Yard Sign Case Study: Preston and Shaw Realtors

Gene Preston and Mark Shaw founded Preston and Shaw Realtors in 1991 in Dayton, Ohio. Since its founding, the company has become one of Dayton’s leading real estate agents. With more than 30 agents and six offices, Preston and Shaw in Daytona has a reputation as a professional and friendly enterprise.

When the housing market fell, the Preston and Shaw business also fell. There was no shortage of homes for sale, but it was difficult to find qualified buyers who were willing (and able) to pay a decent price for a house, especially in competition with other real estate agents. However, with solid experience in corporate marketing, Mark Shaw knew that it was time to find something that would highlight his agency.

Investing in signs for construction sites

Until now, the company encouraged its agents to use signage on the sites, but gave them the opportunity to order and choose the design. The only condition was that the name and logo of Preston and Shaw should be inscribed on the board. Wanting to take his office to the next level, Mark has created many unique Preston and Shaw designs using Kelly’s new green and white signature colors. Instead of forcing agents to order their own signage, he decided to buy sturdy metal signs and put them in real estate frames. “The material is designed for life,” Shaw says, “so I decided to spend a little more money now and make it profitable for years to come.


The total investment of Preston and Shaw in the new signage for real estate yards amounted to just over $8,000. Each table was personalized with the name of a particular agent, and each agent was given 20 characters for use in different records.

Within a few months after the panels were taken, the number of closures increased by 30% and the number of impressions by 60%. “I think the problem used to be that we didn’t send a clear message,” says Gene Preston, “but the new cards that Mark bought look professional and consistent, which ultimately helps our business grow.


Choosing material for a garden board, consider your short and long-term budget. If you want to save now, choose less expensive material, such as corrugated cardboard, but be prepared to replace these panels later. If you can afford it in advance, think about metal panels that are more expensive but last much longer.

Brand consistency is important for any business. If you want to use the power of your company’s name, slogan, reputation, etc., make sure your display and all other advertisements are instantly recognizable to your business.
Michael Allen is Director of Marketing in Boston, Massachusetts. He has worked in large corporations and small local businesses for more than 20 years. His extensive experience in marketing makes him an expert in helping business development through marketing tactics.