Recently experimented with one of the countless ideas that pour out of BHB like water from a hydrant. Created a single site blog page and a custom sign for a listing. The idea, of course, is stolen from Greg Swann and some of the other brilliant minds that visit here. The purpose is this: be so much better as an agent (which is to say: so much better at marketing), others will have to increase their value proposition markedly… or get out of the game. Here are a couple pictures of the sign:
The first one is an overview and the second one is a close-up. I think they turned out nice and I was VERY happy with the process.
But that is not why I am posting.
Here’s the really interesting part. After hanging the sign I started to pull away and had to stop and get my camera out again. Three cars in a row stopped to look at the sign and one actually sent their child out to get the flyer.
So… within minutes of hanging the sign I had eyeballs from three cars and conversion on one; you have got to love that kind of impact! BTW, the first thing my clients said was they loved the sign. I remarked how standard signs only tell people a house is for sale while marketing for the brokerage. One of the ideas behind a custom sign is to encourage people to stop the car and get out to read the sign (thus increasing the possibility of interest). They replied: “This should do it. You know… every agent in the area is going to stop and read it!” Just love that.
Nick Bostic says:
As someone who is an interested observer in the marketing within the industry, I am amazed that more people aren’t doing this. I am looking to possibly purchase another house in the not too distant future, and this would definitely make me stop the car. There’s nothing more pathetic to me than pulling up to a “For Sale” sign, only to have the company & agent name (not even contact information) and am empty flyer box. Here you have the web site, the important elements of a flyer and easy to find contact information.
I fully understand it takes more time and effort to put this all together, but as your follow up photos prove, it’s well worth it.
Great job!
June 25, 2008 — 2:26 pm
Mike says:
is there anywhere online that prints signs like this ?
-Mike
June 25, 2008 — 2:26 pm
Sean Purcell says:
Nick,
Thanks. I agree with you on the flyer box too. As with this one, I left a couple hundred flyers with my client and ask that they check the box on the days I cannot make it by.
June 25, 2008 — 2:44 pm
Sean Purcell says:
Mike,
I don’t know of any. I called various sign printers in my area until I found one that gave the answers I was looking for. He turns these around in less than a day!
June 25, 2008 — 2:46 pm
Barry Cunningham says:
Looks nice but in Florida this would probably be a zoning violation and ordered down. Those who are considering such signs may want to check with municiapl or county ordiances to see if this indeed be a zoning violation which in turn could be a code violation which in turn could cause a problem on title.
We have had subdivisions which have sued people for having flags in their yards. They most assuredly would be up in arms over this. they would react like it was a billboard in their neighborhood.
Looks nice, I would advise checking in your local area as to the viability and zoning legality before pursuing. If they clear it..then by all means it’s an eye-catcher.
When we market we need to be aware of things like this.
June 25, 2008 — 2:49 pm
James Malanowski says:
I also like the impact these signs have, but is it really wise to print the price on the sign? Two problems I see …
1. Price reductions = need new sign
2. Too much info = fewer sign calls
How do you deal with this?
I don’t use flyers because I want buyers to call in for more info. I’ll put them inside for folks walking through but outside I lose more to kids walking by then I do to actual interested buyers. The photos and the description on the sign are great, though.
June 25, 2008 — 2:49 pm
Mike Rohrig says:
To James –
#1 On my sign I leave out the price leaving that for the flyer or a call. https://www.bloodhoundrealty.com/BloodhoundBlog/?p=2980
#2 There are many agents who try to get calls by not having a flyer but I find that buyers are lazy. They write the number down on a scrap of paper and forget what house. And then they lose the paper.
Also I think if the buyer doesn’t have an agent then these signs will impress them and they are more likely to call you. I have heard many people frustrated by having to call to get a price. You won’t get far if the people are already frustrated when they call you.
I would suggest trying it out on one of your listing and seeing how it works for you. My sign calls have not changed but I agree with the brake lights based on the reports of my sellers.
