Signboards in commercial real estate are a critical part of branding for both the brokerage and also for the agent. The greater number of signs you have in your territory the easier it is for you to build your listing opportunities.
Most of the clients that use our services don’t want to list their property with a ‘secret agent’. They want the agent with the best exposure to the market that can attract the enquiry fast and efficiently. Signboards help with that.
I should qualify this further and say that ‘exclusive listings’ are better for your signboard profile and exposure. On that basis every sales pitch and presentation should be centred on converting a listing in that way. Top agents dominate the market with ‘exclusives’. When you control the listing stock, the market has to come to you. That assumes that you have listed the property correctly and at a market rent or price.
So let’s go back to the matter of ‘signs’. Here are some tips to using this marketing tool effectively for building your profile individually and for the brokerage.
- Do a ‘sign count’ each weekend so you know exactly your position in the market with listings and board visibility. This monitoring process also gets you into your territory on a regular basis so it helps with market awareness. The best time to do the ‘count’ is on a weekend when traffic and access is easy. For some brokers this is first thing on Sunday morning.
- Understand the regulations that apply to the placement and approval of boards on properties. Some local councils or municipalities will have regulations that set some rules to stick to.
- Have a contractor check your signs weekly for vandalism or weather damage. Nothing detracts more from a listing than a damaged sign.
- On any quality listing and particularly any exclusive listing, the board cost should be covered by the vendor paid marketing fees. On that basis the board should be specially created for the listing and the location.
- Use ‘dot points’ on the sign so the features of the property are easily read and captured by passing traffic.
- Put a reference of the property on the board so the person reading the information can call you and quote a reference number to take you immediately to the listing information. Be prepared to take telephone enquiries about a property at any time (that includes weekends).
- Size does matter in this type of property marketing. Understand the best legal size for the board and its placement strategy. Face the board to the passing traffic.
- When you place a board on a property, directly contact all surrounding businesses and property owners. A new listing is an excuse to talk to many people in the area.
Respect the opportunity in marketing that this sign strategy offers you. It is silent and yet so effective. All quality listings should feature a great signage marketing solution.