You need a professional real estate agent brochure to market your property effectively. A high-quality exposé presents your property in an attractive way and arouses the interest of potential buyers. It provides all the relevant information about the location, condition and features of the property that are important to prospective buyers.
The exposé is an important source of information and is legally binding. It is an essential part of a good marketing strategy that will help you achieve your goal of selling your property. In this comprehensive guide, you will learn how to create a convincing brokerage exposé - from the most important components to the optimal structure and helpful tips for creating exposés for commercial properties.
Price is what you pay.
Value is what you get
Warren Buffett
Table of contents
Important information in the exposé template
A professional estate agent's brochure should contain all the important information about the property in order to inform potential buyers and persuade them to make contact. Here are the most important points that should be included in an exposé template:
- Offer prices: The purchase price should be placed in a prominent position.
- Property type: Indicate whether it is a detached house, apartment, plot or other type of property.
- Year of construction: The year of construction of the property should be stated.
- Living space and plot size: Precise details of the living space and, if applicable, the plot size are required.
- Number of rooms: Provide information on the number of bedrooms, bathrooms, living rooms, etc.
- Additional features: Mention whether there is a cellar, garage, terrace or other additional features.
Other important information in the estate agent exposé includes
- Property description: A detailed description of the property layout, features and location.
- Energy certificate: Information on energy efficiency and energy consumption figures are required by law.
- Type of heating: Information on the type of heating and the energy source.
- Condition: An assessment of the condition of the property (in need of renovation, well-maintained, etc.).
- Furnishing quality: Description of the quality of floors, windows, doors, etc.
- Photos and floor plans: High quality photos of interior and exterior views as well as floor plans.
- Contact details: Email address and telephone number of the seller or estate agent.
- Note that you are legally liable for all information in the exposé. Incorrect or misleading information can lead to consequences.
Organization and structure of the template
When creating a real estate agent exposé, it helps if you consider clear structure and organization in the document. Here are some points you should consider to increase your success:
Photos and videos: High-quality photos are crucial for making the best first impression and presenting the property. Photos should be taken in daylight, show the rooms without clutter and highlight the best features. Videos can complement the written exposé, but are not essential. However, a link to a video with a tour of the property helps to identify prospective buyers who just want to take a look. Anyone without a serious interest in buying will be filtered out and you won't waste time with unnecessary appointments.
Layout and design: The design should be simple but of high quality so that the property takes center stage. The rooms should be neither empty nor too personalized, with decorative accents that emphasize the function of the rooms. Avoid unprofessional property photos and incomplete information.
Structure and content:
- Start with an overview of the most important key data such as price, property type, year of construction, living space, plot size and number of rooms.
- Then add detailed descriptions of the property layout, features and location.
- Add information on the energy certificate, type of heating, condition and quality of fixtures and fittings.
- Finish with floor plans and contact details.
Always take your target group into account when creating your listing and highlight the most important selling points. There is also special software for creating real estate agent exposés, or you can use common office applications such as Word or InDesign.
Tips for creating
I have a few tips for you on how to create a professional real estate agent brochure:
- Highlight the unique selling points: Identify the special features of the property and display them prominently. Whether it's the quiet location, the modern furnishings or the charming character of the old building - highlight the unique selling points effectively.
- Create an exposé for online and print marketing: Design your exposé in such a way that it can be optimally presented in both digital and print media. Use high-resolution photos and responsive designs for online marketing and a print-optimized version for print materials.
- Choose a creative and appealing headline: A catchy headline arouses the viewer's interest and invites them to read on. Use emotional and informative keywords that get to the heart of the property's highlights.
- Turn weaknesses into strengths: Every property has advantages and disadvantages. Be open about potential weaknesses and present them as opportunities. For example: "In need of renovation - you can realize your own personal dream home here!"
- Consider the use of videos: Supplementary videos can present the property in a lively and authentic way. Short clips of interior and exterior views or a virtual 3D tour provide a realistic impression.
However, avoid the following common mistakes:
- Poor photo quality: Invest in professional real estate photos that show the property at its best.
- Too much text: Keep your descriptions concise and clear. Too many details can put the reader off.
- Inaccurate or exaggerated information: Be precise and honest in your descriptions. False promises can have legal consequences.
Don't wait for the right moment to buy a property. It is better to buy a property and wait.
T. Harv Eker
Special features of commercial real estate
Commercial real estate has some special features compared to residential real estate:
- Commercial properties are used for commercial purposes such as production, offices, retail or services. They differ from residential properties in terms of their features and use.
- Investors can buy and manage commercial properties in the same way as residential properties. Crowdfunding platforms also enable investments in commercial real estate.
- In some cases, commercial properties can be converted into residential properties (and vice versa), depending on factors such as rental difficulties or housing shortages.
- For residential properties, brokerage commissions are limited to a maximum of 2 months' rent, whereas there is no such limit for commercial properties.
- Commercial leases usually have a fixed term, while residential leases are usually open-ended.
- There is no rent control for commercial properties; rents are freely negotiable. Rent increases require a contract amendment.
- Maintenance costs can be passed on to commercial tenants, but this is more difficult with residential properties.
- The termination of commercial leases is more flexible than for residential leases.
Templates on TutKit.com
TutKit.com offers high-quality, easily customizable templates and digital assets for various purposes, including tutorials, digital assets and listing templates for real estate, vehicles and more.
Exposé templates are compatible with multiple software programs, including Adobe Photoshop, InDesign, Illustrator, and Microsoft Word. TutKit.com offers different pricing plans for different types of users, including professionals, sole proprietors, start-ups.
The templates are designed to be high quality and professional, with the goal of creating compelling sales pitches. TutKit.com also offers templates for other business materials such as corporate design, presentations and more.
FAQs - frequently asked questions about the real estate exposé
How do you create a real estate exposé?
To create an exposé for an apartment or house, you should ensure that it includes the following elements: a cover sheet, a description of the location and the property, floor plans and a site plan, a detailed description of the property's features and condition, photos of the property, the energy performance certificate and a table with all relevant data on the property. Contact information is also important for potential buyers.
What are the key components of an exposé?
An effective exposé should be designed in such a way that it presents the property attractively in order to sell it quickly and at a high price. Key components include professional interior and exterior photos, a convincing description, floor plans, a site plan and information on the property's energy consumption.
Can estate agents charge a fee for an exposé?
Real estate agents are not allowed to charge a fee for sending an exposé to a potential buyer. The agent's commission is only due once the property has been successfully sold and a purchase agreement has been concluded.
Who is authorized to prepare an exposé?
An exposé can be prepared either by the seller themselves or by a commissioned estate agent. A professionally designed and informative exposé can have a positive influence on the decision of prospective buyers and significantly increase the chances of a sale by clarifying many questions in advance. Large real estate developers also use real estate marketing agencies to increase the quality of the presentation of high-quality properties.