In recent years, the thinking surrounding the placement of management signs on real estate properties (signs indicating that the property is managed and the contact information for the management company) has been changing. Traditionally, management signs have been posted on rental apartments and vacant houses as a matter of course. However, an increasing number of owners are choosing not to install signage for a variety of reasons, including crime prevention, privacy, aesthetic considerations, and advances in digital technology. This article explains the latest standards for management signs in the real estate industry and points to consider when deciding whether or not to install them as an owner.
First, let us look at recent trends in the installation of management signs in the real estate industry. In the past, it was common practice to post the name of the management company and contact information in an easily visible location on the property, but in recent years, there have been more cases of "daring not to install management signs. In the field of vacant house management in particular, it has been pointed out that putting up a sign makes it known that the property is unoccupied, and there is a risk of triggering break-ins and pranks at night or during other times when management is in short supply. In fact, one vacant house management service provider even states, "There are pros and cons to this, but we do not put up signs, and we do not use vehicles or work clothes with the company name on them when we patrol the property.
In some cases, we also refrain from posting management signs due to concerns about privacy and disclosure of owner information. Posting a sign may expose the property owner's or management company's information to third parties, and publicizing the fact that the property is vacant may pose a challenge to the protection of the owner's privacy. Especially for properties that have been unoccupied for a long period of time, some owners may decide that there is no need to advertise the property with a sign, since the surrounding area will recognize the property as vacant regardless of whether a sign is posted or not.
Another reason is that they do not want to spoil the aesthetics or brand image of their properties. For example, some luxury-oriented condominiums do not have permanent management signs because they fear that flashy signs may not be in harmony with the exterior design and may spoil the scenery. In fact, there are cases where owners request that "we don't want to drill holes in the building" or "we don't want signs installed," and this is a major reason why management signs are not installed. In such cases, the real estate company may have no choice but to abandon the installation.
Against this backdrop, there is a trend in some cases to manage properties "without management signs. However, there are some disadvantages that arise from not installing management signs, so let's consider alternative measures in the case of not installing them, after sorting out the advantages of installing signs in the next section.
Management signs traditionally have the following practical and managerial advantages
Clearly indicate emergency contact information: In the event of a problem (leak, fire, trespassing, etc.) at the property, neighbors, police, and firefighters can immediately contact the manager. If the signage includes contact information for the management company and owner, it will facilitate emergency response. This is a major risk management advantage.
Notification that the property is not abandoned: Even if the property is vacant or unoccupied, a sign stating that the property is "under management" will give neighbors a sense of security that the property is being properly managed. If you can show that people are coming and going, you can also expect to deter trespassing and mischief. Especially in these days when the problem of vacant houses is becoming more serious, a message that "this property is not abandoned" is important for crime prevention.
Improved crime prevention effect: Properties where the manager is clearly identified increase the risk of being pursued for unauthorized entry, and thus serve as a deterrent to suspicious persons. It has also been pointed out that the message has the effect of psychologically deterring crimes such as arson and illegal dumping of garbage, as local residents who see the sign recognize that they are not in a place where no one is watching them.
Clarification of neighborhood response and complaint contact: If the sign includes the management company's contact information, the management company can take initial action when, for example, a neighbor complains about overgrown plants or abandoned garbage. This reduces the owner's own burden of having to respond, and leads to early resolution and prevention of problems.
Promoting the management company and corporate brand: Posting the company's management signage on the property also contributes to the company's credibility and brand building. A well-designed sign with a sophisticated design can catch the eye of passersby and give the impression that "this company looks solid," leading to a sense of trust in the company and the property. In fact, in some cases, stylish signage naturally catches the eye and leads directly to a positive impression of the company.
Effectiveness in recruiting tenants and publicizing the property: If the sign also serves as a management signboard and includes information on vacancies, it can be used as PR for potential customers passing by. Signs are billboards that work 24 hours a day. Even if it is not possible to put up a particular recruitment sign, you may receive inquiries directly from prospective tenants if you put the recruitment information on the management sign.
As described above, managed signs offer both practical peace of mind and marketing advantages. For owners, it is a tool that can contribute to maintaining property values and improving occupancy rates. In my experience as a practitioner, I have seen many instances where a single sign has increased the trust of the neighborhood, resulting in smoother property management. Building a relationship of trust with neighbors and tenants is essential to providing sustainable value, and signage is an effective means of communication.
On the other hand, even in cases where management signs are not installed, there is still a need to devise ways to inform people of the property management status and means of communication. The following are typical alternative measures.
Use of QR codes: Recently, there have been an increasing number of cases where a small plate is attached to the property and information is provided via a QR code, which can be read with a smartphone to access detailed information about the property and a contact page for the management company. In fact, an increasing number of real estate companies are including QR codes on their recruitment signs because of their convenience, reducing the time and effort required by users by providing information on the web that cannot be included on a signboard. This allows for detailed PR that cannot be conveyed by signage alone. Even if you do not install management signage, you can kill two birds with one stone by placing stickers with QR codes at building entrances or near mailboxes, so that only those who need the information can access it.
