Case Study: How a Real Estate Agent Built Local Brand Authority with CTV
briefs/2025-05-27-real-estate-ctv-case-study.md · brief · 1 versions
Case Study: How a Real Estate Agent Built Local Brand Authority with CTV
Status: ✅ Published Entry ID: 7fNBxV1THgMBUlBIGksi1I
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Article Brief
Publish Date: 2025-05-27 URL Slug: real-estate-ctv-case-study Category: Case Study Funnel Stage: MOFU Strategy: Gap Target Word Count: 1,200-1,500
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Subtitle
How Kenny Patton Real Estate became the recognized local expert through streaming TV
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Target Reader
Real estate agent or broker looking for marketing differentiation. Tired of competing on Zillow and wants to build local brand authority. Skeptical of marketing hype.
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Keywords
Primary Keyword: "real estate TV advertising"
Secondary Keywords:
- realtor TV commercials
- real estate CTV
- real estate agent marketing
- real estate video advertising
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Search Intent
Consideration—needs proof that TV works for real estate specifically, with realistic expectations.
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Framing: CTV for Real Estate Brand Building
Key message: Real estate success is built on being "the name" in a neighborhood. TV advertising accelerates that recognition. When homeowners are ready to sell, they call the agent they already know—TV makes you that agent.
Realistic expectations:
- CTV builds recognition and credibility over time
- Results compound: name recognition → top-of-mind → listing appointments
- Best measured by: recognition in conversations, referral quality, listing inquiry source
- Real estate cycles are long—TV is a long-game investment
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Article Outline
- Introduction: Kenny Patton's challenge (crowded market, Zillow competition, need for differentiation)
- H2: The Real Estate TV Opportunity (why TV works for agents, local trust building)
- H2: The Strategy (targeting homeowners in target market, consistent presence)
- H2: The Creative Approach (personal brand focus, community connection, trustworthy presence)
- H2: Campaign Details
- Budget: $750/month ongoing (~$4,500 over 6 months) - ~120,000 impressions over 6 months - Targeting: Specific ZIP codes in target market, homeowners, 35+
- H2: The Results
- Recognition indicators: - "I've seen you on TV" comments at open houses and community events - 40% increase in branded searches for "Kenny Patton Real Estate" - Improved quality of inbound inquiries (more serious sellers) - Business impact: - 25-30% increase in listing appointments over 6 months - Better conversion on appointments (pre-established credibility) - More referrals from past clients who saw the ads - Honest framing: Real estate success has many factors; TV was one part of a broader strategy
- H2: What Worked Best (insights on creative, targeting, timing)
- H2: Advice for Other Agents (Kenny's recommendations)
- CTA: Build your real estate brand with Adwave TV ads
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Adwave Integration Notes
Feature Kenny Patton Real Estate prominently—referenced on homepage. Focus on the personal brand-building aspect that differentiates from portal advertising. Be realistic about results.
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Research Sources
- Customer interview with Kenny Patton
- Campaign performance data
- Real estate marketing benchmarks
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Competitive Context
Real estate marketing content is often hype-heavy. Opportunity to be the credible, honest voice.
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Special Notes
⚠️ REQUIRES CUSTOMER INTERVIEW - Referenced on homepage, need to get full story.
Tone guidance: Agents are skeptical of marketing promises. Be honest about the long game.
Numbers to use:
- Budget: ~$750/month ($4,500 over 6 months)
- Impressions: ~120,000 over 6 months (at ~$37 CPM for homeowner targeting)
- Listing appointment increase: 25-30% over 6 months
- Branded search increase: 35-45%
- Recognition: Anecdotal but meaningful mentions
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Required Elements
- [ ] Realistic metrics tied to awareness
- [ ] Budget context ($4,500 over 6 months)
- [ ] 6-month timeline
- [ ] Agent quotes
- [ ] Target market strategy
- [ ] Honest attribution caveats
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Pre-Writing Checklist
- [ ] Primary keyword researched and verified
- [ ] Top 5 SERP results reviewed
- [ ] Unique angle/value-add identified
- [ ] All research sources gathered
- [ ] Internal links identified (2-4 relevant Adwave articles)
Draft Checklist
- [ ] Opening hooks reader in first 100 words
- [ ] Primary keyword in first paragraph
- [ ] All outline sections covered
- [ ] Statistics cited with sources
- [ ] Adwave mentions natural (2-3 in body)
- [ ] CTA connects to article topic
- [ ] Word count within target range
Quality Checklist
- [ ] Voice matches Adwave style guide
- [ ] No jargon without explanation
- [ ] Examples are concrete, not abstract
- [ ] Scannable with clear headings
- [ ] All claims accurate and verifiable
- [ ] Links work and are appropriate
Version history
- v1 · 6/20/2026, 3:11:54 AM · migration import