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Monday Oct 27, 2014

'Signboards remain effective, despite internet'

The internet has become one of the main advertising tools for property, as it's a fast and effective way to reach a high number of buyers.

Many buyers resist spending time driving around looking for properties when they could search for properties on the internet.

"We have also found sellers would rather have buyers see their property on the internet and then make an appointment, than have their home open to strangers on show days," says Adrian Goslett of RE/MAX.

"Security has become a concern for many sellers, which has pushed the focus of advertising homes away from the more traditional methods to the more modern media formats."

Goslett says despite evolving technology and the internet, along with all the marketing and advertising estate agents use to sell the property, a signboard outside a home for sale is still an excellent tool for attracting buyers.

"According to research, a sign outside a home is so effective that it can generate as many as 10 buyer leads during the length of the listing agreement. In certain areas, however, municipal by-laws, body corporates and homeowner associations restrict the use of signboards and show-day pointer boards.

"Despite these challenges, this simple, yet effective, method of marketing a home will provide further exposure of the home to more buyers, bearing in mind not all leads generated will be viewers qualified by the banks to buy the property."

Goslett says although signboards are an effective form of marketing, it is vital the agent who answers the calls from potential buyers and investors has the necessary knowledge.

"Many offices and agencies typically have an agent on duty to take incoming calls from potential buyers. Although this serves a purpose, it is important to realise many of the agents answering the lead calls on a property may not have sold a property in the past year.

"In fact, in some cases, they know less about the property than the person making the call. This emphasises the importance of selecting the right agent and brand to market your property," says Goslett.

Regardless of whether modern or traditional methods are used to market a property, sellers need to ensure the agency they choose to list their property has a system in place that forwards all lead calls coming into the office directly to the agent who is working with and marketing the property.

"The bottom line here is the person who knows the property best is the one who should handle the calls from potential buyers. This is the most effective way to ensure the marketing strategy serves the goal of finding the right buyer.

Weekend Argus (Sunday Edition)


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