RERA registered real estate brands gradually retracing OOH path

The act, implemented in 2017 with aim of bringing about clarity and fair practices to protect the interests of buyers, had put several big and small real estate projects on the back-burner, resulting in a sharp drop in their OOH advertising too

The adverse effect of RERA i.e. Real Estate Regulation Act on real estate brand advertising in OOH space is seemingly coming down, evidenced by the gradual increase in the number of real estate firms that are taking the OOH route to promote their new projects.

The act, implemented in 2017 with aim of bringing about clarity and fair practices to protect the interests of buyers, had put several big and small real estate projects on the back-burner, resulting in a sharp drop in their OOH advertising too. Now, large real estate clients like TATA Housing, Godrej Properties have come back to OOH in Mumbai.

The head of a reputed outdoor agency in Mumbai who is engaging with some 10 real estate clients told Media4gGrowth that real estate OOH ad spends had seen a 25% dip post RERA implementation.