I recently took the car for a spin and had a look around Sydney to see what real estate agents are doing as far as real estate signage in front of homes for sale (and a couple of rentals). So I took a camera and a photographer (thanks Janett) and spent a day across Eastern Sydney and the Inner West.
So here are 50 signs that we came across snapped. It is clear that their is not a lot of innovation here and if agents are wanting to differentiate themselves, then they are not doing it with their yard signs.
Some signs look really good but the lack of information on some signs is a worry.
Here are some things to think about:
Website Link It was hard to find a direct link to any listing. Some agents did not even have their own website link on the signs.
Yard signs are great for agency promotion, but if the user actually wants information, they can be next to useless if they are not attractive and informative. After all you want these to lead to a contact and hopefully a successful result.
Sale signs must haves
- Offering: Is it For Sale, For Rent or For Auction?
- Agency Branding: Clean and easy to identify with phone number and logo.
- Property Photo: A great sized photo, that captures the essence of the offering.
- Website Link: Where can the user get more information on this listing? Preferably a direct link to full listing on YOUR website.
- Bed Bath Car: Bed, Baths and Car.
- Bullet Points: A couple of features.
- Contacts: Name of people to contact.
- Inspection Times: When is it viewable.
So lets view the signs
Richardson & Wrench Double Bay
Di Jones
Century21
Ray White Unlimited
Run Property (Rental)
McGrath
Ray White Randwick
PRD Nationwide
LJ Hooker
McGrath
Ellouise Tyrell
Ellouise Tyrell
Goodyear Donelly
Laing + Simmons
Ray White Double Bay
LJ Hooker
LJ Levi
Ray White Unlimited
LJ Levi
Raine & Horne Double Bay
Richardson & Wrench Double Bay
Position Realty
Richard Willis
Shields Gillham
LJ Hooker
Christies – (I took this photo)
Ray White Double Bay
Raine and Horne Double Bay
Di Jones
Laing + Simmons
McCrath
Raine & Horne / Burridge First National
Epping First National
Warwick Williams
Burridge First National
Garry White First National
Burridge First National
Boyle First National
Gerard McCarthy
Cobden Hayson
Sarah Lorden
Cobden Hayson
Cobden Hayson/LJ Hooker
Ray White Unlimited
RE/MAX
Bradfield Prichard
Edge
BHR
Australian House and Land
LJ Hooker
15 Comments
The Insider
I’d say that 60% of these signs do not have a url to the agents website. Surely, encouraging property seekers to go to the agent’s website is a priority.
I hope the large agencies aren’t trying to live by their reputations and assume property seekers know their url’s. A big mistake in a capital city where people are always coming and going!
Nat
Great idea Peter- would have been cool to see a score out of 10 for each one- maybe pointing out the good and the bad points…..(from your perspective)
Noticed grafitii on a few of them… nothing spoils the marketing more- would think an agent would get it removed as a matter of absolute priority.. (even if it mean goign out them selves with a rag and metho !!) as a graffti’ed sign also hints at the location being populated by undersirables !!!
A Hurst
I’d say you have been a bit harsh. I can only count 9 signs without a reference to a website = 18% This could be less as one sign you cannot see the bottom, and another has a sticker over it.
Some web addresses for eaxmple LJ Luvi have the web address on the bit of board sticking out from the sign.
The ability to be able to read the website from some form of transport going by is the issue. Many signs the web address would not be readable by most people from the middle of the road.
steve
where is the analysis?? The article would benefit greatly from additional insight- what did you learn from the experience, which signs were good and which were poor and why?
Peter Ricci
Hi Mr Hurst. Harsh? Well I think 18-20% is pretty poor. It is not as if this Internet thingy just arrived, it is everything to agents – everything to buyers/tenants.
This is where all the the research is done. We are only talking about a URL to main page.
I am really surprised many agents don’t have a direct link to each individual property, actually, I am astounded that I couldn’t find one.
Steve, do you really think each one needs an analysis? Some are very nice, R & W and Ray White Unlimited and the RE/MAX sign looks gorgeous during the day. Pity my photography was not very good – as I was in a moving vehicle.
