You’ve got the perfect listings, the best headshots, and an amazing website. So why aren’t people biting? The answer is simple: you’re not reaching people where they are. Whether you’re a realtor, a real estate agent or a builder, one of the best ways to get your business name out there is by using digital out-of-home (DOOH) advertising. You have probably seen DOOH ads and not even realized it. DOOH is a type of advertising that uses digital displays in public places.
If you’re a real estate professional, you might be wondering why you should care about DOOH advertising. After all, isn’t real estate all about location, location, location? While that may be true, DOOH advertising gives you the ability to target a very specific audience with your marketing message. And when it comes to real estate, being able to target your marketing efforts is crucial. In this blog post, we’ll show you how DOOH advertising can help boost your real estate business.
Why is DOOH Important?
According to a study done by Nielsen, 52% of consumers noticed digital billboards that gave directions to a store, business or restaurant, 57% of them visited the business immediately after viewing the ad and 93% of those visiting the business made a purchase. DOOH screens are popping up all over cities, in high foot traffic areas like malls, bus shelters, subways, billboards, kiosks, taxis, and even in public bathrooms (yes, really!). Realtors who want to stay ahead of the curve should be using DOOH screens to advertise their listings. Here’s why:
Make a Good First Impression
First impressions are everything in real estate. You only have a few seconds to grab someone’s attention and make them interested in your listing. With an eye-catching image and an attention-grabbing headline, an outdoor digital ad will do just that.
Stand Out from the Crowd
In any given city, there are hundreds of realtors competing for attention. Digital advertising allows you to stand out from the pack and get noticed by potential buyers.
Reach a Wider Audience
One reason why it is so effective is that it offers high reach and frequency. This means that your ad will be seen by many people and they will see it multiple times, increasing the likelihood that they’ll remember your business name when they’re ready to buy or sell a property. Unlike print media which is limited to those who live within a certain geographic area, outdoor digital screens allow you to reach a wider audience through commuters and tourists who may be interested in your listing but would not otherwise see it advertised in traditional media outlets
Increased Visibility
Digital screens are popping up all over cities, which means that your ad will have increased visibility compared to other forms of advertising.
Location, Location, Location
Realtors traditionally rely on print advertising to reach potential buyers, but more and more people are shunning print media in favor of digital media. By advertising on outdoor digital screens, you can reach people where they are, whether they’re commuting to work, running errands, or taking a leisurely stroll.
Highly Targeted
Another reason to use DOOH advertising is that it’s highly targeted. And when it comes to real estate, targeted marketing is key. By using DOOH advertising, Realtors can reach potential buyers who might not otherwise see their listings. You can target specific areas with high concentrations of your target audience. For example, if you’re a realtor who specializes in selling luxury homes, you can target affluent neighborhoods with your ads. Additionally, because DOOH displays are interactive and engaging, they are more likely to stop potential buyers in their tracks and get them interested in learning more about a property.
Interactive Displays
DOOH advertising is also interactive and engaging. Unlike traditional forms of advertising, like TV or print ads, people can’t simply ignore DOOH displays. They are often placed in high-traffic areas where people are forced to take notice. And because they are interactive, people are more likely to stop and take a closer look.
Promote Different Types of Messaging
DOOH advertising is very versatile. You can use it to promote listings, open houses, new developments, or anything else related to your real estate business.
Time-sensitive campaigns
Have a listing that’s going fast? A DOOH campaign can be launched quickly and easily so that you can take advantage of time-sensitive opportunities as they arise.
Interactive Features
Digital screens provide an opportunity for interaction that other forms of advertising simply cannot match. With features like touch screens and QR codes, you can engage potential buyers like never before and make them more likely to consider your listing seriously.
Flexibility
Unlike traditional forms of advertising which require long lead times, outdoor digital screens allow for much more flexibility so that you can make changes to your campaign quickly and easily based on feedback from potential buyers or changes in the market conditions.
How Does DOOH Advertising Work?
