Use simple bullet points
Recently, when a client was interested in putting together an offer on a particular house we had seen, he asked me if I had picked up a brochure.
“No I didn’t. Did you?”
Since neither of us had one I decided to contact the listing agent to ask her to email one over to me so I could note any updates or recent improvements to the house. It seemed like a reasonable request since the home has been on the market over 250 days and we had seen it twice.
Here was her response:
“Yeah I do not have a brochure..I am sorry..I used to do brochures back in the day but with the internet clients had no use for them…”
Um, “back in the day”… are you kidding me?
Maybe you are an experienced Internet real estate surfer, but you are probably looking for something you can hold when you check out a house in person.
Am I wrong?
Seeing a house online is only the first step. You know, when you can check out the photos, the location, local schools or local shopping. R-E-S-E-A-R-C-H!
Internet clients still want to see the house
The next step is to have your buyer agent set up a convenient time to see it when the house can be yours. Don’t wait until the Sunday open-house where three other people will be on your tail in the kitchen, bathrooms or living room. Most of those people at the open house are distractions from making one of the most important decisions you’ll ever make.
A good real estate brochure doesn’t have to be complicated but should include bullet points like HVAC updates, interior upgrades, kitchen information, and list community high points if possible. Walk to Whole Foods or near the W&OD Bike Trail are selling points people! No one is going to buy a home because of a fabulous brochure, but when there is a helpful list it may provide insight into the age of the roof, heating system, or something else equally important.
Get it?
Sorry for the rant, but not putting a basic piece of helpful consumer information is a costly oversight for everyone.
Related articles
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- Is High Quality Marketing for a listing worth the extra cost? (shelleybryant.wordpress.com)
Interestingly enough, in my market it is common for listing agents to have unbranded MLS printouts of the subject property, but brochures only become common in the high-end niche of the market.
Alex, having a basic brochure is a common practice in the DC metro area in all price ranges. I find that home buyers will study any photos, look for square footage or room size info, and utility information.
I assume having “gas heat” isn’t too important in the Maui real estate market!