We just attended a seminar that was put on by the local radio stations.  It was very interesting with a lot of numbers and such.  I realize that with print advertising there are huge limitations, as far as circulation to every household, as well as readership in general.  They both are shall we say, not cheap.  I guess what I am asking my colleagues at Active Rain, what is more beneficial.

Radio seems to be be more widespread, and intrusive, but once it is gone there is nothing for the prospect to look at.  While the print media also has its limitations.  We do some print advertising and we are trying to boost our web presence, but we are asking is radio or print advertising worth the cost?  We are doing newsletter mailings and some flyers etc. anything that we can think of to boost business.  Quite frankly, both camaigns (print and radio) are sort of out of the budget to really jump in and get going.

It is late and my mind is wandering, let us know what you think and what you would advise.  If you have had great success with one over the other, or if they're not worth the money.  Thank you in advance.

If you're looking to buy or sell real estate in South Davis County, Utah; please give us a call.  We would love to earn your business!

 
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8 Comments on Radio or Print advertising?

FEB
07
2008
122,952 Points Localism Sponsor
My group does near zero print advertising.  Occasionally we'll have an announcement in the local town paper (as opposed to a large publication such as the Miami Herald).  Print ad just doesn't seem to return much.
2:51am • #1
I agree. Radio is a great market as long as you go with a good station that alot of people listen to.
3:24am • #2
322,156 Points 1 Featured Post

Aloha Tracy and Darcy,

In my opinion print ads can be a good tool but are on a downward trend in effectiveness since the internet.

Six years ago when I was selling in the Washington DC area, I was the first to slip into my print ad a web site, my email and a link to a downloadable sales brochure.  In fact when I posted the downloadable sales brochure I would send the link to the sellers and ask them to of course review it and make sure I had not missed anything, then I asked them to foreward the link to all of their friends. 

I tracked the number of down loads.  Usually when the number went over 100 I had a contract.  By the time we closed the deal the number usually went to over 300 and I had new clients asking me to sell their home.

Radio I would consider using in a small town to announce a neighbors only catered open house.

Kind Regards,

John Petrella, REALTOR®
ABR®, GRI, Broker/Owner

Direct: 808.640.3953
Local@LocalHawaiiRealEstate.com

Local Hawaii Real Estate
Honesty • Integrity • Commitment

159 Keawe St., Suite 1
Hilo, HI  96720

Local Hawaii Real Estate

REALTOR® is a federally registered collective membership mark which identifies a real estate professional who is Member of the NATIONAL ASSOCIATION OF REALTORS® and subscribes to its strict Code of Ethics.
4:09am • #3
740,583 Points 22 Featured Posts Outside Blog
I like the idea of a downloadable brochure.  I am going to check it out and implement it.  Thanks for another great idea.
4:21am • #4
1 Featured Post Outside Blog
I no longer use print. I used radio a bit, but the key is you need a long term radio strategy, an ad that people remember, and since they won't have a pen you need the ad to direct them to a catchy number or catchy website. I think I didn't do it long enough. I know a few agents that do it, and if nothing else it builds his name. I am not sure how much business he actually received from it, but everyone knew his name.
4:42am • #5

 

 Most advertising is not for direct response it thats what you expect you will be wasting your money, The ads should be designed to build your brand awareness.

John has it right...what ever you do track the results....and if and when you change the ad, make small changes  (ie he slipped in the website) and compare the new results to the old.

Contrary to what I said about brand building .....a link to the website or webbrochure ought to be included. and it ought to be simple and easy to remember... a little direct response wouldnt be a bad thing

Taking off on Johns suggestion.....Radio stations do live remotes and the ad copy runs something like this...."stop by xxx car dealer today for free hotdogs and coke products and test drive the new super turbo convertible.....(lunch catered by the heartburn diner)"   Seems to me you could do the same thing for an open house and get the diner and coke to cover  some of the cost.

Whatever you do , print or radio, you need to commit to it and do it on a regular basis. Pretty soon no one will have to write down your website, whey will know it by heart.

5:54am • #6
316,897 Points Localism Sponsor Outside Blog Hit Router
I have not tried any radio advertising yet.  I rarely use print advertising, only in the local newspaper when I have a new listing, or open house.  I'd be interested to hear how you make out though!
9:00am • #7
FEB
14
2008
1,099,350 Points 51 Featured Posts Outside Blog Called Shot Master
If you have a slug of radio outlets, need to study the ratings and determine what audience and age group you are after.  The number one rated station with most listeners might have 50% of them 12 years yound and under. And unless you are pushing braces, energy drinks and video games, trying to get them to buy a home or convince their parents to is a stretch (smile).  Drive time spots with largest audience can reach alot of people but you have to do it more than once to brand your identity into the recall part of the brain. If they promise you a gzillion ads but ROS or run of schedule..be prepared to be parked just before the sign off blurp.  Quick way to tell listeners about a limited time, special priced property and hopefully something you have lots more kinda like it in the inventory so if it sells, you have others to beat the drum about!
7:31pm • #8

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