The 7 Must Haves on A Listing Flyer

By
Real Estate Agent with Fill-In-The-Blanks PDF Flyer Templates www.TurnKeyFlyers.com
https://activerain.com/droplet/4fVl

They seem easy and straight forward, but why do they seem so difficult to make? Well, 9/10 times it’s because we overthink our marketing. Whenever I get stuck I always revert to the basics, and when listing a new property the basics start with a flyers.

Today, I’m going to breakdown a listing flyer to its most essential components. Doing so has helped to focus and create flyers that sell listings and impress clients.

The flyer has 7 core sections: (1) Header & Sub-headline, (2) Address, (3) Price, (4) Property Description, (5) Bullet Points, (6) Agent Contact, and (7) Advertising Disclaimer. I’ll explain each section and provide a few tips I’ve picked-up over the past 10 years.

If you’re a new agent, this will help with take the guess work out of your marketing. For seasoned brokers, this is a great refresher and/or a perfect guide when training new assistants.

Let’s start from the top and leadoff with your attention grabber…

The Headline and Sub-Headline

Your headline is your “attention” grabber! This is probably the most under-utilized component of the listing flyer. The goal of a successful headline is to peak a buyer’s interest and get them to read the details of your property.

The best type of headline is one that speaks specifically to a buyer’s interest trigger. Ideas for a successful headlines are: “$30,000 worth of Upgrades”, “Perfect Starter Home”, or “Move In Ready”

It’s best to think of this like the title of a book or magazine. It’s meant to perk interest enough for you to read the back cover. The same principle applies here.

An optimal header uses large font block style text for maximum readability.  It’s recommended to use Arial, Times Roman, or Impact bold style font with a text size between 24 up-to 48 point font. Fancy or script style fonts are way to hard to read and frustrate rather than excite buyers.

To add more “ump” to your headline, sub-headlines are a great way to keep the interest going…


Sub-headline

If the headline grabs the attention, the sub-headline tightens the grip! Sub-headlines are an amazing way to add more detail, elaborate on the benefits, or to create more excitement about your listing. Some examples are:

  • Exclusive Listing (not on the MLS… yet)
  • From 11AM to 5PM (for Open House headline)
  • Largest in the neighborhood
  • Priced below market!!

Now that we have the headlines covered, it’s onto the core information about your listing.

 

Address

 

It goes without saying that the address is a very important bit of information needed on a flyer. Here are a few pointers you may want to remember:

  • Keep the address simple and easy to read. Again, simple fonts makes for easier reading.
  • Watch for excessive abbreviations like 123 Ave Bella Ct, LN CA verses 123 Avenue Bella Court, Laguna Niguel California. In fact, I’d recommend NO abbreviations and rather spelling out the entire address looks more professional.
  • Ensure the address is CORRECT! Too many times I’ve seen typos and/or wrong house numbers. Looks very bad and unprofessional.

Here are a few best practice example of proper addresses:

  •  123 Main St., Newport Beach
  •  123 Main St., Newport Beach CA
  •  123 Main Street, Newport Beach California (this just looks and reads better spelled out)

 

Price

Price is a tricky section. Some brokers opt-out of price while others find disclosing price is the best option… the debate goes on… however, I’ve observed the following:

NOT having price adds mystery and anticipation. It gets the phone to ring, which is a great thing especially if you’ve got great phone skills. However, be aware, calls can be a double edged sword and good get a bit excessive.

Disclosing price can act as a natural filter and funnel strong leads to call or email. However, you are giving up the opportunities to capture call leads.

Regardless, place something within the Price section and make it clear and legible. Here are a few examples:

  • $123,456
  • Offered at $123,456
  • Entertaining offers at $123,456
  • $123,456 or best offer
  • Call for Pricing Details
  • Price is available upon request
  • Please contact John Smith for current price
  • Was $123,456… please call agent for new price

 

Description

It’s surprising that so many brokers don’t add more descriptions to their marketing. The description is the best section to place a strong “property pitch.” This is your chance to sell the “home” not just the house! It’s a shame, since this is your chance to really connect and express the value your home offers.

Use the description to express the “benefits” and the unique selling qualities of the home:

Hint: this is a great time to use your thesaurus and spice-up your property pitch.   Don’t be afraid to use colorful words and pump-up your use of adjectives.

Far too often brokers omit the description in lieu of bullet points. Big mistake! Doing so is selling yourself short. Description and bullet points are two separate sections.


Bullet Points

 

The biggest mistake is to confuse “bullet points” as a property description. Bullet points are used to list the essential information buyers need to know. It’s nothing more than a “list” of the most important property stats and features. Keep this section short, sweet, and to the point.

