Many real estate agents would be surprised to learn how many sales they miss out on simply because they have poor signage. That’s why it’s so important that you know the keys to creating a sign that can actually sales for you. Here are a few of the most effective real estate signage practices.
While most people tend to focus on the words, it’s essential that you put some thought into the colors as well. It’s a good idea to make sure that the color of your sign compliments your logo. However, you should also consider how each color will affect your audience. Some colors are more effective than others when it comes to catching people’s attention and making them want to buy.
For instance, red is typically associated with energy and action. Orange is associated with adventure and success. Yellow evokes feelings of optimism and happiness. Green is connected to money and health. Blue evokes feelings of stability and peace. The color combinations that you choose for your signs can make a huge difference.
2. Readable Fonts
Signs are used as a form of communication. So it’s important that they’re extremely easy to read. This means that you should choose your fonts wisely. While script fonts may seem extremely sophisticated and show more personality they don’t tend to translate well onto signs.
Historically, Serif fonts have been credited with being the easiest to read. And the best part is that they can also be easily paired with other fonts. So try to use fonts such as Helvetica, Verdana, Garamond, and Futura. Remember, your brand and personal preferences should never supersede readability.
3. White space
Another best practice for real estate signage design is to include white space. These are the areas that are completely void of color, words, and shapes. Many people don’t consider white space as a design element, but it is. In fact, it can be considered as one of the most important parts of the design because without it the sign becomes too cluttered. The empty space actually draws more attention to the information on the sign. And this is exactly what you need when someone is passing by.
So make sure that you don’t fill your sign up with too much information. Don’t overwhelm the sign with your branding and logo. Leave room for the negative space. Allow your audience to focus on what matters most.
4. Basic Information
Some agents become so preoccupied with getting their future buyer’s attention that they leave out some of the most basic information. It’s important that people know who they should contact, so make sure that you include your name. People need to know the name of the company that’s selling the house, so make sure that you include your logo. They should be provided with a few ways to contact you, so include your company’s web address and/or your phone number. Only include the information that is needed. Keep in mind that this sign is not an advertisement for your brand, but is meant to bring in leads for your business.
The success of your sign is as much about placement as it is about the design itself. No matter how well-designed a sign is, if it’s not positioned in a prime location then people will likely miss it. This is especially the case if it’s hidden behind trees and bushes. So you need to be strategic about where you plant the sign.
Place the sign in high traffic areas such as on the edge of the property or at intersections. Make sure that you get permission from local governing bodies and homeowner’s associations as they may have specific regulations when it comes to the placement of signs.
If you want to ensure that you get people’s attention, then you should also consider the style of your sign. Specifically, you should choose its size and shape carefully. The most common signs are colonial. The colonial post features a single stake driven into the ground and the sign hangs to the side of the post. Another popular choice is the H-frame stake. It’s typically made of aluminum and features two stakes driven into the ground and the sign is positioned between the stakes. There’s also the A-frame which doesn’t necessarily require planting as it’s shaped like an ‘A’ and can stand on its own. The sign can be placed on both sides of this frame.
A lot of real estate agents completely overlook nighttime conditions. They forget that people are still driving around when it’s dark and likely won’t be able to read the signs during these hours. That’s why it’s essential that you make sure that your sign is well-lit. Install solar lights on to your sign. Not only will this ensure that people can read it, but it will also attract more attention.
8. Clear and Concise Messaging
Now that you understand the importance of providing the right information and using the right colors, you should consider your messaging. You see, in most cases, you only have a few seconds to catch your audience’s attention. And this means when it comes to your messaging you need to make your words count. Use words that can communicate your value proposition quickly and concisely. Research shows that you have less than 3 seconds to get people’s attention so brief and memorable.
Not only do you want to communicate that the house is for sale and that your company is selling it, but you also want to encourage people to take action. Specifically, you want them to contact you. Call-to-actions actually have an effect on people psychologically.
It’s not enough to simply include your contact information, you should use the words, “call” or “contact” so that people are motivated and inspired to take the actions that you want. Your chances of making a sale are much higher when people actually get in touch with you. When you encourage interaction you inevitably get more leads.
10. Routine Maintenance
Even after you’ve crafted the perfect sign and have placed it in an ideal location you shouldn’t just leave it. The sign needs to be maintained. Believe it or not, your audience may instinctively judge you based on the appearance of the sign alone. Make sure that it remains well-mounted. Take the time to clean it so that it always looks fresh. Change out broken lighting. The small details can make a huge difference.
If you’re a real estate agent then you’re probably familiar with the number of tools that you have at your disposable. Perhaps the most valuable of them is your sign. Though there are many people who prefer to search online for the perfect home, plenty of them still drive by to check out properties. Your sign will often be the first impression.
So make sure that you’re taking the proper steps to ensure that your sign creates a positive memory. And above all else, make sure that the sign communicates a clear and concise message that makes them take action.
Thanks for reading "10 Most Effective Real Estate Signage Best Practices", by the Linchpin Team in Chicago, Raleigh, and Wake Forest.