It’s no secret that the real estate industry is one of the most competitive industries around. To stay ahead of the game, you need to make sure you’re using every marketing tool at your disposal. Still wondering if a printed real estate brochure is still necessary in the modern age? We’ll tell you why real estate brochures, both printed and digital, are one of the most effective marketing tools available and what they should contain.
What is an exposé for real estate?
A real estate exposé is a type of advertising brochure that provides prospective buyers with all the important information about a property. It can be used for both residential and commercial properties and is usually prepared by a real estate agent or a real estate marketing agency. Among other things, it contains photos, a description, the location plan of the property and information about the surrounding area – but we’ll come to that later.
Digital marketing of a brochure
In today’s competitive real estate market, it’s more important than ever that your marketing materials are up to date and accessible to potential buyers. This means not only having a great looking brochure to hand out, but also having it available online so that buyers can view it at their convenience. There are a number of ways to make your brochure available online. You can upload it to your website or blog, or you can use a service like Issuu to create an online flipbook. Social media such as Facebook, Instagram and Twitter should also be used to promote the exposé. Whichever method you choose, make sure you publicize your online brochure so buyers can easily find it. Include a link in your email signature and share it with your followers on social media. You can even post it in online classifieds. By making your property brochure available online, you ensure that prospective buyers can find out about your property even if they can’t come to your viewing.
A printed real estate brochure increases your chances of selling
An exposé is also still an important part of offline marketing when selling real estate, as it not only provides potential buyers with important facts about the real estate project, but also gives the seller a professional image.
Offline marketing in the digital age
In a world where online marketing is the norm, it’s easy to forget the importance of offline marketing. But in the real estate industry, it’s still a marketing strategy that drives sales. Here are three reasons:
It’s more personal.
A real estate brochure allows you to personalize and target your message. Through personalization, you can target your real estate exposés to specific demographics, interests and even behaviors. And you can use this direct mail to reach potential buyers with a personalized message tailored to their exact needs.
It is more memorable
With so much on offer online, it’s hard to stand out. Offline, your real estate project has just as good a chance of being seen and remembered. This is because offline advertising, such as the real estate brochure, is still very popular in the industry and is noticed by your prospective buyers.
It is more intimate.
Offline marketing is more familiar than online marketing. When you hand over a brochure, you can build a personal relationship with your customers directly. And you can use this time to build trust and credibility. If you’re not using real estate brochures to reach your target audience, you’re missing out on a powerful marketing tool. Even in today’s age, they are a professional marketing tool in the real estate industry.
What information should be included in the exposé?
As a general rule of thumb, it should contain all relevant information about a property that could be important for prospective buyers. The following key data should be included in an exposé:
Of course, every property is different, so it is important to tailor the brochure to the project in question. For example, the brochure for a new-build project may be more extensive than that for a rental apartment. The bottom line is that an exposé should be informative, appealing and concise. Ideally, it should give potential buyers all the information they need to know about a property in order to make an informed decision.
What should you avoid in real estate exposés?
When creating a professional exposé, there are certain mistakes that you should avoid at all costs. Here are four of the most common mistakes that are made during the creation process:
1. exaggeration in the photos
While it is important that your brochure contains appealing photos of the property, you should not overdo it. Too many pictures can be overwhelming for prospective buyers at first impression and make your property appear confusing.
2. not enough information
Your exposé should provide all the information prospective buyers need to know about your real estate projects. This includes metrics such as square footage, the number of bedrooms and bathrooms, and any special features or amenities your property offers. If you leave out important information, buyers will have a harder time getting a picture of the project.
3. being too sales-oriented
Your exposé is not the right place to sell your property directly. Instead, focus on providing meaningful and honest information about the property. This builds trust with potential buyers and increases the likelihood that they will want to find out more and arrange a viewing.
4. do not forget your contact details
When compiling your exposé, don’t forget to include your e-mail address and telephone number so that people can contact you and find out more about your property. If you avoid these common mistakes, you’ll be well on your way to writing a successful real estate exposé.
FAQs on the content and design of the exposé
Does a real estate brochure have to be printed?
Of course, it is also possible to offer your brochure as an online exposé. This can be offered directly on the real estate website as a PDF for download.
How many pages should a real estate brochure have?
It all depends on the type of property. Are you advertising a relatively simple detached house or a villa by the lake? We recommend that you create a brochure of around 25 – 28 pages.
What should I bear in mind when taking photos for the brochure?
High-quality photos of the property are required for an appealing exposé. Ideally, the photos should be taken in daylight. Morning and evening sun are best for capturing special room lighting and a cozy atmosphere. The entire building and the outside area should be clean and preferably empty. Make sure you have taken both interior and exterior shots of the property. You can add charm to your property by placing a fruit basket in the kitchen or fresh flowers in the entrance area, for example.
Do the photos have to be edited first?
If you hire a professional agency to take the photos, their service usually includes post-production. However, if you take the photos yourself, it would be advantageous if you either hire someone to edit the photos or edit them yourself using a program such as Adobe Lightroom. Depending on the quality of the photos, it is often enough to adjust the brightness and intensify the colors to make the image more dynamic.
What information about the surroundings should the exposé contain?
Describe the neighborhood and tell us what makes it special. Emphasize the advantages of the location and always bear in mind your target group (e.g. doctors, kindergartens and schools). Where are the nearest hospitals? How far is it to the nearest train station or highway? Are there shopping facilities nearby? Are there restaurants in the area?
In which format should the synopsis be printed?
A4 is usually chosen as the format. You can decide for yourself whether you would prefer to create the brochure in portrait or landscape format.
The perfect exposé for real estate: do it yourself or with the help of an agency?
If you have ever created a real estate brochure, you know that this is not always an easy task. There are many things to consider, from the layout to the photos to the text. And if you’re not careful, you can end up with a brochure that doesn’t quite hit the mark. When deciding whether to create a professional brochure for your real estate project yourself or with the help of a real estate marketing agency, you should consider the following: First, consider the amount of time and effort required to create a high-quality exposé. If you don’t have the time or knowledge to create a professional brochure, it’s worth getting an agency on board to do the work for you. Secondly, you should think about what information you want to include in your brochure and what structure it should have. A well-structured real estate brochure is essential to ensure that readers remain interested throughout and look at it to the end. An experienced agency knows what buyers are looking for and can ensure that your brochure contains all the relevant information. A real estate brochure is still an excellent marketing tool, both online and offline. Don’t miss the opportunity to use this powerful marketing tool to increase your sales success.
