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Window displays: Digital signage vs light pockets

In the past decade or so there has been a movement towards the use of digital signage screens within a number of sectors, such as corporate and retail environments.

One industry in particular, which is reaping the benefits of the digital signage movement, is estate agency.

How can light pockets and digital displays work for you?

For years, estate agents have been reliant upon traditional signage to sell properties to good effect.

But, since the advent of portals such as Rightmove, Zoopla and OnTheMarket, and how they are used on tablets and mobile phones, sales tactics for estate agents are changing.

The job an agent undertakes is arguably now more of a consultative one. When visiting an office, a vendor is carefully guided through the sales process by the estate agent.

Upkeep

Light pockets are visually attractive sales aids used to entice passers-by to come in and use an estate agent’s services. However, light pockets do require sustained attention if you want to keep them up to date.

Using a signage software on your digital screen produces a real-time feed of properties that can be constantly displayed to potential customers passing by your window.

As the software integrates with your property CRM, such as Jupix, Reapit, or Expert Agent, your live feed of properties that automatically updates means you don’t have to lift a finger.

Visually attractive

When positioned correctly, light pockets can be an effective tool to catch the attention of pedestrians driving or walking by.

However, a digital screen facing onto the street is arguably far more effective. It’s no secret that humans are attracted to visual aids, especially ones that contain videos or moving graphics. A high-brightness anti-glare digital screen facing onto the street can transform the windows of any agency, drawing attention to what is usually an under-optimised part of your business.

Beyond just properties

Upkeeping a business in the 21st century goes beyond simply just generating as much revenue as quickly as possible.

Building a powerful company brand is imperative in having a business that will be sustainable in the future.

To achieve this, many steps can be taken, such as developing a recognisable brand and, in the millennial era, a strong social media presence.

There are few platforms that can enhance your brand better than a digital signage screen. Using a company-branded screen in your window, an estate agent can display their Twitter, Facebook, and Instagram feed in real-time.

By doing so, social media engagement remains high, and customers remain in the loop to an estate agents’ activity.

Furthermore, with the option to display other key information, such as the weather, news, and time, a digital screen can be far more effective than light pockets in enhancing a brand.

*Dominic Hinchliffe is sales manager at TrouDigital, experts in digital signage for estate agents.

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