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Are you bored with your boards? …and do they work?

by Stephen Phillips on 21st February 2017

So how are you? Me? I’m well.

So unless you are in parts of the country where “for sale” boards are banned, almost on every street you will see them present.

Now going back 20 years ago to 1997, when we had our first computers installed at my Estate Agency and the internet was only known by a small community of techno geeks, getting a board up was critical.

Why? Well the simple reason was that there wasn’t the array of marketing options available, so if you wanted to stand out, your only other options were a window display and newspaper/magazine advertising.

Long before online agents were thought of, one of the tactics was to offer a discount in exchange for a sole agency with a board.

The importance even today can’t be understated as it is still true to a degree in that people always remember who sold what.  If you have a great showing of boards, especially sold ones, then your firm will be associated with success by people who live in the area, and be perceived as the best choice when moving.

But how you can do it better?

Well the answer stems from a book called “The Purple Cow” by Seth Godin. The (very) short premise is that we ignore things that we expect to see every day. However, if something is out of the norm, it grabs attention and becomes memorable – hence seeing a purple cow.

Most people therefore don’t always notice boards – so if you created a “Purple Cow” version, then it will get noticed.

 

estate agent for sale board example

The above is a great example of how one such firm has taken the idea further by retaining their branding colours but placing messaging on them to attract attention.

Now I appreciate not everyone will agree that this will work in their area, but as we always advise clients, it’s about testing and more testing.

The easy way to find out is to create two versions.

  • Version 1. Your normal board.
  • Version 2. Experimental version.

Simply purchase two call tracking telephone numbers and place different ones on each, which will enable you to study the results and see which resulted in better enquiries.

Doing this may not set your world alight but Estate Agency marketing isn’t finding one silver bullet, it’s about creating a large web of branding and awareness to psychologically engage someone into using your brand instead of a competitor. If you give it a try, we’d love to hear back with your stats.

Have a great week!

Until the next time…

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