Signboards and Print: Make Local Marketing Work Harder.

Many property buyers already live nearby. They may be:

• Renting in the area
• Upsizing locally
• Downsizing locally
• Buying for family members
• Looking for an investment
• Waiting for a particular street or pocket
• Visiting friends or family in the area

Local marketing can reach these people while the property is on the market.

A signboard tells the local market that the property is available. It can reach:

• Passing traffic
• Neighbours
• Local residents
• People walking through the area
• Buyers already inspecting nearby properties

For some listings, this local exposure can generate enquiries that would not have come from the property portals.

Keep it simple. Depending on the campaign, a signboard may include:

• Strong property image
• Property address
• Agent name
• Agency branding
• Agent contact details
• QR code
• Auction details
• Inspection information

Avoid filling the board with too much text. People may only have a few seconds to look at it.

The image should be easy to understand from a distance. Use a photo that shows one of the property’s strongest features. This could be:

• The front exterior
• Kitchen
• Living area
• Pool
• View
• Outdoor entertaining area

The best image for the signboard may not always be the same image used first on the property portals.

Before ordering the signboard, look at the property from the street. Consider:

• Passing traffic
• Pedestrian traffic
• Trees and fences
• Street angle
• Visibility from both directions
• Where buyers enter the property

A well-designed board has limited value if nobody can see it properly.

A QR code can connect the physical signboard to the online campaign. It could take buyers directly to:

• Property details
• Inspection times
• Floorplan
• Video
• Agent contact page

Test the QR code before the board is printed. Make sure the linked page works well on a phone.

Brochures give buyers something they can take away from an inspection. They may include:

• Property photography
• Floorplan
• Main features
• Property details
• Agent contact information
• Auction or sale details

The brochure does not need to repeat every word from the online listing. Keep it easy to scan.

No. Consider how buyers will use it. A brochure may be useful for:

• Auction campaigns
• Prestige homes
• Properties with detailed floorplans
• New developments
• Properties with several features to explain
• Busy open homes

For some listings, a digital information page may do the same job at a lower cost.

Letterbox material can be used to tell nearby residents about a new listing. This may include:

• Just listed cards
• Auction invitations
• Open home invitations
• Property flyers

Nearby owners can be useful to the campaign. They may know:

• Friends wanting to move into the area
• Family members looking nearby
• Buyers who have previously missed out
• Investors interested in the suburb

They may also be considering selling themselves.

Newspaper and magazine advertising can still suit some properties and markets. It may be worth considering for:

• Prestige listings
• Auction campaigns
• Strong local publications
• Regional markets
• Older buyer groups
• Lifestyle properties

Do not include print simply because it has always been part of the agency’s marketing package. Check whether the publication is likely to reach the buyer you want.

Before recommending paid print advertising, check:

• Who reads the publication?
• Where is it distributed?
• How often is it published?
• Is it local or broader?
• Does it have a property audience?
• What does the advertisement cost?

If the audience is wrong, the advertising may add little value.

A printed advertisement has limited space. It needs to communicate quickly. Focus on:

• Strong image
• Clear headline
• Key property details
• Inspection or auction information
• Agent contact details

Avoid filling the space with long paragraphs.

The property should look like the same campaign wherever the buyer sees it. Try to keep photography, headline, property positioning, branding and key messages consistent across portals, signboards, brochures, social media, email and print. This makes the campaign easier to recognise.

Printed material can easily become wasted marketing spend. Before ordering large quantities, consider:

• Expected inspection numbers
• Campaign length
• Number of open homes
• Whether details may change
• Whether buyers prefer digital information

It is usually easier to print more later than throw unused material away.

As+ buyers how they found the property. Possible sources include:

• Property portal
• Signboard
• Social media
• Email
• Letterbox flyer
• Newspaper
• Friend or family member

This can help the agency understand which channels are working locally. Over time, this information can improve future campaign recommendations.

Do not simply add signboards and print material to the marketing schedule. Explain what each item is intended to do.

For example: "A large number of buyers for this type of home already live locally. The signboard gives us another way to reach them and the people they know."

For print: "This publication has a strong local readership that matches the likely buyer for this property, so I recommend including it."

If you cannot explain why the item is there, reconsider it.

Before adding signboards or print to the campaign:

1. Identify the local opportunity. Consider whether likely buyers already live, work or spend time in the area.
2. Check the signboard position. Visit the property and decide where the board will have the strongest visibility.
3. Choose the best image. Select an image that works from a distance and shows a strong feature.
4. Decide what print is actually needed. Choose from property brochures, just listed cards, auction invitations, letterbox flyers, newspaper advertising and magazine advertising. Do not automatically use all of them.
5. Check the audience. For paid print advertising, confirm that the readership matches the likely buyer.
6. Keep quantities sensible. Order enough material for the expected campaign, rather than printing large quantities automatically.
7. Track results. Ask buyers where they first saw the property. Record the results so future campaigns can be based on what actually works in your market.

Signboards and print can still earn their place in a modern campaign. Use them when they provide useful local exposure, not simply because they have always been included.