Radio Marketing

Originally Posted by Jolly Roger For real estate?

Real estate is perfect for radio.

Lots of reasons why, and lots of models for you to utilize.

For example, if you have a well-developed website that allows buyers to visually "tour" your listed properties, smart radio advertising will drive lots of traffic almost immediately.

Radio has proven to be the best mass medium for driving targeted Web traffic.

That fact, by the way, took the radio and advertising industries by surprise; no one predicted it.

But in hindsight, it makes sense:

How often do you read a newspaper or magazine while seated at your computer?

How often do you watch television while working on your computer?

The answer to both of the above questions: Not very often.

But....How common is it for people to be at the computer...with the radio on in the background?

"Real estate" is just one example of the many professions that never used to use radio (I say "use," because I teach my clients to use more strategies than just commercials).

But if you're a professional who serves the general public, radio probably can work for you.

Originally Posted by danoday Real estate is perfect for radio. Lots of reasons why, and lots of models for you to utilize. For example, if you have a well-developed website that allows buyers to visually "tour" your listed properties, smart radio advertising will drive lots of traffic almost immediately. Radio has proven to be the best mass medium for driving targeted Web traffic. That fact, by the way, took the radio and advertising industries by surprise; no one predicted it. But in hindsight, it makes sense: How often do you read a newspaper or magazine while seated at your computer? How often do you watch television while working on your computer? The answer to both of the above questions: Not very often. But....How common is it for people to be at the computer...with the radio on in the background? "Real estate" is just one example of the many professions that never used to use radio (I say "use," because I teach my clients to use more strategies than just commercials). But if you're a professional who serves the general public, radio probably can work for you.

Very nice input danoday

Originally Posted by Sanddollar Yes for real estate and it was less expensive to go with the radio advertising then to place adds. Also alot of people don't read adds but listen to the radio.

I can't remember the last time I heard a radio ad by a real estate agent.

I would think that print ads would be the top advertising choice for real estate agents.

Your thoughts?

Originally Posted by Jolly Roger I would think that print ads would be the top advertising choice for real estate agents.

You're correct in that it's the most common choice, but it's not necessarily the most effective.

If print is used well, it certainly can be effective for real estate agents. Most of the time, though -- as with all media -- it's used poorly.

But there certainly is no inherent reason why print is "better" than radio for real estate agents.

Because so few real estate agents even think of using radio, the relatively few who do automatically will stand out from the crowd.

And if they have a wise strategy combined with a solid execution, they'll quickly seize an exceptional top-of-mind awareness among consumers.

Best,
Dan O'Day

Originally Posted by danoday ...a wise strategy combined with a solid execution....

Dan, I read your other post where you also mentioned "strategy". Can you give an example?

Originally Posted by danoday But there certainly is no inherent reason why print is "better" than radio for real estate agents.

For promoting and "Agent" I like the idea of radio. For promoting "Properties" I like the idea of print.

Your thoughts?

Originally Posted by Jolly Roger For promoting and "Agent" I like the idea of radio. For promoting "Properties" I like the idea of print. Your thoughts?

A full-page newspaper listing of properties, with photos you actually can see and specific neighborhoods & prices included, can be good.

Here's what's better:

1. A well-designed, easy to navigate website that allows you to search at your leisure for the kind of property you're interested in -- price, neighborhood, # of bedrooms, school system, etc.

2. A well-designed radio commercial inviting the listener to come find their dream home at dreamhomes.com. (I just checked; that URL already is taken. But you get the idea.)

When used properly, radio is the most personal mass medium.

Buying a home is an exceptionally personal experience.

Newspaper advertising, however, is impersonal. (That's why it's better suited for "price & item" advertising than for establishing an emotional connection with the targeted consumer.)

Best,
Dan O'Day

Thanks for the advice Dan.