AMC Puts Advertising on the Air

AMC Realty Network, a discount real estate brokerage launched earlier this year in Newport Beach, believes it may have found a medium for its message after all. The company said it has bought a series of ads that will be aired on KNX radio (1070).

AMC, which collects a $2,500 fee--lower than full-service brokers--to represent buyers when negotiating the price of a new home, has had trouble finding publications willing to accept its ads. AMC was turned away by several magazines that advertise new home listings in news racks and supermarkets throughout Orange County, and which depend on revenues from large-scale brokers, said Chuck Alvord, the company’s founder.

On Tuesday, AMC launched a 60-second spot that touts its fixed-rate commission program. The ads, which cost a total of $50,000, are scheduled to air every weekday afternoon for three months.

The realty company said it encountered no resistance from the radio station in placing the ads. “Because of the enormous size of the California market, we decided that radio would be the most effective way to communicate AMC’s message directly to the home buyer,” Alvord said.