real-estate-ctv-case-study
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- # Case Study: How a Real Estate Agent Built Local Brand Authority with CTV
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- **SEO Description:** See how Kenny Patton Real Estate used CTV advertising to build local brand recognition and increase listing appointments by 25-30% over 6 months with a $750/month TV ad strategy.
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- ---
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- Kenny Patton had the skills. Twenty years in real estate, deep community roots, and a track record of successful transactions. What he didn't have was visibility.
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- "I was competing against agents who had been advertising on Zillow and Realtor.com for years," Kenny explains. "Every lead I got from those platforms was shared with five other agents. I needed people to call me first."
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- Real estate TV advertising offered something different: the chance to become the recognized name in his target neighborhood before homeowners ever thought about selling.
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- ## The Challenge: Standing Out in a Crowded Market
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- Kenny's situation is familiar to many agents. His target market in suburban Atlanta included roughly 15,000 households. Plenty of opportunity, but also plenty of competition.
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- **The landscape he faced:**
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- - Over 50 agents actively working his target area
- - Zillow and Realtor.com dominated online lead generation
- - Every portal lead was sold to multiple agents
- - Word-of-mouth alone wasn't scaling fast enough
- - Direct mail felt outdated and had diminishing returns
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- "I was spending $2,000 a month on portal leads," Kenny says. "I'd get the lead, call immediately, and still find out two other agents had already reached them. There had to be a better way."
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- The better way was becoming the agent homeowners already knew before they decided to sell.
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- ## The TV Advertising Opportunity for Real Estate
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- Real estate success is built on recognition. When a homeowner decides to sell, they typically contact an agent they already know or trust. TV advertising accelerates that recognition.
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- **Why TV works for agents:**
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- - **Trust factor:** Appearing on TV lends credibility that digital ads can't match
- - **Local targeting:** Reach households in your specific farm area
- - **Frequency builds familiarity:** Regular exposure creates the "I know that agent" effect
- - **Differentiation:** Most agents aren't on TV, making you stand out
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- Kenny decided to test [streaming TV advertising through Adwave](https://adwave.com/industries/real-estate/tv-advertising-real-estate-agents/) as a complement to his existing marketing.
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- ## The Strategy: Consistent Presence in the Target Market
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- Kenny's approach was straightforward: show up consistently in living rooms across his target ZIP codes.
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- **Campaign parameters:**
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- - **Budget:** $750/month (roughly $4,500 over 6 months)
- - **Targeting:** 4 specific ZIP codes in his target market
- - **Audience:** Homeowners, ages 35+
- - **Frequency goal:** Reach each household 2-3 times per month
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- At an average CPM of $37 (reflecting the premium homeowner targeting), the budget delivered approximately 20,000 impressions per month, or 120,000 total impressions over the 6-month campaign.
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- **The math:**
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- - 15,000 households in target area
- - ~20,000 impressions/month
- - Estimated reach: 60-70% of target households
- - Average frequency: 2-3 exposures per household per month
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- "I wanted people to see me regularly, but not so often that they got annoyed," Kenny explains. "The goal was familiarity, not saturation."
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- <!-- IMAGE: campaign-strategy -->
- **Placement:** After strategy section
- **Type:** Stats visual
- **Description:** Kenny Patton campaign overview
- **Prompt:** Create a clean infographic showing the real estate CTV campaign strategy.
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- Title: "Campaign Overview" in bold at top.
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- Four metric boxes in a 2x2 grid:
- - Top left: "$750/month" with dollar icon, "6-month commitment"
- - Top right: "120,000" with eye icon, "Total impressions"
- - Bottom left: "4 ZIP codes" with location pin icon, "Target market"
- - Bottom right: "2-3x/month" with frequency icon, "Household exposure"
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- Center banner below grid: "60-70% of target households reached"
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- Style: Clean corporate infographic, blue and teal color scheme on white background. Simple flat icons. Professional real estate aesthetic.
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- Format 16:9. All numbers large and bold.
- **Filename:** campaign-strategy.png
- <!-- /IMAGE -->
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- ## The Creative Approach: Personal Brand Focus
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- Real estate is a personal business. Kenny's commercial leaned into that.
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- **Creative elements:**
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- - **Personal appearance:** Kenny on camera, speaking directly to viewers
- - **Local landmarks:** Footage of the communities he serves
- - **Trust signals:** Years of experience, local roots, happy clients
- - **Clear positioning:** "Your neighborhood real estate expert"
- - **Simple CTA:** "When you're ready to sell, call Kenny Patton"
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- "I didn't want some slick, generic real estate commercial," Kenny says. "I wanted people to feel like they were meeting me. Authentic and approachable."
