Look:
	Ugly Yellow Sign in Front of Residential Listing	View
	Ugly Yellow Sign in Front of Land for Sale	View
	Sample Ugly Yellow Sign Wording	View
	Specific Listing Script – Realtors	View	Download
	Special Report: Ugly Yellow Sign Power	View	Download
Listen:
	Marketing Call explaining the powerful principles behind the Ugly Yellow Sign strategy (37 min.)
	Marketing Call with Realtor Brian Dillon (1 hr.)

Learn:

Brian Dillon is a Realtor with J.D. Reece in Overland Park, KS. Brian started his real estate career only nine months ago and joined the By Referral Only Community just four months ago. Brian liked what he heard and didn't question the process. Instead, he immediately put Ugly Yellow Signs in front of all his listings, each sign directing consumers to call a FREE Recorded Message.

Brian wasn't concerned about what his competitors might think about his Ugly Yellow Signs – only about getting results for his clients. On the Click Training Brian reveals how he explains the benefits of Ugly Yellow Signs to his sellers in such a way that makes all his sellers DEMAND an Ugly Yellow Sign.

Brian's results speak for themselves, even though he is new to the business:

• In just two months his free recorded message had 479 hits.
• 20 buyers called him and asked for more information.
• 10 appointments.
• 10 clients (four closed transactions, four transactions in process, and two investors).

How many agents with 10 years in the business can claim that type of track record?

Two weeks later Brian called us with this update:

“ It keeps working! A buyer saw the sign, called the recording, then called us and asked to see the listing. We showed the listing which wasn't right for the buyer. After signing her up with the Preferred Buyer program, we took her out to see some other homes and she bought the second one we looked at. The commission was about $2500 (after a 50/50 split with our broker)! Gotta love those Ugly Yellow Signs."

Why Do Ugly Yellow Signs Work?

Did you ever notice how you’re not even conscious of many signs, while “Garage Sale,” “Yard Sale” and “FSBO” signs stand out?

You see them because they’re often ugly, and hand-lettered. They scream for attention. You can’t NOT read them. The hand-lettered Ugly Yellow Sign uses the same principle of not looking too polished. “Advertising protection armor” doesn’t screen out hand-lettered signs because they usually contain items of interest. This is precisely why the hand lettering on the sign is so important.

Ugly Yellow Signs are such an important part of your overall marketing plan that we’ve prepared a special report entitled Ugly Yellow Sign Power that explains in detail why Ugly Yellow Signs are so enormously powerful in not only marketing listings, but generating high-quality leads for mortgage and real estate professionals. The report is contained in this document.

We urge you to print the special report. It’s about 13 pages, too long to read and really absorb on a computer screen. Sit in your most comfortable chair and, over a cup of coffee, take 15 minutes to read the report. It may change the way you do business, because when properly used, signs can make your business easier, more dependable and more systemized.

After reading the special report, listen to the Click Trainings in this document to hear for yourself the impact Ugly Yellow Signs have had on the businesses of By Referral Only members.

Free Recorded Message

To implement this amazingly effective strategy, you will need a phone system with multiple voicemail boxes. For assistance in setting up your phone system, join the Hotline Teleclass hosted by Automatic Response Technologies (ART). ART offers a basic Quick Results package that enables you to begin using the Ugly Yellow Sign strategy immediately. Refer to your Community Weekly On-line e-mail for the date, time, and code of the next call.

Some Facts
Over the past 10 years, careful testing has revealed some facts about signs:

• Fact: Two signs generate five to eight times more calls than one sign – even on million-dollar homes. Especially on million-dollar homes!
• Fact: Hand-lettered signs (thus the term “ugly”) pull substantially more response than typeset (not-so-ugly) letters. Yellow signs pull more response than any other color. The uglier the sign, the more hits and leads that result. Read the special report Ugly Yellow Sign Power to learn why.
• Fact: 84% of consumers would prefer to call a free recorded message than talk to a salesperson. (Source: National Direct Marketing Association.)
• Fact: The words “free recorded message” on a sign increase calls by a factor of five times over having a number where consumers have to call you.
• Fact: The words “zero down payment” or “surprisingly low down payment” on a sign increase calls by another factor of five.
• Fact: Ugly Yellow Signs generate more response to a listing than almost any amount of paid print advertising.
• Fact: Listings with Ugly Yellow Signs sell for, on average, 3% more than listings with a single, traditional sign.
• Fact: Realtor members routinely sell 50% to 75% of their own listings when they use Ugly Yellow Signs (versus selling 10% to 20% of their own listings prior to the use of Ugly Yellow Signs).
• Fact: When you track your numbers and keep a printed record of the actual hit and showing results the Ugly Yellow Signs generate, and you show these results to sellers, they want an Ugly Yellow Sign. When they understand why the signs are so powerful, and how signs benefit them financially, they will protect and guard your Ugly Yellow Sign.

