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Now, I know most people are saying to themselves "What can a guy that makes signs know about real estate?" Okay, you got me... not much. I am a simple creature that loves graphic design that strives to keep a sign shop from running me. Furthermore, I pledge to each and everyone of you not to be an expert in your industry. However, there is something going on in the real estate industry that is notable and worthy of sharing.
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105 Comments on A sign guy's perspective on real estate agent branding
Monte,
I've tossed around the idea of getting custom signs made. I had a graphic designer design my business cards and she did an excellent job. However, she's part-time and is limited to business cards and fliers. I might call you about yard signs that complement the business cards I have designed. Hmmm....
Monte,
Great Post! Something to think about. I was trying to conform, to be more visible, but the idea that you highlight, to differentiate yourself makes more sense upon further reflection. I switched companies in the new year, and they ordered me the standard signs, but now I know better for next time! Thanks!
Wow, Monte!! You really are the "sign guy". I've been tossing around the idea of having signs, business cards, paper, notecards, etc. the works all specially customized for me with my brand and logo. Something that sort of stands out from the rest and when people see it, they automatically will think of me.
I'd love to hear and see your ideas.
P.S. I tried to go to your website but nothing came up but 3 signs. I couldn't click on anything (no links).
Monte, thanks for your "take" on signage. I joined KW last year and have enjoyed the privilege of custom designing my signs, cards, and logo. I have a fun name to work with. : ) Just wanted to point out I was checking a flyer box on a listing of mine this morning and my entire red and white sign was ripped out of the metal frame. Turns out, we had a VERY RARE snow day yesterday in the Austin, TX area and neighborhood kiddos took it upon themselves to construct a "sled" and slide down the golf course hills ON my sign ($$$) as well as on a few other signs, too....... (as evidence by our office manager who lives nearby). Oh well, kids will be kids, and from past experience, we Texans get rather GIDDY when it snows on us!!
You do great work Monte! I enjoyed reading your post and agree that a sign has the power to transmit a message. Professional branding is key to being recognizable and memorable.
Noone buys from a non-practicing 90yr old realtor figurehead. They buy from people they identify with....
Same for lenders like myself.... My clients buy from "The DallasLoanGuy"..... not "Tom with ABC Mortgage".
Branding is bigger than ever right now!! Time to shine!!
ANDREW: You are spot on! It's nice to know that there are people out there that find value in the durability of signs as well as aesthetic value. We strive to continue to raise our standard of quality - UP UP UP! Thank you for your thoughts!!
TERRI: I understand. If you are looking for a more personal relationship with a sign vendor, I am here for you. We maintain all standards and identity guidelines for Century 21, as well as all other national and independent agencies.
SANDY: Thank you for such warm sentiments! Let me know when you need some custom SOLD signs!
BRETT: Reblog away!! Ever thought about custom signs for your industry? For example: Financing Provided by - ADVANCED FUNDING HOME MORTGAGE... Let me know if I can help you with any of your graphic design and sign needs!
VANNA: That is exactly what I'm talking about. Consistency in marketing and branding is the key! All your marketing materials should mirror each other. Let me know if I can help you achieve a constant flow in your materials!
MARCO: The bottom line is that a sign can do more than just say "For Sale". Though it's intended purpose does it's job, there is a residual benefit to using a custom sign. I think the public gets it too. When you are ready for what we can do for you, give me a jingle - 800-299-5551
MICHELLE: Stay tuned for our next post - "Consistency in Marketing in Branding"... or, something along those lines. It's exactly what you are looking for! Also, once you get to our home page with the 3 icons, click on the "real estate" icon. It should take you to our home page or just click here
ROSE: I'm sure those kids had to fight to get our sign out of the frame - if it was ours. Check the label on the bottom cross bar. If it's a Jack Pratt Sign, it'll have our logo on there. I always used hefty garbage bags for sledding. Sorry to hear that yours got taken advantage of.. Call me if you want to replace them for you - I'll even help you keep the cost down due to those silly kids ; )
SANDY: Thank you!! The main point of difference in our company compared to others is our "professional" design. We know that when you look good, we look good. So, it's just as important to us to make your image recognizable and memorable. I appreciate your thoughts and comments. Let me know if I can help you with your graphic design and sign needs!
