Yard Sign Case Study: Preston and Shaw Realtors

Company Overview

Gene Preston and Mark Shaw founded Preston & Shaw Realtors in 1991 in Dayton, Ohio. Since its foundation, the company has grown to be one of the largest real estate brokerages in Dayton. With over 30 agents and six offices, Preston & Shaw has developed a reputation in Dayton of being professional but friendly.

When the housing market took a dip, Preston & Shaw’s business did as well. There was no shortage of homes for sale, but finding qualified buyers that were willing (and able) to pay a decent price for a home was tough, especially when faced with competition from other brokerages. With a solid background in business marketing, however, Mark Shaw knew it was time to find something to set his agency apart.

Recommendations

  • When choosing a yard sign material, think about your budget in both the short-term and the long-term. If you need to save money now, go with a less-expensive material, like corrugated plastic, but be prepared to replace those signs down the road. If you can afford it upfront, consider metal signs, which are more-expensive but will last much longer.
  • Brand consistency is important for any business. If you want to capitalize on the power of your business name, slogan, reputation, etc., then make sure your signage and all of your other advertising is instantly-recognizable with your business.

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