Mass communications plays a surprisingly small role in how house-hunters find a home - or a realtor.MediaVest brainstormed on how to extract more communication value out of each of the major contact channels - of which 'Yard Signs' is the 3rd largest information source used in a home search (12%). First is an actual Real Estate Agent (26%), then newspapers (14%), then yard signs ties with the Internet (12%). Television, radio and magazines combined are only 3%! Yard signs are a completely client-controlled, fixed expense medium. They are reused time and again. Therefore, any contact innovation in yard signs would be a pure win - - every day, on every property, before every buyer, seller and passer-by. The idea is simple - create a classic 'out-of-home extension' to the fixed form of the yard sign, bringing in color and graphics, and changing the outline of the sign itself. Cutting through in a cluttered world.The brainstorming was media creativity in the literal sense. We re-conceptualized the medium - and thought up the creative element. Coldwell Banker has as its mnemonic a Golden Retriever, symbolizing trust, approachability, faithfulness and likeability. Put the dog out in the yard (sign)!The idea was a hit the moment it was presented. The creative agency embraced it; so did the corporate client who made it a centerpiece of their convention.The implementation is just now rolling out. The sign became available for ordering 2/28/02. Agents have ordered more than 5,000 so far.

How far can this idea go?Coldwell Banker hopes to sell 1 million homes this year. They will feature more than that. Almost every home will have a sign. Coldwell Banker can reap potentially billions of more impactful out-of-home impressions, at virtually no incremental cost.

The media team at MediaVest re-conceptualized the medium - and thought up the creative element. Coldwell Banker has as its mnemonic a Golden Retriever, symbolizing trust, approachability, faithfulness and likeability. Put the dog out in the yard (sign)!The idea was a hit the moment it was presented. The creative agency embraced it; so did the corporate client who made it a centerpiece of their convention.The media team had the insight, proposed the creative execution, sold the idea internally and ultimately helped sell it to the franchisee real estate broker agencies. MediaVest transformed a traditionally unrecognized medium into a message. The classic real estate placard "For Sale" was habitually perceived as a sign, not an advertisement. MediaVest was about to change this. In this case, a picture says it all. Please refer to the board to see the 'before' and the 'after'.Which do you think has stopping power? Which has novelty? Which has the ability to bond a brand proposition (the Golden Retriever is the mnemonic of Coldwell Banker) to the message?This is a media first.

The media team at MediaVest re-conceptualized the medium - and thought up the creative element. Coldwell Banker has as its mnemonic a Golden Retriever, symbolizing trust, approachability, faithfulness and likeability. Put the dog out in the yard (sign)!The idea was a hit the moment it was presented. The creative agency embraced it; so did the corporate client who made it a centerpiece of their convention.The media team had the insight, proposed the creative execution, sold the idea internally and ultimately helped sell it to the franchisee real estate broker agencies.