Some signs were just terrible, in fact some are akin to just scribbling on a piece of paper.
The independent agents also stood out a little, but some just lacked any thought in design and branding.
Nat, graffiti was a problem, it must be frustrating for agents to have this happen, but you are right, maybe a maintenance agreement with contractors to check by.
A Hurst
“I am really surprised many agents don
Peter Ricci
Ahh yes, McGrath do! My mistake. I think all of their signs do actually.
Bob Colman
Most of your comments are fair enough Peter however I have to say that as a Principal of a small agency I am always a little worried about having too much info pertaining to a particular salesperson on a sign. I want the buyers to contact my office so that they become the property of the office, not of the salesperson so that if the salesperson leaves, the data pertaining to the buyer is still available. Yes, I know you are concentrating on high profile agencies but what about the small to medium sized ones which are the guts of the industry? The website URL is of course a must but I don’t think it has to be of that particular property. I want the buyers to see what we’ve got as most don’t buy what they first enquire about anyway!
mainlander
Peter
Hit it on the head, its not enough just to pretend you’re in the “net-cloud.”
Was over yr way in Brisbane last week, (and in a flying blind moment) saw of, & I think it was in a Brissie Sunday paper the mention of “hold the paper up to yr (in Kiwi speak cellphone, Ozzie speak “:Next-Gen”) phone to “unlock” some hidden messages/website/etc…..
Its a surprise to me….that I am now out on a limb…but would love someone across the ditch to tell me…was it a QR code they were talking about…and WHY…oh WHY have not someone in real estate predicted this was going to happen and therefore not taken advantage of it before the papers?
I’ve just checked the Courier Mail/Sunday Mail www sites and none the enlightened?
Please help?
Glenn Batten
mainlander.
With regard to QR Codes.. see…
http://www.business2.com.au/2008/01/14/look-to-the-future/
A Hurst
I have only seen these codes used in the Telstra catalogues. I have a scan code reader on my N95 that is a Telstra app. It is simple and effective. Launch app – activates camera – hold camera over code and align with in the marks [quite a bit of tolerance here] – app automatically sense code and take you to the link, or gives you the link.
Glenn Batten
Your N95 would also have a Nokia QR barcode reader as well that can be used irrespective of networks. On my N95 it is called “Barcode” and is under the office section in the menu.
Reada
QR codes work but only offer you one level of interaction. AR and IR ( Image recognition) and Beacons are the way fwd.
very cheap and very powerful engagement
I know this is a plug ( clksmedia.com.au ) but I can assure you this the ultimate solution to this article.
“reada App can solve this for you.
https://itunes.apple.com/us/app/reada/id920184371?mt=8
https://play.google.com/store/apps/details?id=au.com.reada&hl=en
Peter we should chat?
Tony Wiles
Hi Peter
Never been here before but what a great site, so varied and interesting. Being in RE I was drawn to this article on sign boards. Have a quick peek at the one we are using in WA. at http://twitpic.com/6yjve. We think it tells the whole story in nothing flat, but I’m one eyed, you can see with both.
Keep this site going you’re on a roll man.
Pavel Ovchinnikov
Hi Peter,
Have a look at what is possible at http://www.realestateinmotion.com.au. Our philosophy is simple – UPLOAD, CREATE , BROADCAST. Create your own slideshows from images for free (or we can do it for you for a small fee), upload property videos (shoot your own, use a video company or we can do it for you) and broadcast over the internet and mobile internet. Our system generates everything you need. including the embed code (embed the property video onto your own page after you have created it or uploaded it) as well the video tour links used by Domain and other portals. Our site also generates mobile phone internet listings including video, images and text. This page also comes with the an mobile internet link so you can mass distribute via SMS gateways OR put the QR code (also generated by the system) on all you print media.
I am available to educate agents on all these emerging technologies as I used to be a real estate agent myself with a media and IT background. What we have built is a result of industry feedback and therefore http://www.realestateinmotion.com.au has been built by an agent FOR agents. Keep an eye on the site as we continue to roll out innovative and forward thinking marketing strategies for the real estate industry.
Regards
Pavel Ovchinnikov
Managing Director
Real Estate In Motion