In this post, real estate advertising and e-marketing expert Tom Nelson shares insights on maximizing your signage investment to pull as much traffic as possible.
What brings traffic? Quality websites that are optimized for search engines to find easily. But beyond that, the second biggest source of traffic is still the most fundamental and traditional type of advertising: Signage. We often make many excuses for why traffic is down, and usually the culprit that sales people point to is "poor signage."
By following some basic rules, we can ensure that we see real returns on our signage investment, ensure that we’re giving sales staff everything they need to get traffic flowing, and remove any room for excuses. If your website is pulling qualified traffic and your signage is too, then the only thing left for salespeople to do is close the deal. No more excuses. Let’s make signage work as hard as possible for us.
THE FUNDAMENTALS OF NEW HOME SALES SIGNAGE:
THE ENTRANCE SIGN:
The entrance sign must be highly visible, easily readable (even at 55mph+), share product type, amenities, phone number, and most importantly, the website address.
MODEL/SALES CENTER SIGN:
The model or sales center sign must include model name (if applicable), hours of operation, phone number, and again, most importantly, the website address.
DIRECTIONALS/BANDITS:
Directional routes should be well mapped out. Directional signs should help buyers find your communities and capturing buyer interest in your property. These signs also let “drive-bys” know there is a home on the market in the neighborhood. The signs should be clear and easy to read; 20×24 is recommended. The routes should be driven every weekend to ensure proper placement of signs.
Stay tuned for the second half of this article from real estate advertising and e-marketing expert Tom Nelson.
