We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
War Rack I.nrj
listings:
/
!IDERGKR. Lane-FreihGrijer Adv. AtjGiiry
these sales were a direct result of the laclio advertising. Radio is more than paying its way!
The preparation ot real estate advertising tor broadcast is not a simple one. In this office, we have one copy writer who devotes almost all of her time to writing real estate radio continuity. She devotes many hours to research; studies national publications for selling points on houses, and takes great pride in the knowledge she has acquired about housing in general. Three separate houses in different price brackets are advertised daily, and seldom is there a day when wt do not sell at least one of the houses Avhich has been listed.
The radio commentator reads the description of the property to be sold in a conversational tone, just as though his announcement was a commentary on the property. I'nusual features of the property are emphasized, and the announcer expresses amazement at the value.
Opening and closing commercials point up the advantages to property owners to list with Jack AV^ehner, and they also stress the services w^iich this realtor offers. Example:
"You, as an individual, would find it expensive to advertise your
• Home owners of today and tomorrow turn to JACK WEHNER. Whether the dream house costs ^50,000 or ^5,000, those in the market know that it's probably on file in one of the three WEHNER offices.
lionw joy sale on the radio. Yet Jack VVehner, Realtor, provides that service, plus newspaper listiuifs, free of diarize. Jack Wehner will help yon set a price, will shoxu your property, and give expert assistance in (onipleting the sale. If you want (ash, Jadi ]Vehner will finatne the (ustomer. Your only expense . . . a )ioniinal Realtor's fee, fxiid after your Jiouse is sold."
Jack W'i.hnkr now opciates thice ol(ices, one in each section ol the citv, and
• Copy writer Virginia P. Foss can point with pride to the pulling power of her commercials based on sound selling principles for the real estate industry.
specializes in residential properties.
\\'hile the experiences of this one firm is a success story in itself, the story is not complete withoiu mention of the radio activities of other Denver Realtors. Through Lane-Freiberger, the Denver Real Estate Exchange launched a campaign to (1) establish the term Realtor, and (2) create a present and post-war back log of real estate business for the industry. In addition to a continuous newspaper schedule, billboards and street car cards, it is interesting to note that the Denver Real Estate Exchange includes a spot announcement campaign on all five Denver stations.
Likewise, when the Denver Home Planntng Institlte, sponsored by the Chamber of Commerce, began its campaign this spring, radio was given a prominent place in the schedule.
Here then, is a composite picture which illustrates both the immediate and fiuure values in promotion for the real estate industry, and it is our prediction that radio will plav an increasingly important part in such acti\ities.
MAY, 1944
157