Page 17 - Professional Remodeler Magazine (January 2020)
P. 17
GAINING LEADS THROUGH RADIO
RADIO IS A GREAT WAY TO REACH AN OLDER DEMOGRAPHIC. HERE’S WHAT YOU NEED TO KNOW.
BY RICK WUEST | THOMPSON CREEK WINDOW COMPANY
robm|ķ ; vb|1_;7 o;u |o Ōlou; o= |_; the team wins or loses. -mv -u; r-vvbom-|;
roѴbঞ1-Ѵ |-Ѵh v_ovŌ-m7 |_-| v|-u|;7 ];মm] and engaged regardless of how the team
vol; |u-1ঞomĺ $_ov; v|-ঞomv _-; Ѵo-Ѵ r;u=oulv om |_; C;Ѵ7ĺ
=-mv _o Ѵbv|;m -ѴѴ 7- Ѵom]ĺ $_; Ѵbv|;m;uv -u; v =ou omѴbm; 0uo-71-v| orঞomvķ ;Ľu;
mostly an older demographic, and because |-Ѵhbm] -0o| ;rѴoubm] |_-|ķ 0| _-;mĽ|
|_-|Ľv ou |-u];|ķ b| ouhv ;ѴѴ =ou vĺ 7om; vo ;|ĺ $u-7bঞom-Ѵ u-7bo bv ;u Ѵo1-Ѵķ
In the early to mid-2000s, we looped in -m7 |_-| _;Ѵrv vĺ );Ľ; um vol; |-u];|;7
Chris Core, a well-known radio personality. u;1ubঞm] -7v om -m7ou-ķ 0| b|_ ;u
;Ľv v;;m -v - |uv|ou|_ -m7 ;;mŊh;;Ѵ;7ķ ѴbѴ; v11;vvĺ $_;u; -u; vঞѴѴ ;mo]_ Ѵbv|;m;uv
so when he spoke about our company, it was on the radio to make it worth it for us. PRO
a good endorsement. With Core, we found
that the cost-per-lead was higher, but so was
!b1h );v|ķ $_olrvom u;;hĽv ķ the closing rate and average sales price. It SEE RICK WUEST SPEAK LIVE
1om71|v -m bm|;ub; =ou b ;-u| ;7b-Ľv was worth it. Back then, Core was on a talk o |o Pro Remodeler’s |u;l; ;-7
v +o "_oѴ7 moĺ v|-ঞom |_-|Ľv mo om |_; 7b-Ѵĺ ; -v ;m om=;u;m1;Ĺ vঞmķ rubѴ ƐƔŊƐѵĺ
there for a number of years, and ended up !;|u;l;Ѵ;-7];mĺ1ol
$ " ! " +҃ ) Ѵ;-bm]ķ -m7 ]obm] o;u |o - m;vķ |u-L1ķ -m7
company with an annual revenue of about ;-|_;u v|-ঞomĺ Ő -1h |_;mķ r;orѴ; u;Ѵb;7 om
$75 million. We manufacture and install u-7bo =ou |u-L1 u;rou|vĺő
windows, ];u vv|;lvķ and other home $o7-ķ ; -7;uঞv; om m;vķ |-Ѵhķ ;-|_;uķ
improvement products. Our company serves -m7 vrou|vĺ $_; 0;-| o= vrou|v bv |_-|
Maryland, Washington D.C., Northern people will call in to give an opinion whether
Virginia, Richmond, and Virginia Beach.
); |u |o h;;r ou l-uh;ঞm] ;@ou|v
7b;uvbC;7Ō-v b= b| ;u; -m bm;v|l;m|
rouoѴboŌ-m7 ; ];m;u-ѴѴ 7omĽ| -m| -m
single area to account for more than 20%
o= ou |o|-Ѵ Ѵ;-7 Yoĺ $_; 0Ѵ;m7 1_-m];v -|
7b@;u;m| ঞl;v o= ;-uķ 0| b|Ľv m;;u l1_
higher than that. (We once hit a high of 45%
=uol C;Ѵ7 l-uh;ঞm]ķ 0| ; =;Ѵ| |_-| -v
too much and scaled back a bit.)
Currently, approximately 10% of our leads
1ol; =uol u-7bo -7vŌ7om =uol ƑƑѷ -|
our highest point, which was in 2008-2009.
We have a long history with radio, and
while Ѵbv|;m;uv _-; v;;u-Ѵ o|_;u orঞomv
|_-m |u-7bঞom-Ѵ u-7boķ ; vঞѴѴ Cm7 b| - _b]_Ѵ
;L1b;m| - |o ]-bm t-Ѵb| Ѵ;-7vĺ
-1h _;m ; v|-u|;7 -7;uঞvbm] om u-7boķ
we were a smaller company. We began with
-7Ѵ| 1om|;lrou-u v|-ঞomv b|_o| l1_
u;-1_ķ 0| b| -v ru; bm;r;mvb;ĺ | om; -u )-Ѵ|;uķ - Ѵo1-Ѵ u-7bo omŊ-bu r;uvom-Ѵb| Ő1;m|;uő bvb|v |_; $_olrvom u;;h =-1|ouĺ
proremodeler.com / 01.2020 / PROFESSIONAL REMODELER 17
