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It is a rite of passage to buy a home for many U.S. adults. In 2018, 5.3 million existing homes traded hands, while 667,000 new houses were built. Some 91% of sellers used an agent and 87% of buyers used one, according to a new Radio Advertising Bureau study, “Radio Drives Real Estate Agent Search.” The takeaway: With such robust statistics, agents should utilize radio to air their wares.

In an analysis of 12,000 real estate agent ads throughout 2018, radio drove a 3% increase in new user search. Based upon data compiled by NumericOwl, six out of every 10 people driven to a real estate agent’s site by radio were new visitors, writes Annette Malave, the RAB’s Senior VP/Insights, on the organization’s “Radio Matters” blog. On average, radio campaigns in the real estate agent category delivered 217 new visitors daily. Interesting factoid: Most of the online activity occurred on Wednesday and Thursday, perhaps in preparation for the weekend home hunt. And when it comes to dayparts, evening drove the highest number of new users, followed by afternoons and mid-days. “Using these three dayparts as part of a realtor’s radio ad campaign may serve as a strong foundation for campaign success,” Malave says.

“While buying a home isn’t an everyday thing, listening to radio is. And radio listeners are potential homebuyers as well as sellers,” she adds. “Radio matters because it works and radio works for real estate agents on-air, online and search.”

The RAB summarizes in its Power Point presentation (here) on the topic that radio is an effective medium to lift search for real estate agent needs, because it reaches 91% of adults planning to sell or buy a home in 2019, while increasing web search 3% and driving new web visitors on a daily basis—by 353 sessions on average when spots ran over the air. On average, the airwaves delivered 217 new users every day.