Editor’s note: This post explores a marketing tactic submitted by Halstead Property, the most recent winner of #madREskillz, a weekly Inman News Twitter competition. Every Thursday, Inman News invites real estate professionals and companies to tweet offbeat marketing tricks using the tag #madREskillz. After reviewing the submissions (and retweeting many in the process), we select two finalists and put them to a vote on Facebook. Then we feature the winner in a story.
Interactive ads have proliferated on the Internet for a simple reason: You grab more eyeballs online if your ads move around and actively engage people.
Acting on the fact that the same is true in the real world, Halstead Property, winner of the latest #madREskillz competition, is using interactive storefront displays provided by tech company imageSurge to poach leads right off the street.
“Storefronts get hundreds of thousands walking by them on a regular basis,” said Matthew Leone, director of Web marketing and social media at Halstead. “It’s just taking advantage of that.”
With motion graphics and calls to action, the street-side displays invite pedestrians to search online listings at any hour and connect with agents.
They also offer videos and virtual tours with “through-window” audio. And they track analytics, including the number of people who use the display and which properties they view the most. That way, brokers can gauge return on investment and tweak the content featured in the displays.