Here are a few of the “required” bullet point or key features that buyers are looking for:

  • Beds
  • Baths
  • Sq/Ft

Optional features can be added to highlight specific selling features of the home like:

  • List of Upgrades
  • Selling features of the neighborhood/ community
  • Quality and/or brand of the kitchen appliances
  • Property history
  • Proximity to landmarks or city centers
  • Award winning school district

 

Tip: It’s a great idea to break-up your bullet points with titles.

Keep your bullet points to 3-4 words MAX! The biggest “no-no” is to write full sentences; a big mistake since it’s hard to read and becomes very confusing very fast.

 

Photos

 

Photos, by far, are the easiest part of the flyer; however, it’s surprising how many agents struggle with this section. It can be quite difficult to decide how many photos to use and which rooms to showcase. Don’t worry, remember the photos are more like “reminders” or can act as “teasers” of the property.

As a general guideline you’d want to use between 2 to 6 photos. One photo isn’t enough, and any more than 6 spills the beans. An optimal setup would showcase 4 good quality photos. Why four? Simple, because there are four main photos a buyer expects to see:

  1. An exterior photo
  2. Kitchen
  3. Master Bedroom
  4. Yard/View

Additional photo can be:

  • Exterior Rear
  • Kitchen detail (Nook, sunroom, etc)
  • Living Room
  • Bedroom(s), den, bonus, or office
  • Bathroom (if applicable)

Bathroom photos can be tricky because of the tight space. I’d suggest a bathroom shot if the room is significantly upgraded or large (usually the master bath).

Typically, you’d want one large main front photo accompanied by two additional photos at around 30% of the main photo size.


Agent Contact

 

Now that you’ve got your buyer’s interest, you have to make it easy for them to contact you, right? Your contact information is fairly straight forward and requires the following information:

  • Your Photo
  • Name, Title
  • Brokerage Name (in some states, this is required)
  • Office #
  • Cell #
  • Fax #
  • Email
  • DRE
  • Website

CAUTION: Recently, more agents are inserting their “social media” links like your facebook or twitter handles. Depending on your market, this many be a good or bad idea. Some buyers might find social media a bit unprofessional.


Advertising Disclaimer

Last but not least, make sure you have a simple “disclaimer.” The disclaimer is generally placed at the bottom of the flyer in very small font (6 point).

 

A well organized flyer are amazing advertising tools that not only help sell your property but are amazing advertising tool to gain high quality local leads. Not to mention, quality professional flyers are very impressive to clients boosting your brand and giving you that edge over the competition.

You understand that you will be using flyers for any Real Estate listing you have. We wanted you to know the essential components to a flyer to help you with your business.

You also know you need to set yourself apart, here’s how to put it all together to create cohesive, professional, and eye-catching branded flyer that highlights your listings, but most importantly brands you!

See Exactly How You Can Set Yourself Apart Right Now!

Download a sample flyer layout template so you can get a feel for how the sections should layout and fit together.

 

 

 

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Location:
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Groups:
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Tags:
real estate flyers
anatomy of a real estate flyer
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advertising essentials

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Rainer
33,580
Rocky Tkacz
Keller Williams Elite Peninsula - Newport News, VA

Great templates!

Aug 03, 2012 06:32 AM #7
Rainmaker
103,329
Reuben Fine
Fill-In-The-Blanks PDF Flyer Templates www.TurnKeyFlyers.com - Rossmoor, CA
Thanks Rocky!
Aug 03, 2012 06:47 AM #8
Rainmaker
1,533,670
Lyn Sims
RE/MAX Suburban - Schaumburg, IL
Schaumburg IL Real Estate

I just read something the other day that we give away too much info or 'over sell' the house with too many adjectives. Supposedly the pubic just wants it cut & dry.  I don't know what to think but I'm not stopping my style.  This post is for people that don't have a style & should get one!

Aug 05, 2012 06:14 AM #9
Rainmaker
103,329
Reuben Fine
Fill-In-The-Blanks PDF Flyer Templates www.TurnKeyFlyers.com - Rossmoor, CA
Lyn -- here definitely is a "Goldilocks" point when creating flyers. You don't want to give away too much, but don't want to be so brief where buyers get frustrated. Keep in mind, flyers serve two purposes: (1) advertising for the propert and (2) advertising YOU and your business's. Serious buyers will act on marketing that is well made, organize, and is clear.
Aug 05, 2012 06:32 AM #10
Rainmaker
440,152
Debbie Cook
Long & Foster Real Estate, Inc - Silver Spring, MD
Silver Spring and Takoma Park Maryland Real Estate

Reuben,

Have used your flyers before - easy to print up and great to use in brochure boxes on my signs.

Aug 07, 2012 08:38 PM #11
Rainmaker
103,329
Reuben Fine
Fill-In-The-Blanks PDF Flyer Templates www.TurnKeyFlyers.com - Rossmoor, CA
Debbie! Thank you once again!! The team and I truly appreciate you as a customer.
Aug 08, 2012 06:15 AM #12
Rainer
65,429
Ellie Viray
Podley Properties - Pasadena, CA
Realtor, GRI

Great info on flyers. Thank you.

