With news from EAT this morning (once their very slow website had actually loaded) that Hamptons are refreshing their sales and lettings boards to promote their iPhone app, I do wonder if more agents could do with sitting down and brainstorming about whether they are really getting the most out of their boards.
In our experience, the value of boards is often misunderstood, particularly by start-up estate agents. With the buyer focus on property portals, in most areas of the country agent boards are much more about brand awareness and appearing popular than actually selling or letting a property. Yes they'll attract enquiries, but they're more for your benefit than they are the owner's.
As a homeowner looking to sell your property, having an agent's board already up on a similar house in your street acts a bit like a personal recommendation. The chances are you will at least get that agent around to value your home. The board gives them a foot in the door.
But, what more could your boards do?
- Better highlight your differentiators.
- Promote your app, blog, Twitter account or Facebook page, as well as your website.
- Reinforce your branding (remember the blog on constantly communicating who you are and what you strand for?).
- For smaller independents, get your face out there. Common in the United States, the personal connection is a growing force here too.
- Push a call to action.
- Distribute newsletters, local area guides and the like.
In fact, so long as the branding remains consistent and recognisable, why not use multiple board designs to push more than one part of your message?
I would imagine that the personal touch of putting a name and face out there only really works when it fits with your brand. For instance the personal agent model, when your name and face effectively IS your brand (as with realtors in the USA).
Take a look at Kevin Hollinrake's guest blog on personal estate agents yesterday.
I don't think either Haart or Taylors have the right model to carry it off.
Martin