{"id":4041,"date":"2020-03-16T15:22:44","date_gmt":"2020-03-16T15:22:44","guid":{"rendered":"https:\/\/bunnystudio.com\/blog\/?p=4041"},"modified":"2025-03-24T16:49:25","modified_gmt":"2025-03-24T16:49:25","slug":"radio-ads-for-real-estate-next-level-lead-generation","status":"publish","type":"post","link":"https:\/\/bunnystudio.com\/blog\/radio-ads-for-real-estate-next-level-lead-generation\/","title":{"rendered":"Radio Ads For Real Estate: Next-level Lead Generation"},"content":{"rendered":"<p><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/bunnystudio.com\/blog\/advertising-mediums-choosing-the-best-fit\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Choosing the right advertising medium<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0for your brand or business is challenging. What works for one brand in a particular industry may not work for another. However, it seems as though radio ads for real estate are successful in every market if targeting and format are on point.<\/span><\/p>\n<p class=\"p1\">But if you prefer to watch a video instead, click here:<\/p>\n<p><iframe title=\"Radio Ads For Real Estate: Next-level Lead Generation\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/VyC8QwkZNZo?feature=oembed&#038;enablejsapi=1&#038;origin=https:\/\/bunnystudio.com\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2><\/h2>\n<h2><span data-preserver-spaces=\"true\">Why Radio Ads Work, or Not?<\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">When the advertisers or marketing departments of any business decide to pursue radio ads, it&#8217;s risky. One of my favorite lines from our Bunny Studio blog is from\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/bunnystudio.com\/blog\/best-and-worst-radio-ads\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em><span data-preserver-spaces=\"true\">The Best and Worst Radio Ads: Be on the Right Side<\/span><\/em><\/a><em><span data-preserver-spaces=\"true\">.<\/span><\/em><span data-preserver-spaces=\"true\">\u00a0&#8220;For all we know, having a bad ad out is even worse than languishing in mediocrity; a mediocre ad may be forgettable, but a bad radio ad will make you infamous.&#8221; This is so true.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Before researching this piece, I didn&#8217;t know how much hate can be mustered for a commercial. There are numerous online forums, including one called\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"http:\/\/commercialsihate.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">commercialsihate.com<\/span><\/a><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"http:\/\/www.commercialsihate.com\/radio-ads_forum10.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">.<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0This one website has nearly 1300 posts devoted to radio ads that people hate! Luckily, real estate agents seem to be staying out of the fray. Whether it&#8217;s because of time constraints, or because real estate agents shy away from kitsch or shock value is unknown. However, there is a real estate agent in my area that has his children do voice-overs for his commercials. I haven&#8217;t posted this info to Commercials I Hate, but I could.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">To be fair, there is some evidence that suggests that\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/jacobsmedia.com\/producing-better-radio-commercials\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">annoying radio ads are some of the most successful<\/span><\/a><span data-preserver-spaces=\"true\">. I guess, if you are going for unforgettable, annoying is one way. I mean, I know that guy&#8217;s name, and I can&#8217;t stop hearing his kids&#8217; voices in my head, so there is that. But, there are definitely more effective ways of reaching both buyers and sellers with real estate radio ads.<\/span><\/p>\n<h3><span data-preserver-spaces=\"true\">Empathy in Real Estate Ads for Radio<\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">In 2018,\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.homes.com\/blog\/2018\/08\/how-much-stress-does-homebuying-really-cause-for-a-first-time-homebuyer\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Homes.com<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0surveyed 2000 first-time home buyers about their stress levels during the process. Of those surveyed:<\/span><\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\">44% reported feeling nervous throughout the experience<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">20% were reduced to tears at least once during the process<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">28% felt &#8220;heartbroken&#8221; after choosing a home and having an offer rejected<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">2 out of 5 claimed that buying a home was &#8220;the most stressful event in modern life&#8221;<\/span><\/li>\n<\/ul>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-4059\" src=\"https:\/\/bunnystudio.com\/blog\/wp-content\/uploads\/2020\/02\/radio-ads-for-real-estate_JS_2.jpg\" alt=\"audio ads for real estate\" width=\"640\" height=\"213\" srcset=\"https:\/\/bunnystudio.com\/blog\/wp-content\/uploads\/2020\/02\/radio-ads-for-real-estate_JS_2.jpg 640w, https:\/\/bunnystudio.com\/blog\/wp-content\/uploads\/2020\/02\/radio-ads-for-real-estate_JS_2-300x100.jpg 300w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<p><span data-preserver-spaces=\"true\">One of the essential elements of successful real estate radio commercials is empathy. In a blog post from a few years back, radio advertising guru\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"http:\/\/danoday.com\/blog\/2016\/11\/radio-ads-proprietary-algorithms\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Dan O&#8217;Day broke down a real estate radio ad by somebody named Rex<\/span><\/a><span data-preserver-spaces=\"true\">. In the ad, there&#8217;s a lot of, &#8220;Rex does\u2026Rex sells\u2026Rex thinks\u2026Rex charges\u2026&#8221; Dan breaks it down like this:<\/span><\/p>\n<ol>\n<li><span data-preserver-spaces=\"true\">Who is Rex? We may never know.