Case Study: Pardee Properties Bus Bench Advertising Campaign

Client: Pardee Properties

Campaign Duration: June 6, 2022 – November 20, 2022

Location: Los Angeles, CA

Advertising Medium: Bus Bench Ads

Objective

Pardee Properties, a leading real estate agency in Los Angeles, aimed to enhance brand awareness and visibility in key neighborhoods frequented by potential homebuyers and sellers. The goal was to reinforce Pardee Properties’ reputation as a trusted, community-driven real estate brand while also positioning them as a go-to brokerage for high-end property transactions.

Bus bench advertising was chosen as the primary outdoor advertising method due to its cost-effectiveness, local impact, and constant visibility to both pedestrians and drivers. This campaign focused on:

• Building brand recognition in highly competitive real estate markets.
• Increasing organic website traffic by showcasing branding and contact information.
• Reaching commuters, locals, and potential clients in high-traffic areas.
• Strengthening community presence and local trust through sustained exposure.

Strategy & Execution

The campaign deployed 10 strategically placed bus benches throughout high-traffic areas of Los Angeles to ensure broad exposure. Locations were selected based on high foot and vehicle traffic, real estate market activity, and potential client demographics.

Key Bench Locations & Impressions

• Venice Blvd & Sawtelle Blvd, Culver City – Positioned in a major commuter corridor where professionals and high-income earners travel.
• Olympic Blvd & Barrington Ave, Sawtelle – Located in a growing real estate hotspot with high residential turnover.
• National Blvd & Sawtelle Blvd, Mar Vista – A high-exposure area near upscale residential communities.
• Mindanao Way & Lincoln Blvd, Marina Del Rey – Prime placement targeting waterfront homebuyers and renters.
• Mindanao Way & Alla Rd, Marina Del Rey – Close proximity to luxury apartment buildings and condominiums.
• Culver Blvd & Centinela Ave, Marina Del Rey – A well-traveled route among local residents and professionals.
• Manchester Ave & Sepulveda Blvd, Westchester – Major intersection with a mix of commuters and residents.
• Manchester Ave & Hastings Ave, Westchester – Positioned near key retail and residential areas.
• Jefferson Blvd & Beethoven St, Playa Vista – Located in one of LA’s fastest-growing real estate markets.
• Mindanao Way & Glencoe Ave, Marina Del Rey – Additional exposure in a luxury real estate corridor.

Creative Approach

The campaign used a clean, elegant, and eye-catching design to reflect Pardee Properties’ upscale brand identity. The bus bench ads featured:

• The Pardee Properties logo to establish instant brand recognition.
• The tagline “When others ebb, we flow”, reinforcing their adaptability in the real estate market.
• A modern, minimalistic aesthetic with a calming oceanic gradient to evoke trust and reliability.
• Contact information and website URL (pardeeproperties.com) to drive inquiries.

Performance & Impact

The Pardee Properties bus bench campaign was highly successful in generating exposure, brand recall, and local engagement. Key performance highlights include:

• Over 112,000 weekly impressions across all locations.
• A six-month duration, ensuring repeated exposure to potential home buyers, sellers, and investors.
• Prime real estate areas with heavy traffic, maximizing visibility to affluent audiences.
• Increased website traffic and direct inquiries from potential clients who saw the ads.
• Strengthened community engagement, reinforcing Pardee Properties as a trusted local brand.

Why Bus Bench Advertising Worked for Pardee Properties

Bus bench advertising proved to be an effective and high-visibility marketing tool for this campaign. The benefits included:

• Constant Exposure: Unlike digital ads that disappear, bus benches provide 24/7 brand visibility in prime locations.
• Localized Targeting: Ads were placed in high-value real estate markets, directly reaching potential clients.
• High Recall Value: With a simple yet impactful message, the campaign ensured brand recognition among passersby.

Conclusion

The Pardee Properties bus bench campaign was a resounding success, aligning strategic ad placements with targeted messaging to maximize brand impact in Los Angeles’ most competitive real estate markets.

By leveraging high-visibility outdoor advertising, Pardee Properties solidified its position as a premier real estate agency, driving brand awareness, client inquiries, and local engagement.