Flow Brings Billboard Advertising into the Digital World for Estate Agents
Having embarked on a mission to revolutionise the real estate industry by harnessing the power of social media to match agents, buyers and sellers, Flow is now democratising access to Digital Out Of Home (DOOH) advertising. A new breed of digital billboards is allowing individual agents to own space in hotspots across South Africa to promote their brand – and their properties – to thousands of commuters, every day.
“Traditional billboards are booked months in advance, require physical ads to be printed and put up and aren’t changed again until the end of a months-long contract period – and they’re prohibitively expensive,” says Flow Co-CEO and Co-Founder, Gil Sperling. “We have aggregated the supply side of these DOOH boards nationally at a cost-effective price point, enabling flexible advertising spots in the form of a 10 second video clip and the ability for agents to change their creative with a few simple clicks, any time they like”.
The first four Flow DOOH billboards are situated in Johannesburg and Pretoria: In Johannesburg on Helling Road, targeting traffic from Illovo towards the Sandton CBD and in Sandown on Grayston Drive, targeting traffic from the M1 towards the Sandton CBD and in Pretoria, in Newlands on Lois Avenue, targeting traffic from Waterkloof Ridge towards Menlyn Shopping Centre and in Menlyn on Atterbury Road, targeting traffic from Faerie Glen towards Menlyn Shopping centre and the N1 highway.
Forward-thinking Estate Agency Brand RealNet Properties is running a recruitment campaign in Pretoria East, while Airbnb management firm Reserved Suites is running a campaign in the heart of Sandton, using the Flow digital billboards.
RealNet Properties MD Gerhard Kotze says the agency has taken a DOOH leap forward by being able to access the dynamic billboards quickly and efficiently. “Taking digital real estate advertising into the physical world at cost-effective rates delivers huge value - especially because it makes it accessible to our whole group, no matter what the budget of our franchisees,” he says.
“By giving any real estate agent access to dynamic billboards, we’re offering them an unprecedented opportunity to put their brands front and centre, in spaces normally owned by major companies with multi-million Rand advertising budgets,” says Flow Co-CEO & Co-Founder, Daniel Levy. “By combining the use of digital billboards with the Flow online platform, agents can now laser-target their market online - and on-street. Flow continues to build out various channels that are enabled via its platform, empowering property players to gain maximum reach and exposure”.
Agents will be able to log in to their Flow dashboard and create dynamic adverts using Flow’s best-practise templates, changing them as their needs shift. “This is a quantum leap for the real estate industry in South Africa, where would-be home buyers and sellers will be able to see estate agent brands and properties in the areas they’re commuting through or searching in, from individual agents – not just big-budget agencies,” says Sperling.