A Guide to Using Real Estate Signs If you’re going to sell anything, you’ve got to let people know who you are. This is especially true for real estate agents, because so much of your business depends on establishing a presence and a personal brand at the neighborhood level. The Yellow Pages won’t cut it. And yes, while the National Association of Realtors® has found that 92 percent of homebuyers use the Internet when searching for a home, many people still buy homes the old fashioned way: by driving around neighborhoods they like and seeing what’s for sale. And that brings you to signage. Sign Placement Considerations Many areas allow one only sign per property, but some areas allow one sign per street frontage. If your listing occupies a corner lot, that’s worth investigating, because it gives you more flexibility. Also look up any special considerations for larger parcels of land or very large houses. Some areas allow for larger signage or more signs to advertise that bigger properties are for sale. Size Matters Most areas have restrictions on the size of real estate signs permitted in the yards of homes for sale. Understand what these restrictions are and make sure that your signs that comply, even in the most restrictive areas in your territory. Content Counts You don’t want to spend a bunch of money on having signs made, only to find out that they’re missing some required information that makes them street legal. Obviously you’re going to include your name, phone number, email address and franchise name on the sign. Specific regulations vary by state, but you can expect to be required to include your broker’s name and phone number, as it is registered with the state Real Estate Commission. No abbreviations. If you’re on a shoestring budget, you don’t necessarily have to include your own name and number. Your broker may have signs you can use to get you started. Actually, if you’re already out getting listings and not hanging around the office hoping the phone rings, they probably will be happy to loan you some! Illuminating Real Estate Signs Some areas may allow you to light your sign, but most prohibit it. So make sure you resist the urge to point a floodlight at your sign or make it light up, without checking first. Again, check the zoning laws in your community to find out what’s acceptable – not just for signage at the house, but also for signs around the neighborhood announcing an open house and giving directions to it. Some areas may only allow you to use signs on the day of the open house, or may allow them only on weekends. Some will require you to pick them up immediately at the end of the day, or face penalties. Generally you’ll find some regulations about the allowable size and shape of open house signs. Of course, don’t put these up on private property without permission, and make sure not to block any lines of sight that may cause a traffic accident. Compliance Issues for Signs Yes, we have a First Amendment, but many agents have still found their sign designs thwarted by local regulations, the city or neighborhood board, or even a homeowners association. A case involving real estate signs, First Amendment freedoms and questions over local regulation of signage even went as far as the U.S. Supreme Court. In 1977, in the case of Lindmark Associates Inc. v. Township of Willingboro, the Supreme Court struck down as unconstitutional an ordinance that banned all “For Sale” signs. Writing for the majority, Justice Thurgood Marshall upheld prior rulings that found that even purely commercial speech was entitled to First Amendment protection. Marshall held that while it is constitutional for local governments to regulate the time, place and manner of expression, they must do so in a way that is content neutral. By banning the use of real estate signs announcing “For Sale” or “Sold,” the Township of Willingboro was discriminating based on content. So you cannot be targeted for your signage because it’s a “For Sale” sign – but you do still have to comply with all other regulations on signage that apply to commercial speech. That means it’s your responsibility to familiarize yourself with the local zoning laws in the areas where you list houses. Homeowners Associations vs. Real Estate Signs There have been instances of homeowners associations imposing stricter regulations on signage than those imposed by local politicians. In one case in California, a homeowners association attempted to require real estate agents to only use a special sand-blasted sign that cost $300 each. The California Association of Realtors® objected, and was able to convince the legislature to prohibit homeowners associations from imposing signage restrictions that are more stringent than those imposed by the city. If a city or county does not have regulations on signage, then in most areas, the homeowners association is permitted to develop rules. Now, unless you also live in the home, you don’t have a contract with the homeowners association – but you sure don’t want to cause a problem for your client! A homeowners association can have broad powers to fine residents for violations, and even put a lien on the home for unpaid fines. You don’t want those nasty surprises to come up at the closing table! When to Add “SOLD!” Putting “SOLD!” on top of a real estate sign in front of a house is the real estate agent’s equivalent of spiking a football. Nobody pays you extra because you put a “SOLD!” sign up, instead of simply taking down the sign. But it’s fun! And it tells the other folks in the neighborhood that you were able to deliver. Some areas may require that you get the homeowner’s permission to put a “sold” sign on their property. My state, Florida, doesn’t require permission anymore, though it used to. Most areas will limit the number of days you can leave a sign up after the house is no longer on the market. Some professional organizations may address the practice in their code of conduct, so check with them before you go crazy with the “sold” signs. GET GOING REALTORS!!
Posted on: Wed, 15 Oct 2014 10:18:33 +0000
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