While reading a blog by Jonas Kuchenberg about How to Move Inventory, it occured to me that one of the best techniques in this turning market has been to get a lot of signs up, all of which have flyers. Sort of a "back to the future" kind of play. Here's a twist that is working for me:
Print off your flyers in color, on heavy stock paper. The heavier paper will retain it's quality after being out in the humidity a few days. Don't just reprint the MLS sheet like all the other lazy people. Be a Blogger! Whatever your philosophy on flyer information, be sure that you splash your website information across the page hugely, boldly and with yellow highlighting. It needs to invite the reader to action! Always dangle the possibility of more pictures and more information if they will just punch in that simple URL to your website. Here is where you pay the piper if your URL is one of those long-winded "cutesy" names, but that is another story. At least, Use caps and bold to make any possibly confusing items to stand out. For example, I have a website with the URL http://www,JimGibson.BIZ . I always capitalize my initials and the .BIZ part to make sure they get it right.
Never put out a flyer with a blank reverse side. Ever see a billboard with half of it blank? Why would somebody pay for all that square footage and then not use it? Same thing with flyers. I always put a map to the property on the reverse side. Why? Because people go around picking up these flyers and after a short time they forget where they got it. You have to remind them. Make sure the map shows the major cross streets!
My MLS here in SW Florida utilizes a national program called the Listing Book. While not promoted as such, it is the greatest PROSPECTING tool I have ever touched. It allows the prospect to get to all of our listings in a user friendly point and shoot environment. So the backside of my flyer shows the prospect three easy steps to getting into the Listing Book, where all they need to reveal is name, e-mail and telephone number. Wow! What else do you need? Whatever your MLS utilizes, here is your opportunity to PROSPECT.
If your brokerage still does not allow URLs on the sign (gag me with a spoon!), consider adding a sign rider with a unique URL for that house. It impresses the Seller and it works! Just make sure that your website has a way to capture the prospect's contact information.
Old system, but still very effective. New twist!
More Inventory = More signs = More Prospects
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