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How To Run Killer Real Estate Radio Ads (Plus Scripts!)

While there are a dozen different ways you can advertise your real estate business, there’s one that’s often overlooked by most people.

From direct mail marketing, to social media advertising, organic content marketing, and even video marketing, the one strategy that seems to have fallen by the wayside is real estate radio ads.

And, for many people, they believe it’s fallen out of flavor because it simply doesn’t work.

But that isn’t the case.

Just because other marketing strategies have taken over and become more popular, it doesn’t mean that real estate radio ads just quit working.

In fact, since most people have shifted away from radio ads, it’s opened the door for less competition.

Which means better results — when you do it right.

That’s what we’re going to cover in this guide.

We’ll touch on whether or not radio ads actually work, how to script them, and give you a few examples of successful radio ad scripts.

We’re also going to answer some of the most frequently asked questions and help you make sure you’re able to answer each and every call that comes in from your ads.

Let’s get started.

Do Radio Ads For Real Estate Actually Work?

Admittedly, running radio ads can be risky.

If you run a great ad, awesome. You’re getting calls and being remembered for the right reasons.

Even a mediocre radio ad will simply be forgotten — and nobody will hold it against you.

But if you run a really, really bad ad? You’re going to be remembered for all the wrong reasons.

So not only will you be spending money and not generating any calls, you’ll also put a stain on your brand that will far outlast the ad, itself.

These days, people aren’t exactly fans of commercials or advertising. That means, if you want your radio ads to work, don’t just slap up a mediocre (or even bad) script and hope for the best.

Instead, you’ll need to spend time focusing on making sure it reaches who you want it to reach, that the message resonates with them, and that it’s memorable.

You have to remember that people are going to be nervous and possibly even heartbroken during the home buying or selling process.

Because of this, you’ll want to have empathy in your ads and not go straight for the jugular or hardcore close people over the radio.

Since this can be one of the most stressful moments in a person’s life, have a bit of empathy.

Don’t use aggressive messaging like “We’ll stop your foreclosure now!” or “Get quick cash and leave your home!”.

We’ll show you what a great radio ad looks like in a bit but, before you get to planning your own ads, make sure you’re practicing empathy and professionalism with your ads.

Which leads us to our next point.

How To Script Real Estate Radio Ads

Producing your radio ad doesn’t have to be a full-on studio ordeal.

The original real estate radio ad aired back in 1922 was only 16 seconds long and used a framework that many advertisers are still using today.

It called out the problem that the person listening to it was trying to solve. Living in a big city and wanting to escape to the suburbs or even the countryside was where the market was heading at that time.

It laid out a potential solution to the problem, in the form of community living in the suburbs and being surrounded by natural environment.

Then it clearly stated who it was that was running the ad. In this case, it was Hawthorne Court Apartments.

Finally, the ad provided a clear call to action, asking people to visit the property in Jackson Heights.

Now, back then, radio was far more common than it is today but if Hawthorne Court would have provided a phone number, they probably wouldn’t have gotten many calls. At the time, only around 20% of homes actually had a telephone.

When you’re able to cover each of these points in your own ad, you’re hitting the main points that someone listening to it will need to hear.

Let them know who you’re talking to. Let them know why you’re talking to them. Let them know how to get in touch with you. And then ask them to get in touch with you.

This is the most basic framework that has been used since the original ad ran in 1922 so it’s a great starting point for your own ads.

Then, once you have a feel for scripting, recording, and airing, you can start to get creative with your approach in an effort to attract even more leads.

Real Estate Radio Ad Scripts

Once you’re comfortable enough to get creative with your own scripts, you can use some of the frameworks and scripts below to get your wheels spinning.

Script #1 – Hiring A Trusted Advisor

If you’re thinking about buying a new home, why not take some time to consult with a friend who knows the neighborhood better than anyone else? {YOUR NAME} can help answer any questions you have, from securing your mortgage to finding the perfect home for your family and goals. {YOUR NAME}’s house hunting kit gives you a detailed summary of nearby amenities, schools, and stories from other homeowners who live in the area you’re considering.

{YOUR NAME} knows this area better than anyone else and can consult you on getting a great deal and let you in on a few secrets that only the locals know about. With a finger on the pulse of the neighborhood, {YOUR NAME} can help you find the perfect home for you, as soon as this weekend. Give {YOUR NAME} a call at {YOUR NUMBER} to start the conversation.

Script #2 – Pitching Specific Property

Located in the pristine gated community of {YOUR AREA}, and close to the {NEARBY ATTRACTION}, an amazing rental home that’s perfect for the nature and outdoors lovers has just become available. The home features a tiered floor design, all-season sunroom, natural gas fireplace, and is a perfect setting for bookworms and bird watchers.

