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A Tale of Two Yard Signs

By
Services for Real Estate Pros with Creative Read, Inc.

My dog Murphy and I preview homes every morning from about 5:30 am to 7.  We don't go in, of course, we just like to look at what's new on the market and what's still on the market.  We take a different route every day making a mental note of who has listings from companies we've never heard of, how many FSBOs are stubbornly staying the course, and how many "For Sales" are now "For Rent."  We look at knock downs being re-constructed, and the new homes going up in what used to be an empty lot and we evaluate our little marketplace on a daily basis.

Domain Name on Yard SignWe live in an older neighborhood in Fairfax City.  The houses are over 50 years old and there are still some original owners here.  But the demographics are changing.  Every weekend morning for 3 years now, Murphy & I go down and hang around at our neighborhood 7-11 with a group of guys who were born and raised right here in the city, some right here in this neighborhood. We talk a little real estate and they give me the scoop on what's going on in the 'hood.  Real estate is an amazingly universal topic of conversation.  It surprises me the number of agents who don't wear a nametag when they are out in public because doing that is an open invitation for people to talk to you about what you do.  When I used to wear my polo shirt with the company logo on it around town, people would frequently stop and ask me, "Are you a real estate agent?"

Sometimes it's easy to overlook the simple and the obvious.  Research I read recently says the majority of inquiries on listings are still being generated by yard signs.  The ever so humble, low tech, yard sign.  So Murphy and I started looking at yard signs more closely in our morning tour and discovered that some designs are more practical and appealing than others.  Some are easier to read and and are not as cluttered with their information as others.  Our case in point are the two yard signs here.

I will tell you up front that I am partial to post signs.  The information is up higher making them more visible and theyLong & Foster Yard Sign just have more curb appeal.  I don't know what the norm is in other parts of the country, but in the Washington, DC, metro area, it's mostly post signs.  Which automatically makes the squat metal low-to-the ground signs . . . well, lesser.  In an earlier post on Choosing a Domain Name, I had specifically suggested a custom name rider with a website address.  And lo and behold!  Murphy and I found one, exactly one, only one right here in our own neighborhood.  With a SOLD sign on it.  A coincidence or a sign of the times?  You be the judge.

I do think it's easier to remember a short, simple, easy to spell website address over a phone number.  Especially if you are driving by it.  The other sign here also has a website address, but it's longer and therefore smaller and it's sharing space with a phone number as well.  Too cluttered, too noisy.  The other wasted advertising space I've seen is directional signs for open houses.  They either have no information at all or the one I saw this weekend said "Tom & Cindy."  Tom & Cindy who?  How do you search that way?  The same space could have been used for a domain name.  Phone numbers are not as easy to remember as words.  And if you get them to your website, they then have a choice of emailing you or calling you on the phone number that's there.  I would be interested to know how many agents are using domain names on yard signs and directionals.  Better yet, show me!  Please post a photo of your amazingly appealing yard sign so we can all benefit from the people who are ahead of the curve on this form of marketing!

 

Comments (27)

Catherine S. Read
Creative Read, Inc. - Fairfax, VA
Frank, I love your sign!  I agree that one number is the maximum on a yard sign, and most people are hard pressed to remember that!  The watchword of this decade is SIMPLIFY!
Nov 09, 2007 01:32 PM
Jim Calabrese
DeeSign.com - Cincinnati, OH
A tip I always give my clients when advertising a website on their signs: Always, always use title case ie: 123LittleRiverRoad.com is easier to read (and remember) than 123littleriverroad.com. And Casey could have made the riders more legible by dropping the "www." , preventing the rest of the address from getting squished.
May 05, 2008 05:25 AM
Catherine S. Read
Creative Read, Inc. - Fairfax, VA
I agree with you on both counts Jim.  It's the seemingly small things that can have the biggest impact on how the domain name is read and remembered.  Thanks for the tips!
May 05, 2008 05:46 AM
Tina Merritt
Nest Realty - Blacksburg, VA
Virginia Real Estate

I never put up a SOLD sign - I think it does the seller a disservice if by chance the sale falls through.

I use Gumiyo riders - "Text TINA to 48696 to get more info on this property" - I get great responses on those.

Tina in Virginia

May 05, 2008 01:32 PM
Catherine S. Read
Creative Read, Inc. - Fairfax, VA

I've heard similar feedback about the SOLD riders Tina.  I think it's good to leave all options open as well. In this case the seller was a builder and it really did go through and the agent had that SOLD hanging on his domain name for over a week.

I think texting is a great alternative to phone numbers and one that more and more consumers feel comfortable using. It's instant information, but without the commitment of making a phone call.  That's smart marketing!

May 05, 2008 01:39 PM
Michael Wayne Jackson
Coldwell Banker - Novato, CA
Broker - Seniors Real Estate Specialist Novato
Nice post Catherine. I just started using the address URL sign rider approximatley 6 months ago and I'm a beleiver that it works.
May 06, 2008 10:16 AM
Catherine S. Read
Creative Read, Inc. - Fairfax, VA

Good for you Mike! Yard Sign

I was just out roving the neighborhood today taking photographs of yard signs.  Out of 13 in my neighborhood only 2 had custom sign riders, and several had no website address of any kind!  Which explains why Realtor.com is the number one real estate website.  Where else will people logically go for more information if agents don't provide a solution?  This is really so simple!

