Looking Outside the Rectangle
22 September 2023
Written by Acme Mag
When it comes to new brands entering the market, or well-established brands looking to elevate their look, more often than not they’re looking for a subtle point of difference without reinventing the wheel. In the world of real estate, that means signboards. Acme spoke to a handful of people who are finding ways to enhance the most ubiquitous piece of real estate marketing out there.
For Fine Luxury Property, their signboards unique curved shape came from the other deliverables they already had in their arsenal. With brochures and business cards already flaunting a curved edge, signboards were the next logical step. Managing Director, Rhys Gebethner took this a step further, adding LED lighting strips to illuminate the signboard. Rhys notes even when pushing the boundaries, it’s important to know when to rein yourself in.
“We rounded all the corners on the signboard, so it’s still rectangular but still has a unique look. We looked into other shapes and we were actually going to do something a little bit odd, but then it became a matter of, well, that’s not practical. We can’t actually put what we want on it,” says Rhys.
Fine teaches us the importance of remembering your design’s purpose in the early planning stages. If you’re looking to elevate, you don’t want to push the design so far that it isn’t actually functional anymore.
WHITEFOX Real Estate has its iconic arched signboard, complete with a window aesthetic to mimic the feeling of looking into the home itself. From the start, WHITEFOX has always implemented the use of unique signboards. After their initial success, they began using their now iconic and witty copyboards, before moving over to their current arched design.
Co-founder and Director, Marty Fox explains how about four years into using the copyboards, they started getting copycat agencies trying to replicate the boards. Marty’s biggest piece of advice is that it’s important to know when to push the boundaries, but also know when it’s time to retire and try something new.
At TOOP+TOOP, they believe signboards are the perfect marketing channel, significantly contributing to the sale of a home. When embarking on their rebrand in 2021, signboards were a major priority for TOOP+TOOP. Owner and Director of Marketing, Genevieve Toop tells us there have been numerous instances over the years where people who are not active in the real estate market have noticed their signboards while living or commuting in the area. This has often prompted them to consider moving, and in some cases, these individuals have ended up purchasing the property.
“The concept of 3D lettering emerged from our overarching brand message that was refined during our brand evolution – our ‘Expect More’ ethos. As a business that values customer experience, we believe it’s the combination of all the one percenters that add up to make a significant difference in what you offer your clients,” says Genevieve..
“Our signboards don’t necessarily require 3D letters – our logo is even printed underneath them. The letters are individually applied by hand once the board is installed on-site. We believe they provide an eye-catching effect, but more importantly for our team, they have started to symbolise our commitment to pushing boundaries for quality and service.”
While the lettering has become synonymous with TOOP+TOOP, they still offer a range of options for clients. These options are crucial, as sometimes the logistics can get in the way of using a wider signboard. Genevieve says although their other options may be smaller, they have still seen the same level of attention and detail.
It’s not always just about the shape and size, so consider the content. Signboards are shifting away from big bodies of text and instead keeping it simple with imagery, contact information and surprisingly, sometimes the address isn’t even listed. In the age of technology, the purpose of signboards has changed. When all the property information is easy to find through digital portals, why not push the interest to view the property online in a new way?
Curious about other ways you can innovate your brand’s marketing deliverables? Check out our Case Study on Nicholls & Co.
