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These real estate signs puzzle me...

By
Services for Real Estate Pros with Marte Cliff Copywriting

Hasn't dual agency kind of gone the way of the dodo? Most of what I read says that buyers should have their own agents. 

Maybe that's only true in some places? I wonder. 

Meanwhile... my puzzlement over signs. 

I've been thinking that most buyers today have a buyer's agent and do not go directly to the listing agent to buy a house. 

Why, then, do at least half of the real estate signs I see in our area feature the agent, not the agency? 

The signs I see are on highways or county roads where people are not going slow. And the ONLY thing that jumps out in large print when driving past is the name of the agent. Not the agency, not a phone number, just a name and sometimes a photo. The rest is in much smaller print. 

In our town there is only one real estate agency left. There were 6 when I opened my office way back when, and 3 left when I sold it. Now there's just one. As a result, there are signs from agencies in Sandpoint, Coeur d'Alene, and even Spokane.

With new signs appearing all the time, local people don't automatically know which agency is represented by a sign of a certain color, etc. They need more information.

In my mind that means the agency name should be prominent on those signs! 

Otherwise, interested parties are forced to turn around, go back, and pull over to the side of the road to read a sign. Even if they want to use the listing agent, they first need to find out where to find that agent! 

Is this just going on here, or in other parts of the country as well? 

I'm curious. I'm also curious about why they're doing that, so if you know, please share! 

Comments(9)

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Dorie Dillard Austin TX
Coldwell Banker Apex Realtors, LLC ~ 512.750.6899 - Austin, TX
Educating. Encouraging. Serving.

Our signs have our company name prominently! My name and number is on the sign too.

Aug 10, 2026 01:22 PM
Marte Cliff

Dorie Dillard Austin TX - so anyone driving by knows which agency to call to get more information. Do you take those calls or send them to other agents? 

Aug 10, 2026 06:03 PM
Katina Hargrove 352-551-0308
Stake Your Land Realty, Inc. - Eustis, FL
Broker/Owner

Good afternoon Marte Cliff I have not really paid much attention to other agents signs. I have noticed a few and the company's logo is on it, but no phone number or the agent's information. Much of the big box companies have closed their doors to the public and now they are just on Facebook online. Most all Real Estate Companies had a company website featuring all their agents with contact information. The ones that I have noticed, have the agents name and photo, but one number to the office. If the call is going to the office number after hours, the message gives a prompt to search by name. Yikes

Aug 10, 2026 01:27 PM
Marte Cliff

Katina Hargrove 352-551-0308 - In Florida dual agency is fine, right? So you want potential clients to call the listing agent?

Aug 10, 2026 06:04 PM
Katina Hargrove 352-551-0308

Marte Cliff if the buyer has signed a BBA, they will call the listing agent for information, but any offers would come from the BA.

Aug 11, 2026 04:44 AM
Lise Howe
RLAH RE LLC - Washington, DC
Assoc. Broker in DC, MD, VA and attorney in DC

I've wondered about this too! 😄 I think personal branding has taken over real estate signage, but I agree that the brokerage and contact information should still be easy to spot. After all, the goal is to make it easier—not harder—for an interested buyer to connect.

Aug 10, 2026 02:19 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Lise Howe Where does the idea of buyer agency play into this? Are the signs just there to say "Look, I have plenty of listings?"

Aug 10, 2026 06:05 PM
Adam Feinberg
Howard Hanna Elegran - Manhattan, NY
NYC Condo, Co-op, and Townhouse Advisor

Real Estate signs were never really a big part of my market since 98% of sales are individual apartment sales. I ordered my first sign last year for a townhouse which are less than 2% of our sales. A lot of boutique brokerages have been created in the last year or two- so at lot of times if there is a sign, the agents name is a much bigger deal than the agency itself. 

Aug 10, 2026 06:21 PM
Marte Cliff

Adam Feinberg Your market in New York is so different from ours here in the woods of North Idaho that I can't even imagine it. 

Aug 10, 2026 07:39 PM
Dorie Dillard Austin TX
Coldwell Banker Apex Realtors, LLC ~ 512.750.6899 - Austin, TX
Educating. Encouraging. Serving.

Marte Cliff ,

Its good to have your personal branding on the sign too as I get listings that way. Other sellers see whose listings are moving. If I get a call I usually forward it to my daughter who is an agent in the office or someone else.

Aug 10, 2026 06:27 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Dorie Dillard Austin TX - I can see that for personal branding. I just don't understand the signs I see where it's difficult to find the name of the agency - or the phone number!
Good for you for having a daughter to send clients to - I'll bet you know you can trust her to treat them well. 

Aug 10, 2026 07:38 PM
Kat Palmiotti
eXp Commercial, Referral Divison - Kalispell, MT
Helping your Montana dreams take root

The signs I see typically have the company and the agent name and both are big enough to see. That being said, I'm going to have to look a little more carefully while I'm out to confirm that is still true.

Aug 11, 2026 05:28 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Kat Palmiotti - it's about half and half here between the signs that are totally agent focused and those where you can catch the agency name and perhaps a phone number while driving by. 

Aug 12, 2026 03:54 PM