Real Estate Flyer
Today's digital and mobile technologies make real estate flyers one of the most effective tools in a real estate professional's marketing arsenal. With some creative thought and a little extra effort, your real estate flyers can become a lead-generating machine.
The Basic Real Estate Flyer
Most real estate flyers follow a pretty standard format: a simple headline, the price and address, a few photos, some descriptive information about the property, and the agent's contact information. This formula may offer a potential buyer the basic information they want, but may not be the most effective way to leverage the power of a real estate flyer.
The Marketing Pro's Real Estate Flyer for Generating Leads
Top-selling real estate agents have discovered some "secrets" for turning the basic, standard real estate flyer into a lead-generating machine. Here are three of those ideas:
Whet Their Appetite. This is an old marketing technique, but it works. Don't give prospects all the information at once. Build their curiosity and then give them a simple call-to-action. For example, hold back the price but add this call-to-action on your flyer: "Text '123StreetName' to 555-1234 for price and property details." This allows you to capture the prospect's phone number for a follow-up text or phone call.
Play the Odds. Chances are the home shown on your flyer isn't the one this buyer will purchase. It may be priced out of their budget, or not have the right kitchen for them. But they're in your neighborhood and they are looking. To get their business you have to capture their interest… and their contact info. Let them know that you have other properties available. Make it easy for them to get the list. Your call-to-action could be something along the lines of, "For a full list of available properties in XYZ Estates, email me@myemail or text 'LIST' to 555-1234."
Get to Know the Neighbors. When a new sign goes up, the neighbors get nosy. They want to know the price, the condition, etc. Take advantage of their natural curiosity. Make a flyer just for them. Invite them to get on a "priority list" for open houses, price changes, or to be notified when the property sells. Getting an email address or other contact info lets you build a database of potential clients. You can put them on a regular mailing and keep them updated about new listing and sales, pricing trends, or other neighborhood information of interest. Be their source of real estate information and you will become the expert they seek out or refer to their friends.
Designing an Eye-Catching, Lead-Generating Real Estate Flyer
- Determine the purpose of the flyer. Before you begin brainstorming ideas, it is best to decide what action you want people seeing your flyer to take. You may decide to make different flyers for different purposes. For example, the flyer you leave in the house may be the "basic" form described earlier with just the basic facts and figures. The flyer you put in the yard sign may vary somewhat, and the one you post online may vary from both.
- Create a professional-looking template. If you aren't a graphics designer, use software with professionally designed themes and templates, such as SmartDraw. This lets you focus your time and effort on producing good marketing content and quickly getting it into the hands of potential buyers.
- Use an attention-grabbing headline. Full-color photos and a headline that captivates readers will encourage potential buyers to continuing reading. Action verbs that elicit positive emotional feelings often work well.
- Be mindful of your choice of words. It's worth the time and energy to put some effort in well-written marketing copy. How you describe the property and all its amenities can make all the difference to a buyer. Make sure to focus prime attention on the property's strongest characteristics.
- Photos tell a story. Let your photos speak for themselves. With online editing tools allow you to correct focus, add contrasts, and enhance images there is no excuse to have quality photographs in your listing. Better yet, hire a professional photographer. Good photos will make your property stand out in a crowded market.
- Write a call-to-action. The call-to-action is designed to get the prospect to take the next step, which at this stage is to simply become engaged in some sort of dialog. This shouldn't be a command, but rather a request. Invite the potential buyer to text, call, email, or visit your web page.
- Get your flyer online. Today's buyers are sophisticated and most will search for their next home online. Get the information contained in your flyer on the various home search websites. Don't simply post a JPEG or other image version of your flyer, because search engines like Google, Yahoo, and Bing can't read the copy in an image.