If you're planning to sell or rent your property, creating a successful exposé is crucial to attracting the attention of potential buyers. Whether you use a template for your exposé or develop it from scratch, it's a process that requires a well-thought-out approach and adherence to some strategic principles. How you present your property will affect not only its quick sale or rental, but also your ability to attract the right buyers and make a sale more likely to close.
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In this article, I'll use my experience at a real estate marketing agency to describe the key aspects and best practices for creating a successful real estate exposé. This information will help you achieve the results you want.
Successful real estate exposé: structure and components
In real estate, the main goal of the exposé is to interest potential buyers or tenants at first glance and provide them with all the important information. It is precisely this information that can convince them to get in touch with you and take a closer look at your offer. Therefore, you need to structure your real estate exposé properly and provide answers to all the important questions that might interest potential customers.
A successful real estate exposé should contain the following elements:
Title page: for real estate, I recommend creating the exposé in the form of a brochure that starts with an impressive title page. This helps to give it a more professional look and increase its status.
Photos of the property: No matter how detailed you describe the benefits of your property, photos make up almost 90% of the impression. Taken and inserted correctly, they allow people to fall in love with your property at first sight. Studies show that many people are willing to overlook some technical aspects and flaws if the photo of the property makes a positive impression. The photos should include both the house or apartment and the location.
Basic data: Address, year of construction, plot area, total and living area, number of rooms, floor plans, energy certificate, internet connection, etc.
General description: It should be as convincing as possible and evoke positive associations and emotions. Talk about the advantages of the property, the surrounding infrastructure (transport, kindergartens and schools, supermarkets, hospitals, sports facilities and playgrounds, availability of parking spaces, etc.). Here it is important to be as honest as possible and avoid any exaggerations so as not to create excessive expectations that could undermine trust in you.
Contact details and price: Telephone numbers, e-mail and other contact options should always be to hand. It makes sense to place them on every page so that potential customers can contact you quickly to clarify information if they have any questions. The price of the property should be placed in a visible position, but should not stand out too much from other properties in the exposé. Details can be described in detail on the last page or in the table of contents of the brochure. Place information such as the price and contact details as clearly as possible and add a call to action to contact you for a viewing.
What aspects should you pay attention to when creating a property brochure?
The following information should help you to create an exposé that is really attractive and informative. The aspects listed below will help potential customers to better familiarize themselves with the real estate properties and attract their attention qualitatively.
Correctly state the address in the exposé of a property
Always write the full address of the property, including street, house number, building section and apartment number. Include a map section with a location marker and describe how to get there by different means of transportation (e.g. 5 minutes by car from the city center or by the 5th subway line to station XY or by bus no. 7).
Depending on the target group, you can also use various interactive methods, such as a QR code containing a link to geodata that enables route planning with a smartphone from the potential customer's location. Or you can provide the contact details of a cab company that knows exactly where to go. If potential tenants or buyers know exactly where they are going and how to get there, they are more likely to choose your listing than if they have to search for options themselves.
What is the most attractive way to design the photos for the exposé?
Many good photos are important for a successful exposé. Make sure that the rooms are very tidy and convey a calm and harmonious image in the photos. It is better to remove personal items and furniture if they are not part of the offer. Don't forget the exterior shots (facade, courtyard, garden, garage or parking lot, if available).
The photos should be taken in nice, sunny weather and daylight. To increase the contrast, you can add some photos at different times of the day to ensure the right lighting. Many people are attracted to beautiful buildings at night.
Use a camera with a wide-angle lens for the shots. Find out how to do this by following the instructions or videos available on the internet and on our platform. You can also post-process the photos: Exposure compensation, contrast, hue and saturation. That's okay. If there's any garbage lying around in the outdoor area, you can also retouch it.
Add small captions to the photos to describe what is shown. They should enable a complete understanding of what you see.
Presentation of the rooms
Pay special attention to the plans of your property. They should be clear and concise, include labels for each room by purpose, but not be cluttered with architectural and construction details that only professionals can understand. The plans should show stairs and elevators, balconies, windows, doors, fireplaces and terraces (if any). Kitchen facilities and sanitary installations should not be forgotten either.
Energy certificate and building materials
Since 2014, the energy performance certificate has been an important and indispensable part of real estate advertising in Germany. Failure to do so can result in a fine of up to 50,000 euros. The certificate contains the year of construction of the building, a description of the building materials for walls, ceilings, roof, courtyard and terraces. It also contains detailed information on energy sources, demand and consumption (electricity, water, gas) and heating systems. Since January 2016, the energy efficiency class has also been specified.
Features of the property
For most searchers, the following information is crucial:
- Price
- floor
- floor area
- Number of rooms
- Kitchen equipment
- Presence of balconies and terraces
- Existence of cellars and attics, garage
Provide a sufficient amount of this information. You can ask friends and acquaintances to evaluate the information density. It should be concise and not overloaded, but at the same time fully disclose all details. The more clearly you describe the property, the fewer questions there will be from the potential target group. This also helps to weed out those who are ultimately not looking to close a deal because they are looking for other parameters. This will save you valuable time.
Description of the infrastructure
For 95% of people, what is close to the property they are considering is important. If it is a young family, they are interested in how far away kindergartens, schools, sports clubs, parks, shopping and entertainment centers are. Older people prefer easy access to doctors, pharmacies and shopping facilities.
Another important aspect that can strengthen the property's exposé is accessibility in terms of transportation. For example, proximity to public transportation, such as buses and subways, is important for students and professionals. Families with children, on the other hand, prefer quiet and less congested areas.
Remember that in addition to the availability of infrastructure, accessibility is also important, especially for people with reduced mobility. In addition, the surrounding infrastructure should not cause any additional discomfort. Therefore, make sure to emphasize the strengths in the description.
Be creative!
Try to turn the weak points of your property into strengths. For example, the need for renovation can be presented as an opportunity for redesign, so that potential buyers can easily change the room layout or implement their own design ideas. Don't talk about the noise of the nearby airport, but rather emphasize that you can get to the main terminal within 15 minutes. The distance to the city center can be described as proximity to rural landscapes and leisure spots. Remember, there are two sides to every coin and it is always better to show the advantageous side, but the information must correspond to reality.
Template for your exposé: advantages of using ready-made solutions
If I had only one dollar left, I would invest it in advertising.
Henry Ford
It takes a lot of time and resources to create a quality real estate exposé. If you lack the skills and knowledge in design, using ready-made templates is a good solution. The TutKit.com platform offers a wide range of ready-made templates for real estate exposés, developed by the renowned design agency 4eck Media. The advantages are:
- The ability to quickly and intuitively customize to your needs.
- Full compatibility with programs such as Affinity Publisher, Word, InDesign, Apple Keynote, PowerPoint, Google Slides, which extends the range of use and requires no additional knowledge.
- All templates are designed ready to print, simply add your own images and descriptions, select colors and print, both on office printers and in professional print shops without additional settings.
- Ideal not only for real estate exposés, but also for creating a uniform corporate design and brand identity.
- A wide range of professional and attractive designs.
Save time and money when creating real estate ads! TutKit.com offers a wide range of ready-made templates for real estate listings. Don't waste time on design - just choose a template, add information and photos - and you're done!