Well put Lisa! When we've changed signage from "Free Rent" to "$199 Moves You In" the results increased about 30% (hey, I've got the hard numbers to back this one up).

It seems to me, coming from the vendor side, that managers want to have a generic statement on their signage so they can use it down the road when their special changes. But, what's the point in printing something that's going to produce lackluster results?

Lisa,

Like you, I recommend using real numbers rather than vague offers. "Save $XXXX!" is always more effective than "Free". I think this is because most people are savvy (or cynical) enough to understand nothing is truly free. This is true for signage as well as other marketing platforms (i.e. Internet, Classifieds).

Just as Ryan mentions about his signage, I've also seen better results on Internet marketing campaigns when the true value is mentioned in the ad.

Thank yoy for the comment it will be vwry helpful for me.