Oct 22, 2012 02:56 AM #13
Rainmaker
103,329
Reuben Fine
Fill-In-The-Blanks PDF Flyer Templates www.TurnKeyFlyers.com - Rossmoor, CA

Thank you Ellie!

Oct 22, 2012 05:59 AM #14
Rainmaker
1,251,881
Alan Kirkpatrick
Austin Texas Homes - Round Rock, TX
Alan in Austin

Reuben:

Very nice post and good information. Hope you have a great week. 

Nov 12, 2012 12:11 AM #15
Rainmaker
103,329
Reuben Fine
Fill-In-The-Blanks PDF Flyer Templates www.TurnKeyFlyers.com - Rossmoor, CA

Thank you Alan

Nov 12, 2012 12:22 AM #16
Rainmaker
662,099
Patricia Aulson
BERKSHIRE HATHAWAY HOME SERVICES Verani Realty NH Real Estate - Exeter, NH
Realtor - Portsmouth NH Homes-Hampton NH Homes

Hey thanks for the post today, I enjoyed the read. 

 

Patricia Aulson/ Seacoast NH & ME  REALTOR

Nov 12, 2012 01:46 AM #17
Rainmaker
1,490,674
Inna Ivchenko
Barcode Properties - Encino, CA
Realtor® • Green • GRI • HAFA • PSC Calabasas CA

Beautiful fliers and good explanation.

you are an expert in this field!

p.s. not sure about not mentioning the price. With all those free applications for a smart phone, it is so easy to get it online and not to call( maybe, my experience, i noticed that most of my communication is now via sms and emails, much less phone calls.) I also add QR where they go to my website.

Nov 12, 2012 03:42 AM #18
Rainmaker
103,329
Reuben Fine
Fill-In-The-Blanks PDF Flyer Templates www.TurnKeyFlyers.com - Rossmoor, CA

Thank you Patricia and Inna.

Very true Inna, most communication is now done via digital media. Not mentioning price could be a good way to funnel traffic to your website or prompt some type of digital communication. QR is great! However, in some markets not everyone is 'hip' to QR, never the less, it's great to have; adds another layer to your lead funnel.

Nov 12, 2012 03:56 AM #19
Rainmaker
298,493
Ken Brandon
Coldwell Banker Sea Coast Advantage (Jacksonville, NC) - Jacksonville, NC
Camp Lejeune, Jacksonville, NC

INCREDIBLE business practices you've shared here. The purposeful strategies and ideas behind why to do something a certain way or NOT do it a certain way with a flyer is extremely beneficial. I appreciate it.

Nov 12, 2012 04:13 AM #20
Rainer
243,750
Brenda Whitman, Live in Laramie Real Estate
Live in Laramie Real Estate, Laramie, Wyoming - Laramie, WY
Broker/Co-Owner, Laramie, Wyoming

I never thought about too many photos taking away all the mystery.... you've gotten me thinking!

Nov 13, 2012 03:56 AM #21
Rainmaker
123,040
Marie Westerman
Blanchard and Calhoun Real Estate/ Wilson Parker Homes - Evans, GA
New Homes Sales Specialist Evans GA REALTOR

I have been checking out your fliers for the last few days ...just not sure i want to spend so much.

Mar 19, 2013 05:16 AM #22
Rainmaker
103,329
Reuben Fine
Fill-In-The-Blanks PDF Flyer Templates www.TurnKeyFlyers.com - Rossmoor, CA

Hi Marie, thanks for checking them out. I totally understand your concerns. Keep in mind, they're a ONE TIME ONLY fee. After that, you own them and can use and reuse them for your entire career. They pay for themselves after the second listing. If you have any questions I'm here to help. You might also find our ActiveRain Product Review page helpful. Here you can read what other AR members think about our flyers. http://activerain.com/product-reviews/sales-marketing/sub-category/personal-branding-self-promotion/products/70

Mar 19, 2013 06:53 AM #23
Rainmaker
103,329
Reuben Fine
Fill-In-The-Blanks PDF Flyer Templates www.TurnKeyFlyers.com - Rossmoor, CA
Marie -- I just saw your purchase. Thank you! I know you'll love the templates. If you have any questions please feel free to reach out to me anytime.
Mar 19, 2013 01:27 PM #24
Rainmaker
521,689
Lisa Friedman
Great American Dream Realty - Essex, VT
30 Years of Real Estate Experience!

Reuben, this is a very good post and the flyers you have shown are quite attractive. 

May 15, 2013 01:22 AM #26
Anonymous
Barbara Bugg

You really need to edit this post. There are so many misspelled words and grammatical errors that it's difficult to read. You stress how these errors are unprofessional, but your article is not professional either.

Jun 10, 2017 09:21 PM #27
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