In the age of digital, the demise of traditional broadcast media like radio and television seems all but certain. The truth, however, is more complicated.
While it’s true that both television ratings and advertising revenues have been either flat or declining in recent years, TV remains by far the most important platform for ad spending, with roughly 42 percent of worldwide expenditures. Radio, meanwhile, reaches more American consumers than any other medium, with 93 percent of adults listening each week.
If someone doesn’t have a good website…people can very easily forget why they went there in the first place. They can get lost, and a confused mind always says, “No,” and moves on.
— MATT WAGNER
Declining or not, “good old fashioned” radio and television are still hugely influential, both for consumers and the brands trying to reach them. But in a marketing world obsessed with websites, social media, and SEO, it’s easy to forget that traditional media are still viable options. That’s where Matt Wagner comes in.
A former marketing consultant for the biggest radio station owner in America, Matt saw an opportunity for real estate professionals build a local fan base and drive more qualified leads using traditional broadcast media. In 2004, Matt founded Radio and Television Experts, which helps top agents all over the country use radio and TV media campaigns to unlock their potential.
Today, Radio and Television Experts’ commercials run on hundreds of stations in dozens of major markets across the country, supercharging clients’ digital marketing efforts.
Of course, to be successful in radio and TV, agents still need a strong presence online. “If someone doesn’t have a good website…people can very easily forget why they went there in the first place,” Matt said. “They can get lost, and a confused mind always says, ‘No,’ and moves on.”
The key, Matt told us, is to focus on consumers’ benefit, rather than your own. “People don’t care how much you know until they first know how much you care. And so, [you need] to build everything you do around the consumer and think, ‘How does this benefit the consumer?’”
In this interview, Matt explains how radio and TV work together with a great website to produce stunning results, and what Duke’s basketball team can teach you about running a successful brokerage.