Make the Most of Your Real Estate For-Sale Sign Marketing Potential

    Quick: when marketing your listings, which marketing tools bring in the most phone calls?

    If your answer doesn’t include “the sign stuck in my listing’s front yard,” think again.

    Naturally, buyers’ agents are the primary source of buyers for a listing, with the internet coming in second, according to the 2022 NAR Home Buyers and Sellers Generational Trends report.

    Yard signs come in fourth, with 35% of buyers claiming to have used them as a source when searching for a home.

    Using signage in your real estate practice is, thankfully, a no-brainer. Depending on the market, all it takes is an account with a sign company and a phone call to them when you need it installed or taken down.

    History of Real Estate Signage 

    From the industry’s infancy, the real estate yard sign has honorably served two purposes:

    • To let the public know that the home behind the sign was for sale.
    • Held contact information for consumers to call if they needed information on the home.

    When brokerages came into being, they quickly figured out they could brand these signs with the company’s logo.

    More recently, agents decided to uncouple their brand from that of their brokers’. “Agents no longer wanted to wrap their identity into the broker’s identity,” claims Monte Pratt of Jack Pratt Signs

    The Feature Property Flyers are shown above. To see more, Click HERE.

    Real Estate Signs Today

    Grabbing the attention of passers-by may be the number one benefit of for-sale signs for real estate agents, but they can do so much more.

    Sign riders and brochure holders may not be new, but they turn your real estate signs into multi-taskers. This is why we were surprised at the many agents we spoke with who don’t use brochure holders unless the homeowner asks for them.

    Yes, neighbors may complain if fliers are littering their yards, and kids tend to pilfer them. But if keeping the fliers stocked helps even one potential buyer to find you, it’s worth it.

    On the other hand, sign riders can help solidify your branding efforts in the area.

    Remember the agent who used a rider that read “Not Haunted” on the for-sale sign at one of his listings? That was Jake Palmer, and the strategy made his real estate practice go viral.

    He went on to use riders that claimed the home has “Indoor Plumbing” and that it’s a “Love Shack, Baby.” The riders were so humorous and effective that, according to Palmer, people would drive around looking for his real estate signs. 

    Price reductions were the norm when the housing market crashed, and the haggling of bargain shoppers frustrated listing agents.

    One Tennessee broker dealt with the problem when he had printed, in smaller font and just below the word “Reduced,” it said, “but not stupid or desperate.”

    We think that riders are the ideal place to emblazon your real estate website’s URL. Many agents choose to use their social media addresses instead.

    We’d love to hear if you’re considering using your real estate signs in new and creative ways.

    PLUS: When you have time…below are some marketing tools to help support your success.

    1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

    Homes & Life Magazine is a customizable magazine with rich, full-color content and a sharp, professional aesthetic. It includes compelling, direct response-driven articles written by real estate industry experts combined with engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you.

    Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and it costs less than sending a greeting card!Click Here

    2. The Free 12-Month Done-For-You Strategic Marketing Plan

    The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

    3. The BusinessBase, SOI building system

    The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks all of these boxes but is also a business-building machine. In two easy steps, you can begin to build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

    4. The Free Interactive Real Estate Business Plan

    The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals.  – Click Here

    5. The Become a Listing Legend Free eBook 

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    Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

    6. The Take a Listing Today Podcast

    Watch the ProspectsPLUS!, Take a Listing Today Podcast for actionable content to help you get more listings. – Click Here

    Lisa is an accomplished marketer with years of expertise in direct response marketing, digital marketing, data analytics and business development working with both B2C and B2B.