Picture waking up each morning in your master bedroom while you overlook the amazing sunrise. Then making breakfast in a completed kitchen that features agate countertops and brand new stainless appliances with stunning parquet flooring.

With access to {NEARBY ATTRACTION}, you can {BENEFITS OF LIVING THERE}, enjoying the community through all four seasons. For more details, contact {YOUR OFFICE} at {YOUR PHONE} to learn more about this home’s short-term rental and leasing options, starting at just {PRICE} per month.

Script #3 – Branching Out To New Area

If you’re tired of sorting through online directories and classified ads to find your perfect home or rental, you can hire a local real estate agent in {YOUR AREA} to help find the perfect home or rental for you and your family.

Ditch the stress of finding the perfect home and going to viewing after viewing only to be let down. Connect with one of our trusted local agents that specializes in {YOUR AREA} instead. Visit {YOUR WEBSITE} to learn more or call {YOUR PHONE NUMBER} now.

Script #4 – Retirement Community

Even approaching my 80s, I’m still living an active and independent lifestyle. I fell in love with the home my children were raised in but ever since they’ve grown up and started their own lives I’ve missed that sense of having family around.

When I heard about {RETIREMENT COMMUNITY}, where a community of strong, independent people come together surrounded by million dollar views, I was curious and had to see what it was all about.

I asked my daughter to come with me for our first visit to {YOUR WEBSITE} and set up a walkthrough and consultation. Now I wake up every morning surrounded by the scenery I love and the support I need.

Script #5 – Selling Rentals

You’ve been dreaming about having rental income for far too long now. But what about purchasing a property you can rent out? For most of you hearing this commercial, that may seem like nothing more than a pipe dream, to capitalize on your own property by renting it out instead.

If you have spare bedrooms or even a detached mother-in-law suite, you can start earning money and covering a part of your mortgage easily when you work with the team at {YOUR COMPANY}.

With our help, you can get your landlord license and start connecting with other landlords in your area to learn the ropes and start vetting people who may be interested in renting from you. Every day, we help empower homeowners just like you to become extraordinary landlords.

If this sounds interesting to you, visit our website at {YOUR WEBSITE} or call us at {YOUR PHONE} to learn more about making your dream for generating rental income a reality.

Frequently Asked Questions

Now that you know what successful real estate radio ads and scripts look like, you probably have a few other questions lingering around.

How much does it cost to advertise on the radio?

Advertising on the radio and the costs involved with it really depends on the station that you’re wanting to advertise on, when you’re wanting to run your ads, and how long your ads are.

As a general rule of thumb, though, radio advertising tends to cost less than other forms of advertising, such as television commercials or print ads.

The stations you want to advertise on will be able to provide you with a kit that lays out the details, such as the costs involved with running a campaign.

How do I make sure I’m advertising on the right stations?

Radio stations in your area will be able to provide you with their target demographics to help you figure out which station provides you with the highest concentration of your perfect audience.

How can I make sure my radio ads are effective?

For tracking the effectiveness of your campaigns, you’ll need to set up specific landing pages on your website or dedicate specific phone numbers to the campaigns you’re running.

Doing this, you’ll be able to effectively monitor how many people become leads through those landing pages or those phone numbers.

You can also ask your clients how they first heard about the services you provide.

Don’t Let Your Incoming Calls Go Unanswered

Depending on the success of your ad, you may get calls as soon as it airs.

More often than not, though, you’re going to randomly get calls throughout the day.

People may be unable to pick up the phone and call you as soon as they hear the message, which means they’re going to wait until it’s convenient for them.

Unfortunately, that means it may be at a time that’s inconvenient for you.

You don’t want to let these calls fall by the wayside, though, especially when you’re spending good money advertising on the radio.

Instead of missing the calls, you can use a call answering service like Call Porter to take the calls for you.

They’ll speak with your prospects and pre-qualify them, placing warm prospects directly onto your calendar and giving you an opportunity to follow up with lukewarm prospects afterward.

That means you’ll be able to speak with people who are closest to the goal line when it’s convenient for you AND them instead of spending all day answering the phone and potentially dealing with tire kickers.

So instead of getting interrupted at dinner, or while you’re sitting in a dentist chair, or deep in a set while you’re working out at the gym, you get to talk to interested prospects you get to build real consistency in your life and business.

If you want to make sure you aren’t letting warm prospects fall through the cracks and get a higher ROI from your real estate radio ads, it’s worth checking out Call Porter & letting them help.