LAURA: Thank you for your comments!! I agree with most everything you've said. I do have a question for you to think about though: How do YOU differentiate yourself from other RE/MAX REALTORS when a prospect simply wants to use an agent from your office? I agree that the balloon and color scheme of RE/MAX has become an icon in the real estate industry and can bring much business. I challenge you to find your own identity and augment the RE/MAX brand with your personal identity. This will help you connect on a more personal level with your prospects. We do a lot of custom riders for RE/MAX signs with personal image logos and photos. If you want help developing something for yourself, I would love the opportunity to work with you!
TOM: That's the point - you got it! It's about personal relationships. Prospects are trusting YOU with their largest investment in their lives. They are begging for more personal attention with someone they can trust. Branding is just one part of building a successful real estate career, but arguably one of the most important elements.
Whew!!! Thank you to everyone who has participated in my blog!!! You have challenged me in ways I could never imagine. I also want to give everyone a sneak peek at a new program that is in it's infancy and would love some feedback. It is a referral program for existing customers. Discounts will be given to those who refer new clients. A "Jack Pratt Ambassador" perhaps?? Give me your ideas!!!
Monte,
As a matter of fact, I used to do exactly that along with a Call Capture System! Worked like a dream in a different market. I haven't quite found the right fit with financing signs in this market, yet...but, I know signs are worth every penny as an advertising cost! I'll definitely get back in touch with you!
Great post. did not read all responses, but I do believe that Keller Williams is onto something good:) It is great to give the agent the freedom to design their own signs. I think that is marvelous, and I do hope my company will follow suite, if they should read your blog.
The first time I ordered signs after I switched to Metro Brokers the sign guy my broker recommended I use, insisted on putting my broker's picture on my signs. He said he had to, but when I asked my broker about it, he said no way! He thought it was really funny, but offered to reimburse me so I could order new signs (from someone else).
Monte -
Great post; really relative to our recent conversation from KWFR. Thanks for creating ME a personal sign. Drop by when you're in the area.
Carey Scott, I also thought they way you do until I joined KW a few months ago. But from our J.D. Power and Associates award, No. 1 real estate franchise ranking by Entrepreneur magazine to becoming the most popular real estate company on Facebook and Twitter - achievements were endless at Keller Williams Realty in 2009.
KW agents get the most help from within their brokerage to get a home sold and that is a big difference. I started with a big comapny, got burned, and always laugh at agents trying to personalize their strict company signs. I always thought it looked a little sad. I work out in the hard knock woods where no one cares you got your pretty dressed up face on your little sign, there, aren't you cute. They want someone that simply is in the business for them, that will work to sell their home. That said I am in the market for signs, since my group is always running out of signs because we have so many listings.
Maybe Monte can help me with that, something easily seen but not pretentious.
Keller Williams is a well known brand. They are very good at promotion.
I don't like the fact that KW agents customize their signs, and have a hard time believing that there is any "real" brand recognition or even a recognizable logo when there are so many variances to the original design. KW is not that big yet in Maryland, and most consumers ask me if they are a new company just starting out. Maybe I am partial to RE/MAX because I have been here for so long, but we adhere to specific guidelines set forth by our company that state there is a standard red over white over blue for sale sign with our hot air balloon logo. There are two variances: the commercial sign and the luxury homes sign. Aside from that, all 92,000 RE/MAX agents around the world collectively create a more recognizable brand that consumers have grown to know. Our balloon logo ranks among the most recognizable logos, right up there with the Nike Swoosh, the McDonalds Golden Arches, and the Apple Computer logo. You can google "RE/MAX balloon logo" and there are hundreds of articles regarding this. RE/MAX has a national and international advertising campaign where the balloon logo can be seen on HGTV, among other national networks, print media, online, radio, baseball stadiums, ice hockey arenas and more. I have never seen KW advertise in any of these settings, so again I ask, why are they the most recognized brand, according to Swanepoel's report?
You just clear the blurr for between sales and marketing!
Great thoughts and comments here! Keep them coming! And Jim, you make some points that are spot on! As this blog is titled, this is merely one humble man's perspective... more than that though - it's an observation of what my company is experiencing. Some real estate agents like it, some love it - some hate it. Either way, it's all good for the sign guy.
Since joining Keller Williams in 2003 I've used several different vendors for signs....and Monte is the last...I'll never order a sign from anywhere else. He's good, he's fast, he's reasonably priced and his shipping prices are low ...which is why we love Monte.
Good posting. Thanks for the Facebook sign riders...they're getting attention! :)
Monte, that's great news about Keller Williams, since I am switching over to them right now. That's what they say in their message. I've been saying it's all about the agent forever so I'm glad to hear there's such support for that attitude.
interesting read and insight. thanks for the thoughts and opinions.