June 25, 2008 — 3:19 pm
Sean Purcell says:
Barry, you friendly old wet blanket you. 🙂 I checked the zoning and recommend everyone do that as well. The primary concern is sign size. In Escondido (where this property lies) the limit is 24″ x 24″ or I would have surely made it larger.
Are you implying that the colors or image would cause a concern? In your area are there codes that dictate what the brokerage is allowed to put on their signs (beyond the obvious: obscenity, etc.)? I have seen some pretty ugly brokerage signs and being all the same they dot the landscape. Who decides which billboard (they’re all billboards aren’t they) should come down and which can stay. I am very curious about this.
I appreciate the concern you share and knowing your marketing background I definitely appreciate your “eye-catcher” compliment.
June 25, 2008 — 4:40 pm
Sean Purcell says:
James,
I appreciate your compliments and comments. To answer:
Two problems I see …
1. Price reductions = need new sign – I own a dozen or so price riders, all rounded (for instance, this property is actually listed at $649,000 to $699,000) and so I hang whatever is appropriate
2. Too much info = fewer sign calls – I may be wrong, but I believe the 2.0 world has already let that horse out of the barn. Info like price and details from the flyer is already available. I want people to call from the sign, but I prefer them to have an actual interest. I know, I know, I am supposed to get people to call as blind as possible so that I can gather them as clients, but I don’t think I should be making that a focus on my client’s watch. They are paying me to sell their home and in my best Greg Swann way I am tying to do exactly that. Along the way, in my best Russell Shaw form, I am trying to impress the neighbors and attract future listings.
June 25, 2008 — 4:50 pm
Flynn Gentry-Taylor says:
What kind of camera did you use for the photos above? Are your flyers copies of your sign, or regular old MLS flyers? Love your idea. What about fading? Do you have a light for nights? Good thinking! Flynn
June 25, 2008 — 5:03 pm
Sean Purcell says:
Flynn,
My camera is a relatively old Nikon but the printer was very happy with the pixels. There are a couple of articles on BHB regarding good RE cameras (as well as video cameras); just use the search function in the right column.
The flyers are a modification of the sign and are definitely not a typical MLS flyer (I try very hard to make sure that nothing I do is called “typical” 🙂 ) You can see a copy at the property’s web site: EscondidoExecutiveHomes.com
I do not have any lighting yet. Still waiting for a decent and affordable idea. Don’t know yet if fading will be a problem. My sign maker wanted to make the sign out of 1/4″ aluminum and we could peel the pictures off for each new listing. The material itself would last indefinitely. I opted for the PVC which is lighter but not reusable (also about 30% less in cost). The sign maker said I should expect 6-9 months of life from this sign (and if it takes me that long I shouldn’t be in the business!)
June 25, 2008 — 5:26 pm
Bawldguy Talking says:
Awesome sign. I’m wondering if we remain out of the box, what would happen if you had two separate signs for the property? Each would have totally different info about the home, with complimentary design.
I’m thinking the second sign might have a great photo of the most appealing room in the house.
Does Escondido allow two front yard signs?
June 25, 2008 — 6:19 pm
Sean Purcell says:
Jeff,
Interesting question. I believe that most of the cities, as part of their sign ordinance, will say something like: “one sign, to be no larger than…” but I will check into it now that you bring it up. What other “outside the box” types of things can we do?
I wonder what sellers would think about car magnets that listed their home stats. Nothing like multiplying the silent salesmen.
June 25, 2008 — 7:44 pm
Barry Cunningham says:
Hey Sean..you asked: “Are you implying that the colors or image would cause a concern? In your area are there codes that dictate what the brokerage is allowed to put on their signs…”
Yes indeed, there are certain subdivisions that do indeed regulate both the size AND the content. Some gated communities (one where we own a home) only allows the brokerage name, phone number, and the words for sale. A hefty fine is assessed for violators.
So yes down in our neck of the woods, and many others, a sign can’t be just placed as desired and could most assuredly cause some problems for the agent and more importantly the Seller.
A quick sign review with the local zoning official will be worth it.
