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Green Signing...Real Estate Marketing for the New Global Economy!

By Lola Audu

Real Estate Broker/Owner with Lola Audu~Audu Real Estate~Grand Rapids, MI Real Estate

May 02, 2009 08:12 AM

Housing bubble signage

Apart from my signs, one of the fist items that I purchased for my real estate tool kit more than 14 years ago was a brochure box.

Remember when color brochures were the latest in creative marketing? Brochure boxes hung around many signs, sometimes along side the 'talking house', a radio broadcasting network which allowed listeners who tuned in to listen to the agent describe the experience inside the home they were parked outside of.

Sometimes, brochure boxes were jerry rigged to ensure that they didn't fall off. Others were battered and cracked due to the rigors of banging against a sign and being tossed around by wind and rain or worse...

This is what we dealt with back then...

1. Reams of sheets of paper and cartridges of ink to make fliers

2. Lots of wasted fliers which were grabbed in bulk by sometimes just one passer-by

3. Countless wadded up shreds of paper drenched by rain

4. A less than stellar presentation of a home's potential

You get the picture. Brochure boxes that needed to be continually replenished. A process which wasted time, gas, energy and of course paper. Is this the best use of our natural resources?

Over the past couple of years, we've been experimenting with a Green approach to real estate signage. One which is facilitated by our Internet marketing strategy. As a result of consistent blogging and social media efforts, home listings for home owners we represent can be found online by address. We had a local sign maker create a new sign rider with the heading, "Google this address." We've been placing these riders on many of our signs instead of brochure boxes.

The Benefits:

1. No more wasting of paper, gas or time ~ Reduced Energy Costs

2. The ability to market the home 24/7 ~ More Effective & Efficient

3. The ability to create a more engaging marketing experience which includes media and video

4. Viral Marketing opportunity which increases exposure

Google this address sign

That was then...This is now!

We're seeing more agents use these sign riders in our local area. That's great. Whenever our industry has the opportunity to move in a direction which uses our natural resources more efficiently and serves our clients and community, we love it!

One Caveat...make sure you've done the work which enables the sign to actually yield a google indexing. Here's an example from one of our home listings...1028 Ada Place Dr. SE Grand Rapids, MI 49546.

Housing bubble picture is courtesy of the truth about real estate on flickr

Google this address picture in front of 4537 Buchanan Ave SW, Wyoming, MI is courtesy of Auduhomes and Audu Real Estate

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David Daniels

Owner of FlyersToYou, Inc. and former Top Realtor - Hemet, CA

Lola,

Great post!

BUT...

(don't you hate that word??)

I would absolutely recommend spending a couple more bucks and order individual sign riders made SPECIFICALLY FOR THE SUBJECT PROPERTY ITSELF versus "Google This Address"!! In the size that you're ordering, the additional cost is nominal...and ANY sign company anywhere in the country can do them in no time.

Here's why...

On your Buchanan property above, I noticed from one of the links YOU sent me to (remember, you're sending prospects to Google, and one of the search results was not good). It confirmed that the Buchanan property was previously listed by a Keller Williams agent (Michelle T. Brown Group, to be specific). Fortunately in this instance, her website goes on to say "You have reached a page that contains an expired listing. Please click 'back' on your browser to try another listing."

But....when this practice catches on (or if Michelle Brown was paying attention now), her page would instead say: "We no longer have this property listed. However, please click on any of the similar properties below to get an idea of what your next home may look like! Then, give us a call...and we'll more than happy to answer whatever real estate questions you might have!"

You'll also wind up seeing agents using all sorts of street names as meta tags and keywords, and their result sites will read something like: "Looking for the perfect home on Buchanan Drive? Click here." Or they'll register domain names like "Homes on Evergreen Drive" to make sure their sites will be indexed in Google searches on a neighboring (and competing) property.

I'd rather see you NOT send prospects to Google at all! You're opening yourself up to too many "what ifs?" Lola's search results are very decent because she's also posting the listing everywhere (looks like on average about 5-10 sites minimum.) That at least helps insure that the search results are MOSTLY her own. But I'm not sure other agents will be doing the same, and even in Lola's case...another agent's website came up!! YIKES!!

But watch this....

Click on the following link: www.34358WilsonCreek.com

What did ya find??? A very professional property address website....without any distractions whatsoever!!! No competition. No expired listings. No other agents manipulating the search results. Blah, blah, blah. Nothing but prospects looking at YOUR LISTING! EXCLUSIVELY!

