Selling a luxury home is usually more difficult than selling a lower-priced property. These homes tend to have extremely high price tags, meaning that they cater to a relatively small group of buyers. These buyers often have discerning tastes and are accustomed to having the best of everything. They also usually don’t have a lot of free time to invest in searching for a property. Because of that, you need to create attention-grabbing marketing materials such as luxury home marketing brochures that will capture their attention immediately and that clearly lay out all of the benefits of the property in an easy-to-digest format.
The Benefits Of Using Brochures To Market Real Estate
Although there are a lot of different types of printed marketing materials that you can use when trying to sell a home, brochures are some of the most effective. This is largely due to the fact that you can cram a lot of relevant information and glossy photos into their pages. They provide an opportunity to present the property in the best possible light, showing buyers exactly what it might be like to live in the home.
It goes without saying that some brochures are more effective than others. You can’t just throw together a few photographs and some text and expect to get good results without putting careful thought into the design of the brochure.
Not only do you need to find a way to incorporate high-quality photos but you also need to clearly outline the benefits of the home. A well-designed brochure should capture the imagination of potential buyers, allowing them to envision themselves living in the home and giving them a better understanding of all of the benefits that the property has to offer.
The following section has some helpful tips on how to design effective luxury home marketing brochures. It also includes links to several different brochure samples so that you can see some of these ideas in action.
How To Design Effective Marketing Brochures For Luxury Homes
1. Identify key features that set the home apart from similar properties.
Before you even think about designing a brochure, you need to come up with a central theme or idea for your marketing plan. One of the best ways to do this is by identifying what it is about the property that makes it unique. Why should a buyer purchase this home instead of one of the other luxury homes that are currently on the market?
Some homes have obvious selling features. For instance, homes that are located on a beautiful cliff overlooking the ocean are easy to sell. Not only can you market based on the house’s close proximity to the ocean but you can also point out its incredible views.
Other homes, however, are a little bit more challenging. For instance, imagine that the home is located in a neighborhood with other similar homes. It doesn’t have any views to speak of, it isn’t located near a body of water, and it has essentially the same architecture as other nearby homes. How can you market this home in a way that sets it apart?
Start by making a list of all of the features that the home has. Write down absolutely everything that you can think of about it that makes it unique or that a buyer might find beneficial. Then, compare your list to features that other nearby homes have. Try to see if there is anything about the home that is unique. For instance, the way that the home is positioned on the lot might provide a lot of privacy. There might even be an area of the yard that is perfect for gardening. Identifying these unique features can help you find a way to differentiate the home from other similar properties. This, in turn, can increase the likelihood of buyers giving it a closer look.
2. Make a list of all of the information that you want to include in the brochure.
Luxury home marketing brochures are as much about the sales copy that you write as they are about the photographs that they contain. That means that you need to write excellent sales copy. Using the information that you put together in the step above, write the copy for the brochure.
Be sure to present the property in the best possible light, pointing out all of its benefits and its unique features. Although you may need to adjust the length of the copy depending on the design of the brochure, having it all written out ahead of time can make it easier to put together the final design. Focus on using bullet points and other short blurbs of text that people can read at a glance.
You should also write down other key information that should be included in the brochure. For instance, consider jotting down the name and contact information of the agent. That way, you will have everything ready to complete the design process.
3. Hire a professional photographer.
When it comes to selling a luxury home, top-quality photographs are absolutely essential. Don’t make the mistake of trying to take your own photos of the home. Even if you have an excellent camera, you probably won’t be able to get professional-quality photos.
Look for a photographer who specializes in taking pictures of real estate. Check out their portfolio to make sure that the quality of their work meets your expectations. Be sure to have them capture photographs of the interior of the home, the exterior of the home, and the surrounding landscape. You may even want to have them get a few photos of the surrounding area and its attractions.
Have them try to get photos that are both informative and artistic. The more photos that you can get, the better. That way, you will have a lot of different choices available for your project.
4. Decide on a layout for your brochure.
There are a couple of different options in terms of design layouts. One option is to go with a single-page brochure that has information printed on both sides of the paper. However, you may want to go with something more elaborate when you are marketing a luxury home.
For instance, check out this incredible 12-page luxury real estate marketing brochure from Jonathan Hail, a graphic designer who specializes in designing creative marketing materials for high-end real estate. With stunning photos, an attractive layout, and easy-to-read text, a brochure like this is sure to capture the attention of buyers who are looking for high-end properties. Pages 6-7 are particularly attractive, showcasing some of the incredible architecture of the home.
If you aren’t confident in your design skills, consider hiring a graphic designer to make the brochure for you. Professional brochure design services are more affordable than you might think. This is especially true if you have already done some of the legwork ahead of time. For instance, providing the designer with photographs and pre-written text can keep the cost down as much as possible.
Examples of luxury home marketing brochures
Below are some excellent examples of brochures for marketing luxury homes. Pay particular attention to the innovative design of these brochures. These unique features set them apart from generic real estate brochures. If you are dealing with an extremely high-end home, these design details will make a huge difference in how buyers perceive the property.
Example #1 – And Partners
Example #2 – Magesh L P
Create Your Own Luxury Home Marketing Brochures
If you prefer, you can also make your own luxury home marketing brochures. This may be a good alternative to hiring someone else to do them for you. Here is a great tutorial on how to use Photoshop to design a tri-fold real estate brochure: