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Real Estate Advertising in Boston: Starter Home Sales Are Thriving

Jun 25, 2020 2:00:39 PM / by Larry Julius

From Taunton to Newburyport (and every point in between), Boston area real estate agents see a robust, post-pandemic market shaping up. Home sales are being driven by record low-interest rates.

The average rate for a 30-year fixed rate in June is 3.17%, according to Freddie Mac. This is down from 3.99% June of last year. That difference could save a Boston area home buyer close to $30,000 over the term of a loan.

Data from the Federal Reserve indicates that one of the fast-growing segments of the current real estate market is starter homes. Sales in May for these modest price houses have risen above pre-COVID-19 levels and have hit a three year high.

Feuling the starter home market is demand from millennials. This generation now comprises 37% of all home buyers, says the National Association of Realtors Research Group.

To claim a large share of the market for starter homes, local real estate agents will need to advertise to attract these buyers.  By almost any metric, advertising on Boston Radio is the best way to reach millennials planning to buy a house, condo, or co-op over the next year.

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Topics best way to advertise, radio advertising, small business owner, millennials, small business, advertise on radio, home buyers, home sellers, real estate, mortgage rates, real estate agent

Does Cable TV Advertising Make Sense For Boston Small Business Owners?

May 12, 2020 6:49:09 AM / by Larry Julius

Pay-TV is struggling to survive COVID-19.

Before the onset of the pandemic, Nielsen reported that 80.4% of Boston area households received their television programs from cable systems, telephone companies, or satellite operators.  That number, however, is plummeting.

Pay-TV providers in the Boston area include Xfinity, Dish, Spectrum, and DirecTV.

"Cord-cutting, people dropping their cable and satellite TV subscriptions, pre-dates the onset of Covid-19. But the pandemic is exaggerating the trend, creating deeper issuers for programming that relies on those services for distribution," Eric Savitz wrote last week in Barron's.  This includes non-premium services like ESPN, TBS, TNT, USA, CNN, and Discovery.

"LightShed Partners analyst Richard Greenfield counts a loss of 1.96 million subscribers to cable, satellite TV, and virtual cable services combined in the first quarter," Savitz continued. "This is the worst combined quarterly drop ever, down 6% from a year ago."

Greenfield said in an interview with Barron’s that what is especially sobering is that most of the first quarter activity pre-dated the virus. The numbers are likely to get considerably worse in the second quarter.

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Topics best way to advertise, radio advertising, small business owner, millennials, television advertising, small business, television, PAY-TV, DirecTV, Cable TV, Dish Network

Retail Boom: How Your Boston Small Business Can Benefit

Feb 28, 2020 9:02:09 AM / by Larry Julius

Retailers in the Boston area rang-up $100,992,095,000 in retail sales last year, according to Nielsen. But wait. It's about to get better.

The National Retail Federation forecasts that in 2020, sales will increase by as much as 4.1%. This will create another $4.2 billion for local small business owners.  

“The economy is growing at a more modest pace, but the underlying economic fundamentals remain in place and are positive,” stated NRF chief economist Jack Kleinhenz. “Consumers remain upbeat and have the confidence to spend, and the steady wage growth that has come with the strong job market is fueling their spending. The state of the consumer is very healthy.

To claim a fair share of this enlarged pool of spending will require New England small business owners to advertise.

“Think you have a great product?” asks the U.S. Small Business Administration. “Unfortunately, no one’s going to know about it unless you advertise.”  

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Topics store traffic, retail, best way to advertise, newspaper advertising, reach, radio advertising, consumer spending, small business owner, millennials, television advertising, small business, facebook advertising, pandora, spotify, retail sales, retailer

Advertising On Boston Television vs. Local Radio

Feb 25, 2020 8:54:24 AM / by Larry Julius

There is alarming news for New England small business owners who advertise on Boston television stations: broadcast TV viewers are disappearing at a rapid pace.

Nielsen reports that halfway through the first quarter of this year, the number of people using television has dropped 7.5%. This compares to -6.3% in the fourth quarter of 2019, and -7.0% a year ago,

"If the trend holds, it would represent the largest quarterly decline for TV viewership in our data set," explains UBS analyst John C. Hodulikadding. "Trends have worsened across most age demos with persons 25-34 now falling -17% vs. low double-digit declines throughout 2019. The persons 55+ demo continues to trend down -2%, similar to 2019 (the first year of declining ratings for the demo)."

Radio listenership, on the other hand, has remained quite stable, according to Nielsen. Since 1970, the medium has reached more than 9-in-10 consumers every week.

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Topics best way to advertise, reach, radio advertising, millennials, branding, frequency, reach & frequency, television, generation y, generation x, media usage

Advertise In Boston: Reaching Millennial Parents

Feb 18, 2020 7:41:00 AM / by Larry Julius

How quickly the millennials have grown up.

According to Nielsen, 50% of all Boston area parents with children under the age of 18 are millennials.  

From the time their kids are born until they reach they are 17, these young parents will spend, on average, $233,000 per child. This does not include the cost of college.

Currently, there are 910,018 children under the age of 18 living in the Boston area. That makes the local millennial-parenting economy worth upwards of $212 billion. These dollars are being spent, among other things, on diapers, daycare, transportation, toys, education, electronics, clothing, and health care.

For New England small business owners interested in competing for a substantial portion of this multi-billion dollar pool of parental cash, they must advertise to millennial moms and dads. By almost any measurement, advertising on Boston radio is the best way to reach this audience.

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Topics best way to advertise, newspaper advertising, radio advertising, small business owner, online advertising, millennials, social media advertising, television advertising, small business, facebook advertising, working mothers, mothers, pandora, spotify, digital advertising, parents, children

Do Millennials Listen To Boston Radio?

Nov 8, 2019 2:08:05 PM / by Larry Julius

It's time to set some misguided New England small business owners straight: When we say everybody listens to Boston radio stations, we mean everybody.  Generations X, Y, and Z. Also, Boomers, and, yes, the millennial generation.

You know...millennials. Those are the "kids" who came of age at the turn of the millennium (which is, debatably, either 2000 or 2001).  This means 18-34 year olds. 

In the greater Boston area, 1.2 million millennials make-up 30% of the adult population and will deliver $30.2 billion to local cash registers.

But here's the thing about millennials that many New England small business owners get wrong: millennials listen to the radio.  Almost all of them. 89.4% of them, to be exact.

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Topics boston radio, best way to advertise, consumer spending, millennials, social media advertising, television advertising, advertise in boston, how to advertise, advertise in new england

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