Programmatic buying is the buying of ads with machines (computers), rather than with the help of humans (handshakes and emails). This buying is done in real-time, and it allows for more targeted ad buying. Programmatic buying has been growing in popularity in recent years. It is most commonly associated with online display ads but it is now being used for out-of-home advertising. With programmatic DOOH, ads are bought and placed in real time through an automated system, rather than by negotiating directly with a media owner. Buying is done through ad exchanges, which are platforms that allow buyers and sellers to trade ad space in real-time. This means that OOH advertisers can take advantage of real-time data to make decisions about where and when to place their ads. While DOOH is still in its early stages, it is already having a significant impact on the OOH advertising industry and is expected to grow rapidly in the coming years.
Why Should You Use DOOH Advertising for Your Real Estate Business?
There are many benefits of using DOOH advertising, especially in the real estate industry.
High Reach & Frequency
One reason why it is so effective is that it offers high reach and frequency. This means that your ad will be seen by many people and they will see it multiple times, increasing the likelihood that they’ll remember your business name when they’re ready to buy or sell a property.
Highly Targeted
Another reason to use DOOH advertising is that it’s highly targeted. And when it comes to real estate, targeted marketing is key. By using DOOH advertising, Realtors can reach potential buyers who might not otherwise see their listings. You can target specific areas with high concentrations of your target audience. For example, if you’re a realtor who specializes in selling luxury homes, you can target affluent neighborhoods with your ads. Additionally, because DOOH displays are interactive and engaging, they are more likely to stop potential buyers in their tracks and get them interested in learning more about a property.
Interactive Displays
DOOH advertising is also interactive and engaging. Unlike traditional forms of advertising, like TV or print ads, people can’t simply ignore DOOH displays. They are often placed in high-traffic areas where people are forced to take notice. And because they are interactive, people are more likely to stop and take a closer look.
Promote Different Types of Messaging
DOOH advertising is very versatile. You can use it to promote listings, open houses, new developments, or anything else related to your real estate business.
How to Use DOOH Advertising Effectively?
Now that we’ve gone over some of the benefits of DOOH advertising, let’s take a look at how you can use it effectively to boost your real estate business.
Promoting Your Listings
One way to use DOOH advertising is by running ads that promote your listings. You can include photos of the property, the address, and contact information so interested buyers can get in touch with you.
Promoting Open Houses
Another way to use DOOH advertising is by promoting open houses. This is a great way to generate interest in a property and get potential buyers through the door. Be sure to include the date and time of the open house in your ad so people know when to come by.
Promoting New Projects
You can also use DOOH advertising to promote new developments. If you’re a real estate agent or builder who’s working on a new development project, running ads in high-traffic areas near the development will generate interest and excitement for potential buyers.
So, if you’re looking for an effective way to give your real estate business a boost, consider using digital out-of-home advertising. DOOH offers many benefits, including high reach and frequency, highly targeted Ads, and versatility. Keep these tips in mind when creating your DOOH ad campaign and you’ll be sure to see results!
DOOH is Everywhere!
DOOH is Everywhere! You may be thinking, “Well, that sounds great and all, but where can I actually find spaces to put my DOOH ads?” Lucky for you, the answer is practically everywhere! Here are just a few places where you can find DOOH inventory/ad space:
Indoor Screens
Shopping Malls
Shopping malls are another great place to find DOOH ad space. Mall directories, elevators, escalators, and even the sides of storefronts can be prime real estate for DOOH ads. Just think about how many people pass through malls on any given day—thousands! That’s a lot of potential customers for your real estate listings.
Restaurants/Bars
In recent years, digital out-of-home screens have become a common sight in restaurants and bars. Some studies have found that customers are more likely to notice and engage with advertising on out-of-home screens than traditional advertising methods like print or radio. Businesses will continue to use these screens as a way to reach potential customers. So if you’re dining out or grabbing a drink, don’t be surprised if you see an ad before your food arrives.
Airport Terminals
There’s no denying it—airports are high-traffic areas. People from all walks of life pass through airports every day, making them ideal places to advertise your properties. You can find DOOH ad space in airport terminals on everything from digital billboards to luggage carousels to security screening check-in kiosks. And with airport traffic expected to grow in the coming years, now is the perfect time to get your properties in front of potential buyers who are always on the go.
