In a previous blog post we discussed the lasting benefits of temporary construction signs. These signs are generally large format and used for substantial commercial and residential developments – like business parks and luxury condos. But what about real estate signs for single homes, modest apartment complexes and small businesses?
Even in today’s world of online listings and GPS delivered directions, a lawn sign is a significant part of lead generation. In fact, a 2012 survey by the National Association of Realtors® found that 53% of respondents considered yard signs as a resource when searching for a home. In comparison, only 27% stated that print ads played a part in their home buying process.
Why does this traditional method of advertisement continue to work so well? While online real estate listings are convenient, you can’t get the true feel of a neighbourhood by looking at a few pictures of a property. Understandably, many potential home buyers continue to drive around promising areas, in hopes of spotting a “for sale” or “for rent” sign. In addition, a sign can capture the curiosity of people who aren’t actively looking.
To avoid losing out on passing opportunities, you want to make sure your sign is well positioned and eye catching. So, what are the characteristics of an effective real estate sign?
Depending on whether you’re a real estate agent working for a well-known company, an independent realtor looking to build your personal brand, or a home owner determined to sell on your own terms, your design goals may differ.
If you’re an agent, make sure your name stands out. Even if you work for a popular franchise, adding a bit of your personality to your sign helps homeowners decide if you’re right for them. For instance, a professional headshot, or a short, catchy slogan, can be a great touch. You can also differentiate your name by size, font choice or colour, for a subtler approach. Bottom-line, when your name is boldly associated with multiple “SOLD” signs, it sends a strong message about your capabilities.
Set expectations with your sign’s design. If you specialize in luxury homes, your signs should also exude timelessness and sophistication. For instance, by featuring a logo that uses a beautiful script font and muted colours or by investing in quality materials for your signs, like an attractive wooden sign post. Whereas, if you are selling trendy condos downtown, bright, poppy colours and more modern fonts are a better bet.
Use multiple sign types to inform and direct traffic.
Arrow-shaped directional signs along a main road can be very helpful, if your property has an open house but it’s in an isolated location.
Brightly coloured feather flags can easily attract attention on the road, due to their size and how they move in the wind.
Indoor signs at an open house are useful as well. Use them to put visitors at ease by encouraging them to browse and ask questions.
Pick the right location, or sign type, for the job. As you can see in the above example, unless someone looks over the fence, the “for rent” sign is completely hidden. If fencing, bushes or parked traffic will obstruct a lower sign, it is better to invest in a sign post of sufficient height or a tall banner. Yard signs are also more effective near the street, rather than by the house.
When you don’t have a lot of sign space, rely on colours and shapes. You need to make sure your yard signs are readable for people driving by. Therefore, it’s best to keep content simple and at a sufficient font size. This includes: your name, phone number, website address, company logo, and a brief description, such as “for sale”. Alternating background colours, or using horizontal lines, can distinctly separate pieces of information to allow for quick reading.
Check your signs regularly for updates and maintenance. Use sign riders – small signs that are added on top of your yard sign – to advertise open houses or post status updates. For example, if there’s a price reduction, a brightly coloured sign rider is a great way to direct attention to the deal. It is also a good idea to regularly check on your signs, to make sure they haven’t been vandalized or damaged by the weather.
As always, check local regulations before buying and installing any sign. City bylaws and Home Owner Associations can determine how many signs you can use, where you can use them, what content they can include, and what size they need to be.
And if you need any help during the process, give us here at Topmade a call. We offer expert signage consulting – all the way from design to installation.
In a busy business park, it’s not uncommon for your store to be obstructed from the view of nearby traffic. For instance, there could be a large parking lot, or other businesses, located between your storefront and the road. If that’s the case, you can’t just rely on a sign above the door or else you’ll miss out on potential customers. This includes people who live nearby, who can become regulars, and impulse shoppers passing by. So what can you do to let people know about your business?
That’s where pylon and monument signs come in. As their name suggests, these freestanding outdoor signs are built to last, thanks to a strong base and the use of quality materials.
When deciding on a monument or pylon sign, be sure to consider:
The perfect size. For example, a pylon or monument sign should be taller than any nearby obstructions, like trees or parked cars. And, of course, check with the City on any applicable size restrictions.
The right position. Before purchase and installation of your sign, be aware of your property lines. It would be a shame to put in all that work, only to get in trouble once you find out it’s not your land!
For some beautiful and historic examples of pylon and neon signs, watch this video by Travel Thru History on the Neon Museum and the rescued vintage signs from the Vegas Strip. According to the Neon Museum, the Stardust roadside pylon sign was considered the tallest sign in the world for a decade after its creation. Talk about show-stopping!
Pylon signs are like a bold flag in the distance, letting people know where you are.
Pylon signs are also known as roadside, highway or pole signs. They are taller than monument signs and are often placed near the road with the goal of attracting visitors at a distance. Because they only have a moment to catch interest, pylon sign design needs to account for the time required for drivers to detect the sign, read it, and react accordingly. Bottom line, pylon signs should display only basic information for quick comprehension. Usually a business name or well-known logo and, maybe, a tag line.
