Of course we all know the increasing role the internet is playing in marketing our business. But did you know that according to a survey by NAR, 63% of homeowners said they used information they obtained from a yard sign to help in their search for a home?
In today's information-saturated marketplace, successful marketers must learn how to stand out from the crowd, or risk losing market share. Your signs give you the opportunity to communicate directly to your target market. Yet most agents ignore this gold mine and even worse, allow their signs to fall down and look crooked, rusty, and unprofessional. Is that the best representation of your name? By upgrading something already available to you, which has a proven pull, you could be delivering better results for a fraction of the money.
Make sure you are taking advantage of this tool by:
1. Begin by treating your sign as a valuable and critical part of your marketing efforts. This means making sure your sign is installed with care and that you or your staff periodically checks to make sure all your signs look professional.
2. As an extension of your professional, successful image, be sure your signs are clean, unbroken and chip-free. Don't buy the cheapest sign available. Inexpensive signs are the first to show wear and look unprofessional. Include more colors or add a photo into your design as another affordable way to make your sign stand out. By projecting a more upscale, professional appearance and customizing your look, you can turn your standard lawn sign into a targeted marketing tool that delivers a clear message to your key market.
3. If you include a brochure box with informational flyers, make sure you give your client plenty of extra flyers to refill that box whenever it's nearing empty, especially on the weekends.
4. Include specific listing information with your sign. Add custom rider signs noting valuable details and unique features, such as "Pool," "One-acre lot," "Excellent school district," "Walk to train." This is an opportunity to increase interest in each of your properties. At the very least, you should include your web address to draw prospective clients to your personal web site. This is an economical service that shows your client you are committed to selling their home.
5. When you hold an open house, add flags or balloons to your sign a couple of days ahead to generate more traffic.
Perception is half the battle, so keep those signs looking great!