A Custom Sign Which Leads To Paradise

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A Custom Sign for Paradise

My sister is a leasing consultant for a luxurious apartment center in Charleston, SC. I have always been envious, because I feel as though she works in paradise. It seems that every time I go to see her at work, the sun is beaming brighter than ever. The complex has intricate landscaping, floral arrangements and countless palm trees. There are 2 swimming pools - one being 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 friendly and helpful as can be!

If I were looking to rent, I'd move there in a minute. I would feel like I was on vacation every day!

But contrary to my assumptions, my sister and her staff were struggling to keep the complex even half full. And they simply couldn't figure out why! They were running daily commercials on the radio, had listings on all the rental websites, and posted daily on Craigslist.

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

Hopefully a grand plan!

Though the apartment complex is situated in a very popular and convenient part of town, it's not terribly visible from the street. In fact, that is a selling point for the complex, as the bunch of trees that surround the facility mute outside noise and keep things nice 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 display it out on the main road that you turn off of to enter the complex. The custom sign design was quite simple, featuring the complex name and a beautiful photo of the paradise-like apartment village.

And to my sister's delight, in a matter of no time, the phones were ringing off the hook, and people were signing leases like crazy!

Why did a custom sign work so well, compared to radio ads and online postings?

With custom signs, your potential tenants are right outside your front gate! We soon discovered that with radio ads, even people who were moving in the very near future were tuning out real estate advertisements if they 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, pictures and descriptions cannot sell the way seeing the place in person can. Plus, nothing is more convenient than stopping by for a tour 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 made up 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 a whopping 5 months in advance!

So not only is my sister lucky enough to have a work environment similar to paradise, she's also lucky to have a job where a custom sign can do all of the work!

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