Let Your Custom Business Signage Do All The Talking For You

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Let Your Custom Business Signage Do All the Work For You

My sister is a leasing consultant for a beautiful apartment neighborhood in Charleston, South Carolina. I have always been envious, because I feel as though she works in paradise. It seems every time I visit her at work, the sun is beaming brighter than ever. The complex has intricate landscaping, spectacular floral arrangements and palm trees to boot. There are 2 swimming pools - including an innovative salt water pool - and a state of the arts private gym. And not to mention the first class staff she works with...they're incredibly helpful and friendly!

If I were looking to rent, I would live there in a minute. I'd feel as though I was on vacation each and every day!

But contrary to my assumptions, my sister and her staff were having a difficult time keeping the complex even half full. And they simply couldn't figure out why! They were paying for daily commercials on the radio, were listed on all the rental websites, and posted to Craigslist daily.

It seemed everyone that actually toured the facilities signed a lease, so the problem wasn't in the complex itself. It was simply a matter of getting the word out and getting more people on premise. So my sister and I sat down one night to devise a plan.

And a grand plan, I hope!

Though the apartment complex is situated in a very popular and convenient neighborhood, it's not that visible from the street. In fact, that is part of the appeal, as all the trees that surround the facility muffle outside noise and keep things quaint and quiet. But these trees also hide this gem from the public eye.

So our new plan for spreading the word was to purchase a custom sign and put it out on the main road outside the complex. The custom sign design was quite simple, featuring the complex name and a gorgeous photo of the paradise-like neighborhood.

And to her delight, before she knew it, the phones were ringing off the hook, and people were signing leases like crazy!

So why did a custom sign work so well, compared to radio ads and internet postings?

With custom signs, your potential leasers are right outside your front gate! We later learned that with radio ads, even people who were moving in the near future were tuning out real estate advertisements because they simply weren't interested in living in that part of town. That is wasted advertising coverage!

And while you can specify which neighborhood you are interested in on rental websites and Craigslist, photos and descriptive summaries cannot sell the way seeing the place in person can. Plus, nothing is more convenient than stopping by for a facility when you're already just outside the door.

And this is what surprised us the most: While people searching on rental websites typically are searching because they have an immediate rental need, my sister suddenly had a whole new market of people touring her facility. This market was comprised of people who weren't actively searching for a new place to live yet, but since they knew their current lease was running out in several months, and they knew they wanted to remain in the same neighborhood, they were motivated to check out the apartments as they were passing by the custom signage on their way out to run errands, go to work, grab a quick dinner etc.!

My sister was now actually having people request rental reservations even five months in advance!

So now my sisters is not only is my sister lucky enough to have a work environment comparable to paradise, she's also lucky to have a job where a custom sign does all of the work!

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