Why Your Billboard Isn't Working

Why Your Billboard Isn't Working

I had a chat with a realtor who’s paying $999 for a 28-day digital billboard ad. For those unfamiliar, these billboards scroll through various ads in high-traffic areas for a set amount of time. But here's the thing it might not be working as well as you’d hope.

Why Billboards Work for Realtors

First, let’s talk about why billboards are such a good fit for realtors in the first place:

1. Awareness:
   You can’t work with people if they don’t know you exist! Billboards are a great way to boost awareness. They’re not the only way, but they do a solid job—especially for realtors. Why? Because realtors are local, and billboards are local. You don’t need national exposure you need to be the local celebrity. Billboards can help you achieve just that!

2. Authority:
   Even if you’re a newbie, billboards can give the illusion of authority. Marshall McLuhan (yes, the communication theorist) said it best: "The medium is the message." Different mediums have different perceptions. A realtor with a billboard is seen as an authority in the real world, much like how a website serves as an authority in the digital world. It’s all about building that image.

3. Trust Building:
   Billboards are a non-intrusive, strategic way to build trust. People are more likely to trust established, traditional media over internet ads. Think about it anyone can create an Instagram, but billboards? That’s a serious, established medium. If people have seen you around town, they're more likely to trust you when it’s time to make a decision. You’ve earned your place in their mind.

But Why Isn’t My Billboard Making Me Leads?

Alright, let's take a closer look at why you’re not seeing that ROI.

When you see an Oreo billboard, do you immediately stop what you're doing and pull over to buy a pack? Yeah, probably not. (Unless you're as obsessed with Oreos as I am, in which case, we should be friends.) Billboards are fantastic for awareness, but they’re not a magic lead machine. But when you're at the grocery store, browsing the cookie aisle, the one you’re most likely to grab is the one that has captured your mindshare creating a sense of craving.

Let’s paint a picture

Meet Rahul (hi Rahul). He takes the same route to work every day, and he sees your billboard five days a week for three months. One day, his partner, Heet, gets a job promotion, and now they’re thinking of moving closer to the office. Rahul remembers your billboard and thinks, “Oh, Joes Realty! Let’s give them a call!” Because Rahul has seen your ad so often, he feels comfortable and confident to reach out.

It’s the right place, right time concept. We never know when someone’s life will suddenly require a move, but the key is that you were there when it happened.

However, here’s the kicker: when Rahul gets home, he tries to remember your number. But the thing is—he can’t. He remembers your face (because, let’s face it, we’re all great at remembering faces but terrible with names). So, he Googles “real estate agents in [town name],” hoping to find you, but since your website isn’t optimized or even listed on the first page, he clicks on your competitor’s site instead.

Bye bye lead.

What Went Wrong?

Joe invested in the billboard but missed an important step in the customer journey: what happens when people start researching you after they’ve seen your billboard? If they can’t find you online, your ad is just another pretty face in the crowd.

Here Are the Top Reasons Your Billboard Might Not Be Making You Money

1. You Haven’t Optimized Your Other Touchpoints:
   Your website, social media, and newsletters need to work in tandem with your billboard. Without these, you’re missing out on key touchpoints where your potential leads are likely to engage with you.

2. Billboards Are for Awareness, Not Direct Lead Generation:
   Let’s be real—billboards are more about getting your name out there than about converting leads immediately. They can help with brand recall, but they’re not a direct source for sales. Patience, young grasshopper.

3. Inconsistent Digital Billboard Appearance:
   If you're using a digital billboard and your ad doesn’t consistently appear, then how can people even know you’re there? Make sure your ad is getting the attention it deserves, and don’t assume one or two appearances are enough. Consistency is key!

4. Your Billboard Is Just Your Face:
   Yes, we know—you're a total charmer. But here’s the thing: it takes more than just your face to make people connect emotionally. Your billboard should be like a teaser for a movie: it needs to be short, sweet, and get people to feel something. “I like them! I need them!” Not just, “Oh, there’s another realtor.” You have 3 seconds to make an impression… make it count!

5. Your Location Doesn’t Make Sense:
   Location, location, location (am I right realtors!). If your billboard is in a neighbourhood where no one’s looking to buy or sell, then... well, you’re basically talking to a wall. You wouldn’t advertise snowplows in Florida, right? So make sure your billboard is in a spot where people are actually thinking about moving.

In conclusion, billboards are a powerful tool for raising awareness, but they aren’t a magic bullet for instant leads. If your billboard isn’t working, make sure you’ve got the other pieces of your marketing puzzle in place. Ensure your digital presence is on point, and always remember: show up consistently and in the right place at the right time. Want to start kicking-butt today? We’re the people to do it with contact trista@ftlom.ca to get started.