There are over 362,000 consumers in the Central Savannah River who own their own home. 

According to Zillow, more than 60% of homeowners carry a mortgage. A record number of owners are considering refinancing  now, which means millions of dollars in fees for local lenders and brokers are up for grabs.

Why the sudden urgency for CSRA homeowners to refinance their mortgages?

According to The Federal Home Loan Mortgage Corporation (aka, Freddie Mac), "The average 30-year fixed-rate mortgage hit a record 3.29% this week, the lowest level in its nearly 50-year history."

"Meanwhile, mortgage applications increased 10 percent last week from one year ago and show no signs of slowing down. Given these strong indicators in rates and sales, as well as recent increases in new construction, it’s clear the housing market continues to be a positive force for the broader economy."

If a consumer Googles 'refinance my mortgage in Augsuta Georigia, more than 855,000 results come back, So, to set themselves apart, lenders and brokers will need to advertise.  By, any key metric, advertising on local radio is the best way to reach area homeowners.

Central Savannah River Area consumers spent more than $9.3 billion with retailers last year. The National Retail Federation forecasts 4.1% more will be spent this year.

Who are the shoppers that will be spending all this money?

According to Nielsen, 46.7% of retail dollars are spent by Augusta area consumers over the age of 50. This may surprise many small business owners because older consumers comprise only 36.9% of the area's adult population.

These older consumers account for a substantial share of spending in almost every retail category. This includes furniture, cars, pet supplies, fast food, and electronics.

To earn a share of these massive dollars spent by these older consumers requires CSRA small business owners to advertise.

Retailers in the Central Savannah River Area rang-up $9,337,776,000 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 $383 million 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 CSRA 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.”  

There is alarming news for Central Savannah River Area small business owners who advertise on Augusta television stations: broadcast TV viewers are disappearing at an alarming rate.

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.

How quickly the millennials have grown up.

According to Nielsen projections, 55% of all Central Savannah River 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 over 130,000 children under the age of 18 living in the CSRA. That means the local parenting economy is worth upwards of $30 billion. These dollars are being spent, among other things, on diapers, daycare, transportation, toys, education, electronics, clothing, and health care.

For CSRA 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 Augusta radio is the best way to reach this audience.

March is the biggest single month for used car sales in The Central Savannah River Area. During these 31 days alone, local pre-owned vehicle dealers are expected to bring in $21 million in sales. This will represent 10% of their annual revenue.

By the end of May, these dealers owners will sell more than $58 million worth of pre-owned cars and trucks. This, undoubtedly, makes March-May 'used car season' in the CSRA.

Although most Augusta area used car dealers are small business owners, they do really big business. In all, over the next 12 months, more than 72,000 pre-owned vehicles will be driven off their lots.

To capture a larger share of the area's $210 million used car market requires pre-owned vehicle dealers to advertise. By any measure, the best way for these business owners to advertise is on Augusta radio.

As Valentine's Day sales begin to dwindle, that's when Central Savannah Area small business owners start thinking about Mom.

Mother's Day, which happens on the second Sunday of May, is second only to Christmas in terms of holiday spending. Last year, CSRA consumers spent more than $5.9-million celebrating the women in their lives. That number is expected to grow again in 2020.

To claim a significant share of this Mother's Day cash, local retailers and restaurants will need to advertise.  By almost every key metric, advertising on Augusta radio is the best choice.

Over 100,000 consumers in the Central Savannah River Area now own a smart speaker. Ownership of these devices, including Amazon Echo and Google Home, has grown five-fold since the beginning of 2017.

According to Adobe Analytics, significantly  more consumers are asking Siri and Alexa to play music than any other activity.

Many CSRA small business owners depend on Augusta radio to advertise their goods and service. So, how does the use of smart speakers as an audio device affect their radio advertising's ability to reach local consumers? The answer is: none at all.

If you were one of the 412,144 consumers who tuned-in to an Augusta radio station last week, then chances are you heard at least one commercial from GEICO, Progressive, or Liberty Mutual. That's because insurance is big business in the Central Savannah River Area.

Each year, CSRA consumers spend $780-million to insure their homes and cars. That's almost $1500 for every area adult.

There is good news and bad news for the 990 local insurance agents who are competing to earn a substantial share of the home and auto premiums consumers are paying.

According to Nielsen, 42,000 policyholders in the CSRA are planning to switch insurance providers during the next 12 months.

In 1930, WRDW became the first radio station to serve the Central Savannah River Area. Today, 412,144 adult consumers tune-in to Augusta radio stations every week. This is significantly more than watch local TV or read newspapers. 

CSRA small business owners, however, also want to know how local radio compares to streaming audio platforms like Pandora and Spotify, especially as it relates to advertising. The answer could surprise many of them.

Pandora was created to provide a personalized radio station catering to the musical preferences of each user.  The playlists were determined by a proprietary algorithm and then streamed directly to each listeners' computer. Over the next few years, the service became available on iPads and smartphones.

Low unemployment, a boom in housing starts, and confident consumers are propelling robust sales for furniture stores in the Central Savannah River Area.

In 2019, local consumers in the Augusta area spent $219 million on furniture and home furnishing. This number is expected to grow.

Based on estimates developed by Furniture Today’s Strategic Insights team and Easy Analytic Software Inc. (EASI), the total furniture and bedding market is projected to expand by more than 22% by 2024.