Lola, I love your idea, and it's cool to watch others react so favorably, but it MUST be thought about, and discussed a little more perhaps?? From a mere marketing standpoint, I recommend spending $3.00 more on individual property address riders. You'll eliminate address issues, competition issues...and even the potential of having prospects sitting in the middle of the block asking themselves "Honey, what's the name of the street we're on again?" We've all done that, haven't we?

And now...if you'll allow me to be slightly self-serving (two minutes max, I promise!!).

PLEASE PLEASE PLEASE...anyone who's a disbeliever in flyers...my advice is to make sure you know precisely the reasons why! Our top customers won't take a listing without having a professional brochure made. BUT...it's never designed to sell the subject property. NEVER!!!! EVER!!!

Rather, it's designed to sell you....and the kind of agent you are. If agents are creating cheap, inkjet-printed, flimsy paper flyers...well...that might lend to them being scattered across the lawn or folded into paper airplanes?? Oooh, that was a little harsh. Sorry.

I won't hijack this blog...but I'll probably create a new blog that I recommend everyone read. You have to change your mindset, and here's two examples of why.

One of our customers got a phone call from a couple who were "driving the area" looking for a move up home (they didn't find one). But they really liked Dee's flyer from one of the properties they drove past. So much so, that they called her and asked if she could come list their home? She did. For $599,900. She also helped them find their new move-up home for $1,099,000.

$1.7 million dollars in new business.

It was a 49 cent flyer.

And one of the brochures I uploaded to our printer this past Friday was for a top agent who just listed a 6.5 million dollar property. The sellers of that property lived two doors down from one of Karin's other listings, saw the kind of marketing she does (yes, they snuck out and grabbed a brochure)...called her and asked..."Will you do THAT kind of marketing on our home if we list with you?"

Her answer was yes.

And her 11x17 brochure on the property two doors down cost $1.24 each.

A SIX AND ONE HALF MILLION DOLLAR LISTING!!!!!!!!!!!!!!

If you never use 'em, you're probably cheating yourselves out of a whole bunch of money! But admittedly...my customers and I are a little biased.

P.S.

Get your sellers involved in the flyer-refilling process! They LOVE getting the overnight package with their flyers inside. Tell them to only put 20 in the flyer box at a time. Two reasons. One, it helps keep track of how many are being taken, two, it will all but eliminate any waste associated with vandalism.

(Okay, I'm done...sorry for the rant) :P

Dave

May 03, 2009 07:52 PM

Lola Audu

Lola Audu~Audu Real Estate~Grand Rapids, MI Real Estate - Grand Rapids, MI

Audu Real Estate~Grand Rapids, MI ~Welcome Home!

Hi David, Thanks for your substantial comment and e-mail alert. There are many ways to market a home and each agent will make a decision on what's best. As you correctly note, I have done the work to ensure that a home listing does show up on a search & that is a caveat to this post.

However, an issue which must be addressed is the idea of transparency. Do we really believe that clients will never access information about previous listing activity? Or that they will never view another agent's website? The key to effective marketing is to create interest and provide information/education. It is not difficult for a buyer to find out about a previous listing at all.

As you note, your comment is designed to advertise your services. I personally feel that would have been better served by creating your own post and linking here. Also, the image which you modified is copyrighted by Auduhomes and no permission was given for use by second or third parties. Please create an image which illustrates your point without violating a copyright provision.

I do think that this is where the industry is moving...Many sites are already utilising the power of Search to promote real estate listings and local market activity. (ie. Trulia, Zillow etc) I don't think fliers will ever be extinct, your comment proves that many agents will continue to use them. It's simply about being open to trying new ideas, learning, sharing, being innovative and continuing to evolve.

May 04, 2009 12:44 AM

Lola Audu

Lola Audu~Audu Real Estate~Grand Rapids, MI Real Estate - Grand Rapids, MI

Audu Real Estate~Grand Rapids, MI ~Welcome Home!

Jeani, You're welcome! Have a hugely success-filled week!

Scott, geocoding simply refers to indexing through the use of location/address. There are numerous sites which focus on local content that use their tagging system on postings and pictures as well as specific coding to direct searches online through the use of the address. Flickr actually has this tool and enables a user to track it statistically for example.

May 04, 2009 01:07 AM

Lola Audu

Lola Audu~Audu Real Estate~Grand Rapids, MI Real Estate - Grand Rapids, MI

Audu Real Estate~Grand Rapids, MI ~Welcome Home!

