Real Estate Marketing

No Calls From Your Real Estate Radio Ads? This Clever Tip Will Change That

Expertise: Real Estate Marketing
36 Articles Written

Last week I wrote a post center around direct mail, which is probably the #1 marketing tool for most investors. All the investors I talk to on a daily basis are using some form of direct mail. I pretty much covered all the things you should know before spending top dollar on mailing.

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Now, I want to dive deeper into direct mail a little later and let you know some things that will really help you save money and achieve an even better response rate. Direct mail is definitely a form of marketing where if you’re not careful, you might find you’re spending hundreds or thousands on your mailing and getting nothing in return.

Today, though, I want to steer off in another direction for just for a moment and bring to your attention to something that bothers me — and probably you too. I want to know: have you ever being in your car driving down the road and overheard something on the radio that caught your attention?

Has this happened to you? I figure you would probably say yes.

Once that radio advertisement continues, most the time you will hear this fast-talking person reciting a phone number. I tell you — every single time this happens, I’m completely unable to get the number. No matter what I do, it’s extremely hard to hear and remember phone numbers, even if they’re talking slowly.

Related: Your Guide to Real Estate Marketing Success Using Door Hangers

Why is this?

  • You’re driving
  • Your cell phone might not be available to use
  • Your kids are going crazy
  • Etc.

You see, this is a real estate professional's worst nightmare. Whether you're an investor, realtor, or broker, when you advertise on the radio, you want your message heard loud and clear so people can take action.

The Golden Tip

The reason I’m sharing this is because a few years ago, one of my real estate investing friends who lives in Little Rock, AR gave me a call up to talk about his radio marketing campaign. We’ve been friends for over 10 years now, so I’ve helped him out a number of times when it comes to his real estate website and teaching him how to use social media.

So when he called me, I knew it was regarding some form of marketing, but didn’t realize that he had taken the big step of getting his REI business on the radio. Obviously, as with all investors, we want to be able to get our brand name out there in front as many potential leads as possible.

He told me that he had being advertising on the radio for about 2 ½ months now and just not getting the phones calls he thought he should have coming in. He explained that he was receiving about 4 to 6 calls a month from the radio marketing that he was doing.

Knowing that there were thousands of people listening, he figured that number should being a little higher. So I asked him how he was ending the radio advertisement and could he send me a copy of it if he could. A few days later, he sent it to me via my iPhone, and I listened as I drove down the road to get a feel of how it sounded to listeners.

From the moment it ended, I realized the #1 issue he — along with most people advertising on the radio — were facing.

So I got on the phone, called him up, and said that advertisement was great, but the way it ended was 100% horrible. I told him that he only needed to make one simple change from my recommendation, and he should expect a higher response rate.

My Plan of Action

It was pretty much a common sense move — I informed him to ditch the information at the end telling people to call him. I think this tactic is the worst way to do business, when instead you can just have someone come over to your website and learn everything about you before they make that call. Once they make that call, you know that they already read tons of information about you. Now it’s just time to get down to the numbers.

If you guys remember when I first started blogging here on BP, I talked a lot about building your online presence, which is extremely important for the long jeopardy of your business. So when I told my friend to change his ending to something that few are trying on the radio in marketing, he paused for a minute, and then something clicked, and he knew my strategy would work.

Related: How to Get Started with a Direct Mail Marketing Campaign for Your Real Estate Business

I basically told him that instead of saying, “Call me at XXX-XXX-XXXX,” you should simply inform them to Google “Your Company Name,” and they will find all valuable information:

  • Your Website
  • Your “Epic-Wow” Content
  • Your Social Media Accounts
  • Local Videos
  • and More…

He took this information and called me up about three weeks later and told me he is seeing his stats rise to around 20 searches per day for his business. Those 20 people must have noticed it was much easier to remember a company name and website, instead of scrambling to write down numbers — and they were now finding his REI business right online.

Let’s Do the Math

20 searches per day X 21 days (three weeks)= 420 searches total

Now, three weeks from then, he told me out of all those searches, only about 200 of those people came over to his website. He’s guessing a number of them just scrolled down to other things, such as his videos and social media accounts.

Overall, he was happy to see how one simple change in how to contact his business really had an impact on the response rate. Plus, I will like to say we never talked about how those resulted in leads; he was just happy that his response rate was up and his advertisement dollars were actually working for him now.

I shared this because it may be something you guys might want to try out in you local market.

Have you ever tried marketing your real estate business on the radio? What tips would you add to mine?

Leave a comment, and let’s talk!

Antonio Coleman is a real estate marketing consultant and CEO of the
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    Brian Gibbons Investor from Sherman Oaks, CA
    Replied over 5 years ago
    LOVE LOVE LOVE THIS! I coach real estate investors and their URL has to be EASY ro remember. One had something like “ or something like that. Or Do this: 1. Where are you? 2. What do you do? I like your location and what kind of REI are you trying to attract. MaconHomeBuyers We Buy Houses – wholesaling MaconHomeInvestments – For Cash Buyers -wholesaling MaconLeasePurchaseSolution – Lease Option Sellers MaconRent2OwnHomes – Lease Option Sellers MaconRealEstateIRAInvestments – Self Directed Private Lenders Antonio, you rock baby!
    Antonio Coleman Specialist from Sibley, LA
    Replied over 5 years ago
    Brain, thanks man Hope a few investors put this to use because it works when it comes to a higher response rate. I’m like you when it comes to the URL’s, the shorter the best if you want people to remember it. Think about this… Google Yahoo eBay YouTube Bing What do they all have in common? Simple and to the point
    Darren Sager Investor from Summit, NJ
    Replied over 5 years ago
    Nice piece Antonio! The days of needing an easy to remember phone number so that you get a greater response from Advertising is over. Saying the company website is the way to go. Many direct response advertisers are no longer mentioning phone numbers to order their products. They’ve tested website only sales and its been very successful. It’s far less costly to have an automated website than to staff a call center. So it stands true for real estate advertising as well!
    Antonio Coleman Specialist from Sibley, LA
    Replied over 5 years ago
    Darren, Automation can save investors so much time only if they setup that foundation. People just need to start thinking outside the box, and smarter if they want gain more success locally.
    Josh Violette from Concord, California
    Replied over 5 years ago
    I love your blog man. You always have great articles about things that people can actually do to help their business. Every time I read one of your posts, I think to myself, wow, I need to do that.
    Antonio Coleman Specialist from Sibley, LA
    Replied over 5 years ago
    Josh, it’s all about taking action…action equals results
    Andrew Cordle from Alpharetta, Georgia
    Replied over 5 years ago
    Thanks Antonio! Another great post!
    Antonio Coleman Specialist from Sibley, LA
    Replied over 5 years ago
    Andrew, thanks for the comment
    Sam Hall
    Replied over 5 years ago
    So many people have smart phones as well, so getting to your website shortly after an advertisement is very simple. Giving your website is especially good on internet radio. They’re already right there on the internet. Thanks for the great tip!
    Antonio Coleman Specialist from Sibley, LA
    Replied over 5 years ago
    Very True Sam, I like your idea, but just know that it’s not smart to be looking at your phone and drive sometime.
    Will Sherman
    Replied over 1 year ago
    I’ve been using text “shortcodes” to fix this problem… texting a short easy to remember word to a short easy to remember number. It sends a text response that you determine. Most will also add that persons info for future marketing via text or even Facebook ads. Retargeting to the people you already know are interested in your product because they told you they were by texting you.