting to generate leads and getting some deals from them. As we’ve all experienced, at least in my market in central California, there are only so many people that fit the profile.
You said it at the top when you and I were talking. There are only so many leads you can get from a list. You’ve got to get off the list-dependent piece and begin to do something that’s a little bit more mass marketing. It sounds like that’s what you began to think through in your mind.
There are only many people you can add to that list that have a certain amount of equity that could sell their house if they wanted to. There are only so many people that have owned their house for more than X amount of years. You start building this profile and there are only so many people. After you hit them so many times with direct mail, you start to get diminishing returns. I had been feeling that, so I’m thinking, “How can I get higher quality leads? How can I get these evergreen leads that are not being targeted by anybody else?”
There’s massive competition because not only is the list going to take you so far. When you do get a deal, didn’t you find you had more competition because everyone was fighting over the same list?
You can’t do what everyone else is doing in a competitive market.
Yeah, there’s always, “Are you talking to anybody else?” “Yes, I have ten other postcards from other investors. You’re the first person I’m calling but I’m going to call the other ones.” That’s a tough way to go about it in some cases. As we got into TV, we experienced a much different experience.
I love you breaking down your thinking. It’s like, “This is what I was experiencing. I realized I needed to do something different.” Tony, I want to kick this over to you. This whole idea of lead channels that are list-dependent, let’s call those out, like cold calling, direct mail, RVM-ing, and text blasting. The one thing they have in common is list-dependent, then you have something like TV that is not. What was your original reason for going TV on your side several years ago? Was it the same reason as Dean like, “I don’t want to be list dependent,” or did something else mentally pull you in that direction, Tony?
It wasn’t anything that I was looking for a TV. I met another contractor in my market who was on TV. We were playing poker together and I had that celebrity like, “This guy is on TV.” I’m sitting next to this guy but he was just a normal guy. He was like, “You’re doing real estate. That could do well on TV. I’m crushing it on TV.” He told me his numbers at the time but I can’t remember what the numbers were. He was doing a couple of million dollars a year off of his TV commercials.
He’s like, “You need to hook up with my media guy. He’s awesome. He’s the one that got me started.” All that kind of stuff. That’s when he turned me on to him. I called him probably the next day or the day after. Within about 30 days, he talked me through it. He negotiated the commercials for me and he helped me produce the commercial. I had no idea what I was doing with shooting a commercial. Within 30 to 45 days, I had my commercial going and I started getting results from day one.
You’ve been doing TV as long as I’ve been doing radio. I love though that it happened playing some poker. I also love that, at that moment, you witnessed that guy had celebrity status because of TV. We talked a lot about that with TV and radio, that you don’t get that from the other marketing channels. That’s super cool to see how you came into that.
I’m glad I found it because direct mail doesn’t work for me anymore. We started texting and it’s doing okay but it’s a lot of work. We’ve done cold calling and that hasn’t worked for us. Bandit signs, you can only put so many out until you start getting in trouble for those. Honestly, I don’t know if I would have near the business that I have now without TV because all of those other lead sources are dried up for us. We still have some of them but they’re only trickling in leads here and there and deals here and there. Whereas TV is our main source and the thing that keeps our business running.
If you’re reading, both of these guys are on the West Coast. The Cali game is more competitive and tougher to get deals out in that market. What I find in places like California is it’s good to watch people because they have to get creative. That’s why a lot of good things come out of places like Phoenix, Miami, and Dallas because they’re highly competitive. You can’t do what everyone else is doing.
I want to break down your experience, Dean, on this process. You decide to connect with Tony. You’re like, “I’m going to go this TV route. From a common-sense standpoint, I don’t want to be list-dependent.” You talk with Tony and then what’s the process from there? On a scale of 1 to 10, ten being difficult to set up, how hard was it to get your TV set up and going?
The way I got to TV was Tony and I are in a mastermind together that he runs. I learned about how Tony was doing TV and how it was working. He said, “Would you be interested in TV? I’m thinking about opening a program to this and teaching others about it.” At first, I was a little hesitant.
