How to find real estate deals using Radio (with scripts)

When real estate investors think about lead generation, they often focus on direct mail, cold calling, or digital marketing. But one overlooked strategy that can deliver highly motivated sellers is radio advertising. Real estate radio ads allow you to build credibility, establish authority in your market, and attract sellers who prefer a more passive way of reaching out—without the aggressive nature of cold calls or direct mail campaigns. Plus, radio has a high trust factor—people believe what they hear on their favorite local stations. In this guide, we’ll break down:

• Why radio is a powerful lead-generation tool for real estate investors
• How to craft an effective radio ad that converts
• Proven scripts you can use to maximize your response rates
• Best practices for choosing the right station and ad timing

If you’re looking for an automated and scalable way to attract off-market deals, radio advertising could be your next best marketing channel. Let’s dive in.

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Why Use Radio as a Real Estate Wholesaler?

Radio Builds Instant Credibility

When homeowners hear your ad on the radio, they automatically associate you with professionalism and authority. Many motivated sellers—especially older homeowners facing foreclosure, probate issues, or financial distress—feel more comfortable responding to a trusted, local business rather than an unsolicited phone call or postcard.

You’ll Reach Motivated Sellers Who Aren’t on Other Lists

Traditional wholesaling relies on pulling lists of pre-foreclosures, tax delinquencies, absentee owners, or vacant properties. With radio, you tap into a fresh audience of homeowners who have equity but haven’t listed their property yet.

It’s a Passive, Scalable Marketing Channel

Cold calling and direct mail require constant effort—when you stop, your leads dry up. Radio ads, however, run 24/7 without you lifting a finger, allowing sellers to call you first.

You Can Target a Highly Specific Audience

Radio stations allow you to target homeowners by age, income, and location, ensuring that your ad reaches the right sellers.

Radio Leads Are Highly Motivated

When someone hears your ad and calls, they’ve already decided to sell. These leads tend to be more serious than cold call leads, resulting in higher conversion rates.

Is Radio for Wholesalers Expensive?

Radio advertising is surprisingly affordable compared to other marketing channels, especially when targeting local AM/FM stations or smaller talk radio programs. While national ads can be costly, local stations offer cost-effective packages ranging from $500 to $5,000 per month, depending on the station, time slot, and market size. The key is to negotiate off-peak hours for lower ad rates while still reaching a highly targeted audience.

Cons of Using Radio for Real Estate Wholesalers

• Upfront Costs Without Immediate ROI – Radio requires an upfront investment before seeing results.
• Effectiveness Varies by Market – Some markets respond well to radio ads, while others may not. Experimentation is key.
• Limited Tracking & Attribution – It’s harder to track exact ROI compared to digital marketing.
• Message Must Be Dialed In – A poorly worded script can result in low response rates.
• Not an Instant Lead Machine – Unlike cold calls, radio takes time to build momentum.

Despite these challenges, wholesalers who refine their messaging and test different stations often see steady, high-quality leads that competitors aren’t reaching.

What Is the ROI of Radio for Real Estate Wholesalers?

The return on investment (ROI) for radio advertising depends on market, messaging, and frequency. Many wholesalers report spending $3,000 to $5,000 per month on radio ads while closing at least one to three deals per month, each with $10,000 to $30,000+ in assignment fees. A 3X to 10X return is possible, but testing and tracking are essential to maximizing profits.

How to Place an Ad on the Radio

1. Identify Your Target Audience – Choose stations that cater to homeowners in distress.
2. Contact Local Stations – Request their media kit to compare pricing, audience reach, and time slots.
3. Negotiate Rates & Time Slots – Opt for midday or weekend spots to save on ad costs.
4. Create a High-Converting Script – Keep it simple and problem-focused.
5. Record & Approve Your Ad – Use professional production for a polished sound.
6. Launch & Track Results – Use a unique phone number or URL to track lead sources.

What Should a 30-Second Radio Ad Say?

• Attention-Grabbing Hook – “Facing foreclosure? Need to sell fast?”
• Solution & Benefits – “We buy houses in any condition for cash—no repairs, no fees!”
• Credibility & Urgency – “Trusted local buyers. Call today for a free offer!”
• Call to Action – “Call [Your Business Name] now at [Your Phone Number] or visit [Your Website]!”

How to Write a Script for a Radio Ad Using AI

1. Define Your Goal – Use AI tools like ChatGPT to generate a script.
2. Specify Your Audience – Include foreclosure, probate, or bad tenants in your prompts.
3. Follow a Proven Structure – AI can draft attention-grabbing, solution-oriented ads.
4. Generate & Refine – Ask AI for multiple versions, then tweak for clarity.
5. Test & Optimize – Track lead responses and adjust messaging as needed.

How Long Should a Radio Ad Be?

Most real estate radio ads are 30 to 60 seconds long. A 30-second ad is the industry standard, while 60-second ads allow for more storytelling and testimonials but cost more.

How to Write a 60-Second Radio Ad

• Hook (First 10 Seconds) – “Struggling to sell your home? We can help!”
• Solution (Next 15 Seconds) – “We buy houses fast, no repairs, no agent fees.”
• Credibility (Next 15 Seconds) – “Trusted local buyers with years of experience.”
• Call to Action (Final 20 Seconds) – “Call [Your Business Name] now at [Your Phone Number] or visit [Your Website]!”

How to Combine Radio with Other Marketing Methods as a Wholesaler

  At Ballpoint Marketing we specialize in MAIL -- specifically handwritten mail for investors. What we see is when radio is used with mail you get an uplife on ALL marketing mediums. Here are some ways to combine radio with other marketing methods

• Radio + Direct Mail – Send mailers to homeowners in the same area as your radio ad.
• Radio + Cold Calling – Use skip tracing to follow up with radio listeners.
• Radio + PPC/SEO – Optimize your website for “sell my house fast” searches.
• Radio + Social Media – Share radio ads on Facebook, Instagram, and YouTube.
• Radio + Answering Services – Use Call Porter or REsimpli to handle inbound leads professionally.

Final Thoughts

Radio advertising is a scalable, high-credibility way to attract off-market sellers. When combined with direct mail, cold calling, and digital marketing, it can generate consistent, high-quality leads and help wholesalers dominate their market. Start testing radio today!