A real estate brochure is a great way to connect with potential clients and quickly share information. There’s a reason Fortune 500 companies use them so diligently.
Despite what you might think about preference for Internet resources, 79% of consumers say that it’s easier to read something physical like a brochure rather than going online.
When you put it in their hand, they will read it at an astounding rate.
You have their attention. Now you must win them over and seal the deal. To do this you need to understand the anatomy of the perfect brochure.
20th Century marketing legend David Ogilvy expressed the importance of your headline in his famous quote:
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
We may now find ourselves nearly in 2020. But this principle still holds true. More people will see your headline than will actually read your brochure. Because of this, it’s worth your time to create an amazing one.
A headline should be:
- Bold (no wimpy headlines)
- Invoke emotion
Whether your clients are business leaders or the average 9-to-5er, emotion is what connects a person to a brochure and compels them to keep reading.
Let’s look at some headlines and what kinds of emotion they might inspire.
- Get More Home for Less -Excitement
- You Deserve to Live in a Place This Beautiful – Curiosity
- Don’t Negotiate for a Home ’til You Read This – Apprehension
- Our Business Is Earning Your Referrals – Endearment/Trust
Consider who your audience is to develop the headline that will connect.
Do A-B testing or ask your current clients to vote on the best headline. You can strengthen the bond with existing clients and earn new ones at the same time with this engagement strategy.
2) Demonstrate Your Value Proposition
Within your headline or as a subhead, state metrics that demonstrate your worth in your real estate brochure.
- San Antonio’s Top Rated Agent
- Winner of the X Award
- Over X homes sold in 2017
If you don’t currently have anything really impressive to add, review your data. Most agents have some great accomplishment to promote.
3) Your Logo
Name recognition can go a long way toward earning your brochure the attention it deserves.
If you’re an agent with a well known national company like Re/Max, then make sure the logo is prominent on the top of the brochure. This ensures that it will be seen, even if the brochure is on a display.
This is one of many things that johnquinnteam.com does so well.
4) What Makes You Different
Do you use a proprietary software or have a killer social media strategy that works?
Share a little about it.
Do you offer a seamless mobile experience or app that keeps your client current on your progress?
Talk about it.
Do you specialize in warehouses or other commercial real estates?
Consumers today have many choices. It’s easier to research agents online so options aren’t limited. In order to stand out, you must differentiate. And just saying that you offer great client service doesn’t cut it anymore.
Part of differentiation in a real estate brochure is demonstrating through your brochure that you understand what customer-care is.
5) Emotion-Invoking Visuals
The perfect real estate brochure should have outstanding visuals. After the headlines, these are some of the first pieces of brochure anatomy that people will see.
Don’t skimp on quality. Hire a professional photographer. Avoid stock images unless you can find one that’s a perfect match.
Again, your images should invoke emotion to make a connection with the reader. Consider your target client and what kind of real estate you sell and then make this connection with visuals.
You might include images of a home and:
- Children playing
- A young couple shaking your hand
- Luxury amenities
- People enjoying amenities at a condo complex
- Elderly friends laughing
And of course, this should include a very professional picture of you and/or your team.
Testimonials are particularly important in commercial real estate, but all potential clients like to hear about the experiences of real people. Set aside some room for 2-3 curated testimonials.
7) Home Information
If this is a brochure for a specific home, then the home information and images should be prominent on the brochure.
Keep it well-organized and concise, guiding the reader’s eyes across the information to get them excited about the home.
8) Contact Information
How should potential clients reach you? Do you respond more quickly to social media messages, email or phone? It’s great to provide couple options. But don’t overdo it.
Having too many contact methods can mean that you have trouble responding timely. List your website and the best way to reach you clearly on the brochure to optimize the client experience.
9) Quality Print Job
Find a quality printing company to print your real estate brochures. Off-center, faded or flimsy brochures will make all of your efforts thus far for naught.
Your real estate brochure must represent you and your brand well. A potential client will automatically evaluate you based upon the quality of the brochure.
10) Distribution Method
Have a multi-channel distribution plan in place. You want your brochures in multiple strategic locations, which will likely include some of the following, depending on your market:
- Your office, to give to clients
- Happy clients, who give them to others
- Trade shows you might attend
- The local businesses of clients
- Direct mail
- Touristy spots
- Gyms & Clubs
- Neighborhood restaurants
Creating the Perfect Real Estate Brochure
Creating the perfect brochure requires some thought into who your target client is and what will speak to them. It should represent your brand well and leverage that brand to get noticed.
By taking some time to craft each piece of the brochure anatomy you can get the results you need through this portion of your marketing budget.
What would you add to the anatomy? Comment below.