Billboard Does the Talking

In an effort to step up its branding efforts, Diamond Built Homes LLC, in central Oregon, with the help of Ad-Web Commutations, has created what is believed to be the first talking billboard in the state. The billboard provides digital audio information to passing motorists tuning in to AM 1610 within a 3-mile radius. Information includes construction progress, grand opening information, promotions and more for the new 73-unit community of Diamond Bar Ranch in Redmond, Ore. With no sales office yet in place, the billboard has prompted at least a dozen prospects to contact the company.

Steve Schlam, principal and managing member of Diamond Built, says that the result has been not only a buzz of interest before reservations opened on June 1 but also local publicity in area newspapers. "That's what we were going for," says Schlam, who says the firm wanted to step up its image from its normally low profile. He adds, "It has really set us apart from a marketing perspective."

Diamond Built Homes builds production homes exclusively in central Oregon. The new community in central Oregon will include a 3-acre park and views of the Cascade Mountains.