VIDEO BLOG
One of the questions I hear all the time is, "Do billboards actually work?"
The truth is, it's difficult to track the exact return on investment from a billboard, wrapped vehicle, social media campaign, or other branding efforts. But when evaluating any marketing expense, I always start with one simple question:
What is a sale worth to me?
For the past few years, my average transaction has generated between $20,000 and $25,000 in revenue after expenses and company splits. When you know your numbers, it becomes much easier to determine whether a marketing investment makes sense.
For example, I currently invest about $15,000 per year in billboards. To justify that expense, I only need one additional sale of approximately $800,000 to break even. Viewed through that lens, the investment becomes much easier to understand.
The real value of billboard advertising isn't necessarily immediate leads. It's about top-of-mind awareness. Every day, thousands of people drive past my signs. Over time, those impressions add up. I've had past clients, former students, and homeowners tell me they recognized my name because they saw one of my billboards.
Marketing isn't always about direct response. Sometimes it's about staying visible, building credibility, and being remembered when someone is ready to make a decision.
One of my favorite marketing quotes comes from Jack Trout:
"Differentiate or charge less."
In today's crowded marketplace, blending in is expensive. Whether it's your videos, social media, client events, or advertising, find ways to stand out from the competition. The agents and businesses that capture attention are often the ones that earn the opportunity.
Know your numbers. Evaluate your investments. And most importantly, don't be afraid to be different.
Because different gets noticed.
