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Why do agents buy ads on bus benches?

By Spencer Rascoff

Services for Real Estate Pros with Zillow

October 29, 2007 11:00 AM

This is one of the great mysteries of life, in my opinion. All over Southern California (and I'm sure many other parts of the country) I see bus benches with real estate agents' faces on them. I can't possibly believe that this influences consumer behavior when selecting an agent (except perhaps negatively!). So I submit to you: why do agents buy bus bench advertisements?

There can only be a few possible answers:

A) Maybe I'm wrong, and they do drive business. [As my wife likes to remind me, I'm frequently wrong, so this explanation is not out of the question.]

B) Perhaps they're a very cheap form of advertising so although they're not particularly effective, they're a good way to spread the word.

C) Perhaps they're sold by media companies as part of a bundle, so agents have to buy bus benches as part of a larger media buy (e.g., newspaper.) [I don't think so.]

D) Agents like seeing their face on bus benches. [If so, why?]

E) Something else I haven't considered.

Please do tell!

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Mary Smartt

Lawton Associates / www.LawtonAssociates.com - Berkeley, CA

Smartt Moves with Mary Smartt

I would be curious to hear from someone who has had success with advertising like this. I think referral systems (like the Buffini system I use) are the most effective (AND cost-effective) marketing methods out there. And, blogging....of course!

Oct 29, 2007 11:06 AM

Lenn Harley

Lenn Harley, Homefinders.com, MD & VA Homes and Real Estate - Leesburg, VA

Real Estate Broker - Virginia & Maryland

I don't believe that agents buy ads on bus benches or grocery store carts.

I believe that agents are SOLD ads on bus benches or grocery store carts.

Oct 29, 2007 11:10 AM

"The Lovely Wife" The One And Only TLW.

President-Tutas Towne Realty, Inc. - Kissimmee, FL

Spencer...

I have come to believe that it is a case of vanity on the sales persons part. We hired a lady a few years ago who paid an extraordinary amount of money to be on a Wal-Mart garbage can. She never got any business from that. She did however visit Wal-Mart several times a week to turn the garbage can around towards the parking lot. Vain? Yup. I do believe that. But hey...I could be wrong, that happened to me once :)

TLW...ROAR!

Oct 29, 2007 11:13 AM

Spencer Rascoff

Zillow - Seattle, WA

How much do bus benches or shopping carts cost? Are they sold on a monthly basis or annual? Anyone know how it works?

BTW, to be fair -- it's not just agents! I see lots of mortgage brokers on the shopping carts at my local QFC and Safeway in Seattle.

And I hope I'm not being too harsh here. I recognize that maybe this is an effective form of advertising. Heck, I've never been an agent before. I'm just skeptical that this is a good marketing ROI.

Oct 29, 2007 11:19 AM

Brian Block

RE/MAX Allegiance, Managing Broker/Branch Vice President - McLean, VA

Northern Virginia & D.C. Real Estate

Spencer, first of all welcome to Active Rain. Bob Stewart just announced that you've joined and posted a couple articles. I agree with Lenn that most agents are SOLD these ads and over time discover they don't work and then don't renew the expensive form of advertising. Or it could be ego -- I posted on this the other day:

Please Check Your Ego at the Door

Oct 30, 2007 07:51 AM

Rich Jacobson

Fathom Realty West Sound - Poulsbo, WA

Your Kitsap County WA Real Estate Broker

Sometimes, it's just like consistent print advertising - Homes & Land, newspaper ads, billboard, shopping carts, etc.. It's difficult to specifically gauge or quantify its success or ROI, but there is exposure value. I doubt people stop and think, "Gee, that person's face on that bus bench reminds me, I need to buy a house. Maybe I should call them?" But, depending on the scale of the market and the extent of exposure, you can generate a perception of dominance.

Oct 30, 2007 07:54 AM

Teri Eckholm

Boardman Realty - White Bear Lake, MN

REALTOR Serving Mpls/St Paul North & East Metro

Hi Spencer--Love the question and I like you have always wanted to know the answer as I don't think it is a good use of my ad $$. My guess in vanity and name recognition as reasoning for buying.

