The Future of Real Estate For Sale Signs: Digital

Out with the old, in with the new.

When I read about some real estate agent blogger touting their new lawn sign with the smiling dog logo, I thought good branding but big deal (unless they’re all over the neighborhood). More of the same old, same old. That’s no way to stand out from the crowd.

I say think outside the lawn sign box. How about going digital? Yeah, I know it’s more expensive but a digital poster/billboard/sign is probably reusable. So save it for that special multi-million dollar listing. And think of the marketing benefits. Chances are good you’ll get a spot on the local news or maybe a newspaper feature (after you contact them) and some word of mouth advertising working for you. You’ll probably get some decent blog coverage too. (Contact me and I’ll do a post on it.) For builders and developers marketing their latest and greatest properties, this seems like a no-brainer.

Remember, lawn signs are meant to attract the seller to list with you, potential buyers to stop in and the neighbors to gossip about it at the coffee shop. So take a chance with the lawn sign WOW factor ….or just stick with the bloodshot dog eyes on a wooded post.

Here is an example of where I think For Sale signs are headed:

How about a touch screen?

During the Blog Tour we saw a motion detection search screen behind the glass of a real estate office. Although the office was closed, folks were still able to search the properties.

Be different.

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Ricardo Bueno

As a mortgage practitioner I find it difficult to see the usage behind this (except for maybe showing slides between changing rates and product guidelines...maybe?)... But on the Real Estate sales side I can definitely see the uniqueness in this. Especially that last clip at the end. As a consumer I'd think it's cool, unique, different...enough to let me through my guard down, sit with you, and listen to how you can help me.

I guess the only question is...how much does it cost?

Kevin Boer

I looked into digital signage like this a while back and decided it wasn't (at least back then) quite feasible. Three key problems:

a) Cost
b) Screen glare
c) Security

Regarding b) and c) the only solution available (at least back then) involved some pretty ungainly custom-made wrought-iron "cage" in which to put the sign.

When I was at Alain Pinel a while ago, our office had a digital display on a window facing a very busy street. We got a lot of gawkers, but not enough business attributable to the sign, so my broker pulled the plug after a few months. I think it was running about $700/month.

Joseph Ferrara

Thanks for the insights Kevin. I admire your progressive vision and willingness to try new technology.

I agree there are problems & limitations-- but that makes for creative solutions. Perhaps they will come soon. I think a developer could get away with it in the lobby of the building or a builder in the sales office. The one we saw in Miami (pictured in the post) did get a lot of attention-- even after hours.

I believe in the "gawker effect" as far as brand awareness is concerned, especially if you are the only one using the technology. But at 700/month you have another problem requiring a creative solution-- perhaps he could have sold ads around the display to offset the cost? Maybe a large computer monitor bought outright could substitute ? -- then you could just run a great slideshow or video on it.

Maybe some folks out there have found effective alternatives.

Melina Tomson

Being in Oregon where it...well...rains, I can't see anyone standing in the rain to use a touch screen.

I love the idea, but for our area we wouldn't worry too much about sun glare as ruined electical work due to the moisture. If you have to build a shed to protect it...Not cost effective.

I do think it would be a neat idea to have in a model home for a new subdivision where you could look at plans and other homes built by the builder. BUT you could also do a nice custom blog with the same information...

Sellsius real estate marketing blog

The Future of Real Estate For Sale Signs: Digital

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