You should be. We all have to be skeptical going in.
Do I want to spend more money on marketing? How expensive is it going to be? I’ve got to create TV commercials. I’m comfortable being out front and open in front of people and talking but, at the same time, it’s still pulling you outside of your comfort zone. I had been on TV a handful of times before but still, to do it, it’s another thing to do. Where am I going to go for the studio? It seems like a lot.
Tony made it clear after nudging me several times like, “Come on. Just check it out.” He made it clear it was going to be simple. From my experience, it was extremely simple, which is what made me so excited about it. He has a media buyer who is going to go and negotiate the rates for me. He’s got a media buyer who is going to set up the commercial for me and edit it for me. I like doing some of that editing stuff myself but I don’t want to be the one that makes the final decisions. I want it to look like Tony’s. “Tony’s looks good. Can I make it look like that?”
You want to plug and play, right?
Different personalities fit different marketing channels.
What you’re doing is working. “Can I plug it into my business and not have to do a lot of work?” Tony, you’ve dubbed this a done-with-you system. Do you want to elaborate? Someone is reading going, “How much work is this going to take? I’ve got a lot going on. I don’t want to launch another marketing channel that ends up being another job.” Why did you set it up this way as a done-with-you system?
A lot of marketing is backward of TV. The other marketing is you can set up a text campaign, buy a list, throw it into a campaign, and then it’s easy to get going. As you do the deals, texting, cold calling, and all that, there’s so much to figure out. “What lists do we continue to buy? Who do we have operating? What kind of messages do we send?” There’s so much to it going forward, whereas TV is the other way around. It’s a little bit of extra effort, in the beginning, to get set up but it’s not nearly as hard as people would think. Dean, you spend no time on TV, right? You handle the leads.
Would you say like radio, it’s set it and forget it? Is that a fair assessment, pay the bill and answer the phone when it rings, Dean?
Yeah. Think about all the other different campaigns that you have. Direct mail, you’re setting that up weekly or monthly. You have to go in. You have to cleanse your list, get it prepared, and give it to your fulfillment center. Texting is a labor of love. You’re in that thing every day fixing, adjusting, and changing. Cold calling, unless you’re outsourcing it, it’s still something you’re manually doing. TV, you shoot the original commercial and then let your phone ring. That’s it.
Going back to your question, Chris, the done-with-you system, I wanted to make it as easy as possible for anybody who got in the program. As you know, when you buy a program, like I bought the Carleton Sheets’ No Down Payment system some years ago, I’ve met dozens of people that have bought that system and never use it. I’ve met 1 or 2 other people that have bought that system and used it. When I created this, I wanted to make it as easy as possible for people to get going. That’s why TV is under the radar and not competitive because people think it’s a lot of work. It can be if you do it on your own. If you do it on your own, figuring it out, “What station do I call? What shows am I on? What’s my scripting?” All of that would be a lot to do on your own.
What we do is take our system and plug it into other people’s markets to where all they have to do is go through the program, which is not very long, and decide what strips they want to use. If they want to shoot a commercial, they can shoot it. I’ve shot the commercial for some of my students. We’ve done basic commercials with graphics and things like that. We wanted to make it as easy as possible. We help produce the commercial and we got all of the statistics of what worked for our commercials and what didn’t work. On the other side, the media buyer will go in and negotiate the rates for you and get better deals for you. He knows what language to use when talking and negotiating to the stations. He presents it on a silver platter.
Within about a week of signing up, he can say, “Here’s what has worked for Tony. Here’s what I’m negotiating for you. Do you approve it or not?” It’s up to the student to shoot the commercial and go through that. Within 2 to 3 weeks, we can have someone on the air up and running. Whereas if someone tried to figure it out on their own, it could take months if they ever even do it themselves because it’s so much work.
