Why are so many real estate professionals neglecting one of the most powerful sales tools they have? I’m talking of course about the for sale sign.
For years we’ve been guilty of general neglect of the for sale sign. Faded, chipped, sticker covered, crooked, and just generally shabby signs can be found in almost every neighborhood. But lately I’ve been noticing a new form of disrespect… For sale signs seem to be getting smaller and smaller.
I took this picture over the weekend. A really nice property in a desirable area. If I hadn’t looked closely I would have overlooked the fact that this house was for sale. The sign was the size of those security company signs you often see warning the house is protected.
I don’t get it. Today’s buyers tend to rely on two primary activities when looking for a property: they look online and they drive around neighborhoods. Capturing their attention in a cluttered online world is difficult. When they are driving around you want to make sure your for sale sign isn’t missed.
I get all the practical reasons why a smaller sign is preferable: cheaper to buy, fits into the trunk and easier to install. What I wonder is if taking these shortcuts is really worth the potential cost to your brand and in lost sales?
I think we should honor the for sale sign for the huge job is it has in the sales process and the great branding tool it is.
PS: I understand that certain developments/communities have rules about the size of for sales signs. An agent in Florida told me he can only use 5×7 signs in certain areas. That’s just a shame.
