FOR IMMEDIATE RELEASE
August 20, 2006

Outdoor Snapshot: Love that Location: Outdoor Advertising in the Real Estate Industry

Quarter after quarter, the revenue spent on outdoor advertising by real estate agents, agencies and brokers ($ 29 million in ‘05) and real estate developers and developments ($32 million in ‘05) continues to soar. This segment, one of the largest in the outdoor industry, grew nearly 23% between 2004 and 2005. That bullish growth continues in 2006, as first quarter revenue grew 36% compared to first quarter 2005.

Reports from OAAA (Outdoor Advertising Association of America) member companies indicate that even as the real estate market cools down, the larger developers continue to stick with outdoor although their campaigns are more targeted and somewhat scaled back. Many developments take years to complete, so no matter how flat the housing market gets, developers have to continue to sell their recently completed homes until all the building is completed and all the homes sold. Individual real estate agents, on the other hand, are increasing their outdoor ad buying, looking to take a slice of the cooling pie as anxious sellers seize the opportunity to get their homes on the market and buyers are looking for a good deal.

And why is outdoor growing in popularity with the real estate industry? The same adage from real estate holds true for outdoor advertising: location, location, location. Outdoor offers extremely targeted messaging that allows real estate advertisers to target specific clientele, neighborhoods, offices and the competition. Whether promoting individual agents, agencies or new developments, both local and national companies know by dominating the medium and moving the message closer to the sale location, outdoor works.

In a very competitive and consolidating real estate market, outdoor is the best vehicle for branding name awareness and creating name recognition and dominance over the competition. In short, outdoor is the best advertising medium there is for establishing a local presence.

And real estate and outdoor share similar consumer demographics. The heaviest drivers, the strongest outdoor audience, are between 35 and 54 and make over $100,000 a year. With the average age of first time buyers at 32 and repeat home purchasers at 45, outdoor’s prime demographic is the real estate market’s prime consumer.

As for the future, for the real estate market, outdoor will become increasingly easy to use and buy, will offer ever shorter campaign periods, quicker turn around times, advanced digital enhancements, effective measurement on a par with TV and radio, photographic quality and design consistency. Before long, real estate agents should expect to be able to rotate the messaging and images on their digital networked billboards almost immediately and for their billboards to interact with customers, allowing homebuyers to download multiple listings, directions, community maps, open house dates, home and neighborhood details and any other promotional materials on any of their listings.

To speak to an expert about outdoor advertising in the real estate industry or to review case studies, contact Alexandra Walsh, Media Relations, Outdoor Advertising Association of America, awalsh@oaaa.org ; 301-523-3318.

2005 Top 10 Outdoor Spenders:
Agents and Agencies

1. RE/MAX REAL ESTATE
2. BUY OWNER REALTY
3. COLDWELL BANKER REAL ESTATE
4. TARBELL REALTORS
5. CENTURY 21 REAL ESTATE
6. WEICHERT REALTORS
7. HOME DISCOVERY REALTY
8. EXPERT REALTY
9. FOXTONS REAL ESTATE AGENCY
10. WATSON REALTY