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">The focus of the ad is not on the listener or their needs.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Buying\/selling a house is a significant life move. You won&#8217;t trust that to someone whose disclaimer is super-shady and impossible to understand.<\/span><\/li>\n<\/ol>\n<p><span data-preserver-spaces=\"true\">Reaching people that are interested in buying a home is tough. The\u00a0<\/span><span data-preserver-spaces=\"true\">anxiety that consumers have over buying<\/span><span data-preserver-spaces=\"true\">\u00a0or selling a home can be debilitating. You have between 30 and 60 seconds to reach potential buyers and sellers with radio ads for real estate. That&#8217;s a small window to convince them that your agency is the right fit. In that short period you have to:<\/span><\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\">acknowledge their need<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">express authenticity and empathy<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">introduce yourself<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">include a call to action<\/span><\/li>\n<\/ul>\n<p><span data-preserver-spaces=\"true\">A personal connection, often using\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/youtu.be\/NHdDP8Qjq6w\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">a live read format with popular radio personalities,<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0especially if the on-air person is a client, has been a very successful format for many agents.<\/span><\/p>\n<h4><span data-preserver-spaces=\"true\">Harnessing the Power of Parasocial Phenomena<\/span><\/h4>\n<p><span data-preserver-spaces=\"true\">Local radio personalities have more than just a following. Studies have shown that listeners develop parasocial relationships with on-air talent. Whether they are drive time DJs on the local pop station or sports analysts from talk radio, listeners are devoted. They feel that these are people that they know and trust. In 2012,\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.mediapost.com\/publications\/article\/177949\/usc-study-shows-relationship-between-listeners-and.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">a USC study found that of the responding listeners<\/span><\/a><span data-preserver-spaces=\"true\">:<\/span><\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\">75% tune-in when their favorite personality is on the air<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">79% listen to a particular radio station because of their favorite personality<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">85% are less likely to change the station when their favorite personality is on<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">72% talk with friends about their favorite personality and their program<\/span><\/li>\n<\/ul>\n<p><span data-preserver-spaces=\"true\">According to the\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"http:\/\/www.radiomatters.org\/index.php\/2019\/07\/08\/radio-gets-you-a-home\/#more-2697\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Radio Advertising Bureau<\/span><\/a><span data-preserver-spaces=\"true\">, &#8220;radio reaches 92% of adults who plan on purchasing a home this year.&#8221; Most, if not all, of those listeners, likely have a favorite on-air personality that they trust. Agents that build a rapport with radio talent, or work with them on home sales, create very successful live-read ads.<\/span><\/p>\n<h2><span data-preserver-spaces=\"true\">Scripting Radio Ads for Real Estate<\/span><\/h2>\n<p><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/bunnystudio.com\/blog\/radio-ads-production-for-broader-targeted-advertising\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Radio ads production<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0may seem pretty straight forward. You have a message or something to sell, and you put it out there. Easy peasy. However, in radio ads for real estate, you have much to cover in only 30 to 60 seconds.<\/span><\/p>\n<p><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"http:\/\/www.old-time.com\/commercials\/Sounds\/Hawthorne%20Court.mp3\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">The first paid radio ad ever aired<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0was for a real estate company in 1922. It was 16 seconds long, and it hit every target that advertisers are still working with today.<\/span><\/p>\n<ol>\n<li><span data-preserver-spaces=\"true\">It named the problem that the listener was looking to solve &#8211; crowded city living<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">It proposed a solution to the problem &#8211; community living in a friendly and natural environment<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">It clearly stated who they were &#8211; Hawthorne Court Apartments<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">It offered a prominent call to action &#8211; visit them in Jackson Heights<\/span><\/li>\n<\/ol>\n<p><span data-preserver-spaces=\"true\">Of course, back then, 16 seconds was easy to fill. Only 35% of homes had telephones in the 1920s, so providing a phone number would have been virtually useless. Obviously, they didn&#8217;t have a website to refer a listener to, but does it seem weird that they don&#8217;t offer an address to visit? I thought so, too, at first. But that is because my context was off.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">I have visited Queens many times, but the vision in my mind does not match the reality of\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/mpcproperties.com\/jackson-heights-history\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Jackson Heights in 1922.