Marketing: Why boards remain so important for agents

The For Sale board is one of the oldest marketing tools available to agents, but it is still considered one of the most important, even in this modern day of online marketing. 

The board itself is recognised universally as a symbol of a property being for sale or to let.

A property board can get people talking - when people see the board they are going to gossip, they may tell friends and family that there is a property for sale or to let in the area. This in itself could lead to a transaction.

If you have a physical high street presence, think of your shop sign or agency board as the best way to tell the outside world about your business. Telling people who your company is, what you do, and most importantly why they need you. But the difference between a sign and a sales person is that you can leave the sign outside in the rain without worrying about it getting pneumonia.

Good signage acts as the gateway to your business. It doesn’t rely on people trawling through the internet to find your kind of service, hefty SEO or targeted marketing. Instead, it says ‘We’re here! Come inside and speak to us!’  

Brand awareness

The use of boards increases brand awareness, and more importantly, in the areas that matter. This is important for all agents, no matter your size or how well established you are. 

If you are undergoing a rebrand, a change in board design is the perfect way to deliver your new branding and speed up the awareness process.

Boards can appeal to anyone of any age, something which online marketing doesn’t always fully achieve.

Despite the rise in use of online property websites, the sheer amount of boards that we produced in 2017 suggests that they are still equally as important. 

The boards provide visibility and clear calls to action to consumers, telling them: ‘this house is for sale and this is where you can get more information – want to sell your house? Call us too!’ 

Boards capture the attention of a wide range of people, such as those who aren’t looking online for a property; people who aren’t actively house hunting; and Sheila from number 24 who knows her niece is looking for somewhere to buy or rent and passes the details on. Also, when Sheila does come to sell she may also remember you; win, win.  

Cost-effective marketing

When you break down the cost of marketing for agents, you will find that the supply of estate agent boards will be one of your most cost-effective tools, (we’ve seen those Rightmove fees…!). 

On average, a board used at five properties will only cost you less than a cup of coffee per property, so why would you compromise quality? Once the boards are paid for, you have full management and they can be used time and time again. 

This is where the real saving is, not in a cheap initial price and having to replenish the boards in six months’ time, but order quality boards that will last the test of time, and most importantly portray a professional image for your business. 

We have even had agents report boards that have lasted over six years. This quality in product paired up with a well-oiled board management service, can maximise the longevity of your agency boards, reinforcing that fact that they are the most cost-effective form of advertising for any agent.

A key tool

To successfully market your agency, you need all of the marketing components to work together to build up a powerful brand. The board itself drives activity through to your website and can also generate leads straight through to the office by displaying your telephone number. 

It showcases the property in question, so you know that the potential client has seen the property in the flesh, which also makes this a slightly warmer lead than one straight off of the web.

Display your dominance 

Seeing a number of boards for the same agency says to people that you are the ‘go-to agent’ when buying or selling a property, acting as a mass advertising tool throughout the local area. 

The power of a successful action on the board i.e. Sold or Let By, shouts success for your agency and can be left in situ for 14 days after completion so everyone knows you’ve done a great job.

The age of the ‘boring board’ is also over, there are so many different sign options available that you can well and truly put your personal brand on people’s doorsteps. The board is such a unique tool for estate agents, so make the most of it!

And it’s for these reasons I’ve mentioned, as to why we still consider signage to still be at the forefront of key marketing tools available for an estate agent and should never be over looked.

*Tom Cummuskey is sales and marketing manager at Kremer Signs