Real estate businesses have a tough job on their hands – attracting and landing clients in one of the most competitive industries around.
While, today, more and more home buyers are heading online to research the property market, the overwhelming majority (87%) still purchase their homes through real estate agents, according to the 2022 Home Buyers and Sellers Generational Trends Report from the National Association of Realtors.
(Image source: nar.realtor)
In order to cut through the noise and stand out from the crowd, residential realtors need an advertising medium that simply can’t be ignored.
Digital billboard advertising (DOOH) is a hugely effective channel for businesses in the real estate industry. With unrivalled visibility, the ability to target key audiences, and the flexibility to alter and optimize messages in the press of a button to maximize ROI, digital outdoor advertising is one of the most reliable ways to prompt potential customers into action.
(I18.mage source: nar.realtor)
According to a 2022 study from the National Association of Realtors, 56% of home buyers said that finding their dream home is the most difficult part of the property purchasing process. That’s why it’s more important than ever for realtors to stand out as the trusted expert in their local area, and DOOH advertisements are the ideal platform to reach their target audience and deliver that message in the right place, at the right time.
Why DOOH Is a Fantastic Choice for the Real Estate Industry
The digital outdoor advertising industry is growing fast. Valued at $18.8 billion in 2020, the global DOOH market is forecast to reach $54.83 billion by 2030, growing at an impressive CAGR of 11.6% over the forecast period.
(Image source: researchandmarkets.com)
In other words, there are more digital out of home screens on which to advertise your real estate services now than at any point in history – and that number is only going to grow over the rest of the decade.
Outdoor advertising is, by its very nature, a highly localized endeavor – as is the real estate business. Digital billboard advertising is a hugely eye-catching and impactful medium for any real estate agency not only to build brand awareness, but showcase its local neighborhood expertise. Realtors must sell the location as much as the home as buyers and sellers both want to be reassured that they’re working with an estate agency that knows the locality inside and out.
(Image source: vcoutdoor.com)
Luckily for real estate firms, programmatic DOOH (pDOOH) advertising has revolutionized the billboard advertising market. With pDOOH campaigns, real estate advertisers can deliver localized and extremely effective marketing campaigns with precision targeting and audience insights. Using location-based targeting – powered by anonymized mobile location data (plus data from other sources) – real estate agents can pinpoint the most effective screens where their ideal consumers are most likely to be found at any given time, connecting realtors to both home buyers and sellers in a matter of seconds.
Today’s powerful pDOOH platforms also allow real estate businesses to alter or update their campaigns in real time and respond to all sorts of criteria, from time of day, day of the week, weather conditions, temperature, live news and sporting events. Real estate agents can also use their own first-party data to make live alterations to their advertisements. When new listings become available, this information can be pushed straight to the DOOH screen and target prospective buyers instantly. Similarly, when your estate agents make a sale, you can advertise the success immediately, letting other potential sellers in the area know that you get results.
Read more: SMBs Guide on How to Use Programmatic Advertising Platforms
In addition, programmatic DOOH platforms allow real estate agencies to track precisely how each of their campaigns are performing in real time. Today’s pDOOH platforms enable advertisers to track impressions, number of playouts, and view individual screen delivery and performance reports. This is all hugely valuable information for real estate advertisers. With granular insights into performance metrics, you have the information you need to optimize campaigns, change messaging, creative or alter the time of day, or days in the week that people view your campaigns.
Read more: How to Measure OOH Advertising
How to Use DOOH Media to Land More Clients
Aside from the sheer size of digital billboards, what makes them – and all DOOH media for that matter – the perfect real estate advertising platform is the level of targeting brands can achieve. Great messaging will always connect with the target audience – and with programmatic DOOH, advertisers can match the location and target demographic.
Location, Location, Location
Knowing where to advertise is one of the most important elements of outstanding outdoor advertising campaigns. No matter how good your messages or creative your campaigns, they simply won’t deliver if you advertise in stagnant or crumbling housing markets. When it comes to real estate, location is even more important than ever, and targeting areas where there is hot real estate activity is crucial for a successful advertising campaign.
Thankfully, with today’s pDOOH platforms, it couldn’t be easier to find the digital billboard and DOOH screens you need to get your messages where you need them. If you’ve got listings available nearby, you can take the opportunity to emphasize the benefits of the location in the ad with aspirational visuals of homes, local views, landmarks, and amenities, or neighborhood statistics.
Be Consistent with Your Messaging
Consistency is essential for successful branding and building a strong rapport with your audience.
Digital billboards deliver widespread, repeated exposure within a locality, as people tend to travel the same route again and again near where they work or live. As a result, you can use digital billboard advertising to build trust and familiarity with your customers by delivering creative to instil a consistent, positive image of your brand and your estate agents.
(Image source: streettext.com)
Keep Your Messaging About Your Customer
The most compelling messages are those that put the customer’s needs front and center, and this is especially true in real estate.
Of course, different customers have different needs. So, if you’re targeting young, first-time buyers, for example, focusing on how you take the pain and confusion out of the house buying process may be a good strategy. For retirees on the other hand, it may be better to emphasize the peacefulness of the neighborhood. Meanwhile, messaging that focuses on the safety of the local neighborhood will resonate with families looking to raise a family in a new home.
(Image source: vcoutdoor.com)
No matter who you’re targeting, a pDOOH platform will ensure that your messages are displayed to the right demographics in the right place, at the right time.
Finding the Right pDOOH Platform to Advertise Your Real Estate Business
To run programmatic outdoor advertising campaigns effectively, you need a pDOOH platform that is easy to use, connects you to a diverse range of DOOH inventory and offers a range of real-time analytics for campaign optimization.
With single-click processes and powerful reporting dashboards, The Neuron facilitates direct connections to the country-wide inventory your real estate agency needs to cement your local reputation, attract profitable listings, and close more deals.