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An Adelaide-based agency has sold a house for well above the suburb’s average price, through the strategic placement of a traditional marketing tool.
Peter and Eloise McMillan of Toop & Toop Norwood in Adelaide sold a three-bedroom Henley Beach house for $2,675,000 last weekend, by taking a thoughtful approach to the placement of their agency’s signboard.
Speaking to REB, Mr McMillan explained that the beachfront property was located beside a boardwalk with high foot traffic, and also had a busy thoroughfare at its rear.
In light of this, the Toop & Toop agents placed two signboards outside the property – one out the front, on the busy boardwalk, and another luminous signboard at the back.
“It’s now dark quite early in Adelaide at peak hour, from 5, 5.30 onwards, so you’re going to have that sign just jumping out at people, which it did,” Mr McMillan explained.
“We use a luminous signboard where we believe that it is going to add high prominence and attract the attention of people travelling through at night.”
The luminous signboard also featured a twilight photograph of the swimming pool and entertaining area.
“It was a space that the normal passer-by couldn’t even imagine was in this property, so it really just shone; it was a brilliant signboard,” Mr McMillan said.
The agents’ efforts proved successful, as a local family ultimately bought the property.
“They simply wanted to move from a street not on the beachfront to being on the beachfront, but in the same vicinity, so there was quite high prominence for this property with that signboard to the service road,” Mr McMillan said.
The power of a strong signboard was also recently demonstrated by husband and wife team Michael and Christine Holowiecki of Keeping It Realty.
The Adelaide-based agents developed a non-traditional signboard to “break through” a crowded real estate marketplace.
“Being coloured in purple, with a watermark, it was quite unusual, and so I was getting calls just from the signboard. And that’s before we even went live,” Ms Holowiecki told REB.
“Your signboard is basically your 24-hours-a-day, seven-days-a-week agent,” she said.
[Related: Could a simple colour change increase your sale price?]
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