Grocery/Convenience Stores
Advertising on digital out-of-home screens in grocery stores or convenience stores offers a unique way to reach consumers while they are making their purchasing decisions. By targeting shoppers when they are already in the grocery store, you can increase the likelihood that your message will be seen and remembered. Additionally, advertising on grocery store screens provides an opportunity to reach a captive audience that is already in a buying mindset. Research shows that shoppers are 50% more likely to notice advertising when it is displayed on digital out-of-home screens, making this an effective way to reach potential customers. The screens can be used to advertise properties, your business or open house events.
Clinics
Advertising on digital out-of-home screens in clinics is becoming increasingly popular, as it provides a captive audience with a high level of attention. Advertising in clinics can reach patients and staff who are waiting for appointments, as well as those who are visiting for other reasons. The screens can be located in strategic places so that they are highly visible, and the ads can be targeted to specific demographics. As the number of people using digital out-of-home screens continues to grow, advertising in clinics is likely to become even more common.
Sports Arenas
Advertising on digital out-of-home screens in sports arenas is a great way to reach a captive audience of sports fans. Advertising on these screens allows you to target your ads to a specific audience, and the high visibility of these screens ensures that your message will be seen by a large number of people. Plus, the interactive nature of these screens means that viewers can interact with your ad, making it more likely to generate leads and sales. So if you’re looking for a way to reach sports fans with your marketing message, advertising on digital out-of-home screens in sports arenas is a great option.
Subway Screens
Advertising on digital out-of-home screens in subways can be a great way to reach your target audience. Riders are typically younger and more affluent than the average person, making them prime consumers for many products and services. What’s more, riders are highly engaged with their surroundings while waiting for their train, providing advertisers with a captive audience. The screens are also located in high-traffic areas, ensuring that ads will be seen by a large number of people. In addition, digital out-of-home screens offer a flexible and interactive platform that can be used to deliver engaging and creative content. As a result, advertising on digital out-of-home screens in subways can be an effective way to reach your target audience.
University Campuses
Advertising student rentals on digital out-of-home screens in universities is a great way to reach a large audience of potential tenants. By targeting students specifically, you can be sure that your ad will be seen by people who are interested in renting a unit. And by using a digital out-of-home screen, you can reach a large number of people in a short amount of time. The key to successful advertising is to make sure that your ad is eye-catching and attention-grabbing. After all, if no one notices your ad, it won’t matter how great your rental units are. So if you’re looking for an effective way to reach potential tenants, consider advertising on digital out-of-home screens in universities.
Outdoor Screens
Billboards
Digital billboards are a great way to reach a large number of people with your message. They’re often located in high-traffic areas, such as along highways or near shopping malls, so you can be sure that your ad will be seen by plenty of potential customers. However, digital billboards can be very expensive, so they may not be the best option if you’re working with a limited budget.
Bus Stops/Shelters
Have you ever been waiting for the bus and noticed a digital screen playing ads? These are called bus shelter TVs, and they’re a form of DOOH advertising. Bus shelter TVs are an excellent way to reach commuters who are captive audiences while they wait for their bus. Best of all, they’re present in cities all over the world!
DOOH Audiences – Who Can I Target?
Many Digital out-of-home providers use mobile data to target specific audiences. This allows for highly targeted and effective campaigns that reach consumers at the right time and place. This new form of audience data is revolutionizing the DOOH industry and making it even more effective for reaching consumers. You’re able to target areas with specific users based on demographic data (age, gender, life stage, etc.) and interests (Business professionals, foodies, music enthusiasts). With its ability to target specific audiences, digital out-of-home audience data is emerging as a powerful tool for marketing success.
There’s no doubt about it digital out-of-home ads are one of the hottest new marketing trends! But with so many options out there, it can be tough to decide which type of screen is right for your business. Luckily, we’ve broken down some of the most popular choices to help you make a decision. So what are you waiting for? It’s time to get on the DOOH bandwagon!
