I am a huge fan of informational flyers and brochures. Maybe it’s because most of my freelance graphic design work has been real estate flyers and brochures, but I also believe they are one of the few “old-school” tools real estate agents should still be using.
First, before you even think about making a flyer or brochure you need great photos. If you’re not sure you can handle that, take a look at this blog post, then come back.
Now decide if you need a flyer, brochure, or both. A brochure gives you more room to showcase your property. Essentially it’s like a double flyer. I recommend these for more upscale properties or a property that just has a lot of extras that you want to feature. Your average home will be served well with a traditional flyer. If you choose to do both, be sure the same theme flows between the flyer and brochure. A consistent feel will reinforce your property’s personality, which I discuss next, and make it more memorable to potential buyers.
Flyers and brochures put your listing’s “feel” in print. Every property you list has it’s own personality. A home with stables and 20 acres has an appeal that is very different from a condo in downtown Memphis which is different from the appeal of a five bedroom house in the suburbs, which is different from the appeal of a two bedroom bungalow in Midtown. The flyer you make for each of those properties should match that property’s personality.
Take a look at the images below of a flyer and brochure I created for a historic, upscale property in East Memphis. Compare that to the flyer I made for a cute starter home in a Memphis suburb.
Flyers and brochures give potential buyers something to walk away with. According to Realtor.com’s Profile of Home Buyers and Sellers in 2014 the average home buyer spent 10 weeks looking and viewed 10 homes before deciding on their purchase. With all that time and all those properties, don’t you want potential buyers to have something to remind them of your property?
Flyers and brochures are an extension of your brand. Whether you know it or not, you have a personal brand. You started building it the moment you began your career, probably even before that. If you have a newsletter, send out regular emails or mailers, take out ads, participate in your firm’s group ads, hold open houses, or have a social media account, you have a brand. Make the most of it! A flyer or brochure is another way to not just sell a home but to sell yourself.
Clients like them. Don’t overlook the importance of this. Clients like flyers. They look professional and they tell your client that you’re serious. They tell your client that you’re working hard to sell their house.They tell your client that you’re giving them the full range of services. All of these things go to building a relationship with your client so that once you sell this house, they’ll keep coming back to you and referring you. That’s how this business works.
If you’re sold on making some printed materials but don’t know your way around graphic design, there are some online templates you can use for free or a small fee. Free versions usually retain a watermark or logo from the company on your flyer. Pay versions do not.
I will say that if you’re going to pay for a flyer, I’d go the route of hiring an experienced graphic designer who is familiar with real estate marketing, you know, like me. A sloppy flyer or brochure can do more harm than good, so be sure you know what you want in a flyer and you know the person creating it can give you those results.
If you’d like to try it yourself, there’s a number of applications that you can use to create a flyer: Microsoft Word and Publisher, Pages (Mac), Google Docs and InDesign are the most common and accessible. If you’re brand new to the world of flyer making, start with Word. You can still produce some nice quality flyers in Word without having a lot of experience.
I’d love to know if you’re regularly using flyers or other printed materials as a part of your regular marketing repertoire. Leave a comment and let’s talk about what you’re doing, not doing, or want to do.