As far as Realtor cliches go, the real estate yard sign is right up there with the maroon blazer and overeager handshake.
Realtors love yard signs and that’s that. Right?
Well, since real estate technology seems to be moving at the speed of light these days, we decided to take a fresh look at the humble real estate yard sign.
We put together trends we’ve noticed in the industry, cool new technology, and all the bells and whistles that go along with them.
1. Yard Signs With Unique Shapes & Materials
Let’s face it, some objects just seem to disappear into the background in suburbia. Mailboxes, utility poles, and fire hydrants to name a few.
In many communities we might as well add the old standby white colonial post yard sign to that list. People are just used to pushing them into the periphery and ignoring them.
Not so with these gorgeous, Mid Century Modern inspired signs and posts created by Fresno Modern Real Estate.
They aren’t just a pretty shape either. Since Fresno Modern specializes in Mid Century Modern homes (think Mad Men), these signs are a subtle cue to passerby that something special from the past might be preserved right under their noses.
For design lovers like me, my curiosity would be instantly piqued…
2. The Real Estate Sign, Reimagined by Compass
If there is one brokerage that’s truly dedicated to innovation and disruption it’s Compass. Growing from a scrappy Manhattan only startup (remember the red backpacks?) over the past few years they’ve grown to be a dominant force in luxury real estate across the country.
The main reason they grew so quickly? Unlike virtually every other brokerage they were competing with, Compass invested heavily in technology.
That made the humble old yard sign fair game for Compass’ team of designers and technologists.
In addition to its unusual and compelling shape, Compasses sign offers high tech gadgetry for nosy neighbors. If they have the Compass app, they will get beamed the listing data immediately when approach the sign. If not, there is a prominent QR code that will encourage them to download it.
Agents can use their own apps on the other end to pull insights from potential buyers, swap out content, and make sure the listing info is up to date.
Even better, Compasses signs have a clever solution to achilles heel of even the best real estate sign in neighborhoods with few street lights; darkness!
Instead of a clamp on light, Compass chose a highly welcoming and futuristic looking illuminated circle of LED lighting.
3. Let There be Lighting
Okay, here’s a little secret. Since we’re living in the age of amazon and global supply chains, outdoor illumination on the cheap isn’t just reserved for well heeled brokers. Anyone with a little bit of DIY knowledge can (and should) illuminate their yard signs at night.
You can either buy solar yard spike light and shine them on the sign, or buy ready made solutions like the ones on offer from enlogik or other illuminated sign providers.
4. Smart Realtors are Getting Unique Vanity Numbers for Every Yard Sign
In any kind of marketing, tracking your progress is key to success. In order to track how many leads you’re getting from your yard signs without awkwardly asking where they got your phone number, you’re going to need a unique vanity phone number for each one. This strategy also works great for online marketing efforts as well. Grasshopper offers an amazing free trial with one vanity phone number and three extensions. Perfect for tracking leads from your signs!
5. Do Mansions Need Real Estate Signs Too?
In the age of Instagram influencers and pocket listings some people assume that luxury Realtors scoff at using tacky old real estate yard signs to advertise their listings.
The reality is quite different. Yes, if you took a drive around the Bird Streets in Beverly Hills or the Manhattan’s Gold Coast (think Park Avenue) you won’t see many giant yard signs or balloons announcing open houses, but that doesn’t mean they don’t exist.
The problem is that many exclusive neighborhoods put strict limitations on the size and placement of yard signs, and for good reason. Think of the garish billboards that would go up if marketers had a chance to influence passing billionaires.
That said, mansions are still houses and signs still help get them sold:
Beverly Hills Realtor Rochelle Maize broke it down for us:
“There is no doubt that social media has changed the way agents sell real estate. I am personally a huge fan of Instagram as one way to get the word out about a home. That said, I think yard signs still work too. In Beverly Hills we are only allowed one sign in front, but I often get calls from buyers just walking or driving by!”
6. Thinking Outside the Sign
While there is little dispute that yard signs help drive nosy neighbors to your listing, there is some dispute as to what a sign has to be.
San Francisco’s Climb Real Estate uses an eyeball grabbing silver Airstream trailer as a sign to draw in curious San Franciscans and Oaklanders.
Inside they’ll find a friendly Climb agent ready to answer all their burning questions about buying, selling, or renting real estate in the city.
While it wouldn’t quite work parked outside your listing overnight (unless you’re a night owl that is) it’s a great way to help you think outside the sign when planning your listing signage.
7. Use Signs to Show off Your Tech Savvy
Who says that bleeding edge technology like Bitcoin can only exists in your slack channel or your broker’s Gmail inbox? Even the most reclusive tech nerd needs to head out of the house for Mountain Dew or Soylent occasionally.
When they do, imagine how pleasantly surprised they might be to see a sign like this advertising revolutionary blockchain technology like Bitcoin on a humble yard sign?
Who knows, it might just be enough to get them to give you a call. Okay, maybe not a call, but they might send you a snap, insta, tweet or slack message… Phones are so 2010.
8. Sometimes, Old School is the Only Choice
While light up signs, QR codes, and beacons are most certainly cool, some properties demand the respect of a traditional signage. Turn of the century mansions, stately Victorians, horse farms, and estates with winding driveways, would all look silly staked out with flashy new signs festooned with tech baubles and bright lights… The locals monocles would fall out with the scandal.
After all, the marketing needs to reflect the product right? When in doubt, you can never, ever lose with well designed traditional signage.
In urban areas, that includes flags like the parade worthy example from Christie’s International below.
9. Using Beacons to Beam Messages to Passerby
Who ever said all new technology would be cuddly and sweet? Beacons, electronic devices that send out messages to the cell phones of anyone passing by with bluetooth on, are becoming more popular for open houses. It’s only a matter of time before they start being integrated into yard signs.
This pretty looking sign sitting in the bushes above? Be careful, it just might beam a message to your phone without you even knowing it!
BONUS: Using Humor on Real Estate Signs
Sometimes in order to get your message out there you just need to cut through the static. Cell phones, endless Facebook posts, ever more tribal political bickering… in order to not go crazy most people just tune out anything that isn’t critical to their lives especially when they’re driving.
There is however one proven way to cut through. Humor. Everyone loves to laugh, and a well placed joke can literally make someone’s day.
That means jokes can sometimes work well on real estate signs. Frustrated buyers and sellers might call you just to say they get the joke and appreciate your levity in an otherwise dreary and adversarial process.
The only problem is making sure your client is on board, and the joke is a funny one.
Over to You
What do you think of the current state of real estate yard signs? Do you think they’re destined to be banned and replaced fully by tech, or do they still have a place in modern real estate marketing?