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Very Good Signage

Very Good Signage

Here we go. I am on a rant and I feel that this one is well deserved. Time and time again I watch independent retailers go out of business in decent centers and I see one MAJOR mistake that they make. They do not put a sign above their storefront and when allowed, they do not put a sign panel in the pylon sign. This is really retail 101 and business 101.

Several minutes ago, I was driving around a shopping center that I know very well and drove past a space that has turned over several times since the previous national tenant left a few years ago. Well, for some reason these operators do not put signs on their storefront. Sorry folks, “open and they will come” is not the way of the world. I know the landlord wants the user to put a sign above the space because it adds consistency to the center and vibrancy, but this tenant and many others do not seem to get it.

Here’s the bottom line as far as I am concerned, if you are not seeing the sales you desire and you do not have a sign above your store and any other available signage opportunities…shame on you. It is your fault! Anyone who is reading this blog and does not take advantage of the available signage is making a very costly mistake.

If you want to be the best, you have to play like the best and I assure you, McDonalds would NEVER open a store without some kind of sign, so why would you?

<Sigh> (This is one of those things that pushes my buttons.) I am stepping down from my soapbox now…

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More and more people are using the internet to search for their homes, apartments, secondary homes, condos and other forms of residential real estate. People are saying that the internet and technology have eaten into the role and profits of residential real estate agents and it will continue to grow as more and more people become comfortable with using the internet to decide on a place to live. I think this trend maybe true for buying or renting a place to live and it may even be true for finding office space, but for the most part, this is NOT a way to find a winning location for your retail business.

There are a couple of things that determine whether a site is good or bad and remember, this is a business and it should not be emotional like buying a home. Here are just a couple of the factors that determine whether a site is suitable or not:

1) Co-Tenancy : Who is around you? Who are your neighbors? Who is going to help or hurt driving traffic to your establishment?

2) The Right Side of the Street: Is your business dependent on you being on a certain side of the street? (Breakfast versus Dinner)

3) Access: How easy is it for your customers to get to your establishment?

4) Parking: Are there enough parking spaces? Do you need surface parking? Are you competing with another tenant for parking spaces?

5) Signage: Do you need pylon/marquee signage? Do your neighbors have their typical signage or are they using a different type of signage to comply with the municipality?

And the list can go on and on. I am a huge fan of technology, but I just do not see how someone can really find a winning site without going to the site. Now, I know there are some exceptions to this rule, but most of the time it is essential to go out to the site.

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