It’s a plug-and-play model, which I like. If I’m paying to get something set up, I’m paying for speed, convenience, and efficiency. I like the way you set it up, Tony, because it’s a done-with-you system. Do you now want to go over to what matters in my mind? That’s data. I make my decisions based on data. We can talk about all the frilly things around TV, etc., but let’s get down into your numbers. You’ve been live and we want to bring you in. How fast does this kick-off? What can this potentially do? If you’re reading, we’re giving you the generalized idea. There are outlying situations, but here is one example of what can happen out in Cali within the first six weeks. What’s your ad spend? How much are you spending per month on TV?
It’s approximately $5,500 if you average it out. That’s two markets side by side next to each other.
I love this because when I started asking you questions, you were like, “I’ve got my RA Simply up,” and you started giving me the data. RA Simply tracks all this for you. We keep telling you guys, know your metrics and use a system that will do it. How many leads would you say you’ve generated in the first six weeks?
In the first six weeks, I’ve got 73 leads directly calling the number that I have set up for TV. Another 21 through my website, which I haven’t been getting any leads through my website prior. I know they’re going direct to it from watching a commercial because our website is on there. Putting those together, we’ve got 94 leads out of that.
That’s strong. It’s interesting. A lot of people ask about TV, even radio like, “How long does it take for the lead volume to come in?” One of the reasons I’m excited to be working with Tony on this is because we see a lot of similarities. This is not like cold calling, where you got to wait for 3 to 6 months for all of that follow-up to come into place. Cold calling works. It’s a comparison to something like TV, where if you go live, you’re hitting an audience immediately. Those calls are coming in like you’re seeing with Dean right around 90 in the first six weeks. How many offers have you put out on deals in the first six weeks?
We put eighteen total offers in.
Value your life, time, and relationships.
You have three under contract and one closed. Let’s go to the three under contract that is pending. Let’s talk about that pipeline. What do you get there numerically? You’re going to turn one into a rental.
The one that we’ve closed already came from TV, great lead, been vacant for years. You have to assume it’s on one of our lists that we’ve been direct mailing or cold calling but sure enough, with TV, they wanted to call us right away. We had a great conversation. Flash forward, that deal closed and we made $35,000 off our first TV deal.
You’re spending $5,500. We can roughly say that’s paid for your TV for the next six months. That’s phenomenal. Everything you do on top of that is absolute in your pocket net. Tony, you’ve got to be excited hearing these numbers because you’re like, “I know this works.” On the three that you have pending, walk us through those numbers. What do you get there?
One that we got and sold to an investor by texting one person, we got it sold in two minutes, we’re going to make $15,000 off of that one. We’ve got another one that we could wholesale and make $20,000 to $25,000 in probably 1 or 2 text messages but we’ll probably keep it as a rental. The numbers are good on it. The last one, we’ve got it assigned and we’re going to make $5,000 on it.
A little small deal. If I add that up roughly, what you’re looking at there is roughly around $75,000 that you’ve generated in revenue within the first six weeks if you’re moving all of those deals. How do you feel about that in comparison to some of the other stuff? You’ve been in the game for a while. What do you think about these results?
I’m super excited about it because it was the plug-and-play. I know the phone is going to keep ringing. I know those leads are going to generally be higher quality. I’m not having to fuss around with it. The thought of when we’re on those phone calls, we’re the authority. We’ve got the celebrity factor to it that we’ve talked about. It’s going to be something that should be able to continue to repeat and bring leads that we’re not having to work so hard to find.
Here’s what I hear you’re liking about it, which is my next question. It’s a great high-quality lead. That’s one that you like. Number two, you’re getting that celebrity status. Number three, for what you’ve produced income-wise, the amount of work that you’ve had to put in is reasonable in comparison to something much more of a high-maintenance marketing channel. Would you say those are your top three things that you love the most, what you’ve seen so far?
Those are great. Those are all to be excited about. If somebody is reading and they’re like, “Should I do this TV thing?” Here’s what I know and this is the reason I wanted to have you on, Tony and Dean. Our responsibility via this podcast is to make sure that we’re presenting everyone with options out there on what they can do. Different personalities fit different marketing channels.
