MDTP#79: Teams are underestimating traditional media: radio, billboards, newspapers & overestimating social media. Baby boomers & older still get their news traditionally
In the rush to dominate social media with Canva posts on a business page with zero views, most real estate teams are ignoring the most reliable sources of seller business: radio, billboards, and direct mail.
Radio has outperformed all other media for reaching homeowners over the last 15 years.
People think it is expensive; however, I consider waste expensive and consider things that work valuable.
My Billboards put our brand in front of more local eyeballs than anything else.
Commuters and locals see your message every day. There is one bridge in and out of town. It is not possible to drive to town without seeing us.
Direct Mail still lands directly in the hands of the people you need to reach. Nothing is more personal or targeted than a piece of mail delivered to the homeowner who is most likely to sell.
Imagine if you could write a letter to the exact person you want to talk to and have it hand-delivered to a secure box they check every day.
It exists, and it doesn’t require fancy tech to work better than all tech data combined.
Here’s why doubling down on these matters now:
The buyer pool is shrinking. Affordability challenges are slowing down first-time buyer demand.
Listings will come from downsizers. Baby Boomers and the Silent Generation, the oldest homeowners, will drive the next wave of inventory as they transition.
Social media misses them. If your strategy is 100% digital, you’re invisible to the very people who control the listings your team needs.
The next decade belongs to agents who position themselves as the trusted guide for downsizers, and those agents will be found on radio, on billboards, and in the mailbox.