Digital signage and electronic billboards: Condominiums and office buildings are also introducing digital signage (electronic billboards). Displays installed at entrances to show notices from management companies and emergency contact information can provide information without the need for traditional paper notices or signboards. Digital signage can convey information in a smart manner without compromising the aesthetics of the property, and especially for high-end properties, it can create a more sophisticated impression than posting paper or plates. Also, if the signage is linked to the Internet, information can be updated quickly, and it can be used to distribute emergency information in the event of a disaster, which can help improve tenants' sense of security. The method of sharing necessary information on an electronic bulletin board inside the building, without displaying the management sign outside, may expand in the future as a way to combine both landscape and practicality.
Magnetic and removable signs: If you must avoid constant posting of signs, you can also prepare removable signs that can be taken out only when necessary. For example, a magnetic sign that can be attached to a metal door, or a sign that can be removed and stored in the superintendent's office for normal use and installed only in case of emergency or for private viewings. Even if owners are reluctant to install signs, these non-destructive and aesthetically pleasing posting solutions can clear up the issue of sign posting.
Direct notification to tenants and neighbors: Even without posting signs inside the property, analog methods such asdistributing emergency contact cards to tenants in advance or informing the neighborhood association of the owner's and management company's contact information can be effective. There are also examples of posting property information brochures with a QR code and contact information instead of management signs. In short, it is good if a "means of contact in case of emergency" is secured without putting up a sign.
As described above, even if a management sign is not installed, it is possible to supplement the information provision and monitoring system with IT technology and ingenuity. What is important is that the owner himself/herself fulfills the responsibility for safety management of the property and information dissemination. If appropriate alternative measures are taken for this purpose, sustainable property value maintenance can be achieved without necessarily relying on traditional signage. INA itself is working on management using digital tools, but in the belief that maintaining a relationship of trust with tenants and the community is the key to providing sustainable value, We feel it is important to choose the best means for each case.
The decision on whether or not to install a management sign depends on the property type, location characteristics, and the owner's management policy. Below is a summary of the main points that should be considered when considering
Property type and usage: The situation differs greatly depending on whether the property is vacant or an occupied rental apartment. For example, in the case of a vacant house, while putting up a management sign indicates that people are coming and going, there is the dilemma of making it public that the property is "unoccupied," as mentioned earlier. On the other hand, in rental apartments and condominiums, there are basically people living there, so there is a great advantage to clearly stating "Management Company XX" (to give tenants and visitors a sense of security). However, there are cases in which luxury apartments do not dare to put up a management sign, but instead have a caretaker or concierge on hand to handle the situation. In the case of commercial buildings, tenants may require signage space, so consideration should be given according to the intended use, such as placing the management sign in a sophisticated manner as part of the building name plate.
Area Characteristics and Security Environment: The public safety and landscape ordinances of the area where the property is located should also be considered. In areas where public safety is poor, it is probably safer to give priority to alerting the public with signage and to the effect of crime prevention. Conversely, in areas with strict landscape regulations, such as historical landscape districts, large billboards may be prohibited by ordinance (outdoor advertising ordinances, etc., should be checked). Also, in crowded urban areas, even if you put up a management sign amidst a forest of billboards, it may be buried and have little effect. In this way, it is important to determine whether or not it is beneficial to put up a sign in accordance with the security, landscape, and customs of the area.
Owner's own policy and brand image: The brand strategy of the owner company or property cannot be ignored. For example, if the owner's policy is "to keep the exterior as simple as possible for the branding of the property," or "to avoid a bland signage as it emphasizes luxury," then not forcing a signage may be a reasonable choice. On the other hand, if the owner values the connection with the community, putting up a sign and having the community remember your name will help build trust in the future. In fact, some property management companies are trying to improve their corporate image by displaying signs with their company name on them to show that they are "responsible for the management of their properties. However, displaying a sign with the company name and "Property under management" may be misinterpreted by some people as "Is the property for sale or for rent? Therefore, some companies need to be creative in the way they display their information. Owners should examine whether the brand concept of their own company (their own property) is consistent with the signage, and if necessary, harmonize the design of the signage.
Installation cost and legal regulations: The cost of installing a management sign itself is not that large (often several thousand to several tens of thousands of yen), but legal procedures may be required depending on the installation location. For example, if the sign is to be placed on an exterior lot facing a road, it is necessary to check whether there are any problems with the Outdoor Advertisements Act or road occupancy permits. Also, if an aging sign falls and causes an accident, the owner may be held liable. Considering these risks and costs, consider whether you can responsibly maintain the sign if you install it and whether the investment is worthwhile. Conversely, if you have a plan that includes a maintenance system and removal after installation, you should be able to operate the system without incurring a significant burden.
Taken together, the above points indicate that whether or not to install a management sign is not a simple Yes/No decision, but a comprehensive judgment based on the property's condition, surrounding environment, and business policy. As an owner, it is important to have a clear sense of purpose as to why the sign should (or should not) be installed. If you clarify the reason, whether it is for crime prevention or branding, you will be able to make a smooth decision and change your policy when the time comes.
