MARKETING
Have you seen the light? E
Mike Simons has some illuminating thoughts on window displays.
state agency is still, most would agree, in the midst of recession, but the need to be highly visible and create a memorable impression is more important than ever.
We are witnessing a major change in
the attitude of estate agents, with a significant rise in confidence in business and a real recognition of the importance of more traditional methods of marketing, such as signage, display and lighting. Historically, agencies would flood their
window displays with floor to ceiling property details using such display systems as cables and pockets. However, it has become increasingly popular to have low level displays with fewer properties on
show, enabling people to see into the office, removing the barrier between the public and staff. It is important for home movers to feel comfortable walking into an agency; a wall of window displays can intimidate. High street agencies operate in a highly competitive environment, so a business must be approachable, bright, appealing. It is also vital that the agent’s brand is
continually reinforced and that high visibility displays catch the viewer’s attention, during and out of office hours, giving an impression of quality and care from the agency. We are seeing an increasing trend
towards well designed and imaginative agency displays, which are easy to install
and create an instant impression, enticing people to enquire about the properties. These displays are mainly acrylic panels
on stainless steel tubing/fixing legs. MPL makes bespoke products to fit each individual client’s requirements and window space and now uses coloured acrylics to match the clients’ colours. Clever use of lighting is vital, with either integrated lighting into the display or from the ceiling. The bottom line is that the displays must be visible at all hours to attract passing trade. Sometimes LCD screens are used above
the low level displays in order to show complete property portfolio, pleasing landlords and vendors and helping to
So cool, so smart, so visible! The properties can be seen, but so can the office.
00 MAY 2011 PROPERTYdrum
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