Recently, I drove down Central St. in North Reading and I saw a yard sign. There it was. A For Sale sign was
prominently displayed in a yard for a house on that street. For Sale. I drove by it again the next day. For Sale. Day after day, week after week, the sign remained For Sale. Literally, weeks went by and the sign still hung out on the lawn, nothing changing, broadcasting that the house was yet still on the market. How many times have we encountered this just driving along our regular routes or even in our very own neighborhoods? You never see anybody in there, you never see any showings at the house, you never see any activity at all, then miraculously, the sign is gone.
… Let me explain… It’s human nature to want closure, to want to have things explained, an Under Contract sign or a Sold sign would go a long way in favor of your credibility as the listing agent.
Now what happens? As a resident of North Reading or of whatever town or neighborhood, you are certainly left to wonder. You wonder what happened to that listing. Did it finally sell? Did the owners decide to take it off of the market? If so, why? The house may still appear vacant. The community is left to wonder about this mystery and the agent and the company with whom he is associated. What is going on with this house?
This example alone blatantly points to the fact that updating that one marketing sign is of the upmost importance. Let me explain… It’s human nature to want closure, to want to have things explained, an Under Contract sign or a Sold sign would go a long way in favor of your credibility as the listing agent. You’ve got the listing, you have permission to put the sign in the ground, you want to advertise about the open house and put the Open House rider on the sign… Then, should you get a contract on it, but don’t subscribe to the train of thought that you should put that Under Contract sign on the post in the yard because you still want people to call, well all the people that drive by this main thoroughfare are left wondering what happened to that house. They are going to entertain the thought that you must not have been able to sell it. What does that say about you? It says that that particular agent and company just couldn’t get it done for whatever reason. Neighbors will think, “ Oh, that’s too bad, that house expired.”
The importance of an Under Contract sign, or Sale Pending, or Offer Pending or whatever it is that you want to put on there, is very important to boast your successes as an agent just as much, if not more, of the success in posting up that For Sale sign in the yard. Keep those on-lookers and the drivers that pass in on the status of that house. They should know where you stand. No one wants to be left with the sign gone and a vacant house. Keep updating that marketing and you will position yourself for success.