TopLine Business Acumen Series Digest: March 22nd, 2021 edition

This week’s most engaging stories

TopLine’s Business Acumen Series features business trends and opportunities to help sales professionals prospect and engage clients. It’s updated several times daily within the TopLine sales intelligence system. This digest features some of the week’s top stories.

This digest includes TopLine-exclusive components, like Instant Positioning pieces. These infographics on category trends and market conditions, available 24/7 in the TopLine app, help with prospecting and positioning you as a thought leader to clients. If you’d like to learn more about how TopLine can advance every stage of your sales process, click here to learn more now.

At-Home Listening More Important Than Ever

According to insideradio.com, Edison Research Share of Ear study showed that 31% of all at-home audio listening was spent with radio making it the top medium for at-home listening. With more consumers spending extra time at home because of the pandemic and working from home, at-home listening is more important than ever. Streaming audio and podcasts account for 28% of at-home listening, so consumers spend 59% of their time spent listening to audio at home with radio, streaming, and podcasts.

How can you use your radio and digital audio capabilities to reach the most at-home listeners? Can you use these three mediums as a basis of a well-rounded campaign?

Latest Resources from TopLine

TopLine is constantly updated with assets on emerging trends and opportunities. At any time, you can submit a request for new custom research, or download Instant Positioning pieces on current topics for use in direct outreach and on your socials. Some recent pieces follow; TopLine users can access them at any time. Not a TopLine user? Click here to learn how TopLine can help you close more sales.

House Shopping Begins Online

CivicScience conducted a study on how consumers search for a new home to purchase or rent, and it all starts online. Zillow and Realtor.com were preferred websites for home buyers, and Zillow and Apartments.com were preferred by renters.

The study also found that among those with residential properties, 54% have used a realtor in the past and thought it was helpful. Consumers over 35+ report the greatest satisfaction from using a realtor.

Are your local realtors/property management companies using online ads to reach consumers at the start of their home buying/renting process? Are they using radio ads to close the sale?

Non-COVID Vaccine Rates are Down

While there’s been massive focus on the COVID vaccine, adult vaccinations for whooping cough, pneumonia, shingles, and/or the flu are still crucial for many Americans. However, doctors have noted that these vaccinations have significantly dipped in recent months, potentially due to concerns about exposure to COVID-19. Going without these vaccinations can leave older adults vulnerable.

How can you help doctors get this important message about the importance of adult vaccinations to your audience?

Construction Companies Need Helping Finding Skilled Workers

With the end of the pandemic nearing, construction activity is resuming and the industry is struggling to fulfill demand due to labor shortages. According to the 2020 Marcum JOLTS Analysis, total hires and job openings were down only slightly from 2019, however, the number of job openings exceeded 195,000 by the end of 2020.

“When the pandemic began, some thought (and hoped) that the massive job losses observed in March and April would mitigate the skilled labor shortages that have frustrated construction firms for years,” the report’s authors wrote. “That simply hasn’t happened to any meaningful degree.” The labor shortages are also caused by the heightened number of employees quitting, with 13,000 having quit their jobs in 2020. Three trends for the construction industry to monitor moving forward include whether or not workers who quit or were laid off moved to another industry, whether nonresidential construction will recover like residential construction did, and whether public construction will continue.

As demand for construction projects and skilled employees remains high, how can you help local and regional construction companies reach qualified potential employees?

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