Atlanta real estate agent Chad Polazzo doesn't see the point in just sticking a traditional for-sale sign out front. To deepen the pool of potential buyers, he wants to draw laughs and raise eyebrows.
So Polazzo uses so-called sign toppers, or riders, that display words or phrases meant to entice passersby. Whereas other agents often use "Large Lot," "Pool" or "Under Contract," Polazzo prefers "Brilliant!" or "Sweet!" Also in his arsenal: "X Marks The Spot!" and "Bam!"
"The raciest one is 'Size Matters!' Polazzo said in an interview. "It's been fun. People driving by, it catches their attention."
Polazzo, 51, who has lived in Atlanta since he was a year old, has a contractor make the toppers at his direction. He consults with his sellers, who can select the phrase if they feel strongly about a particular one. Polazzo said he's been using the riders for years and insists they're good for business.
He notes in his email signature that he was the No. 1 ReMax agent in Atlanta from 2007-2024 and was among the top 1% of agents for the Atlanta Realtors Association during the same time period. Moreover, Polazzo said he's executed more than $500 million in sales over the course of his 20-year career.
The National Association of Realtors does not keep statistics on the use of yard sign toppers. But NAR research shows in each of the past four years, only 4% of buyers say they found their homes through yard signs, even though the signs are still the second-most-common way agents market the homes. Only posting the homes on the multiple listing service is more popular, according to NAR.
Creative marketing plan
Executives at the Georgia Association of Realtors aren't aware of other agents in the statewide group employing the practice, said spokesperson Brandie Miner, in an email. But she said the organization is always interested in passing along new marketing techniques to members.
Quinn Arnau, president-elect of the Atlanta Realtors Association, said he has seen some creative signs. Despite what the NAR research shows on for-sale signs, he believes using interesting words or phrases is effective.
"My thought is, buyers and sellers still keep their eye out for signs, and sign toppers can help catch their attention," he said in a text. "Creative use can certainly be marketed by agents when they are giving listing presentations and differentiating themselves."
Gary Thomson of Century 21 Thomson & Co. in Red Bank, New Jersey, said he rarely uses funny words in the phrases on his signs. But, in one case, he was the fourth listing agent on a house and decided to poke fun at the situation with a sign topper that announced the house was "Not Haunted."
"Everyone got a kick out of it," he said in an interview. And he did sell the house.
Polazzo said when he was just starting out, he didn't have the resources to get creative with the sign riders. But as business grew, he decided to be more distinctive.
Sometimes people even swipe the toppers, but he doesn't get too worked up over it.
"You know you've made it if someone is stealing your stuff," Polazzo said.
