Real Estate On Demand:
100,000 HOME BUYERS SHOP VIA COMCAST DIGITAL CABLE EACH MONTH
By DeBat Media Services
CHICAGO—More than 100,000 Chicago-area Digital Cable customers are flocking each month to Comcast’s Real Estate On Demand to tour new housing developments and resale home listings using their remote controls.
Real Estate On Demand was launched in late 2007. Today, average monthly viewing has skyrocketed to 108,827 views per month in the first quarter of 2008, compared with 47,900 views per month in the same quarter of 2007, reports a new viewing study by Hyperion/Everstream.
“This dramatic 227-percent increase in views proves that more than 100,000 prospective home buyers in the 11-county Chicagoland area and Northwest Indiana are tuning in each month to Real Estate On Demand for both new and resale housing choices,” said Steve Schwartz, Real Estate Division Advertising Manager for Comcast Spotlight, the advertising sales division of Comcast Cable.
All Comcast Digital Cable customers in the Chicagoland area can tune to Real Estate On Demand at no additional charge by selecting “8-8-8” on their remote controls, and then “Real Estate.” Real Estate On Demand lets Comcast customers browse video of local new and resale homes, townhomes, lofts and high-rise condominium developments and property listings on their television, according to Schwartz. Viewers can pause, rewind, and fast-forward two-minute-long videos at their own convenience.
All properties and developments are displayed under 10 different geographic zones—the City (subdivided by region), North, Northwest, West, South/Southwest and Northwest Indiana. Property listings are mapped under “Home Listings” for general information. The listings also provide information on the sales associate or realtor to contact.
“We have a unique and powerful way for developers, builders and realtors to reach our growing, highly qualified audience,” Schwartz said. “On Demand from Comcast is the only media opportunity in Chicago that can deliver this engaging and interactive platform,” Schwartz said. “Add to the equation for our clients the ability to run commercials on premiere cable networks in very specific locations based on where their customers live, and we have the ultimate solution for them.”
Advertisers can complement their on-air presence with online advertising on Comcast.net, rated the number one Internet service provider in the greater Chicago area.
Schwartz said: “The real estate category is looking for more cost-effective and measurable ways to market properties to bring buyer traffic to model homes, developments and open houses in a challenging market.
Schwartz added that traditional advertising is not as effective as it once was, and Comcast Spotlight’s multi-platform marketing packages meet their needs.
“Video on demand (VOD) is an exciting new way to showcase a development,” said Robert Haddon, Vice President/Partner of Firestar Communications. “It allows developers to finally harness the power of TV at an affordable price.”
VOD is helping major residential developers make the jump to television.
“Comcast’s On Demand service offers developers broadcast-quality video production in a ‘New Development’ folder. This video can include everything from marketing materials to a walk through of a model unit to finished product. The video can be repurposed and used on the advertiser’s web site or within their sales center,” said Haddon.
“It’s the next best thing to visiting a model,” Haddon said. “It also takes the pressure off home shoppers by letting them do all the looking from the comfort of their living room.”
Scott Hoskins, president and managing broker of CMK Realty Corp., said: “On Demand from Comcast provided CMK Companies with the unique opportunity to utilize a media format that had previously been too costly to justify within our advertising budget. We have realized excellent results from Real Estate On Demand—a measurable increase in qualified prospects and heightened brand awareness.”
Roger Gerstad of Gerstad Builders, said: “On Demand from Comcast is a high quality media production at a reasonable cost with flexibility to target different geographic markets.
Marketing is becoming more high tech and the TV media program by Comcast appears to be attracting more home buyers.”
“Comcast’s On Demand service offers a superior viewing experience for Video Features, Showcases and Property Listings that cannot be misplaced or discarded like print advertising,” Schwartz said. “Also, VOD provides a much more engaging environment for a consumer to learn more about a property.”
Schwartz noted that the Real Estate On Demand has emerged very successfully. “In the initial months following the launch of New Developments, we have signed more than 25 developments,” he said.
“The cost of airing a two-minute video round-the-clock for a month is comparable to running a quarter-page ad just once in the newspaper,” Haddon said. “As a result, VOD will become a mainstay in real estate marketing.”
New home, townhome, loft and high-rise condominium builders and developers are promoting their projects and marketing homes and condominiums priced from $200,000 to $10 million on Real Estate On Demand in the Chicago area and Northwest Indiana.
Chicago developers currently advertising on Comcast include: CMK Companies; Centrum Properties; The Trump Organization; DK Equity; 474 Lake Shore Associates; Ricker Murphy Development; Kimball Hill Urban Centers; Holsten Real Estate Development; MCL Companies; Magellan, New West Realty and Mesa Development.
Suburban developers currently advertising via Comcast’s On Demand service include: Gerstad Builders; Kirk Homes; Sho-Deen Homes; Vanstrand Group; Robert Lord Builders; Optima and MGM, along with such developments as Westbrook Condominiums and Wood Dale Station. (MORE)
In addition, Schwartz said two major Realtors—Coldwell Banker Residential Brokerage and Century 21/Sussex & Reilly—recently have recently partnered with Comcast Spotlight by posting active resale properties in the HOME LISTING section of Real Estate On Demand where buyers can search for resale homes based on location and price.
“We are running an aggressive advertising campaign promoting this feature for our customers,” Schwartz said.
The campaign includes 30-second TV commercials on more than 60 networks, 30-second radio spots, and print ads in leading publications, and online banner ads.
ABOUT COMCAST SPOTLIGHT
Comcast Spotlight, the advertising sales division of Comcast Cable, helps put the power of cable to use for local, regional and national advertisers. It’s focused on moving the industry forward in advanced technologies and innovative products to reach audiences most effectively and efficiently. Headquarters in New York City, with offices throughout the country, Comcast Spotlight has a presence in nearly 90 markets. For more information, visit http://www.comcastspotlight.com/.
FOR:COMCAST SPOTLIGHT CONTACT: Steve Schwartz
444 N. Michigan Ave. 773-394-8694
Suite 800
Chicago, IL 60611 OR: Don DeBat
Aimee DeBat
312-944-1177
FOR IMMEDIATE RELEASE July 23, 2008