Lagos is one of Africa’s most competitive property markets, and Lekki Phase 1 is among its most crowded corridors. When Edenbrooks Homes launched its luxury apartments there, it needed more than a listing. It needed to be seen by the right people, repeatedly, in the places they already travel.
This case study shows how Optimum Billboards used real estate billboard advertising in Lagos to do exactly that.
100,000
estimated daily impressions
500%
increase in website traffic
500%
increase in enquiries and calls
50
site inspections booked
The Client: Edenbrooks Homes
Edenbrooks Homes is a real estate developer offering premium studio, 2-bedroom and 3-bedroom apartments in Lekki Phase 1. Its pitch is unusual: a managed investment property that earns for the buyer from day one, starting from ₦200M with a 30% initial deposit.
The Challenge
- A high-ticket product. At ₦200M and above, buyers are HNIs, diaspora investors and business owners who take time to trust a brand.
- A crowded market. Dozens of developers compete for the same audience in Lekki.
- A distinctive offer to explain fast. The “buy it, we manage it, you earn from it” model had to land in seconds, on the move.
Our Strategy: Own the Commute
Edenbrooks’ target buyers drive through Lekki daily, so we built the campaign around outdoor advertising in Lekki, using two complementary formats.
1. The roadside billboard
We placed a large-format billboard on a high-traffic stretch where vehicles queue regularly. The creative leads with a single promise: “Own a property in Lekki Phase 1 that pays you back from day one!” Supporting elements sit below it:
- A clear price anchor (from ₦200M) and the 30% deposit
- Visuals of the actual development
- Trust badges and certifications
- Phone numbers and website in a clean strip at the bottom
Because traffic here often moves slowly, drivers and passengers have time to absorb the full message.
2. The pedestrian bridge banner
We also branded a pedestrian bridge in Lekki. The format has a unique advantage: it spans the full carriageway, so it is visible to traffic from both directions, and vehicles cannot block it. The banner distils the message, “Own a property in Lekki Phase 1 that pays you back from day one,” alongside the 1, 2 and 3-bed offer, price and deposit.
Pedestrian bridge advertising in Lagos also reaches people on foot and on buses, audiences that roadside billboards often miss.
Creative Principles We Applied
- One message, one promise. The headline is benefit-led (income from day one), not feature-led.
- Numbers that qualify the lead. Showing the price and deposit filters for serious buyers.
- Readable at a glance. High-contrast text, a large price callout and minimal copy.
- Multiple contact routes. Phone lines and a website let prospects respond however they prefer.
- Consistent branding across formats. The billboard and bridge banner share the same message and look, reinforcing recall.
The Results
The campaign gave Edenbrooks Homes sustained visibility on one of Lagos’ busiest corridors, and the response was measurable:
- Estimated 100,000 daily impressions across both sites
- 500% increase in website traffic during the campaign
- 500% increase in enquiries and calls
- 50 site inspections booked
Key Takeaways for Real Estate Developers
- Location-based media matches location-based products. Advertising Lekki property inside Lekki puts your message in front of people who can afford it.
- Combine formats. Pairing a billboard with a bridge banner multiplies exposure.
- Lead with the investor benefit. In a market where buyers think about returns, “pays you back from day one” is a strong hook.
- Make the next step easy. Clear contact details turn awareness into action.
Frequently Asked Questions
How much does billboard advertising cost in Lagos?
Costs vary by location, size, visibility and duration. Prime areas like Lekki, Victoria Island and Ikoyi command higher rates. Request a quote for current pricing on available sites.
Is pedestrian bridge advertising effective?
Yes. Bridges offer high visibility to traffic in both directions and long exposure time in congestion, often at a lower cost than premium billboard sites.
Which advertising works best for real estate in Nigeria?
A mix of outdoor, digital and social media tends to work best. Outdoor builds trust and brand recall, while digital captures and nurtures leads.
Ready to Launch Your Own Campaign?
Planning a property launch in Lagos? Optimum Billboards designs and places high-impact outdoor campaigns for developers.
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