Charles...yep, folks do still use brochure boxes & they are still on some of our listings too. I just think that this sign rider is more effective and efficient. Less chance of paper airplanes flying on lawns in the neighborhood. :)

May 04, 2009 01:08 AM

Lola Audu

Lola Audu~Audu Real Estate~Grand Rapids, MI Real Estate - Grand Rapids, MI

Audu Real Estate~Grand Rapids, MI ~Welcome Home!

Leah...Thanks for stopping by. Appreciate your comment.

Lorinda...Thanks.

Gene...that can also be an option. Do what works for you. The key is to be innovative and market our homes listings effectively. Thanks for stopping by to read and comment.

May 04, 2009 01:11 AM

Lyn Sims

Schaumburg, IL

Real Estate Broker Retired

Have been doing that for a long time but never thought of a sign rider - DUHHHH.

May 04, 2009 02:14 AM

Home Loan Search.Online

Home Loan Search Online - Newnan, GA

I appreciate that you are considering a "greener approach" to listing. I know buyers will appreciate it also.

May 04, 2009 03:24 AM

Jason Daley

Bremerton, WA

Kitsap County Real Estate, Bremerton, WA Real Estate

Lola - Thanks for the idea. I could see that having "Google This Address" and then also having on the same/another rider the actual address of the home. That would avoid the confusion of "What street is this? "Do you see the house # anywhere?"... type of thing.

I think you have a great "Green" idea that has poked our "outside the box" thinking, and the comments have also been well worth the read on this blog for additional ideas. THANKS!!!

May 04, 2009 03:47 AM

David Daniels

Owner of FlyersToYou, Inc. and former Top Realtor - Hemet, CA

Lola,

Points well made.

My question is...if you had the choice of telling a prospective customer to visit auduhomes.com directly or do a search on "Realtors in Grand Rapids, Michigan"...which would you do? I realize that the consumer may do all the searching they want...but I wouldn't facilitate the possibility of them discovering "other" information that may be detrimental to your cause. Especially if there's a simpler way of accomplishing what your goal is...and that's to have them find more information about a PARTICULAR property.

Secondly, please do not imply that my comment was "designed" to advertise my services. The gist of my commentary was in support of your idea...albeit with a suggestion as to how it might be better implemented in order to avoid competing results. It fully supported your "Green Signage" concept, and was in context with the topic of this blog. The last part of my commentary was simply in response to the many agents commenting above that they've been looking for a way to stop using flyers. I think they're doing themselves a disservice, that's all. Whether they use our marketing wasn't the issue at all. You can get professional marketing materials from a myriad of sources. But for an agent to proudly state that they don't use flyers...could be costing them plenty.

Lastly...I sent you an email immediately after posting my response, letting you know about it...and giving you my complete permission to simply delete it if you felt it crossed the line in any way. I'm taken aback now by your comment regarding photo rights. It's apparent to anyone (in other words, creates NO confusion) that it's your photo...re-posted on your own blog to simply illustrate how your idea might potentially be handled in a different way. It was not (and will not) be used elsewhere and it was not used for personal gain whatsoever. You also did not delete the post which provides an implied permission to its use. But I'll be more than happy to swap it out (I'll do that shortly).

In closing, forums like this can be a great tool for everyone. You're absolutely right when you wrote:

It's simply about being open to trying new ideas, learning, sharing, being innovative and continuing to evolve.

Being 'open to learning' might involve a dissenting opinion once in a while. I'm sure you, yourself realize that many agents who read this blog will not even click on your links to see what else can and will be found if you send someone blindly to the net in a Google search. I thought it important that they realize what those pitfalls are...and what remedies are available to them.

I hate the fact that AR Etiquette101 suggests never to disagree with the poster. If the sharing of experiences and ideas (even if we disagree) is at all offensive, how can we possibly continue to evolve?

Thank you for not deleting it yet. I'll change the photo in a moment (I have to create a new one first).

Dave

May 04, 2009 04:10 AM

Yvonne Jaramillo Ahearn, Esq. (B)

Hawaii Life Real Estate Brokers - Kailua, HI

REALTOR-Broker, CRS, GRI, ABR CLHMS

I like your approach. Thanks for the post!

May 04, 2009 04:12 AM

Andrea Palmer

Jones & Co. Realty 239-333-5556 - Cape Coral, FL

Phone 239-333-5556

great idea. Thank you!

