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Custom Signs for Paradise

My sister is a leasing consultant for a gorgeous apartment neighborhood in Charleston, SC. I have always been envious, because I feel as though she works in paradise. It seems like every time I visit 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 - including an innovative salt water pool - and a state of the arts fitness center. 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 heartbeat. I would feel as though I was on vacation each and 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 to Craigslist daily.

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 their name out there and bringing more people on premise. So my sister and I sat down one night for a brainstorming session and devised a plan.

Hopefully a grand plan!

Though the apartment complex is located in a very popular and convenient part of town, it's not terribly visible from the street. In fact, that is part of the appeal, as the bunch of trees that surround the facility mute 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 design 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 gorgeous photo of the paradise-like neighborhood.

And to her delight, in a matter of no time, the telephones were ringing off the hook, and people were signing leases like crazy!

Why did a custom sign work better than radio ads and online listings?

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

And while you can specify which neighborhood you are interested in on rental websites and Craigslist, pictures and descriptive summaries simply can't 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 looking on rental websites are usually 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 were not actively searching for a new place to live yet, but since they knew their lease was running out in several months, and they knew they wanted to stay in that same neighborhood, they were motivated to check out the apartments as they were passing by the custom signage on their way out to work or to run a few errands!

Now people were actually requesting rental reservations even five 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 does all of the work!

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