Did Video Kill the Radio Ad?

Jan 2, 2015 3:01:48 PM
There is no doubt that video is a popular method of advertising, but it did not kill the radio ad.

According to Nielsen, more than 90% of Americans listen to the radio each day and the average person's total daily listening time is over two hours. This is evidence that there is still a significant audience waiting to hear your message on the radio. With the proper strategy and willingness to make the investment in radio advertising, your payoff could be great!

Radio Advertising for Lead Generation

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Although radio advertising can require more financial commitment and it can take longer to realize the return on that investment than other channels, when you share a consistent message using a methodical approach, radio advertising can generate a significant amount of high-quality leads. "The conversion rate is lower, but the return on investment is huge." - Glenn Neely, a MAPS coach with Keller Williams Realty International. The four main radio advertising opportunities for real estate agents are:

1.Use Radio to Generate a Significant Amount of Leads in Multiple Markets at Once - Are you thinking about expanding your business? Because radio broadcasts often span multiple markets, it is a natural lead source for expansion opportunities in neighboring towns and cities.

2. Use Radio to Target a Demographic or Geographic Area - Radio advertising can be used to target a demographic by selecting a radio station and a time slot that a distinct demographic is tuned into. Radio stations should be able to provide you with listener demographic information to help you plan your strategy and reach your target audience.

3. Use Radio to Support Your Other Lead Generation Methods - Radio is a great way to support your existing message. It is another touch to get your name in the mind of your potential clients.

4. Use Radio Advertising to Recruit Talent - Because radio has the potential to reach a larger group of diverse people, you can use radio as a method to recruit agents in markets you are expanding into.

How can you get on air? Many real estate agents find opportunities in radio by being a guest on a talk show, paying for prerecorded advertisement space, or hosting their own radio segment. To get started, contact your local AM and FM radio stations and ask for a media kit with advertising prices. You can also listen to various talk shows and find one that you think broadcasts to your target audience. Contact the radio station and ask them how you can submit a pitch to be a guest speaker on the show. Make sure you outline for them what information you can talk about and how that would benefit their listeners. Most guest-speaking opportunities require zero financial investment from you and it can be a great way to get your name out there in the public.

The information in this article is from the 3L Blueprints: Leads, Listings, Leverage eBook. Download your FREE copy from KellerINK today.

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