FetchImage.ashx-1.jpg

Does the 'for sale' sign still work?

Sep 11, 2017 8:00:00 AM

Richard Gray, Harcourts Africa Chief Executive Officer, says they get a lot of enquiries, both internally and externally, about the validity of the for sale sign.

“There are a lot of advantages to technology, I would be the first to admit, but we’ve proven that an integrated approach remains the best
way forward,” says Gray.

“Agents and clients alike at times challenge its effectiveness and enquire about whether they work in a modern society and digital age. The short answer is 'yes', they still work,” says Gray.

“Despite the evolution of the property market entering skyrocket mode daily, with client interactions highly active, ranging from digital engagement to physical contact, there is still an element of legitimacy in tried and tested practices.”

He says the reality of for sale signs is that people still notice their presence.

“However, each market is different. We’ve found that some areas have a very low interaction rate on for sale boards and some of our agents use these boards sparingly, largely because they’ve evolved to implement alternative marketing strategies that are just as, if not more, effective,” says Gray.

“But, on the flipside, there are definitely areas, like the Northern Suburbs of Cape Town, where for sale boards do wonders for the exposure of the home.”

He says a recent study of four show houses over a Sunday showed that 90% of buyers that attended originally noticed the for sale board. They then made enquiries after they had seen a second advert online or in the print, but still cited the board as the initial spark.

“The for sale board is a necessary medium for both homeowner, buyer and estate agent. It exposes the home to the direct target community, with easy access to direct contact details. For the agent they also get the necessary exposure for the property, and in turn promote their own services as well,” says Gray. 

“There are a lot of advantages to technology, I would be the first to admit, but we’ve proven that an integrated approach remains the best way forward.”

Topics: Agent Life, Advertising, Properties for sale, Buyers and Sellers