If the motto of the real estate industry is “Location, Location, Location” then the focus of those involved in selling it should be on “Signs, Signs, Signs.” The first step in selling commercial or residential real estate is to draw in as many potential customers as possible from as large a catchment area as is practical. To do this means that advertising and publicity should be as wide spread as possible. This means using a variety of media to get the message across. In addition, the message itself should not be too focused. No one will read a description of the property that runs to a few thousand words. Highlights are what grab the reader’s attention but again, they must be those that appeals to the widest possible audience. A wrongly directed focus may get a few more potential buyers but also lose many more who will see nothing that might interest them. The idea is, first and last, to get the potential buyer to come and see the property.
Signage on the Spot
It is in the next stage that signs really come into their own element. Signs strategically placed on approach roads and in proximity to the property will draw in interested passersby. Once people reach the location, there will be salespeople around to show them the property and explain the benefits of occupying it. However, the fact is that even if the customer is paying close attention to the sales spiel, the amount of information that is actually internalized for later recall and consideration is very limited. On the other hand, well designed, properly worded and carefully placed signs can boost the internalization and recall. This is not just because of the visual impact of the information that they convey. In most cases, a customer will, after seeing a sign that interests him/her will ask the salesperson for more information. When information’s conveyed in the form of a response to a question, it is subconsciously given more attention and importance. This boosts recall and the value of the input.
Real estate signage traditionally has two functions. The first was to inform the world that the property is for sale/rent. The second is to provide contact information for those who want to know more. These are still the main functions. But in an increasingly sophisticated market, the sign now has to do more. It must be attractive and grab eyeballs. The design and look must be such that it stays in the mind.
Curb Appeal starts with Signs
Every real estate professional knows the importance of curb appeal. A good first impression makes a sale much easier and a bad one can often kill the deal on the spot. A liberal placement of signs, to catch the eyes of potential buyers approaching from any direction, is where it begins. Signs that provide updates to regular passersby on things like the number of units available etc. are those which will be recalled easily.
There are a few key issues that must be considered when thinking about using signs. These are:
- Does it attract the attention of potential buyers?
- Does it stand out from the crowd?
- Does it convey information clearly?
- Does it create brand awareness?
- Is it suitable for outdoor use?
- Is it re-usable?
- Is it cost effective?
Get the Right Signs from the Right Source
Nothing hurts the image of a property and the seller like a cheap looking sign. The best way to ensure that the key issues of the signage are taken care of is to use the services of a professional sign making company. They will have the experience to help in deciding on the number of signs required and the sizes. They can help design signs that are eye catching. They will be able to use the materials and create the type of signs that are most suited for the job. And quality will not be an issue.
A sign does not just indicate that property is for sale. It says a lot about the type of property and the agency that is selling it.