4 Overlooked Strategies for Smarter Property Signage
A well-thought-out signage strategy can significantly impact how customers experience your project and perceive your brand. While signage may seem straightforward, there are often overlooked elements that can make a big difference.
Here are four aspects of signage strategy that property businesses might not have considered – and why they matter.
Want to dive deeper? Download our Signage Playbook for expert tips and strategies to get the most out of your signage investments.
Consult the Customer Journey
The customer’s journey to, around, and from your development should guide every decision you make about signage. Think beyond just placing a sign at the entrance; consider how visitors navigate the entire site. Where might they need guidance? How can signage enhance their experience?
Effective wayfinding signage is visible, spaced appropriately, and strategically placed near key site destinations. Bonus points if your signage route encourages potential customers to discover local attractions or amenities, creating a memorable experience that highlights your project’s location.
By stepping into the customer’s shoes, you can transform signage from a functional tool into an opportunity to build positive connections with your audience.
Sign Engineering
Signage isn’t just about aesthetics; it’s also about safety and durability. Larger installations, such as billboards or hoardings, need to withstand harsh weather conditions, from strong winds to temperature fluctuations. Poorly engineered signage can lead to structural failures, posing risks to public safety and your brand’s reputation.
Collaborating with suppliers who understand the engineering requirements ensures your signage is compliant with regulations and built to last. Proper materials and certified construction details help protect your investment while maintaining safety and functionality.
Maximise Your Budget with Smart Choices
A strategic approach to signage can stretch your budget further. Prioritise high-impact signage in prominent locations where visibility is guaranteed. These signs are likely to deliver a stronger return on investment, capturing the attention of potential customers and leaving a lasting impression.
Choosing materials that balance cost with durability can also reduce long-term maintenance and replacement expenses. By making smart, informed choices, you can amplify your brand’s visibility while staying within budget.
Keep a Signage Register
Do you know where all your signs are located? If not, it’s time to start a signage register. This simple tool helps you track the placement of every physical marketing asset, ensuring nothing gets lost or duplicated.
A comprehensive register also allows you to plan updates or replacements systematically, saving time and resources while ensuring your signage remains fresh and effective.
Signage is more than just a marketing tool – it’s an integral part of the customer journey and a reflection of your brand. By considering these four factors, your property business can optimise your signage for maximum impact, safety, and efficiency.