In a world completely saturated with online ads which hardly anybody clicks on (or actively blocks using ad blocker technology), real estate businesses need a solution that will make them stand out to home buyers and home sellers in their target locality.
Real estate billboards are the answer – and there are many reasons why this should be.
In this post, we’ll be taking a close look at real estate billboard advertising, why it works, who it appeals to, and how your real estate agency can get started with its own digital billboard campaign in no time.
Why Real Estate Billboards Work
According to recent research from the National Association of Realtors (NAR), millennials (23-41-year-olds) now make up 43% of homebuyers, the highest share of any generation.
(Image source: nar.realtor)
This highlights the growing spending power of this demographic – the youngest of whom are beginning their careers, while older individuals have had a decade or more to save and improve their salaries and are emerging as affluent professionals.
As such, millennials should be at the forefront of estate agents’ minds – and digital billboards have emerged as one of the most powerful and effective means of advertising to reach them.
According to research from Statista, 63% of 25-34-year-olds trust Digital Out of Home advertising – a figure which grows to 71% for those at the top end of the millennial generation.
(Share of consumers who trust DOOH advertising by age group. Image source: statista.com)
These figures are remarkably high, especially when compared to trust in all other forms of advertising, including TV (35%), newspapers (19%), magazines (12%), search (11%), cinema (9%), social media (6%), and YouTube (4%).
(Trust in advertising according to consumers as of September 2022, by medium. Image source: statista.com)
Most notably, these results suggest that real estate billboards are much more effective than both traditional and online alternatives when targeting home buyers and home sellers of any age, though particularly millennials.
The Top 4 Benefits of Billboard Advertising in Real Estate
Why are billboard ads so effective for a real estate agency looking to attract potential home buyers, sellers, and promote listings – even more so than online real estate marketing?
It all comes down to the fact that real estate agent billboards offer a range of unique benefits that simply can’t be matched with other forms of advertising.
Here are four top reasons why real estate billboard advertising works wonders for realtors.
They’re Highly Visible
One of the reasons why real estate billboards work so well is because of their visibility. Often standing 50 feet tall by the side of highways, freeways, and in town and city centers, real estate billboard ads are simply unmissable – making the face, name, listings, and/or logo of the local real estate agent known far and wide to the locality.
(Image source: penji.com)
Research from the Out of Home Advertising Association of America (OAAA) reveals that 62% of people notice digital billboards, and 50% of people notice them “all” or “most” of the time – that’s a lot of eyeballs for your real estate agency.
(Image source: oaaa.org)
They’re Always On and Completely Unblockable
More and more internet users are using ad blockers today, so irritated are they by the intrusion of businesses and advertisers while they are trying to do what they want to do online.
(Image source: statista.com)
Meanwhile, people like to flick channels when radio or TV commercials come on, or turn the page away from ads in newspapers and magazines.
By contrast, billboard ads are completely unblockable – which means a real estate agent has a much higher chance of their ad being seen with billboard advertising.
They Build Brand Awareness
As giant, unmissable, and unblockable billboards make their presence known to home buyers and sellers in heavily trafficked areas, they are seen not only by multiple consumers – but multiple times by multiple consumers. This is invaluable exposure to a real estate business trying to broaden their customer base and increase brand recognition.
(Image source: penji.com)
Repeated exposure means your business’ name, faces, listings, website address and contact details are more likely to stick in people’s minds.
They Build Trust
Whilst OOH has, for a long time, been a driver in building both brand awareness and generating offline conversations and actions, it is now termed by some as a modern-day influencer for its ability to build both confidence and trust.
Trust between a brand and its consumers is essential. It breeds familiarity and helps to build a community.
In research carried out by Nielson, 56% of people surveyed trust OOH advertising, with 58% likely to take action after seeing an outdoor advert. Brand recognition, coupled with immediate action is hard to replicate, making OOH a key driver for both brands and SMBs.
You Can Target Key Demographics with Programmatic DOOH Platforms
In recent years, real estate billboard advertising has been totally revolutionized by the advent of programmatic DOOH (pDOOH) platforms.
With programmatic DOOH, a real estate agent can deliver localized marketing campaigns using precision audience targeting. Powered by anonymized mobile location data (plus data from other sources), realtors can easily find the most optimal screens in locations where their target demographics are most likely to be at the click of a button on a powerful pDOOH platform like The Neuron.
Realtors can also display ads within a specific radius of the property itself, which makes it invaluable to announce an open house, house for sale or sold – by way of just a few examples.
In addition, real estate businesses can set campaign triggers, so their ads go live only when certain criteria and conditions are met. These criteria can include time of day, day of week, temperature, weather conditions, traffic data, live news, or sporting events.
What’s more, it’s also possible for real estate businesses to use their own first-party data to make live alterations to their billboard ads. For example, if you’ve just sold a house, you can advertise your success immediately, letting other potential sellers know that you’re an agency that gets results.
Even more conveniently, real estate businesses can now put together an outstanding billboard campaign in a matter of minutes using the free DOOH Design Studio from The Neuron.
With over 50 specific real estate templates, all you need to do is pick your favorite, add your logo, customize your text, font, image, and color scheme, and your ad is all set to go live.
(Image source: theneuron.com)
With your ad ready, you can immediately upload it to The Neuron, set your criteria, and the platform does the rest.
With The Neuron and the DOOH Design Studio, billboard advertising for the real estate industry really couldn’t be simpler, more targeted, and more cost effective.
So, what are you waiting for? Try The Neuron today.