Tourists returning to Beechworth when restrictions are lifted will not be able to get the same classic photograph of the old post office, because there still a big "for sale" sign out the front.
Residents are also not happy with the new addition, which has been in place for about six months.
The landmark building has been on the market for a year and has a listed price tag of $1.28 million.
Beechworth resident Geoffrey Palmer questioned why the sign was permitted to be in place at the heritage-listed site.
"Will council advise the residents of Beechworth what if any action has been taken or could possibly be taken to have it removed as it is a heritage site and a very iconic photo opportunity on that screetscape?" he asked in a letter read out at this week's Indigo Council meeting.
He asked if the planning scheme could be amended to ban the sign.
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Mayor Jenny O'Connor the council was bound by Victorian rules on for sale signs, but she had asked the heritage advisor if there was a way to intervene.
"That's state legislation, that's not something Indigo Shire is able to easily change," she said.
"I certainly have had many approaches by people who are asking could we get the sign removed.
"It is something people feel strongly about in the main street of Beechworth."
The post office sale is being handled by Indigo Real Estate. Indigo chief executive Trevor Ierino said he had spoken to the agent, but the council had no real control over the signage.
"People are entitled to have a sign if they've got property to sell," he said.
"We're powerless on the legal side to change any of that. I have personally had discussions with the real estate agent involved to ask if there is any alternative, could they perhaps move it.
"They're keen to leave it where it is because it's a high exposure site and the owners are very keen to sell.
"They want to maximise their chances of sale by having a for sale sign where people can see it."
He said there was no time limit on how long a for sale could be in place for a listed property.
Cr Larry Goldsworthy encouraged other residents to have a say. "It's probably the court of public opinion that will have the most influence," he said.
"If we could encourage those who are concerned by it to write letters to the real estate agent to let them know the effect it does have on the amenity of the area and the impact it will have on the Beechworth township and the local area when we're trying to attract tourists back."