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- The ad was created using [Adwave's AI tools](https://adwave.com/how-it-works/), which pulled images from Kenny's website and generated professional-quality video. Kenny made a few tweaks to the script and music, and had a broadcast-ready commercial within an hour.
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- ## The Results: Recognition That Converts
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- Six months of consistent TV presence delivered measurable results across multiple indicators.
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- **Recognition signals:**
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- "I started hearing 'I've seen you on TV' at open houses and community events," Kenny recalls. "At first it was occasional, then it became almost every event. People recognized me."
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- - Multiple weekly mentions of TV ads from community members
- - Improved response rates on other marketing (people knew who he was)
- - Past clients reaching out after seeing ads, generating referrals
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- **Measurable metrics:**
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- - **Branded search increase:** 40% more searches for "Kenny Patton Real Estate"
- - **Listing appointments:** 25-30% increase over the 6-month period
- - **Appointment quality:** Better conversion rate (sellers were pre-sold on credibility)
- - **Referral increase:** Past clients mentioned seeing ads when making referrals
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- **Honest context:**
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- Real estate success has many factors. The market, interest rates, Kenny's other marketing, his reputation, and his skills all contributed to results. TV advertising was one piece of a broader strategy.
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- "I can't say TV caused every new listing," Kenny acknowledges. "But I can say that people started knowing my name before I ever spoke to them. That changes the conversation completely."
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- > "When you walk into a listing appointment and they already feel like they know you, you've won half the battle. TV did that for me."
- > — Kenny Patton, Kenny Patton Real Estate
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- ## What Worked Best
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- After six months, Kenny identified the elements that drove the strongest results.
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- **Consistency mattered most:**
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- Running continuously for six months built cumulative recognition. Short bursts wouldn't have created the same "I see him everywhere" effect.
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- **Personal presence was key:**
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- Commercials featuring Kenny himself outperformed any approach that didn't show his face. Real estate is a personal service, and people want to see who they're hiring.
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- **Geographic precision:**
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- Tight targeting on specific ZIP codes concentrated impressions where they mattered. Kenny wasn't trying to be famous across Atlanta. He wanted to own his target market.
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- **Complementary marketing:**
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- TV worked best alongside other channels. When people saw Kenny's direct mail or social posts, they now recognized him from TV. The channels reinforced each other.
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- ## Advice for Other Agents
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- Kenny offers straightforward advice for agents considering TV advertising.
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- **Start with realistic expectations:**
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- "This isn't a quick fix. You're not going to run TV ads for a month and suddenly have listings falling into your lap. It's a brand-building investment that pays off over time."
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- **Commit to consistency:**
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- "If you can only afford one month, wait until you can afford six. The compound effect of repeated exposure is where the value is."
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- **Focus on your target market:**
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- "Don't try to blanket a huge territory. Pick your target neighborhoods and own them. Better to be very well-known in a smaller area than barely known in a large one."
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- **Be yourself on camera:**
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- "People hire agents they trust. Let them see the real you. Professional, yes, but authentic."
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- **Budget appropriately:**
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- "I spent $750 a month, which was less than half what I was spending on portal leads that I shared with competitors. The ROI made sense when I thought about it that way."
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- <!-- IMAGE: results-summary -->
- **Placement:** Before CTA
- **Type:** Results summary
- **Description:** Kenny Patton campaign results visual
- **Prompt:** Create a clean infographic summarizing the real estate CTV campaign results.
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- Title: "6-Month Results" in bold at top.
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- Three result columns side by side:
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- Left column - "Recognition":
- - TV mention icon
- - "Weekly 'I saw you on TV' comments"
- - "Community event recognition"
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- Center column - "Metrics":
- - Chart icon
- - "40% branded search increase"
- - "25-30% more listing appointments"
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- Right column - "Business Impact":
- - Handshake icon
- - "Better appointment conversion"
- - "Increased referrals"
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- Bottom banner: "Investment: $4,500 over 6 months"
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- Style: Clean results presentation, blue and green accent colors on white background. Professional and trustworthy aesthetic.
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- Format 16:9. All text clear and impactful.
- **Filename:** results-summary.png
- <!-- /IMAGE -->
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- ## Ready to Build Your Real Estate Brand?
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- Kenny's success came from a simple insight: real estate is about being known and trusted in your area. TV advertising accelerates both.
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- [Adwave makes real estate TV advertising](https://adwave.com/industries/real-estate/tv-advertising-real-estate-agents/) accessible for agents at any budget level. Create a professional commercial featuring you and your listings, target homeowners in your specific neighborhoods, and start building the recognition that converts to listings.
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- Your competitors are fighting over the same portal leads. TV lets you become the agent people call first.
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- [See how it works for real estate](https://adwave.com/industries/real-estate/tv-advertising-real-estate-agents/) or [create your first ad free](https://adwave.com/try-free/).
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