Radio ads: Your new power tool

Breaking through all the noise to reach potential clients can be frustrating, especially with so many new ways to market your business. But Jason Dell, owner/integrator at BOLD Construction in Chapel Hill, North Carolina, keeps one old-school marketing channel in the mix along with social media and other tactics: local radio advertising and segment sponsorship.

We asked Dell to tell us more about why this works.

—Interview by Margot Lester, edited by Bianca Prieto

What's your most successful marketing channel?

Word of mouth and client relationships. A happy client who tells their friend or neighbor about their build is still the most powerful marketing we have. That’s why we put so much effort into communication and the client experience—it builds trust and trust builds business.

What prompted you to invest in local radio?

We believe in being part of the local fabric, not just a business that builds homes here. WCHL is a trusted community voice, so it felt natural to align with them. It’s a great way to stay connected to the people who actually live and build their lives here. Radio helps us reach that audience in a personal way and keeps BOLD top of mind when someone starts thinking about building or renovating.

What results have you seen from the investment?

It’s definitely helped with name recognition. People mention hearing us on 97.9 The Hill, and it opens the door for conversation. It’s not always an immediate lead, but it reinforces that sense of trust and familiarity before they even meet us. We had one client a few years ago that did specifically note our radio ads as the first way he heard of BOLD. That ended up being a custom home build, so it paid for many years of radio advertising.

How do radio spots dovetail with social media and other marketing?

We use radio to build awareness and tell people who we are, then we use social media and our website to show them what that looks like. The two work hand in hand—radio gets their attention and our online content gives them the proof and visuals to back it up.

What advice do you have for contractors thinking about local radio?

Really take the time to understand your audience. When you know what your customers worry about—their frustrations, fears and pain points—you can position your company as the guide who helps them overcome those challenges. Build your message around empathy and expertise. When listeners hear that you understand their concerns and have real experience solving them, that connection sticks. They’ll remember you when it’s time to build.

Thanks for reading today's edition! You can reach the newsletter team at thelevel@mynewsletter.co. We enjoy hearing from you.

Interested in advertising? Email us at newslettersales@mvfglobal.com

Was this email forwarded to you? Sign up here to get this newsletter once a week. 

The Level is curated and written by Margot Lester and edited by Bianca Prieto.