In this episode, I sit down with Tony Javier—real estate investor and founder of 10x TV—to talk about one of the most overlooked and underused lead generation strategies in real estate: TV commercials. While most investors are battling over cold calling, direct mail, and PPC leads, Tony breaks down how TV can cut through the noise and deliver high-quality motivated seller leads—at scale.

Tony shares his journey from hesitant investor to media buyer, how he scaled his business with TV, and why now is the perfect time to stake your claim in this under-saturated channel. Whether you're a seasoned investor or still trying to crack your first deal, Tony's approach to marketing could be the edge you've been missing.

Episode Highlights

[0:00] – Introduction

[1:51] – How Tony discovered TV marketing after 11 years in real estate investing

[3:34] – The "franchise-like" TV system Tony now licenses to investors nationwide

[5:25] – Why TV ads offer stronger ROI than direct mail, cold calling, or PPC

[7:00] – Common myths about TV (cost, being on camera, tech barriers) debunked

[9:47] – The truth about commercial pricing: $5 spots vs. $200+ prime time

[11:18] – Direct mail vs. TV: reach, cost, and how to hit your ideal seller demographic

[13:40] – The power of running commercials during daytime TV shows like Judge Judy & Jerry Springer

[15:39] – Why TV still dominates—even in the age of social media and AI

[17:12] – What it really takes to get on air, and how 10x TV does 90% of the work for you

[21:00] – Ideal investor profile: who should use TV ads and how it scales other marketing channels

[27:07] – How one investor doubled his deal volume by adding TV to his pipeline

[29:12] – Tony's final pitch: real estate changed his life, but marketing is what lights him up today

5 Key Takeaways

1. TV advertising is underutilized. Most markets have zero to just a few investors on air—meaning low competition and high visibility.
2. It's more affordable than you think. Many markets see strong ROI with monthly ad spends as low as $3K–$7K, outperforming direct mail.
3. Demographics matter. TV still reaches older, lower-income sellers—exactly the avatar most investors are looking for.
4. You don't need to be on camera. 10x TV offers full implementation, including hiring actors, scripting, media buying, and editing.
5. TV enhances every channel. From brand trust to direct conversions, TV boosts the effectiveness of everything from postcards to PPC.

Links & Resources

• Apply to see if your market is available: www.10xTV.com

Closing Remark

If you're tired of chasing the same cold lists as everyone else and ready to build true authority in your market, this episode is your sign. Don't wait. Subscribe, rate, and share the PETE Podcast—and check if your market is open at 10xTV before someone else grabs it.