Radio - An Effective Tool?

Troy Silvester — Wed, 11 Jun 2008 20:36:00 GMT

First: This is my first attempt to start a thread on RELIB. I love this forum, as well as the message board on P2, but I have sometimes ruffled feathers there, and a once or twice here (I think they call my condition "type A"). I can't tell you how much I value everyone's input in all of these matters, it has proven invaluable.

I am a subscriber to the idea that if someone is spending big money running ads over and over, consistently for a long period of time, it almost has to be paying off for them, or they would stop. So, here is the question. In my neck of the woods, agents pop up putting together radio advertising for a week or two and then… they are gone. However, there are a couple of agents that seem to always have ads on the am talk radio stations that I frequent while driving. One says she sells “27 times more homes than the average Salt Lake City agent” and “just like Donald Trump, you can fire me anytime”. Another agent seems to be there all the time, knocking some local agents that have been offering a free TV with each transaction: “…if you want a TV, go to Wal…” “if you want a dedicated Realtor® to… call me!”

Do any of you make the commitment to spend this kind of money for similar ads? Or do you have colleagues that do, that can report cost vs. return. There can be no doubt that the ad campaign’s effectiveness will depend on the quality and relevance of the ad, but given that, what are your comments?