May 04, 2009 04:21 AM

David Daniels

Owner of FlyersToYou, Inc. and former Top Realtor - Hemet, CA

Photo replaced :)

Note: The original photo I used in my initial response above was Lola's sign photo with a superimposed image of an actual address versus "Google This Address" as the sign rider.

Dave

May 04, 2009 04:30 AM

Lola Audu

Lola Audu~Audu Real Estate~Grand Rapids, MI Real Estate - Grand Rapids, MI

Audu Real Estate~Grand Rapids, MI ~Welcome Home!

Lyn...if you're already doing it, it might make sense to use a sign rider for additional focus. Best wishes. :)

Jason...thanks for your contribution to the discussion. Good thoughts...

You're welcome Yvonne. Thanks for stopping by.

Andrea...Thanks.

Dave...Thanks for replacing the image as requested. With regards to dissent...I thought your intent here was to add to the discussion. That's the beauty of being individuals with our own unique perspectives. My website & phone number on the sign also provide additional options for information. I think your fliers are attractive and wish you good success.

May 04, 2009 06:33 AM

Jeff Dowler, CRS

eXp Realty of California, Inc. - Carlsbad, CA

The Southern California Relocation Dude

Lola - the Google this Address is a fabulous tip. I used to have riders made of the actual web URl but it got kinda expensive...and you can't reuse. Not a good GREEN attitude. Love this idea. BUt I did read Dave's comments (and your responses) and need to give it all some more thought. The beauty of this post is the creativity is sparked. Great feature.

Jeff

May 04, 2009 03:38 PM

Patricia Beck

RE/MAX Properties, Inc., ABR, GRI, SRES - Colorado Springs, CO

Colorado Springs Realty

That is a neat idea, very creative and Green! I broke one of my flyer boxes by accident a few days ago, I wouldn't have to worry about those anymore with your approach.

May 05, 2009 01:07 AM

David Daniels

Owner of FlyersToYou, Inc. and former Top Realtor - Hemet, CA

Jeff,

Most of the sign companies that do vinyl lettering are VERY INEXPENSIVE!! Make sure it's vinyl lettering though (not silkscreen or full-color digital printing, which are both much higher for small quantities)

Vinyl lettering is the kind where they load a sheet of vinyl into their cutter....type your text into the computer...and then the machine cuts the vinyl out for them. All they do is peel off the text and place it on the coroplast. Most sign companies would do that on a 6x24" coroplast rider using a single color....for about $10-$15.00.

You COULD save a little by ordering 10 signs that all say "Google This Address"....and probably get them each for around $6.00 - $8.00. I'm just not sure that's the best route to go (for the reasons explained above).

I also know agents who buy sign-rider blanks for about $4.00...and then attach "peel and stick" letters that you can find at home improvement or office supply stores for about $2.50 a pack. If you're careful about how you position them...you could have a very professional looking rider directing the prospect to YOUR property site!!! Some people even say they re-use them by simply peeling off the letters and starting all over again (Go Green!!)

Just some thoughts.

Dave

May 05, 2009 03:31 PM

Marian Gregor-Ann

Keller Williams - Ann Arbor, MI

Arbor area Real Estate

Hi Lola, et al, It's great to have various viewpoints expressed. I can actually see the benefits of both opions. I have mostly gotten away from brochere box flyers. Although for an awesome property I still print them. It's an immediate way to give a visual marketing piece. In my office we've been talking about (some are implimenting) a website for each property. Having the address rider is a smart way to go. Geocoding? I'll have to look into that. Be well. ~Marian in Ann Arbor

May 06, 2009 04:36 PM

Kelsey Barklow

Hurd Realty - Johnson City, TN

423/948-9154

Great sign rider, Lola. Always looking for something new to add to my repertoire. Thanks.

May 07, 2009 02:53 PM

Mary McGraw

GLREA - Rockford, MI

2015: Solar Energy Is Still A Simple Machine!

Lola~ in the great tradition of Audu Real Estate you have shared another way your company is working to help not only buyers and sellers, but the environment! I love what your company is doing to be sustainable!

May 08, 2009 02:03 PM

Gary L. Waters Broker Associate, Bucci Realty

Bucci Realty, Inc. - Melbourne, FL

Eighteen Years Experience in Brevard County

Things do change for the better....heck I remember when I had to change the TV channel by turning a knob! Excellent post!

May 16, 2009 02:00 AM

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