In some ways, yes. But let me rant a bit.
I’ve worked with my fair share of brokerages, and let me just say—most are great at real estate fundamentals (showings, listings, photography, etc.), but few truly understand how to run a business or market themselves effectively.
Success in real estate depends on projecting a professional image (and at a reasonable price). Throughout my career, I’ve spent next to nothing on blank folders and also dropped thousands on custom printed versions. Here’s my two cents: If you’re a new agent, don’t bother with printed folders—save yourself the money. But if you’re well established, tossing some cash at higher quality marketing materials might be worth it.
Still, the worst thing you can do is nothing at all. There’s already enough fear and FOMO in this industry, especially when it comes to new trends (like slapping your brand everywhere). The common skepticism is that the cost outweighs the benefits.
But, from what I’ve seen, the most successful agents understand they’re running an actual business, whether they work under a national brokerage or fly solo. Your website, license, photography gear, and yes, even promotional materials, are essentially investments if you’re serious about growth.
So, should you really go all in on expensive folder printing? Maybe not.
Credibility and Professionalism
Look, if you’re catering to higher-end or luxury clients, a cheap folder will do you zero favors. Spending on a well-constructed presentation folder (instead of a flimsy generic one) shows you care about details and that you value quality, traits clients naturally associate with professionalism.
Of course, not every situation calls for a custom folder. If you’re dealing with budget conscious clients, a flashy, over-the-top folder might come off as arrogant or pretentious. Sometimes, a simpler blank folder with a business card slot is all you need to strike the right balance. And the best part is they cost pennies on the dollar while still offering a bit of customization.
Customization and Brand Identity
Agents jump from broker to broker all the time, so some are wary about slapping a big brokerage logo on a pricey piece of marketing material. If that’s you, I wouldn’t waste money on custom printing. A plain folder you can tweak with a business card might be enough. But if you do want to go all out, try centering the design around your name, tagline, or personal logo. That way, if you part ways with a brokerage, you won’t have to toss out a mountain of outdated folders.
And if you’re looking for a middle ground—better quality at a somewhat manageable price— there are printers out there that offer pre-made presentation folders for popular brokerages like KW, RE/MAX, eXP, etc. As you can see, while they’re not fully custom, they offer an affordable alternative to starting from scratch.
Organizational Benefits for Clients
Nothing screams “rookie” like handing someone a stack of loose papers. Buying or selling a property involves a ton of documents and deadlines, enough to make anyone’s head spin. Helping clients keep it together with a well-organized folder (whether branded or blank) shows respect for their time and peace of mind. I’ve seen agents incorporate checklists, color-coded inserts, and even USB drives. Clients appreciate having everything in one place, and that sense of organization can inspire a little extra trust when it’s time to close a deal.
Marketing and Distribution
Your folder won’t do much good if it’s just gathering dust in a supply closet. Hand them out at gatherings or expos, if you’re into that scene, or simply leave them at open houses. People like having something tangible to refer back to, and if the folder is actually useful, they’ll remember you as someone who provides practical resources rather than just another agent looking for a sale.
Practical Considerations
At the end of the day, every agent will need folders in some capacity, whether for listing presentations, closing documents, or simply keeping paperwork organized for clients. It’s just a matter of choosing the right type for your needs.
If you already have solid branding and deal with clients who appreciate personalized touchpoints, then, sure, spending a bit more on a nice presentation folder can reinforce your credibility. But if you’re unsure, keep it real—sometimes a plain, blank folder does the trick just fine. It’s all about matching your approach to the people you’re serving, and that’s the bottom line.
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