Quirky real estate signs lift the lid on property secrets

A contrarian realtor has adopted a unique approach to attract buyers, spilling the beans on all the good, bad, and ugly a property has to offer.

John Matthews pride himself on writing ‘genuine’ ads.

While many people might question the objectivity of quick-talking real estate agents, an anti-agent spruiker across the ‘burbs is telling it and trying to sell it like it is — warts and all.

“Big block yes. Parkland out back, you bet. Great house, not so much. Don’t worry, we know a demolition guy,” reads one of the property billboards for Matthews real estate.

A frank billboard in Matthews real estate campaigns

John Matthews is behind the quirky sales campaigns.

“Any closer to Merri Creek and you’d be in it,” states another frank assessment.

Contrarian property agent John Matthews is behind the quirky sales and marketing campaigns, arguing the real estate industry needs a pep up.

“So we decided to spruce things up a lot. Our sales boards stop people in their tracks because they are different,” Mr Matthews says.

“We write ads that are genuine and funny and they attract attention. They get people talking.”

The billboards seem to work.

No lies here.

There’s a well-worn property adage about talking up the positives, and ignoring the — sometimes — glaring negatives.

Worst property in best street is an example — albeit one that makes investment sense.

For Mr Matthews, pushing the boundaries means not downplaying the downside.

“Make over or bulldozer? This one’s a real 50/50,” is one property pitch.

“Stunning home. At least it will be once it’s renovated,” says another billboard.

“We’re not real estate agency type people,” Mr Matthews says.

“We’re more like an advertising agency that sells real estate. We go against the traditional real estate grain and challenge the status quo.”