June 25, 2008 — 8:36 pm
Sean Purcell says:
Barry,
Wow… gotta love all that regulation. I suppose it serves a purpose for the people that live within the subdivision. They knew going in about these restraints and may very well prefer the bland and cookie cutter to what I am doing (which may be considered spam by them).
Bottom line: your advice is dead-on.
A quick sign review with the local zoning official will be worth it
June 25, 2008 — 9:22 pm
Mike Farmer says:
Great sign — makes mine look like a crayon drawing.
June 26, 2008 — 4:19 am
jay mclean real estate says:
Damn that is nice! I’m totally sold and just wrote my sign/auto wrap vendor to inquire. can’t wait to show this idea off to sellers. If he can do them I’ll post a price and his website–although I do encourage everybody when possible to support local businesses. I’m sure most of us hate seeing listings by national virtual brokerages when the it could have been done MUCH better at the local level as indicated by this sign, etc.
j
June 26, 2008 — 4:40 am
John Kalinowski says:
Sean – How is your rider attached on top? Does it just slide into a slot in the wood?
I wonder if the drivers had the same reaction to the boring RE/MAX sign in the background of the first picture? Great looking signs!
June 26, 2008 — 5:01 am
Greg Swann says:
> is there anywhere online that prints signs like this ?
When you’re driving around in your own, look for a sign vendor with photo-banners hanging outside or in the window. They have the kind of ink-jet printer you need. The next step is material. Sean printed on vinyl, but we use aluminum for the yard signs and choroplast for custom directionals. As someone mentioned, it’s worthwhile to have a discussion about UV protection. I would ask about weather damage, too, in places where they have weather.
June 26, 2008 — 11:39 am
Greg Swann says:
> I’m wondering if we remain out of the box, what would happen if you had two separate signs for the property?
Patrick Mahoney and Barry Bevis, each independently, came up with a great idea: Use different photos on each side of the sign. The signs are printed by ink-jet, so there are no economies of scale. In other words, the printing cost would be the same as if you printed the same image on both sides. Creative costs would double, but I roll my own and everyone else is using the sign vendor for the artwork.
Vitally-important marketing point: What matters most about these signs is not the color, not the photography, not even that they are custom-made for the house. What makes them sell is that paragraph of text in the middle of the sign. As you could easily predict, there is a philosophy behind everything we do, including our custom signs:
For the folks paying attention to our marketing ideas, I entreat you to pay attention to everything I’m talking about. Marketing isn’t a matter of tools or techniques, it’s a matter of aims and intentions — and results. If you miss out of what we’re trying to do with a particular marketing idea, you’re missing out on the value of that idea.
June 26, 2008 — 12:07 pm
Sean Purcell says:
Mike – Thanks! Actually… direct marketing experts might say that crayon is a good idea. I wonder what a sign that looked like it was done in crayon would look like. Maybe written from the family’s child to the children of the potential buyer’s family (in an obvious family neighborhood).
June 26, 2008 — 2:13 pm
Sean Purcell says:
Jay – Thanks for the comment. I’m sure a lot of people here at BHB would be interested in an online option if you find one.
June 26, 2008 — 2:15 pm
Sean Purcell says:
John,
Yes, the rider just slides in at the top.
I wonder if the drivers had the same reaction to the boring RE/MAX sign in the background of the first picture?
I’ll tell you what I wonder about: what reaction are the homeowner’s across the street having? Maybe they’ll stop by the Open House tonight. 🙂
June 26, 2008 — 2:17 pm
Sean Purcell says:
Greg,
What matters most about these signs is not the color, not the photography, not even that they are custom-made for the house. What makes them sell is that paragraph of text in the middle of the sign.
I couldn’t agree more. I am very happy with how the sign turned out: the pictures, the colors, etc. but the paragraph is where I put the most time and where I think I have the biggest impact. I am trying to create a theme, generate interest and cause potential buyers to take action; yearn to learn the rest of the story.
