In today’s post, we run down the top-3 most common yet costly mistakes that Baltimore realtors make when designing and installing thei Read on to learn how to avoid these errors and get the most out of your real estate signage in 2020.
“Burying the lead” is an old expression used to describe the act of beginning a story with details of secondary importance to the reader while postponing more essential points or facts.
It’s a great way to lose the reader’s interest fast. And since we’re talking about real estate signs, that means potentially losing a sale.
Remember: the main function of any real estate sign is to provide information about the agent, listing, and any potential open house dates. That means the agent’s name and phone number, listing URL, and open house time and date should be the most prominent and eye-catching aspects of your sign. It doesn’t matter if you have a unique design, fancy fonts, or stunning graphics–if you “bury the lead,” you’re costing yourself potential sales.
Second only to these important details is your brand logo. Failing to feature your logo makes your real estate sign worthless from a branding awareness perspective. Your logo won’t sell any properties on its own, but it will help drive long-term sales by establishing your company as a trusted and familiar local brand.
When it’s time to choose fonts, it’s easy to feel overwhelmed by the sheer selection. When faced with this paradox of choice, some real estate sign buyers go with form over function, opting for fancy text in an attempt to elevate their brand image.
Don’t make this mistake!
Legibility should at the foremost feature of whatever font you choose. Ornate and overwrought fonts repel readers. You can’t go wrong with the classics–Helvetica, Garamond, Trajan, FUtura, Verdana, and the like. Just do yourself a favor and steer clear of Comic Sans!
Most real estate signs fall under the category of “out of home” (OOH) advertising. Different jurisdictions regulate outdoor advertising to different degrees, and it’s critical that you comply with all zoning laws and ordinances.
Baltimore’s City Department of Planning restrictions mostly focus on the use of dynamic digital displays, billboards, and illuminated signage, but real estate signs are not exempt from all city installation guidelines. And if you use A-frame signs rather than the traditional upside-down L-shaped colonial posts, your sign will need to comply with other temporary sign regulations.
Though most real estate sign violations do not lead to fines, failing to comply with installation regulations could mean your sign gets taken down temporarily, which could cost you that one crucial impression you need to find a buyer!
Don’t make this simple and costly mistake. Make sure you find a real estate sign shop with knowledge of local regulations. If you live in Baltimore, MD, we can help with everything from installation advice to acquiring permits for other sign types.
Call 410-877-6011 or fill out the contact form on our website to speak with a real estate sign expert and get a 100% free quote!
Erick Satchell II
Sam Palm (Palmtree)
Irvin and Deborah Herling