Real Estate Infomercials Summit NJ

It’s the middle of the night. Television options are limited. Then, there he is: A man in an immaculate suit, smiling with too many teeth and gushing about investment secrets that will make you billions of dollars in the real estate market. Find yourself reaching for the phone? Never fear! This article is 100 percent guaranteed∗ to stop you from wasting money on bogus claims, or your money back. We’ll even throw in an amusing infomercial clip for free! But only if you read now.

Infomercials are a form of Direct Response T.V. (DRTV), a television advertising method that encourages consumers to contact the company directly. Contact could be through a website or, often, an 800 number. A traditional infomercial lasts 28 minutes and 30 seconds. They are used to advertise everything from rotisserie ovens to real estate investment seminars.

How infomercials work

There are several key elements behind infomercials, according to Tim Hawthorne, chairman and executive creative director of Hawthorne Direct, a direct response advertising agency. Five of those elements are:

• Problem/Solution
• Big Promise
• Magical Transformation
• Urgency
• The Offer

These elements are designed to appeal to the sensibilities of viewers. Let’s look at these elements as used in an infomercial by the infamous Tommy Vu, a well-known real estate infomercial personality from the ‘80s and ‘90s.

The problem presented here is a lack of wealth. The solution is learning Vu’s secret.

The big promise is “a punchy, one-line statement of what the product will do for me, how it solves a problem and will change my life for the better, forever,” Hawthorne said. In the case of Vu’s infomercial, this statement is “become financially independent.” This phrase is repeated in various forms by various people throughout the course of the infomercial.

The magical transformation is “sacred to DRTV sales success. Dramatically show me how: She used to be fat, now she's thin. He used to be bald, now he's hirsute. They [used] to be poor, now they're rich,” Hawthorne said.

Vu’s infomercial displays photographs of his destitute immigrant family, two parents and 10 children living in a tent. This picture is followed soon after by a newspaper headline: “Ex-busboy buys Butcher mansion.” Meanwhile, Vu’s voice exclaims, “Thank God that I found a unique system to make millions in real estate starting from nothing. As a result we became financially independent.” Vu has dramatized his ascent from rags to riches, the same transformation many consumers likely desire for themselves.

One of the key elements of an infomercial is a sense of urgency. The person or company doesn’t want consumers to wait to call; they want them to call right away. In the full version of Vu’s infomercial, at one point the words “Last chance to write down the location for Tom Vu&rs...

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