Great question, Beth, although I had to look up "efficacy"!!!   :)

In Portland metro, we have very few billboard options, as they are generally not allowed (still not completely forbidden...just generally....).    

I'd love to have % responses from those who have done poor/well with them!!!

Hi Beth :)

I'd still LOVE to have some $ convert figures for billboards!   Frankly, I'd prefer not to use them, but I guess I'd like to see the results others have seen!  

Beth:

I really think billboards are best for "branding" and results will only be trackable "if" you have some sort of "call to action" or a special phone number or e-mail address so you might track the results.  Ask yourself, when was the last time YOU called a company or person off of a billboard ad?  I think anything is possible IF you a GREAT reason for them to contact you on the board.  What would that be?  I have tried $1000 gift cards for about 9 months now and my offices have given out about 2000 of them---1 deal.

If you are going to go on the billboard what are you going after?  Buyers or sellers?  And what is so "special" about you or your "offer" that is going to make them respond?

It has to be a pretty sexy offer in todays world to get someone to respond and call or contact us off an ad in print or otherwise.

So what do you have in mind?

The most effective billboard campaign I have ever seen was one where some group put these short messages "from God" on plain, black billboards. It was a short, thought provoking message signed "God". The thing that made these so successful, in my mind, was that radio and T.V. stations started running news stories on them, attempting to find out who was behind them, etc. Thus, the people that paid for billboards got FREE radio and T.V. time, a great side benefit. I don't think this group was selling anything, however, and did not profit financially from the venture.

If you could do something unique enough to make the evening news, without being unprofessional or violating the NAR code of ethics, you might be able to get free radio and T.V. coverage. Here in Dallas a REALTOR was doing "foreclosure bus tours" with a small bus she rented. She did not use billboards to my knowledge, but that made the evening news on radio and T.V. However, her efforst were looked down on by many other local REALTORS since Dallas has not been hit that hard by foreclosures and her promotion might lead the public to believe the Dallas market was down more than it really is.

During a long, hot, dry summer here in Dallas a few years ago, a young friend I know had just opened a small business. He went out and bought a truck load of ice and rented a refrigerated truck, parked it in front of his small business and called the local news station to announce he was giving away free ice for as long as his supply lasted. He said he was hoping that this would help brake the heat wave. All the local news and weather guys jumped on the story and he got free radio and T.V. time on all the major stations in the Dallas area. Of course he had to tell the name of his business to tell people how to come get the free ice. It was a big success.

Beth, billboards would work well in the flats of the San Fernando Valley.  An agent in our office had one in Reseda and he is still well know in that farm.  However with the beauty of Sedona, I would think they would be frowned upon.  As it has been a couple of years since I was there, I would hate to see billboards popping up.  If they are, shame on your city counsel.

Jana

Well, I got an obscene phone call from a postcard mailer the other day . . . but I digress . . . :)

It seems to me that it really depends--just like any other form of marketing. I can't see any reason not to if the return exceeds the outlay. Out here, it's 4 figures per month for a decent size BB in a decent location. Will you make an extra 12-24k/year to break even?

And if you're gonna put your pic on one, beware. One agent out here had to have hers redone twice because of 'graffitti' that seemed curiously 'personal'.

Candi...that was you?.... Rats!!! So sorry!!!  I'll be more careful next time.

Still, did you give my suggestions any consideration?   I think I can rent a rubber suit but we may need to special order the whips  :)

HAHAHA!

Funny thing, I 'thought' I knew who it was, and told the guy "you goofball, why are you calling this number and not my cell . . . "

CLICK.

Some people have no sense of humor . . . ;)

It's a sick world out there.... :)

Hi, Beth.

I was hoping for experienced Realtors' comments....   Maybe the good news is too good to share?  

In that case Beth tell them if there are billboards all over the place then yes they will brand you.  If not they are a eyesore.

Jana

Did you say billboard?

I used Full Of Baloney Advertising for all my advertising including billboards... I have tried everything imaginable, sort of ha ha

http://www.photoshow.com/watch/fZ3tF8EE

Avancetising :)

HAHA! Very cute Gumba . . .

Hi My Gumbaness

As you can see I have to much time on my hands  ha ha

You should see my trip to Kennedy Space Center when I flew on the shuttle,,, Not

http://www.photoshow.com/watch/Eh2zs6Jd

I have use these on e bay in some of my adds.... the Kennedy one was used for a new condo project (Sommerset) in Titusville FL   and sold one off e bay for 594K true story..laugh all the way to the bank..

Humor advertising works. as you know look at the TV commercials :)