From the first hand-written “For Sale” sign hung on a building hundreds of years ago, signage has played a crucial role in the world of real estate. It’s true that small yard signs sell houses, but strategically placed advertising and marketing signs located in other high-traffic areas can have an even bigger impact. From agency offices to shopping centers or local hot spots that sell advertising space, no other display sign design catches attention quite like a digital sign. Agents in all markets can benefit from using these proven techniques for digital signage for real estate.
First, consider creating a rich display of current and forecasted trends in the area housing market to motivate both potential buyers and sellers who are still on the fence. It is very motivating when a person is reminded that mortgage rates are low and expected to rise soon, or that demand is booming for detached single family homes built after 1980. Digital signs allow companies to combine infographics, charts, videos, and even memes to get attention and then follow up with poignant and relevant data points. Demographics, housing price trends, and more are all best displayed on digital signage for real estate.
Agents who are trying to build a location niche should go beyond descriptive blurbs and singular photos by recording video tours of entire neighborhoods and displaying them in vivid color via digital signage for real estate. Viewers will feel like they’re actually strolling down the sidewalk, and the videographer recording the clip can focus in on houses that are for sale for 30 seconds or so for each property.
This gives the editor time to add all the pertinent details, like the sales price and the highlighted features, in an overlay in the video so there’s no need to cut away from the footage to provide that kind of information.
It’s easy to take the neighborhood tour one step further and bring the digital sign viewers inside the home with a constant display of virtual home tours. Also known as virtual open houses, these presentations range from simple collections of photographs displayed in a sideshow to interactive 3D video feeds that allow the viewer to navigate through the house thanks to a touchscreen display on the sign. Virtual tours posted with online real estate listings boost the number of views by 87%, so this tactic is sure to grab attention in a shopping mall or on a display in front of an agency office too.
The power of the genuine client testimonial is undisputed, but its effect does vary greatly depending on how it’s delivered. Video testimonials eliminate a lot of the suspicion that many viewers develop unconsciously when faced with written glowing praise that could’ve just as easily been fabricated. One engaging way to do this is through a social media wall. Digital sign apps help users display Facebook posts and tweets from satisfied buyers, complete with photos of them smiling in front of their house. Research from 2014 found that customer testimonials are the most effective form of content marketing, and video testimonials are best shared with the public through digital signage.
Any agency using the tired old method of printing out MLS listings and hanging the laminated pages up with tiny text and grainy photos should try digital signage instead. It allows the agent to cut down an entire display wall into a single sign that rotates listings, displays the information in a beautiful layout that remains easy to read at far distances, and encourages the agent to add plenty of high quality and large photos to show off the details that make each property stand out. On top of all that, the software included with digital signage for real estate can even automate the population of the information in those rotating listings directly from the MLS services.
This might sound complicated, but it simply means that a change in price or update in the listing status will be reflected immediately. Keeping advertising materials is one of the most difficult and costly parts of real estate marketing, and one digital sign can eliminate a lot of that work. Accuracy in any posted MLS listings is crucial because mistakes lead to lawsuits.
Map-based marketing is still somewhat of an emerging trend in real estate marketing, but it’s growing fast because it really helps home buyers visualize life in a specific property. It’s a snap to implement with the right sign software. Basic options include highlighting restaurants, schools, parks, and other amenities along with the homes for sale nearby with colorful pins on a virtual map display. Motivated agencies can take this idea a step further by adding color overlays that show rising or falling prices in each neighborhood, or go interactive with digital signage for real estate that has touchscreen capabilities so that viewers can tap a pin on the map to see more information.
Niche marketing has been a trend in the real estate industry for decades now, but technology like digital signage for real estate just keeps making it easier and easier. Agents with a four bedroom brownstone that has room for a big family can park a sign by a daycare center and show off all the baby-proofing and natural light flooding into the den. Companies who use their signage near yoga studios and coffee shops can play video clips of homes interspersed with feeds of cute animals to garner attention from millennials. With the ability to tailor each sign to the specific audience and change it on a daily or even hourly basis as advanced analytics reveal the results of each campaign, any real estate agent can corner a niche market.
Even if a company just wants a digital sign for basic office use, it still makes routine changes easier. Digital signage for real estate that displays open house dates and other events is both easier to read and keep updated than a smudgy whiteboard. It’s wasteful to print a new set of signs every few weeks, and trying to print schedules too far in advance renders them inaccurate when last-minute changes shuffle around the dates.
With some basic webcam equipment and the right software integration, any real estate company can show off the lovely view from the front porch of a mountain cabin in real time, even when that cabin is miles away from the actual sign. Live feeds really draw in viewers because there’s the sense that anything could happen. The slight changes in sunlight and the movement of the trees breathe life into what would otherwise be another static view of a house for sale.
Finally, companies that want to offer as much information as possible to customers when agents aren’t available should invest in digital signage. A touchscreen option allows viewers to request data sent directly to their smartphones or computers, allowing the sign to create conversions while the employees are all enjoying a holiday or sleeping in bed.