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Using estate agency boards to build community ties and extend your reach
Estate agents are increasingly embracing local community engagement by repurposing their agency boards as signage for charitable and community events. While property portals, websites, and social media remain popular marketing tools, more agents are recognising the value of aligning with local initiatives. This approach not only boosts their visibility but also demonstrates support for the communities they serve — creating a win-win for both brand presence and local causes.
So, with the warmer weather and Easter holidays approaching, community events, school fetes and Spring fayres provide fantastic opportunities to reach your target market at the local level.
While we’re not in any way suggesting that digital marketing shouldn’t be on your radar, using estate agency boards remains one of the most powerful tools in helping agencies build a stronger longer presence and generate new business simultaneously. Digital channels have accelerated the home purchasing and selling processes exponentially, but how effective are they at increasing an estate agency’s revenue and leads from a B2B perspective?
Boards are far more than a static flag outside a property; when used correctly, they work around the clock to enhance the visibility of an agency itself. By extension, they can be instrumental in helping agents strengthen their community connections.
Let’s explore how effective boards are in a predominantly tech-driven market.
The Benefits of Using Estate Agency Boards
Many agents focus their marketing budgets on social media advertising, portal listings, and paid search campaigns. Why wouldn’t they? After all, statistically, 95% of buyers begin their search for a new property online. However, physical board advertising is a tried-and-tested method of delivering value.
Board management remains an essential tactic for high-street estate agents, with boards acting as a de-facto business card for passers-by, letting them know exactly who is advertising the property, whether for sale or to let.
In much the same way that an optimised Google Business Profile might serve as a digital ‘shop window’, high-street agents must consider every avenue to put their name in front of as many active or prospective buyers as possible. Agency boards instil awareness through exposure in ways that digital platforms cannot replicate.
They’re Cost-Effective and Offer Customised Advertising
When boards are well positioned they attract the instant attention of passers by and boost an estate agency’s visibility in an inexpensive but highly-effective way. Again, these boards work well as another successful advertisement and an additional sponsorship option for the agency alongside raising their community profile.
Meanwhile, agents can create a bespoke sponsorship board for recurring events which can be used time and time again or have a slip customised for their board for any event which is a beneficial and low-cost option that provides flexibility. High-quality commercial and site boards can be customised, designed and supplied quickly to help agencies, local businesses and the charities they are partnered with to showcase their ongoing support for worthwhile causes and boost their presence.
They Complement Online Estate Agency Marketing Efforts
Board management is a necessity for both established and growing agencies in any locality. In a digital age, these boards do more than simply drawing attention to a property, they work in harmony with an agency’s online presence to create a consistent, cohesive marketing strategy that captures interest and intrigue both across channels and offline.
They Build Brand Trust Through Visibility and Exposure
When potential vendors see your boards frequently in their area, it creates a powerful impression of a local market presence. This visibility helps establish your agency as an active and trusted name within the community, something that’s particularly valuable in competitive markets.
They Work Around the Clock
Agency boards are cost-effective and efficient ways to draw attention to your agency’s name at all hours of the day. By working 24/7, they attract eyes from people who may be either actively looking or just passing through a neighbourhood, which can foster a steady stream of leads and enquiries to your agency’s office. In turn, vendors may quickly find themselves spoiled for choice when it comes to shortlisting prospective buyers.
They’re a Stamp of Local Approval
Estate agency boards help integrate your business into the fabric of local communities. They serve as physical touchpoints that remind residents of your agency’s active role in your chosen area(s), whether that’s on a local, regional or national level. This evergreen presence helps residents build familiarity with your brand. Furthermore, if prospects become customers and you provide them with a positive experience, they may be well inclined to use you again in the future. This is pivotal in helping agencies build long-term relationships with clients and establish themselves as firmly ahead of the curve in the competitive property market.
The Multiple-Pronged Effect of Board Advertising
Every board erected serves multiple purposes:
- Advertising the specific property
- Reinforcing your agency’s presence in the local area
- Demonstrating your agency’s success and local market share
- Attracting both potential and future buyers
- Establishing your agency’s core operating areas
Research consistently shows that property boards remain one of the most cost-effective forms of advertising available to estate agents. Unlike digital advertising, which requires constant tweaking and upfront investment, boards provide regular exposure throughout the time the property is on the market.
What Makes a Solid Board Advertising Strategy?
Every board advertising strategy must be well planned and executed methodically – it’s not a case of simply erecting a board and waiting for the enquiries to come flooding in.
Agents can’t afford to become complacent when it comes to boards; they must be placed strategically for maximum visibility from main roads and pedestrian pathways. Boards must be well maintained and quickly replaced if they succumb to weather damage or vandalism, which, unfortunately, can happen.
To gain a further competitive edge, agencies can do more than simply design a ‘For Sale’ or ‘To Let’ sign with their logo on it. Modern innovations like QR codes and interactive elements can help passers-by get instant access to a property listing either on your agency website or a portal, for example. Engaging the services of a professional board printer to reinforce your board and sign with weatherproof and eco-friendly materials will also make signs more durable.
The pattern and density of your board placement can help identify high-activity areas worth targeting for additional marketing campaigns, whether that’s paid advertisements through Google Ads or your social media channels. Consequently, you may find gaps in coverage that require attention, thus allowing your agency to gain market share or improve underperforming areas.
Maximising Return on Investment
To achieve the best return on your investment, consider tracking the amount of enquiries you generate specifically from board advertising. – This can be achieved through the use of QR codes and strategic redirection. Ensure that all boards you print are high quality, and consistent with your brand identity and visuals to maintain your appearance for longer stretches. Align your board management strategy with your digital marketing efforts to ensure any active boards are consistent with what is being advertised online.
To maximise the impact of your board advertising strategy, partnering with a trusted, nationwide board operator is essential. Agency Express provides comprehensive, cost-effective board management solutions that help agents maintain professional standards while extending their market reach. We offer both physical and online management solutions to help you stay fully compliant and in the loop with developments in your portfolio. With nationwide coverage, Agency Express ensures your boards work as hard as you do to build your presence and generate high-quality new business opportunities.
Contact Us Today
As this article advises, bespoke site boards are a winning solution to help you engage with your local community time and time again. So, if you’re currently looking for a cost-effective way to plan a charitable campaign, our boards can help you reach your target audience in a successful, timely and convenient way.
Boards can be customised to promote your commercial enterprise and raise the profile of any sponsors and causes you support in a specific area. Contact Agency Express today to discover how our professional board management services can help strengthen your agency’s community presence and growth strategy.
Written by Agency Express guest writer Annie Button
