The real estate sign is where dreams begin

There are all manner of signs that are posted on properties all the time.

Prime examples are commercial buildings. Signs declare the name of architects and planners. There are signs that state who is doing construction work at a site, even the name of demolition companies when old buildings are taken down prior to a rebuild. Many signs say the name of the company or bank that provided the financing on a project or a complex.

These kinds of signs are not exclusive to major commercial buildings. There are signs on house lawns in residential areas too. It is not uncommon to see architect’s names on signs for major renovations and rebuilds. There are signs letting the neighbourhood know that interior design is taking place inside. There are signs that declare the name of roofers, painters, paving companies, new bathroom installations and just about everything else related to all structures.

Of all the signs that are on a property a Realtor’s sign provokes the most thought and attention. A Realtor’s sign is the most important sign of all them because it shows everyone that everything is starting now. It’s the best sign a property could have.

A Realtor’s sign is a marker for imagination and a place where dreams begin. It is a beacon of things to come. Anyone who looks down a residential street will see a neighbourhood. But anyone who looks at a property on the same street with a real estate sign imagines what it would be like if they lived in the neighbourhood.

It makes me crazy that a Realtor’s sign is not marketed and vigorously promoted by the industry in commercials, videos and even brochures for what it is; a symbol of possibilities to come. From a condo to a mansion to a mobile home, this sign means the potential fulfillment of a dream. I don’t care who you are, if you can think, if you can dream, then your imagination starts as soon as you see a Realtor’s sign. It’s automatic.

The public should be educated that when a Realtor’s sign appears at the front of a property it means the work of a professional is underway. Planning has been done. Hard facts have been laid out for this property to go on the market. Research has been conducted, reviews have been thoroughly carried out, mechanicals have been inspected, an accredited staging company may have been consulted, value has been assessed and a price has been carefully decided.

This is not just some willy nilly shot at sellin’ the place by some guy that’s a friend of a friend who says he knows real estate. This is a property offered for sale with a price that truly reflects the market because it is backed by the expertise of a recognized licensed professional Realtor. There is a plan in place here that ensures integrity to the seller and dignity to the buyer.

We should say out loud what everybody already knows! A Realtor’s sign means what could be. A Realtor’s sign is a declaration that a licensed real estate professional has come to facilitate a home transition. A Realtor’s sign out front validates your dreams. A Realtor’s sign says this place is worthy of your imagination because it could actually be yours. A Realtor’s sign tells you that you can begin real and meaningful projections in your mind.

A Realtor’s sign on a property is always alone. There may be work done to get a place ready for sale, but no other sign is placed once a Realtor’s work begins, nor is there any other sign on the property until a Realtor’s work has been completed. The architects, the designers, construction contractors and renovation crews all must stand by and wait until a Realtor has enabled the process.

That’s why a Realtor sign is so important. That sign has to be cared for, straight, clean and upright. It must reflect the great importance it stands for. Nothing saddens me more than a haggard sign askew, nailed on a fence post in some forlorn location. Do it right, get a good sign. Get a great sign! Make it magnificent!

I have always believed that real estate companies and franchise companies greatly enhance a real estate representative’s ability to serve customers with tools and brand awareness that an individual Realtor simply cannot provide. The value of belonging to a good company or franchise is irrefutable.

Beyond that, a Realtor’s sign is the standard bearer of professional marketing. It is in many ways the signature of the trade. I wish it was recognized and publicized for what it truly represents.

Heino Molls is publisher of REM. Email heino@remonline.com.