Housing market as infotainment
Television In the real estate industry, "Wohntraum-TV" has established itself as a strong alternative in the marketing mix.
Television In the real estate industry, "Wohntraum-TV" has established itself as a strong alternative in the marketing mix. Anyone looking for a new apartment or even a house knows the scene well enough: on at least two evenings a week and mercilessly every Saturday, hopefuls set off on a property tour. With a list of addresses in hand, countless properties are visited, viewed and checked off. "80 percent of people who come to view a property via an advertisement are disappointed," says Olivier Laube, quoting statistics from the real estate industry. However, anyone who has already seen the house "up close" on television can start their search in a more targeted way. "Wohntraum-TV" is the name of the concept with which Olivier Laube and René Schoch are enjoying increasing success on Primetime in Schlieren. In September, they started their second year of broadcasting with many expansion plans.
Following TeleZüri and TeleTop, the real estate magazine will also be shown on Schaffhausen television from October 25. In addition, the main sponsors Immoscout24.ch and Coop Bau Hobby have extended their contracts with "Wohntraum-TV". The magazine has entered into a new cooperation with the real estate consulting firm Wüest Partner. It provides the latest data for a new section with regional news.
150000 viewers per weekWatching television in your living room: This idea of a real estate advertisement with moving images reached 150000 viewers per week even before the Schaffhauser went on air. Each program is broadcast nine times and is divided into three parts: real estate, specialist tips and interior design.
"Our claim is infotainment in the area of beautiful living," says Laube, summarizing the concept. The phrases "quiet location, beautiful view" are outdated, according to the realizer and presenter of the new magazine. In printed advertisements, such words hardly arouse any emotions any more. With "Wohntraum-TV", however, genuine curiosity about a property can come into play.
The emotional charge of the filmed advertisements is to be achieved with stories that show more than just the property. Example: the new Puls 5 loft development in Zurich. The same building houses stores, restaurants and a fitness club. "Wohntraum-TV" has therefore produced a longer commercial for this client, in which an entire football team moves through the rooms on offer, playing with a ball. "We want to visually show the arguments why someone might fit into a particular house," says Laube.
"Why should someone live there?" is also a question posed by the client Intershop AG, which wants to see a visual idea for its commercials in the direction of "real estate lifestyle". "Building stories around the target group" is also a claim with which the magazine never gets boring, even for viewers who are looking for a suitable property over a longer period of time.
Results are measurableThe concept has been a success with real estate marketers. The presentation of the Mediacampus in Altstetten generated so many lettings that a new major order has now been received for the Binz Park in Zurich as a result of the response. Wohntraum-TV" is offered with a detailed illustrated supplement on the Internet. This combination enables the magazine to offer a comprehensive basis for decision-making. Television is expensive, you might think. But thanks to sponsors and advertisements for furnishings, the spot prices for real estate providers can be kept "very low" compared to print. A 20-second picture ad on TeleZüri costs CHF 720 per week, including production. The most expensive are 120-second spots. These are individually produced and broadcast for 3990 francs, including presentation on Immoscout24.ch.
All programs are sold and produced by Primetime itself. Primetime has purchased airtime from TeleZüri and other stations for daily broadcasts from Monday to Sunday at 6.40 pm and additionally on Saturdays and Sundays at 11 am. The filmed advertisements are adapted locally, the magazine section Immo-Tipp with an interview in the studio is conceived nationally.
Emotions instead of empty phrases: "Wohntraum-TV" is able to lure many people in front of the screen.
Following TeleZüri and TeleTop, the real estate magazine will also be shown on Schaffhausen television from October 25. In addition, the main sponsors Immoscout24.ch and Coop Bau Hobby have extended their contracts with "Wohntraum-TV". The magazine has entered into a new cooperation with the real estate consulting firm Wüest Partner. It provides the latest data for a new section with regional news.
150000 viewers per weekWatching television in your living room: This idea of a real estate advertisement with moving images reached 150000 viewers per week even before the Schaffhauser went on air. Each program is broadcast nine times and is divided into three parts: real estate, specialist tips and interior design.
"Our claim is infotainment in the area of beautiful living," says Laube, summarizing the concept. The phrases "quiet location, beautiful view" are outdated, according to the realizer and presenter of the new magazine. In printed advertisements, such words hardly arouse any emotions any more. With "Wohntraum-TV", however, genuine curiosity about a property can come into play.
The emotional charge of the filmed advertisements is to be achieved with stories that show more than just the property. Example: the new Puls 5 loft development in Zurich. The same building houses stores, restaurants and a fitness club. "Wohntraum-TV" has therefore produced a longer commercial for this client, in which an entire football team moves through the rooms on offer, playing with a ball. "We want to visually show the arguments why someone might fit into a particular house," says Laube.
"Why should someone live there?" is also a question posed by the client Intershop AG, which wants to see a visual idea for its commercials in the direction of "real estate lifestyle". "Building stories around the target group" is also a claim with which the magazine never gets boring, even for viewers who are looking for a suitable property over a longer period of time.
Results are measurableThe concept has been a success with real estate marketers. The presentation of the Mediacampus in Altstetten generated so many lettings that a new major order has now been received for the Binz Park in Zurich as a result of the response. Wohntraum-TV" is offered with a detailed illustrated supplement on the Internet. This combination enables the magazine to offer a comprehensive basis for decision-making. Television is expensive, you might think. But thanks to sponsors and advertisements for furnishings, the spot prices for real estate providers can be kept "very low" compared to print. A 20-second picture ad on TeleZüri costs CHF 720 per week, including production. The most expensive are 120-second spots. These are individually produced and broadcast for 3990 francs, including presentation on Immoscout24.ch.
All programs are sold and produced by Primetime itself. Primetime has purchased airtime from TeleZüri and other stations for daily broadcasts from Monday to Sunday at 6.40 pm and additionally on Saturdays and Sundays at 11 am. The filmed advertisements are adapted locally, the magazine section Immo-Tipp with an interview in the studio is conceived nationally.
Emotions instead of empty phrases: "Wohntraum-TV" is able to lure many people in front of the screen.
Andreas Panzeri