I know that there’s a lot of people right now that are burnt out on the text blasting and the RVM-ing and they’re looking for something different. It’s our responsibility to bring in cutting-edge stuff. TV is not cutting edge in the sense of how long it’s existed but the application of TV to real estate, you don’t see many people doing. There’s virtually no competition like radio. If somebody is maybe reading and they’re like, “Should I maybe consider this?” What would you tell them to maybe be thinking about? They’re like, “Maybe I do want to do this but I’m still not quite sure yet.”
The longer you’re in the business, you try to figure out how much effort you’re putting into a certain marketing channel and what’s the output from it. Some people maybe love the grind and hustle. Maybe they like driving to neighborhoods and they’re going to get the best deals from that. I prefer to spend the money on a high-quality lead. I can sit at my house without having to run out and drive in my car all day looking for stuff and get a lead come right to me.
The first deal we closed and we made $35,000. I was at the park with my kids. A call comes in and I step back. I’m on the field. I have a 40-minute conversation with this lady. During that time, the kids ran up. They were crying because they didn’t get the snack they wanted or whatever. Use that as part of building that rapport. I’m a real person. I have kids. We talked about our kids and connected on a personal level. I was at the park with my kids, that’s the main thing. I wasn’t in my car away from my family, not being able to spend time with them. I had a high-quality lead come in, took it, and we got the deal done.
I love that you’re out there at the park and closing deals. There’s prospecting and there’s marketing. They both work and they’re both effective. On prospecting, you’re spending time and energy. On marketing, you’re spending dollars. On prospecting, it is outbound. On marketing, it’s inbound. I’m like you, Dean. I’m at a place where I value my time, my life, and my relationships. If I can pay and make the phone ring with a great opportunity, I’ll play that game all day long from a preference standpoint. That’s why the majority of deals that I do come from marketing, not prospecting. That’s my style.
I’m not telling you if you’re reading that’s the way to go. Dean and I are saying and Tony, I know is nodding his head, saying the same thing. This is the way we prefer to do business because we’re lifestyle guys. We want to build a lifestyle that supports us. Tony, if somebody is reading and they’re like, “I like this. I can get on board with this. Where do I start? I want to do my due diligence. I’ve got questions. I want to make sure I’m making a good decision.” Where do they go? How do they find you? What does that look like?
We’ve got a program. We put it all together for you to make it super simple as Dean went through. In fact, when Dean went through the program, we were launching it. We put some additional touches on it. We’ve got some additional data. We’ve got investors around the country that are having success like Dean. We’re getting data every single day. Not only do you get access to me, my program, and my media buyer, but also you get to connect with all of the other students who are in the program getting results, sharing data, and all that good stuff.
We have a program set up. If you want to go, we treat wholesaling, podcasts, people especially, not even more special than the other people we bring in. We set up the link for you, RealEstateMastersTV.com/Chris. You can go there and apply. We do have only so many spots throughout the US and we only have so many spots per market. It is filling up quickly in a lot of different markets. If you guys want to check and see if you’re a good fit for the program, we do want to make sure that we set you up for success and you are good for the program. Go there and we’ll take good care of you.
We’re presenting options for you guys for 2021. Things changed a bit. I’ve been doing this for over fifteen years. The thing that I have become more and more of a believer in is mass media, whether that’s television or radio. Things that create a platform that make you a celebrity, create that high-quality lead, and give you that lifestyle, that’s the direction that I will continue to put my marketing dollars in. TV is another viable option for you to consider.
Dean, thanks for sharing your story. The first part of the podcast was amazing. Thanks for inspiring us on what it means to make a tough decision and to choose something even when it’s hard. Tony, as always, thanks for offering up this program. I know I’ve got a lot of people thanking me for radio. I know you’re starting to get high fives for TV because it’s super cool to give somebody a marketing channel that changes the business. You and I have been doing this for a long time. What’s more exciting than doing deals is helping other people do deals. We’ve done enough training sessions in our lives. To the rest of you guys, thank you. We appreciate you. Until next time, we will catch you soon when we add more value. Talk to you later.
- Tony Javier
- Dean Rogers
- Real Estate Investing Podcast
- Carleton Sheets
- REI Radio Program
- Real Estate Masters TV
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!