Each time I query a Lead Source Report, to determine where all of the leads are coming from, I am never surprised to see the top lead source. Property signs always produce the most results, and many times the best results. When analyzing lead data, property signs have contributed to over 60% of the monthly lead sources, year to year.
Property signs are advertising, and should be treated similarly to a billboard. What is it about each micro-billboard (property sign) that is going to gain attention, and inspire a call to action? First thing first, can people see your sign? Paco Underhill writes in his book, Why We Buy, how marketing departments need to be aware of how viewers are going to be viewing the a sign: from their car, at 60 mph. Can a viewer see your sign and read the information on the sign? Additionally, when someone would like more information about the property, does the sign offer the viewer enough information?
The next most important part about the sign is what happens at the call to action. Is there a link or QR code to send the prospect to a property specific webpage for more information? Or, even better, what happens when they call the office? The hottest lead is the lead that is standing on the property and calling you for more information.
Overall, property signs should not be overlooked on any listing. Allowable: there are some listings where signage is not permitted. However, most of the time signs are allowed, and should be installed on the property the day the property is listed.