Test and Survey Results

“Professional looking,” preprinted yellow signs were tested against “ugly” hand-lettered signs. Compared to hand-lettered signs, they flunked the effectiveness test. Hits were down considerably – more than 60% in some tests.

Surveys reveal that consumers respond to Ugly Yellow Signs because they promise information about products and programs they didn’t know were available... information they’re hungry for. One survey asked dozens of consumers what thoughts first went through their minds when they saw hand-lettered Ugly Yellow Signs. The most frequently heard observations were:

• “Zero down? How do they do that?”
• “I didn’t know that I could buy a house in a nice community like Kentwood for such a low down payment.”
• “What’s the catch? I’ll call and find out.”
• “I wonder what this is all about?”
• “It’s so different, I couldn’t help but call to see what it was all about.”

Yellow Sign Suppliers

The most inexpensive Ugly Yellow Signs are the best Ugly Yellow Signs. Instead of being made of the more expensive and durable wood or solid plastic, we recommend signs that resemble political campaign signs made from corrugated plastic or cardboard on thin metal forks. These signs have a life of two or three months in normal weather conditions, longer than the signs exist in most cases.

Your most inexpensive source for Ugly Yellow Signs may be the local company who supplies politicians with campaign signs – check your yellow pages or ask your city or county commissioner about their sign supplier.

The following national companies supply Ugly Yellow Signs:
Ameriban Signs 800-654-8405
Regal Plastics 512-836-3629
Champion Signs 858-622-0600

How it Works:

1. Download and print the Special Report, and take 15 minutes to read it. You’ll be glad you did.

2. Place an order for blank sign panels and stakes.

3. Refer to the two examples of sign copy in this document. Select one or test both on different listings. Track which copy (zero down vs. surprisingly low down) pulls the most hits over time.

4. If you are not conversationally fluent about at least three good zero down home loan programs for this price range, take a By Referral Only Lender to lunch and learn the basics.

5. Use a black ink, fat-point Magic Marker or Marks-A-Lot brand permanent marker to hand-letter the sign.

6. For your testing and tracking purposes, each listing address should have a separate hotline voicemail extension. This allows you to show the seller the impact of the marketing strategy. These statistics become priceless listing presentation exhibits when you can prove to sellers the results of your marketing programs.

7. Never ask for “permission” to put up an Ugly Yellow Sign. Instead, explain to the seller about your involvement with By Referral Only and how you have learned an unusual but highly effective new marketing strategy that is producing enormous results in all price ranges all over North America. Explain that the results obtained using this eye-catching marketing strategy, then recommend its use. This will be easy after reading the Special Report contained in this document.

8. Educate yourself on laws and regulations about signage required in your area by Regulation Z, state law, local statute, franchise or broker. If required, put any information required by law or statute about your profession or company name on the very bottom of the sign in smaller but legible lettering. If no law or statute requires this information, leave it out.

9. Customize and print the script.

10. Read the script slowly and carefully, then record it.

11. Install the Ugly Yellow Sign in front of the listing.

12. Track your results, then share your hit costs, lead costs, appointment costs and transaction costs with your Coach and on the Marketing Teleclass.

Options and Alternatives:

• 5020: Listing Presentation Insert Explaining Benefits Of Ugly Yellow Signs; includes the downloadable special report, Why Multiple Signs?

Ugly Yellow Sign in Front of Residential Listing – Brian Dillon and Simone Powell

Ugly Yellow Sign in Front of Land for Sale

Sample Ugly Yellow Sign Wording (Zero Down Payment)

Sample Ugly Yellow Sign Wording (Surprisingly Low Down Payment)

For Sale $760 Down Payment Free Recorded Message 555-1212, ext. 123 U.S. Home and Realty (Put required APR information here – monthly payment, term, APR.)

Specific Listing Script – Realtors        Download Script

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