We've covered a few topics in my previous articles, now let's take on one more.

Brochures!

Many experienced agents will have mixed views on whether you need one or not.  Any marketing tool you use can have benefit.  A lot depends on how you use the tool.  First let's talk about going about creating the brochure and then discuss how we can use it to
enhance and draw clients to us.

Designing a brochure is similar to designing the newsletter.  Create the brochure with one of the same program you did the newsletter with depending on what is already on your computer.  Typically they will have sample designs and templates already created for you to guide in the layout.  You need to first decide on paper what information you want to share in your brochure.  Remember the most commonly used brochure is
a tri-fold so you will have 6 panels to deal with.  You'll want to work with the layout that best fits the information you want to include, but remember, unlike a newsletter, your brochure, for the most part, will remain the same once you develop it other than
occasional updates.

I'm going to explain the brochure layout in viewing order and in parenthesis will give you the panel and page that you will be formatting. Front page = page 1, back page = page 2.

The front page will be the one you see when folded (3rd panel on page 1).  This should be simple and draw attention.  Your picture, your name, background (optional) and maybe a catch phrase or logo and Company name.  Your picture can be either a full standing shot or a head shot.  You might even try your picture from the waste up stemming from the bottom of the page.  Again, be creative and see what works best for you.  Remember this is the first impression you give and the deciding factor in someone
wanting to open the brochure to find out more about you.  This is your curb appeal, so to speak.

The next panel will be the the inside front cover (Page 2, panel 1). When you open the cover, you will visually be seeing 2 pages.  When you are looking at the brochure you will want to have good flow and visual presentation to catch the eye and make the individual want to open the whole thing.  I relate this to the walking in the front door first impression.  So, perhaps on the inside front cover you will want to have the reasons someone would choose you as their agent.  Show off your business philosophy and reasons you are in this business.  I would also suggest that this page contain your contact information.

The page that also shows before fully opening will be (Page 1, panel 1).  On this page, you could share your profile, written in the third person.  Example:  Mike Gambino with Prudential Patterson brings a great deal of experience to the real estate table.  Past experience includes, etc., etc.  You can also mention your affiliations such as local board, NAR, etc.  Volunteer participation, membership in civic groups.  Experienced agents can state that they have been in the business since 19XX, but you notice for new agents , I just stated above that you bring experience to the table from past employment or educational experience.  Right now that's all you have to offer, so brag about what you have and don't expound on what you don't.  (note to experienced agents: I like using the year that you entered real estate as opposed to years in business because it is one less thing you will have to remember to update every year.

At this point, we hope you have captured the viewers attention to you brochure and when they open it completely, they will now see all of (page 2) the inside of your brochure.  On page 1 we have already addressed panel 1 so let's move on to panels 2 and 3.  Panel 2 is for special information that you want to share such as  areas or cities that you service.  You could also share your personal guarantee of service or just a commitment to providing excellent service.  Panel 3 could contain company profile and information.

Page 2 All Panels  Page 1

Turning the brochure over, the only panel we have left to format is Page 1, Panel 2.  Before you start plugging away here, you'll want to make a decision.  Do I want to make this a handout brochure or a mailer.  If you want to make it a mailer, the only thing left to do is set it up as the front of an envelope. Return address info can be placed, and you can make the delivery address block to accept a mail merge if you are familiar with doing that.  If not you can always stick a label on it if you want to print the brochure up in advance.  If you decide to use as a handout,  you may want to include here, service that you can assist clients in locating.  Contacts such as Mortgage Lenders, Title Companies, Insurance Agents, Home Inspectors and other services that may be useful to them.  Remember the more you can offer a potential client the more reason for them to use you.  I also like to have my contact information included on this page also, either in the return address if you are creating a mailer or on the bottom of the page if you create a handout.

Remember to make Titles for each of the sections of your brochure, use the same font for Titles and a different one for the material you write under each title.  Use a mix of graphics, pictures and logos to create some white space between all of the text.

In Part 4 of this blog series, we'll discuss what to do with our brochure, newsletters, business cards now that we have them created.

I have included a sample of my brochure just as an example of the layout. Be creative, be unique and have fun.