I Wish I Could Show You this Residential Property Flyer, but I Won't.
I really can't show you this "Home for Sale" flyer. I'd probably be in trouble with the listing broker for insulting whoever produced this marketing piece. So I'm going to describe it instead. You decide if this is an example of praiseworthy print marketing.
First of all, let me preface my comments on the flyer by disclosing that this Madeline Island home for sale is a lovely waterfront dwelling with a large dock, priced at just under $700.000.
The 8 x 10 flyer is one-sided and is printed in color. The actual content area is eighty square inches. The portion of the flyer devoted to describing and depicting the house is about thirty square inches.
What's on the remaining fifty square inches of the flyer? The co-producer of the flyer happens to be a mortgage professional who has filled five-eighths of the flyer with an interest rate plug and estimated monthly payment calculations ("principle & interest" - not my spelling) based on several different mortgage program options, plus the lender "fine print" dealing with restrictions that apply to these programs. There's also a crisp headshot of the mortgage officer, and a small logo.
What about the remaining three-eighths of the flyer, the part that supposedly promotes the featured property for sale?
Well, there are approximately sixty-five words (six lines) of descriptive copy about the home itself. The copy block is maybe five inches wide and an inch high.
But wait, there are also two photos of the home for sale. One is a postage-stamp-sized image of the home's sunroom, about one inch high by less than two inches wide. The other is a fifteen square inch photo of the house which looks as if it was taken from a hundred feet away or more. The house occupies probably one-third or less of the photo frame.
What are the three largest visual elements in the flyer other than the exterior house photo? There are crisp, sharp headshots of the listing agent and the mortgage expert (these headshots are the best photos in the flyer). And there are two company logos.
What's really being marketed here?
After examining the page a few times, it looks like the home is in third place behind the Listing Agent/Firm and the mortgage financing being offered.
After all, what could be more interesting to a prospective buyer of this beautiful $700,000 waterfront home than two-thirds of a page of financing options, a couple of agent headshots, a nondescript exterior photo of the home and a tiny thumbnail of one interior room?