As market changes occur, professionals in the real estate industry are seeking ways to keep drawing in potential customers. FASTSIGNS®, a sign and graphics franchisor, offers some simple, cost-effective tips to help commercial and residential realtors reenergize their current advertising efforts.
“Real estate is a fast-paced, competitive industry that is very dependent on market changes,” said Drue Townsend, senior vice president of marketing for FASTSIGNS International, Inc. “Agents should take advantage of that crucial first impression with a potential client, which is often based on the signage that is utilized and the information about a property that is communicated.”
According to the “Signage Sourcebook”, compiled by the U.S. Small Business Administration and the Signage Foundation for Communication Excellence, Inc., signs are the primary way that newcomers become aware of a business and reinforce what they may or may not already know about the company.
All real estate and leasing agents should regularly evaluate the signs and graphics used within their advertising and marketing program to ensure the best possible message and image is being communicated. The purpose of signs may remain the same, serving primarily to inform, direct and sell, but as technology continues to advance, the options available to the sign buyer are becoming more fresh and innovative.
For example, instead of typical one-tone, one-dimensional vehicle graphics typically utilized in the past, vehicle “wraps” are growing in popularity. Displaying vivid, high-resolution, full color images, these wraps go around the doors, front and back of a vehicle becoming an attention-getting, billboard on wheels. Utilizing well-designed vehicle graphics are ideal since most real estate agents rely on their vehicles to conduct day-to-day business whether it is to deliver contracts to a client or conduct a last-minute site tour.
Other commonly used tools in the realty industry are site signs, yard signs and banners. To create a stronger “drive-by” impression, place eye-catching, colorful pictures of unique amenities and features on signs when advertising a property that is currently for sale or lease. The addition of full color graphics can increase reader retention of the message by 71 percent, according to research done by the Direct Marketing Association.
Although generally considered a tried and true form of communication, banners can easily fade into the background and are in need of revitalization. By taking the traditional one color, text-only banner and infusing it with a full color design, any real estate professional can amplify its noticeability. Portable and versatile, a banner could be positioned in a high traffic area to create visual interest while announcing an upcoming open house, space for lease or the groundbreaking of a new property.
Whether interested in refreshing existing signage or looking to take on a complete signage makeover, real estate professionals can seek the help of an experienced sign and graphics professional. Collaborating with someone knowledgeable on the process ensures that the best sign ideas, materials, typestyles and graphics possible are chosen for the message and setting. Consider these suggestions from FASTSIGNS International:
Keep the signage consistent and unified in theme, one that supports the desired image and message of the realtor.
If space is too limited for large letters, use light-colored letters on a dark background for greater contrast.
Consider the viewing angles from the surrounding traffic flows as well as nighttime lighting conditions when planning exterior signs.
If including a photo on the sign make it large enough for viewers to see it as clearly as possible when passing by.
FASTSIGNS® sign and graphics centers use innovation and technology to make the sign buying process simple by offering consulting, design, production, file transfer, delivery, installation for a full range of custom sign and graphic products, including wide format banners and POP, site signs, exhibit graphics, window and vehicle graphics, decals and labels, safety and identification signage and floor graphics for interior and exterior use.