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vou can contact niorc people per dollar invested o\er the radio than through anv other niediinn. ^'our message reaches individuals and groups with whom it woidd he impossible to make a contact in any other way.
Our organization has sold oxer 29,500 homes in Portland since 1917. StatisticalIv, that's one otit ol every three, or a total of over $105,000,000. September was the 42nd consecutive month in which we ran over $1,000,000 a month. In March, we put up 371 sales, a total of $2,140,000.
RADIO TELLS THE STORY
We're proud of such a nationwide record, and to radio must go the greatest credit for making this record possible. Radio tells the whole story in a very few words. I am thoroughly sold on very dynamic, short commercial spot announcements, and we are on the air about 200 times a month.
"If yon want to sell your home, don't wait. Highest prices in history. List with Frank L. McGuire and start packing. Action, results guaranteed. Over a million dollars a month of home sales for 42 consecutive months. Call ATwater 7171 and get that sale in a hurry."
It was such short announcements over KXL, day in and day out, that tinned the spigot and kept precious merchandise flowing into our office, enabling our 190 sales people to set a national home selling record in competition with Los Angeles, Chicago, New York and other cities many times the size of Portland. We feel that such campaigns hit the target more consistently and get quicker and better results than any other form of advertising we have discovered.
When we opened ujj an oflue in Seattle, VV^ash. in June, we went on the air 222 times on three stations in 21 days. J hat cam|)aign developed a sales organization of 100 salesmen, scores of listings, and a million dollars in sales. This would have been impossible before radio.
In ojjening our Seattle olh(e, we used spot announcements, of which the following is typical:
"Do you know the world's largest home selling organization, Frank L. McGuire, has opened a Seattle office, corner Third and Marion? . . . McGuire, originator of the famous McGuire system, has a record of 29,500 homes sold, totalling over one hundred million dollars. That's action! List your home with McGuire today. Free appraisals. . . . Mr. Parrott, sales director of the McGuire organization for more than a (juarter of a century, will interview higJi class, aggressive salesmen. Telephone SEneca 1100."
This commercial, aired over KXA, KRSC and KEVR, accomplished four things. It announced the opening oi the new office to the citizens of Seattle; it gave them our record as being the largest home selling organization in the world, and it asked for listings and for salesmen.
LOOKS TO THE FUTURE
Even though you use a 30-foot billboard, I feel that it cannot put over onetenth of what you can accomplish in a spot announcement. And it's a good bet that when construction gets underway, radio will be telling the thousands of homeseekers about the homes that Frank L. McGuire has to offer them.
CI
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"However, I am firmly convinced that you can contact more people per dollar invested over the radio than through any other medium. Your message reaches individuals and groups ivith whom it would he impossible to make a contact in any other way."
OCTOBER, 1946
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