Chicago television station WBBM has developed a new marketing program for real estate agents. They are creating advertorials for 22 agents across the city to run during the programming day.

These agents will be presented on both the television station and their website as experts in specific parts of the city. I have not seen the television ads but the web ad is marked as an advertisement. It is an interesting idea selling the branding of the station to create the perception of having an on air relationship with the station, but it being a paid advertisement at the same time. Old school ethicist will argue that this blurs the line betewen advertising and editorial but it should be a win win for the agents and the station.

If this interests you as an agent, I would contact your local television stations and see if they would be interested in such a partnership. Having a major market station like WBBM in Chicago doing it may have it work out in your favor.

WBBM-TV/Channel 2 has launched a marketing project involving 22 real estate agents and brokers attached to boutique residential real estate companies in Chicago. The station is running brief commercials featuring various of the agents (who each pay a fee for the WBBM service) and has developed a section of its Web site www.cbs2chicago.com, where visitors can click to find out more about participating agents in a particular neighborhood. The project is intended to give visibility to agents who couldn’t individually afford this kind of marketing. via the CHICAGO SUN-TIMES

Tags: WBBM

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