MARKETING


aesthetically pleasing but they clearly serve a purpose. On the flip side of this argument, marketing a residential area can prove difficult in a town that has a huge proportion of boards. You would assume that it’s a deteriorating town with poor opportunity… a paradox for us agents!”


the law


The Town and Country Planning (Control of Advertisements) (England) Regulations 2007 is the principal statutory instrument that controls the display of advertisements in England. The legislation includes certain groups of outdoor advertisements. The second of these groups are those advertisements which benefit from “Deemed Consent”. Such adverts do not require express consent, provided that the advert is displayed in accordance with the criteria set out in the regulations. The majority of outdoor


advertisements undertaken by estate agents and auctioneers benefit from “Deemed Consent” and this guidance attempts to highlight those areas and the criteria that are applicable.


Opinion 3


Belvoir’s new Board Belvoir has just launched a new design for their To Let boards. The new board has a ‘cut out’ exclamation mark included in the company’s logo, a new idea which should catch the eye. Over 3,500 new boards will replace their old white and red boards, which have been in use since 2002. “The new updated design reflects


Belvoir’s contemporary, modern brand; it has been a significant investment but boards are still one of the most popular marketing tools for our customers,” says Belvoir’s Marketing Co-ordinator Reena Patel. “We worked with our franchise owners to create this design and we are proud of the board which will hopefully have a positive impact on our businesses.” Belvoir is now looking at various


environmentally responsible proposals for recycling the former boards – including the possibility of turning the plastic content into plant pots and milk crates. Belvoir’s MD Dorian Gonsalves says the


new boards are part of a brand refresh rather than a redesign. “The design of our To Let board has not changed since 2002, and while we believe brand consistency is key, we also want to show we are a modern and evolving company,” he says. “This new design is different to those of any other agent and provides us with great ‘stand out’ appeal and visibility.”


Keep up with the debate online at: www.propertydrum.com/articles/boards


what signs May Be displayed? Class 3A of the Regulations refers to the display of boards by Estate Agents, Surveyors, Auctioneers and Valuers, advertising that land or premises on which the advertisement is displayed, is for sale or to let. No more than one advertising board


shall be displayed on a property, unless it consists of two different advertisements joined together. This applies even if the property has two frontages. The first to be displayed shall be taken to be the one permitted.


size of Boards: residential If the property is for sale or to let for residential use or development, then the board must not exceed 0.5 square metres in area, or a total of 0.6 square metres for two joined boards.


location of Boards No board can be displayed which exceeds 4.6 metres in height above ground level. The only exception being where the building on which the board is displayed exceeds that level anyway, for example, a flat/office at first floor level or above. Any board displayed on a building must not project from the face of the building by more than 1 metre. Any board advertising property for


sale or to let must be displayed on the property to which it relates. This is quite specific and in the case of a block of flats would mean “on the flat” that is for sale or to let, or in “any part of the grounds that are enjoyed by that flat”. In the case of a block of flats with


communal grounds or accessed by a service road, the display of a number of boards on the communal area or at the entrance to the access road from a public highway would be in contravention of the legislation. One board indicating “flats for sale” could be displayed with the “For Sale/To let” board on the respective flat or grounds only. A board positioned on a highway verge advertising an adjacent property would also be illegal, as the board is not displayed on the property advertised. Such boards contravene the highways legislation causing obstruction and danger to users of the highway.


duration of display of Boards Sale/Rental of Residential, Agricultural or Commercial Property Any board advertising a property for


sale or to let must be removed within 14 days of the completion of the sale or granting of tenancy.


give Me a sign! Manufacturers abound, here are some of the agents’ favourites: Kremer signs:www.kremersigns.co.uk signboard:www.signboard.co.uk henderson signs:www.hendersonsigns.co.uk agency express:www.agencyexpress.co.uk a1 screenprint:www.a1screenprint.co.uk


PROPERTYdrum DECEMBER 2010 33


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