Local radio advertising proved to be a powerful and measurable channel for Oakmans Estate Agents as they expanded their presence across the Midlands, using targeted audio campaigns to drive real business outcomes.
About the Client
Oakmans Estate Agents is a fast-growing property agency with six offices across Birmingham and Worcestershire. Known for their proactive approach to marketing and customer service, Oakmans specialises in helping clients buy, sell, and let residential properties. As they continue to expand into new locations, the business places strong emphasis on local visibility and brand awareness to support each new branch opening.
About the Campaign
To support the launch of their Bromsgrove office, Oakmans partnered with Bauer Media and leveraged local radio advertising via the audioXi platform. The campaign ran between May and July, targeting adults aged 25+ within the B60 and B61 postcode areas—ensuring messaging reached those most likely to be in the property market.
Following the success of this initial campaign, Oakmans launched a second local radio advertising campaign to promote their new Redditch branch. This campaign maintained a similar strategy but refined the geographic targeting further to focus specifically on Redditch postcodes.
About the Audio Campaign
The campaigns used audioXi, a digital audio advertising solution that allows advertisers to precisely target audiences based on location and demographics. This made local radio advertising highly relevant for Oakmans, as they could ensure their message was heard only by listeners within their immediate catchment areas.
With 125,000 impressions booked in the first campaign alone, the audio activity delivered consistent daily reach, engaging listeners across Bauer’s network of stations and devices. The listen-through rates demonstrated strong engagement, confirming that local radio advertising can effectively capture audience attention when messaging is relevant and well-targeted.
The Brief
Oakmans wanted to achieve three key objectives through local radio advertising:
- Drive awareness of their new branch openings in Bromsgrove and Redditch
- Encourage homeowners to list their properties with Oakmans
- Reach a highly targeted local audience of adults aged 25+
They were particularly interested in a channel that could deliver both brand awareness and tangible business results within a defined geographic area.
The Message
The creative focused on a clear, offer-led proposition designed to prompt immediate action. By highlighting Oakmans’ expertise and inviting potential sellers to get in touch, the campaign ensured that local radio advertising wasn’t just about awareness—it was about conversion.
The messaging was tailored to resonate with local homeowners, reinforcing Oakmans’ presence in the community and positioning them as the go-to estate agent for the area.
The Solution
Using local radio advertising through audioXi, Oakmans implemented a highly targeted and efficient campaign strategy. The ability to focus on specific postcodes ensured minimal media wastage and maximum relevance.
Key elements of the solution included:
- Geo-targeted audio ads delivered only to local listeners
- Demographic targeting of adults aged 25+
- Consistent frequency to reinforce brand recall
- Cross-device delivery to reach audiences wherever they were listening
This approach allowed Oakmans to integrate local radio advertising seamlessly into their wider media mix, complementing other marketing channels while standing out for its precision and impact.
Success Measures
The effectiveness of local radio advertising was demonstrated through both quantitative and qualitative results. The campaign delivered all booked impressions and maintained strong engagement levels throughout its duration.
Most notably, Oakmans confirmed that at least one customer came directly from the campaign and instructed them to market their home—providing clear evidence of ROI. This real-world outcome reinforced the value of local radio advertising as a performance-driven channel.
Client feedback further highlights success:
“We’ve used Bauer Media to promote our new office opening, and from the first campaign we ran with them, we secured one business instruction. This led us to use them again, and we hope to generate even more business in the future.”
The decision to run a second campaign and keep it live until late March demonstrates continued confidence in local radio advertising as a key driver of growth.
Summary
For Oakmans Estate Agents, local radio advertising has proven to be more than just a brand awareness tool—it’s a measurable, results-driven channel that supports business expansion. By leveraging the targeting capabilities of audioXi, Oakmans successfully reached the right audience at the right time, driving both engagement and tangible leads.
As they continue to open new branches, local radio advertising will remain a core part of their marketing strategy, offering a scalable and effective way to connect with local communities.