Finally, I would like to touch on the latest design elements for the actual installation of managed signage. If you are going to install signage, you want to go to the trouble of designing it to be effective and maximize its impact. In recent years, the following trends have emerged
Designs with QR codes: As mentioned above, there is a growing trend to incorporate QR codes. In particular, more and more signs that also serve as tenant recruitment and property introductions are featuring QR codes to direct visitors to detailed information and websites. Even the management signage itself, if accompanied by a QR code, can be scanned with a smartphone to access the management company's website or inquiry form, improving user convenience. Even if the signage space is small, QR codes can be used to supplement an "infinite amount of information . In fact, one real estate company has placed a small QR code in the upper right corner of its billboards that can be read with a smartphone to jump to a dedicated property page. This type of digitally linked design may become the standard in the future.
Color scheme to match the property image: The color scheme of a sign is an important element in determining the impression it will make. Recently, more and more management signs are being designed with color schemes that match the atmosphere of the property and the target audience. For example, colors have psychological effects: warm colors (orange and brown) can create a sense of friendliness and security, while blue and green can give a sense of calmness and trust. To create a sense of luxury, it is effective to use a color scheme that is consistent with the property concept, such as black or navy blue with gold lettering. In fact, when we design signboards, we examine the colors to determine whether or not they will resonate with the target audience. Depending on the coloring, "just a signboard" can become "the face of the property.
Effective placement of corporate logos and symbols: Management signs usually include the name of the management company, but it is common practice to prominently place the company logo or brand mark on the sign. Since the logo is the "face" of the company, the trick is to place it in a position on the sign that easily draws the eye, and to balance it with the company name and catchphrase. When a stylish logo stands out, the overall impression of the signage is greatly improved, and it also helps to increase the company's visibility. In recent years, in addition to logos, there have been instances where official corporate characters or symbolic images have been included to create a sense of familiarity. For example, a management sign with an illustration of the management company's mascot is popular among tenants because it softens the stiffness of the sign. Management signs are a great opportunity to visualize the brand identity.
Adoption of high-end, durable materials: In addition to design, there are trends in materials and finishes used. Recently, management signs made of durable, high-end materials such as stainless steel and aluminum composite plates have become popular. Instead of stickers on conventional steel plates, UV printing on corrosion-resistant aluminum composite plates and stainless steel etching with company names are preferred for signs that can withstand long-term installation and maintain their aesthetic appearance. For example, management signs marketed as "high-end" types, even with one-color printing, have a sense of presence due to the texture of the material and blend well with the entrance of condominiums. In addition, more elaborate finishes are now available, such as using reflective film to make the sign look better in nighttime lighting, or embossed letters in three-dimensional relief. Although the initial cost of these finishes is a little high, they are weather-resistant and long-lasting, making them cost-effective in the end.
Simple, easy-to-read layout: Signs tend to be overloaded with information, but the latest trend is to use a simple, easy-to-read layout that allows the necessary information to be understood at a glance. Fonts and sizes are chosen that are easy to read from a distance (Gothic is the most common), and contact information such as phone numbers should be emphasized. On the other hand, unnecessary decorations are trimmed away, and spaces are used to create a sophisticated design. In some cases, stylish condominiums in central Tokyo use simple management signs with black letters on a white background to make them stand out. Another key point is to consider the combination with nighttime lighting. Rather than a flashy color scheme that stands out during the day, choosing a color scheme and material that looks beautiful when lit up at night can contribute to improving the image of the property 24 hours a day. In short, the emphasis is on the balance of " simple but sure to convey what it is supposed to convey.
INA itself considers signage design with the mindset that "the signage will be the first impression of the property". A single sign is an important tool that can greatly affect the impression of a property or company. Therefore, when installing a management sign, it should be positioned as part of a marketing strategy, not just a display board, and we would like you to pay close attention to the design and materials. Fortunately, nowadays there is a wide variety of design templates and custom-made services, and you can semi-customize your signage online without having to ask a professional. We encourage you to pursue signage that embodies the appeal of the property and the philosophy of the owner company.
We have looked at the latest industry situation, advantages and disadvantages, alternative solutions, and design trends regarding the installation of property management signs. In conclusion, there is no single correct answer to the question of whether or not to install a management sign. The best solution depends on the situation of each property and the owner's policies. What is important is that owners themselves make decisions based on what will lead to long-term value for their properties.
You should consider not only the short-term cost and appearance, but also whether the choice will contribute to maintaining and improving the value of the property. If installing signage deepens trust with neighbors and ultimately fosters a community that protects the property, it is an investment in human capital. On the other hand, if digital measures can replace the signage and provide sufficient management and information dissemination without it, a decision not to install it may be consistent with sustainable management. In any case, as an owner, you should have an unshakeable axis and think from the perspective of "Is this a choice that contributes to the happiness of my property and stakeholders (tenants, local community, and management company employees)? and "Is it a choice that contributes to the happiness of my property and stakeholders (tenants, local community, and management company employees)?
We hope that the contents of this article will help you, the owner, in making a decision about the management signage. We hope you will take into account the specific circumstances of each property and utilize managed signs (or alternatives) in the most appropriate way to increase the value of your property and community.