June 26, 2008 — 2:22 pm
jay says:
Keep us posted on what the neighbors say at the open house….
jay
June 26, 2008 — 2:42 pm
Brad Nix says:
I love creative marketing and I think all Realtors should always have new ideas. However, I don’t see any added value to having single-property signs (a single-property URL on a rider is much more valuable). Yes, the signs are different and they ‘may’ stop traffic. But do we really think that causing a potential buyer to slow down and/or get out of the car to read a sign is any different than stopping to grab a flyer? Doesn’t a flyer box accomplish the same thing? Plus Mike R. said “My sign calls have not changed but I agree with the brake lights based on the reports of my sellers.” Do we need brake lights or phone calls?
In my opinion, a potential buyer stops to grab a flyer/read a sign because they like the house’s location and curb appeal and it has a for sale sign in the yard. The public wants information, but do they really want it on a sign? I think they would rather take something with them (another chance to capture the lead after they drive off and another chance to reinforce the agent’s brand – sign + flyer). Why spend extra money on single-property signs when it may be just as beneficial to place a single-property-website URL as a rider? My belief is that real estate buyers could care less about the sign as long as they get the info on the property when they need it most – at home when pondering what housed to view on the inside.
Unique does not always equal effective use of money. I can buy some unique items to use as marketing (http://www.adcomarketing.com/unique.htm), but it doesn’t mean I should. I think it’s very possible that single-property signs could be viewed as gimmicks and I fear that the lower quality may hurt more than the novelty helps.
Signs are affective, but not because of the text on them. They are most effective when they are stuck into the dirt of a unique piece of property in a good location with quality curb appeal. Signs don’t stop traffic – quality houses for sale do.
* I say all this and welcome some metrics to prove me wrong. I am also very pro Realtor-self-branding. I just think this could be done with custom signs that are re-usable (much more cost effective).
June 26, 2008 — 6:53 pm
Joe Hayden says:
Sean – Excellent, brilliant sign! I cannot tell you how appreciative I am of the people who post their ideas, experiments, successes, and failures on this site.
I’m going to try this out on my next listing. I’m pretty sure I can get a single sign made out of sturdy plastic (cheap, but durable), and I am going to brainstorm on the variable price issue. I don’t have any price riders. I’m going to talk to the printer about the costs of single-run riders.
Did you build the post yourself? I think I may use a standard sign frame to mount for zoning compliance.
Thanks again!
June 26, 2008 — 7:40 pm
Holli Boyd says:
I have had success with this company (not related just a happy customer) https://www.signs365.com/coroplastsigns.php before – maybe corrogated signs for the house would work? Then you could do listing signs cheaply …
June 26, 2008 — 8:33 pm
Sean Purcell says:
Brad,
I appreciate your comments and questions; they are well thought out. Your concerns are valid given the parameters in which you frame them. I.e. Does this sign sell the house faster or better than a standard sign and if so where are the metrics. I don’t have metrics. My sense is this: if more people notice a sign (following the eyeball theory here) then you are increasing your chances of selling the house. If, due to the uniqueness of my sign breaking through the clutter of their day, I cause one person more to stop and grab a flyer than does the agent using plain vanilla signage… well I guess I am winning the battle out on the front lines then. Also important (although secondary to selling the house) is the fact that neighbors and other potential clients are noticing the sign too. Differentiate or die. Greg has written on this to a much greater detail than I will. Suffice to say that selling something – a house especially – means to stand out and be different. Otherwise, the house gets lost amongst all the other homes for sale and I get lumped in with all the other lemming agents who do the basics and hope for something to happen.
BTW, just about everyone who has come into the home – from agents to potential buyers to neighbors – has commented on the sign. I even received a call from the President of the Architectural Committee for the neighborhood (which instantly gave me the Barry Cunningham shivers – see his comments above), but he only called to tell me he was sorry he couldn’t make the Open House tonight and he loved the sign. Don’t know the metrics on that either, but anytime I can get someone to pick up a phone and call me to compliment my marketing… I’m gaining clients and market share.