But while pylon signs can be simple content-wise, they can also incorporate elaborate custom shapes, double-sided visuals, illumination and updatable digital boards.
Monument signs are like an attractive welcome mat, assuring customers they’ve reached the right place.
Monument signs are commonly shorter than pylon signs – about eye-level with a wide base. They are aimed at slower moving, approaching traffic to act as a directional marker. As an example, if you look at large campuses, which can be confusing to navigate, monument signs help visitors identify approaching buildings.
Based on its design, monument signs also give you a clue as to what to expect from a business. If it’s made of aluminum with hard edges, you might guess that the company is related to technology or offers state-of-the-art services. An engraved stone or wood monument sign, surrounded by beautiful landscaping, signals a more relaxed or calm space. A friendly suburb, perhaps, or a golf course.
Pylon and monument signs can also work together to attract visitors to your business.
Unique when compared to many other signs, pylon and monument signs might contain information for multiple businesses. In this case, the pylon or monument sign will complement the aesthetic of the overall shopping centre, rather than your business specifically. Under these circumstances, there are a few additional design elements you must consider, in order to stand out from your neighbours with such limited space.
Use negative space. Due to a number of logos competing for dominance in a relatively smaller area, negative space becomes increasingly important. You may be tempted to blow up your logo as much as possible, but, trust us, leaving some breathing room will go a long way. It will act as a nice frame around your logo and it will be more legible at a distance.
Switch up the background colour. If all the other businesses on the pylon sign are submitting their logos on white backgrounds, why not have yours on a solid colour background? It will really pop in comparison. However, make sure that your logo is still easy to read and that the colour matches your branding.
Take advantage of positioning (if you can).As we discussed in our article on designing menu boards, our eyes follow a particular pattern when reading different types of signs. The decision may be out of your hands, but the ideal spot on a pylon sign would be the top-left.
Bigger is better. Again, you may not have much flexibility here. But, if you can secure a larger spot on the sign, you will have a better chance of gaining attention. Or, if an extra spot opens up, see if you can claim it too. You can use it to bolster your logo with a coordinating call to action sign.
It’s summer in Calgary which means that the downtown streets are alive with activity – including new construction projects! And whether it’s a small store or a multi-story luxury condo, these construction projects take time to complete. If you’re building a new business, it might be tempting to hide your jobsite from curious eyes with plain barriers. However, investing in branded temporary construction signs creates exciting opportunities for your business to connect, in advance, with your future customers.
Construction Signs include:
Vinyl Fence Banners
Warning/Caution Signs
Pylons/Monument Signs
Construction Hoarding
Window Graphics
Benefits of Branded Construction Signs
It starts a buzz. You shouldn’t have to wait for opening day to advertise your business. Build up anticipation with an informative sign or teaser graphic! In addition, by using your brand colors and imagery cohesively, you set the tone for your business. Disney, for instance, doesn’t use “sorry, we’re undergoing maintenance” when an area is shut-down. Instead, it’s “pardon the pixie dust…the floor is temporarily closed while we work on the Magic.” Small touches like these all add up to create an immersive customer experience.
It keeps things hidden. If you’re an upscale retail business, you might not want future customers seeing your store messy and under construction – even for a short time! Strategically placed signage allows you to keep things under wraps until they’re ready to be revealed. On the other hand, you can also use your signs to cleverly frame certain views or to create display cases for merchandise.
It acts as a safety barrier. For construction hoarding that encircles an entire jobsite, signs can function as a way to keep the public out and to protect them from debris. Smaller construction signs can serve as a method to communicate important site and safety procedures.
It dissuades vandalism. Solid color walls of plywood are as inviting as a blank canvas and might encourage people to put up posters or create their own art. While collaborating with local artists can be great for your business, you want to make sure you have a say in what is posted on your hoarding. In contrast, planning in advance to create beautiful and interesting construction signage ensures you retain control of your brand messaging.
It establishes authority. If your construction project features the work of a well-known or respected architectural firm, for example, using their name on your hoarding can generate positive publicity.
To optimize the effectiveness of your construction signs, be sure to:
Attract. If your project is a real-estate development, 3D renderings of the exterior and interior of the building will go a long way. If you’re setting up a shop, use your sign to highlight some of your anticipated best-sellers. And because construction signs are temporary, you can really get creative with your ideas. For instance, check out these examples of hoardings on Pinterest. A number of them use colorful illustrations and optical illusions to draw the eye.
Direct. List your social media profiles and contact information, so viewers can stay up-to-date and share news about your business or products. You can also make your signs interactive, or contract a local artist, to create a memorable viewing experience. For example, Yogen Früz used removable paper cups on their construction signage as a way to promote sales and as a countdown for their store opening.
Turn a temporary eyesore into a landmark with great construction signs. If you need any professional insight into what type of construction sign is best for your business, give us here at Topmade a call. We offer expert signage consulting to guide you through the entire process – from design to implementation.