<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0\u00a0Today, you would have to be Mad Hatter nuts to try to find any neighborhood or address in Queens without an address. However, in 1922, there was no Flushing Meadows, JFK, or Van Wyck, and Jackson Heights was just barely becoming a neighborhood. So, it was entirely reasonable for someone to head out of the city, over the 10-year-old Queensboro Bridge, toward Jackson Heights, without an actual address.<\/span><\/p>\n<h4>A Familiar Message<\/h4>\n<p><span data-preserver-spaces=\"true\">While this radio ad may seem very basic and simple, it alluded to something of significant import of the times. The\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/ny.curbed.com\/2017\/4\/19\/15328342\/jackson-heights-queens-history\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">&#8220;Garden City&#8221; movement<\/span><\/a><span data-preserver-spaces=\"true\">, and what would ultimately become suburban living, not for just the ultra-wealthy, but any hardworking family, was for sale. The American Dream: get a job, work hard, get married,\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.keepingcurrentmatters.com\/2019\/03\/14\/homeownership-is-a-cornerstone-of-the-american-dream\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">buy a house in the &#8216;burbs<\/span><\/a><span data-preserver-spaces=\"true\">, have some kids, work some more, retire in that house. Today, this dream is still alive and well, although restructured a bit.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-4060\" src=\"https:\/\/bunnystudio.com\/blog\/wp-content\/uploads\/2020\/02\/radio-ads-for-real-estate_JS_3.jpg\" alt=\"radio advertising for real estate\" width=\"640\" height=\"213\" srcset=\"https:\/\/bunnystudio.com\/blog\/wp-content\/uploads\/2020\/02\/radio-ads-for-real-estate_JS_3.jpg 640w, https:\/\/bunnystudio.com\/blog\/wp-content\/uploads\/2020\/02\/radio-ads-for-real-estate_JS_3-300x100.jpg 300w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<h3><span data-preserver-spaces=\"true\">The Target Points Remain the Same<\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">While time has marched on, and traditional ideas of family and work-life may look different today than they did 100 years ago, homeownership remains a primary goal of 75% of Americans. Undoubtedly, how real estate professionals reach clients has expanded exponentially, but the message remains the same. The listener has a problem (wants a house, has a home that is too small, needs to relocate for work), and you can offer solutions to that problem. To provide these solutions, they just need to know who you are, why you care, and how you can be reached. Just like the Queensboro Corporation did it in their Hawthorne Court Apartments radio ad in 1922.<\/span><\/p>\n<h3><span data-preserver-spaces=\"true\">Successful Radio Ads for Real Estate Today<\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">The following radio ads for real estate have all of the components that you should look for in a script\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/bunnystudio.com\/blog\/radio-commercials-and-creating-successful-advertising\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">using various formats:<\/span><\/a><\/p>\n<ol>\n<li><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/youtu.be\/3DjO4qje9nw\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">ERA Strother<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0&#8211; Simple and straightforward, addresses the problem, identifies proven success, call to action<\/span><\/li>\n<li><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/youtu.be\/82IQLgTNP3k\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Coldwell Banker<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0&#8211; Going beyond the live read of popular on-air talent, Kim Douglas built her real estate career while working as a radio personality and voice-over actress in Philly<\/span><\/li>\n<li><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/youtu.be\/tdeifDoHgKY\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Stephens Real Estate<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0&#8211; Covers all of the basics while using a personified format to develop a story<\/span><\/li>\n<li><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/youtu.be\/3jPusWSIdec\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Davenport Agents<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0&#8211; A quality jingle that answers questions and provides all the necessary info<\/span><\/li>\n<\/ol>\n<p><span data-preserver-spaces=\"true\">Regardless of the format that you might use in radio ads for real estate, according to the Radio Advertising Bureau, the critical thing to remember is that while &#8220;buying a house isn&#8217;t an everyday thing, listening to the radio is.&#8221; In 2018, radio ads increased new user search in the real estate sector by 3% and, again, radio reaches 92% of adults that plan on buying a house this year. Those statistics alone should drive any realtor, agent or broker, to allocate some of their advertising dollars to radio ads for real estate.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Choosing the right advertising medium\u00a0for your brand or business is challenging. What works for one brand in a particular industry may not work for another. However, it seems as though radio ads for real estate are successful in every market if targeting and format are on point. But if you prefer to watch a video [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":4058,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[65],"tags":[22104],"hashtags":[],"class_list":["post-4041","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-audio-ads","tag-businesses"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Radio Ads For Real Estate: Next-level Lead Generation - Bunny Studio Blog<\/title>\n<meta name=\"description\" content=\"Radio ads for real estate have the potential to be successful considering that 92% of adults that want to buy a home this year are listening to radio.\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Radio Ads For Real Estate: Next-level Lead Generation - 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