June 26, 2008 — 9:43 pm
Sean Purcell says:
Joe,
Thanks for the comment and the compliment. With the post, I used the standard post my sign company puts up. I just changed out the sign as soon as this one was complete.
As for the sign itself… I steal my ideas from the very best. Which is, after all, the point of BHB, yes?
June 26, 2008 — 9:49 pm
Sean Purcell says:
Holli,
Thanks. For anyone that does not have a local printer that can do the job, check it out.
June 26, 2008 — 9:51 pm
Sean Purcell says:
Jay,
Interesting Open House. The neighbors, each and every one, commented on two things: the sign and my having an Open House on a Thursday night.
Everyone loved the sign (and two of the neighbors came in, not because they received my invitation in the mail, but because of the signage out front). Better still, as people commented on the sign and asked about the odd day, I got to do some more Trojan Horse marketing. I simply replied that: “my job as an agent is to MARKET. I try to stand out, be different and find innovative ways to get eyeballs on the home. Custom signs and an Open House on Thursday are just a couple examples of how I do that for my clients” – to which they all nodded at the sense it made.
Take a good look at the dynamic: not only am I marketing myself, but I have my potential clients nodding in agreement with my USP. You gotta love that…
PS
Back here at the office and one of the couples that came through with an agent left a message that they will be sending me an offer tomorrow morning. You really gotta love that…
June 26, 2008 — 10:05 pm
Ted Mackel says:
I made my sign a few weeks back and posted picture on my AR blog:
http://www.activerain.com/blogsview/566845/-Looks-like-a
July 1, 2008 — 12:04 am
Sean Purcell says:
Ted,
I took a look at your sign. How great is it to put your custom sign up right next to six standard, broker signs?! Buyers and sellers will be taking a close look.
Only constructive criticism: I try to make the writing less a recitation of the property’s facts and more of an enticement for the buyer to go online to the URL you provided. Great job!
July 1, 2008 — 8:42 am
Ted Mackel says:
Sam,
Thanks for the feedback. I am just getting started at this the help is appreciated.
-Ted
July 1, 2008 — 10:52 am
MARK Z says:
I have had great success in using the 800 number call capture system. This eliminates the headaches of flyer boxes and gives buyers instant information on a property. It’s also a great tool for tracking buyers phone numbers and many other useful tools. Sellers love it because they never have to worry about their flyer box being empty.
July 30, 2008 — 10:45 pm
MARK Z says:
Greg,
I have to be very honest and say I disagree with a some points being made. As a heavy listing agent myself, I don’t like to put the price of the house on the sign or on the flyer UNLESS, the price is below market value and a potential buyer might assume the price is more than it is.
If it is just an average price, I want them to call so I can speak to them and do what we are suppose to do as a salesperson, and that is SELL THEM ON THE HOUSE! Get them inside the house so they can fall in love and maybe even spend more then they had intended. Buyers overpay for homes all the time. Buying a home is emotional.
I don’t look at the buyer calls in regards to one particular listing, I look at all the calls as a group and the benefit to all my sellers as a group. What I mean by that is, sure maybe a buyer calls and that particular home just wasn’t right for them for a number of reasons and I told them about another listing I had in the area that might fit them better. Imagine the power of that process for your sellers when you have 50-60 listings. The agent with the most signs in the ground has the most buyer leads. Buyers come from sign calls. Sure maybe if you don’t have the price, your quality of call may not be as great, but flip that call to another listing you have and sell that clients house and vice versa. I look at all my sellers as part of my team and together as a team we all work together to beat the odds in this market.
As a real estate salesperson, our job is to sell homes and lets not beat behind the bush, the agent with the most signs, and the agent that can make the phone ring the most, has the best chance of selling the most homes. Isn’t that what your clients hired you to do?
July 31, 2008 — 4:41 am
Ted Mackel says:
Greg,
Many times the Agent with the most signs in the ground is the last to return phone calls. The one who does well by his clients has the best follow-up habits.
-Ted
July 31, 2008 — 8:59 am