A lot of real estate success comes from being a true marketer. Success come not from the mediocre, nor the mundane it comes from genius. In our business everyday we see real estate signs with riders on top that are meant to enhance the listing. "New Listing, UNDER CONTRACT, SOLD, SALE PENDING.." are the usually expected signs. Occasionally you come across a sign that is a stroke of genius! It is worth paying attention to.
Several years ago when I was speaking at the Alaska Adventure in Anchorage. A group of speakers had gone out for a drive, and passed by a home that was for sale. The rider said "FINALLY AVAILABLE!" We all remarked that we'd never seen something that unique before. The few words on the rider could probably open a great debate in a business school in innovative marketing. It made the sign come alive with a different message, and then you looked at the home that looked really nice. A few days later I am sure the home was under contract.
In the Atlanta area, we really do not use the SOLD sign, because can only be posted after closing...so we use the generic "UNDER CONTRACT or PENDING SALE!" I don't I create my own. Mine says, "TOO LATE! That sign has gotten us buyers, and other neighboring listings! What Custom riders have you used? Was it a success?
James Crawford ABR, Broker Associate
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