Do Billboards Work for Real Estate Agents

The Initial Reaction: Are Billboards Worth It?

When my friend asked me if billboards were a good way to grow his real estate business, my knee-jerk reaction was, "That’s a waste of money!" But then I realized—I had never actually looked into it. So, I did what any responsible entrepreneur does: I researched, I asked for feedback, and I looked at both the data and anecdotal evidence from agents who have used billboards.

Here’s what I found out about where billboards fit into a real estate marketing strategy, best practices for using them, and how to measure their effectiveness.

The Role of Billboards in a Real Estate Marketing Plan

1. Billboards Are About Brand Awareness, Not Lead Generation

Billboards function primarily as a branding tool. Unlike digital marketing, where you can track clicks, conversions, and cost-per-lead, billboards are more about staying top-of-mind so that when a potential buyer or seller needs an agent, they already feel like they know you.

From the research and feedback I gathered:

• Billboards rarely generate direct leads, but they reinforce other marketing efforts.

• They work best as part of an omnipresent marketing approach—if people also see you in local ads, social media, and community events, the billboard strengthens your brand recall.

• Agents who have used them successfully often say they helped build credibility and market dominance in specific areas.

2. The Importance of Location

Where you place a billboard determines 90% of its success. It needs to be:

• In a high-traffic area where your target clientele lives or commutes.

• Located in a real estate-rich area—near desirable neighborhoods, shopping centers, or highways leading into your farm area.

• Visible and uncluttered (not surrounded by too many distractions).

One agent said, “Had mine for three years. Location is everything—it helps reinforce my branding.”

3. Cost vs. Return on Investment

Billboards aren’t cheap. Depending on the market, a static billboard can cost anywhere from $1,000 to $3,000 per month【10†source】, while digital billboards with rotating slots might cost less per impression.

If you’re going to invest in a billboard, make sure:

• You can afford it for at least six months to a year—brand-building takes time.

• You pair it with other marketing efforts like direct mail, digital ads, and community involvement.

• You track its effectiveness using unique URLs, QR codes, or call tracking numbers.

4. Best Practices for Effective Real Estate Billboards

If you’re going to do a billboard, do it right. Here’s what works:

Keep the Message Simple & Clear

People have about 6 seconds to process your billboard while driving. That means:

✅ 6 words or fewer

✅ High contrast and easy-to-read fonts

✅ One clear call to action (like a phone number, website, or QR code)

Bad Example: "Looking to Buy or Sell? Call Me!" (Too generic, no compelling reason)

Good Example: "Get a Guaranteed Offer on Your Home! Call 555-1234" (Clear value proposition, strong CTA)

Consistency with Your Brand

Make sure your billboard matches the look and feel of your:

✅ Website

✅ Social media

✅ Direct mail campaigns

✅ Other local ads

Choose the Right Type of Billboard

There are different types of billboards, each with pros and cons:

• Static Billboards: Traditional, printed vinyl billboards. Great for long-term branding.

• Digital Billboards: Rotate multiple advertisers. More flexible, but you share visibility.

• Mobile Billboards: On trucks or buses. Good for targeting specific areas.

Test & Track Your Results

Since billboards don’t provide instant feedback, you need a way to measure their impact:

Vanity URLs: A custom web address that’s only used for the billboard (e.g., "JohnSellsHomes.com/Billboard")

QR Codes: Scannable codes that lead directly to your website or lead capture form.

Call Tracking Numbers: A unique phone number that forwards to your main line, so you can track billboard calls.

Surveying Leads: Ask clients how they heard about you.

5. The Downsides of Billboard Advertising

No marketing channel is perfect, and billboards come with drawbacks:

• High cost: Unlike digital ads, where you can start with $5/day, billboards require a bigger upfront commitment.

• No precise targeting: Digital ads let you target by age, income, and intent—billboards just target whoever happens to see them.

• Difficult to track ROI: Unless you use tracking methods, you won’t know how many leads are from the billboard.

• Potential regulation issues: Some areas have strict billboard placement rules.

Are Billboards Right for Your Real Estate Business?

Here’s how to decide if a billboard makes sense for you:

✅ You already have a strong digital marketing and direct mail strategy.

✅ You can afford to commit to at least 6-12 months of billboard advertising.

✅ You farm a specific area, and your goal is name recognition.

✅ You have other marketing efforts that make your billboard more effective.

🚫 If you’re expecting instant leads or don’t have the budget for a long-term investment, billboards might not be the best use of your money.

Final Thoughts: Billboards Are a Tool, Not a Silver Bullet

The best real estate marketing strategies are layered. Billboards can be a powerful brand-building tool, but they work best when combined with digital, social, and local marketing efforts.

If you decide to use a billboard, focus on strategic placement, clear messaging, and tracking your results. Otherwise, your money might be better spent elsewhere.

What’s your take? Have you used billboards in your marketing? Let me know!