Does Anyone Really See Your Sign?
I have a theory about that. Before I start I would like to give you some numbers to set the stage, so to speak.
I own an EXIT office in little ol' Bend, Oregon....population...ummm.....about 75,000. In our greater metropolitan area we have 2224 ACTIVE residential listings, 56 multi-family, 5 farm, 929 land and 85 investment /income property listings. That's about 3300 listings.....and MOST have signs in front or on the property somewhere. Would you agree that that is a lot of SIGNS?
When you drive around the Bend community you will see, like many cities, real estate signs of every color, shape and brand. You have the Re/Maxers, C21's, Coldwells, EXIT's and the Independents. They are everywhere. Sometimes you will see multiple signs for blocks.
I believe that perhaps potential buyers are not seeing YOUR signs. I mean, they see them IF they are searching for them...but otherwise they just don't see them. Or do they?
How many of you are familiar with the term "reticular-activator?" Have you heard of this? Here is what it is. Okay, you drive into a car lot to purchase a car. you know, something that get's good gas mileage, has eye appeal and fit's your needs. All of a sudden, there it is! It is the right price. It is the right size and heck, with $4 bucks plus per gallon, it get's decent gas mileage. Yep. It is a one-of-a-kind. Or is it?
So, you slap down the bills and drive off the lot in your new BLUE FORD MUSTANG. As you drive you suddenly see another car just like yours....then another....and another. Where did all these cars like yours come from? That is your reticular-activator! You see, before you purchased your BLUE FORD MUSTANG you were not consciously looking for MUSTANGS and specifically, BLUE FORD MUSTANGS....but now it is almost like they are everywhere! I think REAL ESTATE SIGNS are just like that. What do you think?
Now, it will be difficult for you to be objective on this specific poll. You are a Realtor, right? You spend your life looking FOR and AT real estate signs.....so your activator is always on. But...how do non- real estate folks SEE real estate signs?
I have asked several agents in my EXIT office to test my theory on specific REO BANK OWNED properties. I believe that if investors and buyers could TARGET the availability of these listings by SIGNAGE that it would be helpful to them and my company.....and to the REO client! I have asked my agents try my UGLY YELLOW SIGN theory.
If you are not familiar with UYS's, they are just that. Hand printed and placed on a property in a bright yellow format. Oh yes, they do stick out. To further test my theory, my message on the sign will direct potential buyers to my toll free information hotline with CALL CAPTURE! I will be able to track calls and have the ability to call every potential client back to qualify them. I believe they will SEE my signs from signs like yours!
So, am I nuts? Do you think I am unprofessional for using such signage? Seriously, I would love for you to take part in my AR Poll. Heck, maybe you are already doing something like this.
Should make for interesting conversation.
Jim Mazziotti
Principal Broker
EXIT Realty Bend
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