Importance of hoardings in real estate industry:What is the role of Hoardings in Real Estate? Real Estate involves the creation, marketing and sale of a fixed asset that cannot be moved from the location. Hoardings are a hyper-local medium that allow a marketer target specific socioeconomic segments. Hoardings have a direct impact. They are larger than life. They work 24X7 at the real estate client’s location of choice. Compare this to Print (attention span of a few seconds), radio (not popular enough), TV (too wide a reach for a real estate project situated at a specific location and very expensive), and digital (an underdeveloped and as yet un-bankable medium). This makes outdoor advertising in general and hoardings in particular, an ideal medium for marketing and selling real estate. What kind of benefits a developer seeks through hoardings? Every client is looking for maximum RoI on his ad-spend, and real estate is no different. In addition to this, he is also looking for easy payment options because he has loads of money trapped in his projects and may face liquidity issues. He also expects that in addition to boosting sales hoardings will also add to brand salience in the market. Are hoardings a cost effective way of advertising vis-a vis TV and print media? By and large, yes. Hoardings are indeed less expensive compared to TV and print space. In all cases, I am comparing premium hoardings with premium TV and print. It is also cost-effective in the truest sense of the word – hoardings offer greatest ROI among all mediums for real estate. Since how long have hoardings been used to propagate Real Estate? Hoardings or properly outdoor advertising is the oldest form of marketing known to man. The town-crier and the royal announcer are the oldest known forms of advertising known to man. All other mediums of advertising have followed outdoor advertising. Does the usage of iconic figure or person in a hoarding helps in getting in better results? Yes. Celebrities are recognized instantly and this makes your hoarding ad more visible. However, it is not the only way. There are a thousand different ways of becoming more visible at a fraction of what you would spend on a celebrity.
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