DO BROCHURES SELL HOMES?
It’s a well-known fact that most buyers start their search for property online. So it begs the question of whether or not printed property brochures are needed? With easy access to sites such as Rightmove and Zoopla, the trend would seem to be heading away from the printed word.
The majority of buyers are using their mobile phones to search, and as an industry, we’ve responded by tailoring our marketing to suit. For example, it’s common to see short/factual descriptions that suit mobile users. The downside of this however, is that property listings can leave buyers a little uninspired
We believe that each home needs its own marketing strategy, optimised to deliver the best results for that seller. Despite the majority of buyers now looking at property listings online, most homes will benefit from having a printed brochure. Here’s why:
The best brochures don’t just sell the bricks and mortar, they showcase a lifestyle. Having a beautifully crafted brochure with stunning photography and an illustrative description will bring the home to life. A ‘magazine’ style brochure showcases your home in a way that a double-sided, dull, A4 print out can’t.
The more inspiring the brochure is, the better it does it’s intended job. We want buyers to share them with friends and family, look at them several times either prior to or after viewing. The more contact a prospective buyer has with your home, the more likely they are to make an offer.
With most buyers viewing 12-15 properties before making an offer, your brochure needs to be a magnet. Of course, we don’t want to oversell a property, but it’s a risky strategy to undersell it by sending out straight off the printer particulars with dark blurry images. It’s of greater likelihood that if the particulars are underselling your home, fewer buyers will book to view, which in turn, makes it harder to negotiate the best possible price for your home.
Unique homes really do benefit from a unique brochure. If you are lucky enough to own a unique home, then you will know that not everybody understands the characteristics of your home without
seeing it. You need an attractive brochure that reflects the size or individual nature of your home, bringing those characteristics to the fore to fascinate and intrigue buyers into booking that all important viewing.
Finally, the brochure is a tangible reference point for the buyers who are serious about making an offer. It should provide additional information such as a detailed floorplan that includes room measurements, square footage and a compass. Especially where a property is the biggest on its road or has a south facing garden, these selling points need to be highlighted.
We firmly believe that brochures help sell homes, especially unique ones.
If you are unsure whether you need a brochure to get the very best price for your home, then get in touch! We will be happy to provide a marketing consultation at your home or over the phone.
Matt Housley - Residential Sales
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