If a CSRA small business owner who sells furniture, furnishings, or home decor would like to grab a larger share of this expanding market, then advertising is necessary.  By almost every key metric, advertising on local radio is a sound marketing investment.

Small business owners have been advertising on Augusta radio since the first station, WRDW, went on the air in 1930.  By almost every metric, the medium remains the best way to successfully market goods and services to local consumers.

Before  Central Savannah River Area businesses finalize their marketing plans for this year, here are five facts they should know about radio advertising.

Consumers in the Central Savannah River Area spent a record $638-million on home improvements in 2019. This level of spending is projected to drop modestly next year, according to Harvard University’s Joint Center for Housing Studies.

“Declining home sales and home-building activity coupled with slower gains in permitting for improvement projects will put the brakes on remodeling growth,” says Chris Herbert, the center’s managing director.

“However, if falling mortgage interest rates continue to incentivize home sales, refinancing, and ultimately remodeling activity, the slowdown may soften some.”

If Augusta area small businesses that sell home improvement products and services would like to continue to grow despite the softening market, then advertising will be required.

Advertising is critical to the success of every Central Savannah Rivera Area small business owner.  One of the most powerful elements of any advertising campaign is how many people it reaches.

Nielsen, the world's largest consumer insights company, found that advertising reach has a more significant effect on sales than branding, recency, and context.

There are many ways a local business owner can advertise. This includes traditional media like Augusta radio, local TV, and newspaper. It also includes online advertising options such as Facebook, Instagram, and Pandora.

They type of customer an individual business needs to reach depends on the goods and services the company sells. For instance, a daycare operator might want to reach households with young children. On the other hand, a real estate agent could be looking for consumers in the market to purchase a new home.

Central Savannah River Area small business owners need employees...desperately.

According to a report from the National Federation of Independent Business, 26% of small business owners say finding qualified workers is their number one problem. 

The report goes on to say that 88% of small business owners looking to hire new employees are finding there are no qualified candidates.

The historically low unemployment figures in the Augusta area appears to be the root cause of local hiring woes. The metro area's jobless rate stands at 3.0%. There are just not enough qualified workers to go around.

Most small business owners have exhausted the traditional methods of recruitment. These include online job board posts, newspaper ads, referral bonuses, and help wanted signs. All to no avail.

To successfully attract the qualified applicants they yearn for, local small business owners need to command the attention of 'passive' job seekers. The number one source for these candidates is Augusta radio.

For Central Savannah River Area business owners who depend on Valentine's Day to spike first-quarter sales, this year could prove to be a battle as the decline in celebrants is expected to continue.

Based on estimates from the National Retail Federation, 249,000 CSRA consumers will be participating in the holiday this year. This is 20% fewer than ten years ago.

There is good news, however, for Augusta  area business owners. Although there are will be fewer customers, local Valentine's Day spending is expected to grow to $40.4-million. This is 28% higher than a decade ago.

So, how does a CSRA retailer or restaurant win the battle for the hearts and wallets of romantic consumers?  Advertising is a necessary weapon to win this war.

No weapon is as potent as advertising on Augusta radio.

When Central Savannah River Area  consumers make their New Year's resolutions, many will have money on their minds.

A new study by Fidelity Investments finds that 67% of adults are considering a financial resolution for 2020. This is 10% more than last year.

The top financial resolution, among those considering one, is, 'saving more'. The study found that, when asked to choose, a vast majority of consumers would rather save $5000 than lose five pounds.

This fervor for finance is excellent news for CSRA small business owners who cater to savers and investors. This includes financial advisors, insurance agents, bankers, accountants, and mortgage brokers.

To compete for a fair share of these resolution dollars requires business owners to advertise. By any metric, the best way to reach potential savers and investors is on Augusta radio.

The buying power of Black consumers in the Central Savannah River Area is now $4.8 billion. Over the past 19 years, according to Nielsen, the pace of spending by African Americans has grown 28% faster than by White consumers.

If a CSRA area small business owner would like to earn a larger share of this spending, the best place to start is with advertising.

"For African American consumers, advertising of all types is an important touchpoint in their shopping journey," says a recent study by Nielsen. "African American consumers are more likely than the total population to agree that advertising provides them with meaningful information about the product use of other consumers."

"African Americans are avid media consumers, across multiple media channels, which gives advertisers ample opportunities to connect with them."

The best advertising medium, though, for small business owners to reach the CSRA's African American consumers is local radio.

Small business owners in the Central Savannah River Area must advertise to claim a fair share of the $9.3 billion retail economy.

“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.”  The SBA goes on to say, “Advertising, if done correctly, can do wonders for your sales, and you know what that means: more revenue and more success for your business."

During 2019, many CSRA small business owners sought advertising guidance on the advice pages of www.AdvertiseInAugusta.com. Below are the top ten most-read articles from the past 12 months.

There's a reason many Central Savannah River Area small business owners target their advertising towards consumers who have completed a four-year college degree. It's because, typically, university graduates earn $29,106 more per year than those with only a high school diploma, according to The Federal Reserve.

There are, according to estimates, 108,911  college graduates living in the Augusta area. In total, this population generates $8.5 billion in annual take-home pay.

To tap into a similar pool of spending power, a marketer would need to reach 188,780 consumers who did not go beyond high school. The problem is, there is only about three-quarters of that number in the CSRA.

The number of people reached by a campaign is, generally, what determines the cost of advertising. So, for a CSRA small business owner operating on a tight marketing budget, spending can be kept in check by targeting those consumers with the most money to spend. In this case, college graduates.