Essentials of Running a Successful Realtor DOOH Campaign
In today’s fast-paced digital world, the real estate industry has embraced technology in its marketing strategies like never before. One of the most effective tools at a realtor’s disposal are Digital Out of Home (DOOH) campaigns, featuring digital billboards that can be seen by thousands of potential clients daily. To run a successful DOOH campaign, realtors need to carefully curate their content and messaging. In this article, we’ll delve into the essential elements for a prosperous digital billboard campaign.
1. Strong Branding Message:
A strong and consistent branding message is the backbone of any successful marketing campaign, and DOOH is no exception. Realtors must create a memorable and eye-catching brand message that conveys their unique selling proposition (USP). This message should be simple, impactful, and easily digestible within the few seconds a passerby may look at the billboard. A catchy slogan or a distinctive logo can leave a lasting impression. We’ve all seen the simple but effective realtor branding message: “I SELL HOUSES!” before.
2. Showcasing Current Listings:
One of the primary purposes of a realtor’s digital billboard campaign is to showcase their current listings. High-quality images and essential details like price, location, and unique selling points should be prominently displayed. By rotating through various listings, realtors can engage viewers with fresh content and highlight the range and quality of their listings.
3. Utilizing DOOH to Get More Listings:
A savvy realtor can utilize their digital billboard not only to show their current listings but also to attract new ones. They can design ads that specifically target property owners who may be looking to sell. These ads can feature a call-to-action directing prospective sellers to get in touch, assuring them that their property will receive the same high-quality marketing as those already listed. One idea is a billboard ad that reads “YOUR HOME HERE!” to show the sellers their home can be featured on that billboard.
4. Community Involvement:
Real estate is deeply connected to the communities it serves, and realtors can reinforce this connection through their digital billboard campaigns. By featuring local events, news, or even charitable initiatives they’re involved in, realtors can establish themselves as community champions. This not only helps in building trust but also enhances the billboard’s relevance for passersby.
5. Utilize Location Data:
One of the key advantages of DOOH campaigns is the ability to use location data for targeted advertising. Realtors can tailor their content to the demographics and preferences of the people passing by their billboards. For instance, if a particular area is known for its school districts, a realtor can showcase listings in proximity to top-rated schools. This personalized approach increases the effectiveness of the campaign.
6. Seasonal and Thematic Campaigns:
Realtors can keep their digital billboards fresh and engaging by aligning their content with the seasons or specific themes. For example, a summer campaign could highlight properties with beautiful gardens, while a winter campaign could emphasize cozy interiors. Thematic campaigns can tie into holidays, local events, or trends that resonate with the target audience. Realtors should also be running holiday messages on their billboards for Thanksgiving, Christmas, New Years (New Year, New Home!), Independence Day, etc.
7. Interactive/Dynamic Elements:
Incorporating interactive/dynamic elements in the billboard can make the campaign stand out even more. QR codes can lead viewers to a landing page with additional property details, virtual tours, or contact information. By making the experience interactive, realtors can capture leads and engage potential clients more effectively.
8. Compliance and Regulations:
Finally, it’s essential for realtors to be mindful of any local regulations and guidelines regarding digital billboards. Compliance with size, content, and operating hours is crucial to avoid legal issues and maintain a positive reputation. Some regulations include displaying the realtor’s name no larger than the real estate company logo. Another includes always displaying the real estate office’s phone number on all ads, not just the realtor’s number.
A successful DOOH campaign for realtors requires careful planning, a compelling branding message, the showcasing of current listings, strategies to attract new listings, community involvement, personalized content, and the use of interactive elements. By implementing these essential elements, real estate professionals can make their digital billboards a powerful tool for attracting and engaging potential clients. Furthermore, analyzing and optimizing the campaign ensures that it evolves to meet the ever-changing needs and expectations of the real estate market and its audience. Ultimately, a well-executed DOOH campaign can be a game-changer, elevating a realtor’s visibility and impact in the market.
TIP: Use spec art to show potential realtors what they can be advertising on digital billboards.