May 06, 2008 11:20 AM
Glenda and Steven McDaniel
Long and Foster Smith Mountain Lake Office - Smith Mountain Lake, VA

Hi Catherine, I have really used your advice.  I went out and had all my riders changed to my

web name  www.GlendaMcDaniel.com with my cell phone.  Helps kill two birds with one stone!

I also had a sign made up for my REALTOR Open Houses stating that Glenda McDaniel is holding a

REALTOR OPEN HOUSE TODAY and in big letters it says Dessert.  I actually had some non-agents come in for the dessert!  

 Great Advice...Great Help....Thanks

May 06, 2008 03:22 PM
Jeff Graves
Altos Research - Sunnyvale, CA
More than just beautiful market trend reports
Good psot.  It's always good to get to know what's going on...whether you walk it or talk it with others.  Keep up the good work.  Mahalo.  Jeff from Maui
May 06, 2008 06:55 PM
Catherine S. Read
Creative Read, Inc. - Fairfax, VA

Hey Jeff - Well walking Maui is probably a little more exciting than walking my neighborhood in Fairfax, VA!  But it's absolutely certain you have to be where people can find you - in person or online.  We just need to keep reminding our agents.

 

May 06, 2008 11:31 PM
Catherine S. Read
Creative Read, Inc. - Fairfax, VA

Congratulations Glenda!  It's a powerful thing to make even one change and see the results!Directional

You've really taken off with some simple suggestions and as you build on them, you will see even greater return.  I think the key is that you never take off your "consumer hat."  Stand where they are, really see what they are seeing and understand the experience has to work for them - online and offline.  You just keep doing it!

May 06, 2008 11:36 PM
Chris Ann Cleland
Long and Foster Real Estate - Gainesville, VA
Associate Broker, Bristow, VA
I think that getting a domain name and putting it on a sign rider was the smartest thing I ever did.  I get a lot of contacts that way.
May 07, 2008 10:56 AM
Catherine S. Read
Creative Read, Inc. - Fairfax, VA
Great Chris Ann!  It's wonderful to hear that there are real results from something that is so within the reach of every agent!  You have an advantage in the fact that you actually DID IT!  Keep it up!
May 07, 2008 01:06 PM
Tanise Nester
Take A Look Virtual Tours, LLC - Moneta, VA
Photography and Virtual Tours

This is the kind of stuff I LOVE to find.  I own a virtual tour company located on Smith Mountain Lake Virginia.  Like everywhere else in the country, the number of yard signs is overwhelming.  I have started offering Panoramic sign riders to my virtual tour clients.  Each comes with a custom web address for the property and includes a panorama from the virtual tour.  The number of hits received off of these domain names is UNREAL!!  I am sure some of the hits are just nosy neighbors, but a lot of the homes are receiving real interest as a result.  Not only is the rider helpful in having your yard sign stand out among the mob, but the domain name can and SHOULD be used in all your marketing and advertising.  How about this for a newspaper ad, "One of a kind home for sale on beautiful Smith Mountain Lake.  Take A Look at www.102PebbleBrookLn.com."  Short, sweet, and interesting!

Panoramic Sign Rider

Jun 02, 2008 06:24 PM
Catherine S. Read
Creative Read, Inc. - Fairfax, VA

Tanise this is truly an impressive product!  I can see where it would capture the interest of consumers based just on the visual appeal.  I think this is the next generation of real estate marketing and it's about time.  I think current yard sign marketing is just so much clutter and noise that people largely ignore.  Thanks for sharing this.

Jun 02, 2008 11:52 PM
Lisa Southern
Lisa Southern Real Estate - Raleigh, NC
Lisa Southern Real Estate

Hi Catherine,

Thankyou for the timely information. I have a couple of listings coming on the market soon and this is great!

I'll be reading you,

Lisa

Jun 10, 2008 04:02 PM
Pat Underwood
Long and Foster Roanoke Virginia - Roanoke, VA

Catherine you are so smart! I'm working on getting my web site more up to date.  Right now I am not proud of it. Hopefully that will change soon as I become more familiar with what I need.

 

Aug 22, 2008 02:15 PM
Mike Russell
Mike Russell Real Estate Group - Overland Park, KS
Overland Park Kansas Real Estate

sign always advertise your website, come rain, shine or sunday.

Aug 22, 2008 03:33 PM
Mike Russell
Mike Russell Real Estate Group - Overland Park, KS
Overland Park Kansas Real Estate

we also don't use post sign here because it is so darn windy.

Aug 22, 2008 03:34 PM
Catherine S. Read
Creative Read, Inc. - Fairfax, VA

Pat, I'm sure your website will develop as you turn your attention to what consumers really want to know about the area where you are selling homes.  Make certain you build in plenty of reasons (and invitations) for people to contact you.

Michael, I appreciate you posting a picture of your yard sign!  It's still one of the best sources of leads and giving people options in how they connect with you is really important in this day and age.  I can appreciate that wind would be a factor in Kansas, and your sign has all of the most important information even if it is low to the ground . ..

Aug 23, 2008 01:29 AM