Oct 30, 2007 08:01 AM

Lenn Harley

Lenn Harley, Homefinders.com, MD & VA Homes and Real Estate - Leesburg, VA

Real Estate Broker - Virginia & Maryland

These things are not cheap, um inexpensive.

I've been pitched for them over the years many times. We're talking about costs of $250 to $500 per month. Same thing for shopping carts in grocery stores.

I don't get it. I'm no expert but it seems to me that the place to spend money for advertising is where folks go to look for the service or product.

I'm not aware that folks go to the grocery store or to a bus stop to seek the services of a real estate professinal.

Soon, we'll be able to advertise on the side of sight seeing space ships. How many viewers will there be? But, some folks will pay the money.

Oct 30, 2007 08:07 AM

Kris Wales

Keller Williams Realty - Lakeside Market Center - Macomb, MI

Real Estate Blog & Homes for Sale search site, Macomb County MI

Bus benches, shopping carts and the ever popular restaurant tables. I've seen them all and just shake my head. I'd rather spend the money on gas for my car and drive around stopping at former clients homes to say hello.

Nice first post!

Oct 30, 2007 08:17 AM

Ann Heitland

Retired from RE/MAX Peak Properties - Flagstaff, AZ

Retired from Flagstaff Real Estate Sales

Uhh, I've read this post somewhere before....

Oct 30, 2007 08:58 AM

Spencer Rascoff

Zillow - Seattle, WA

@Lenn - thanks for the info on pricing. Crazy, if you ask me.

BTW, a study about real estate agent marketing just came out yesterday. I'll write it up in the next few days. It has some interesting insights that address the question in the original post.

Oct 30, 2007 09:21 AM

Rebecca Savitski

BSR Real Estate Group - Cary, NC

NC Real Estate Listings

Spencer the answer is #4. Yes this is my final answer #4.

I can't tell you the number of times someone has used Zillow in the home searches, or in their search for value in their home. I am glad you are hear on AR so that I can better understand and utilize Zillow in my marketing.

Oct 30, 2007 10:16 AM

Melanie Ross

Coldwell Banker Solano Pacific - Benicia, CA

Benicia CA & Vallejo CA Real Estate, 707-319-2828

My answer...because they can.

Oct 30, 2007 02:46 PM

Margaret Woda

Long & Foster Real Estate, Inc. - Crofton, MD

Maryland Real Estate & Military Relocation

You know, I always wondered the same thing! You came up with more ideas than I ever did. Welcome to ActiveRain and congratulations on your first post!

Oct 30, 2007 03:19 PM

Frank Rubi

Frank Rubi Real Estate, LLC - Metairie, LA

FrankRubiRealEstate.com

Spencer, I agree with your thoughts. I have look at the price of the bus bench here in New Orleans Metro area. It will cost you about 300.00 a month. I don't like the idea of some one sitting on me. I don't see much bang for your buck on the shopping cart either. Welcome to Active Rain.

Oct 31, 2007 12:18 AM

Cheryl Johnson

Highland Park, CA

It's E: Bus ad salespeople are among the pushiest, most obnoxious salespeople you will ever meet, and there was a time in my life, I would buy something from that sort of person just to get rid of them. Now that I'm older and wiser, it is much easier to say NO.

Oct 31, 2007 07:16 AM

Teresa Boardman

Boardman Realty - Saint Paul, MN

Let me introduce myself. I am the inventor, or creator of the virtual bus bench. I have never had a real bus bench and don't use my face on marketing materials even though I am beyond gorgeous and people just can't get enough of me. Check it out: Bus Bench

Oct 31, 2007 09:28 AM

Spencer Rascoff

Zillow - Seattle, WA

Teresa - LOL

Frank - great quote -- I don't like the idea of some one sitting on me.

Nov 01, 2007 04:58 AM

Ryan Martin

Pacific Continental Realty, LLC - Bellingham, WA

Bellingham Commercial RE Broker

Spencer - Welcome to ActiveRain.

I think people prefer to advertise on bus billboards because they are moving targets. Clearly it is harder to paint mustaches on buses than other billboard.

Nov 08, 2007 02:48 AM

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