
Real estate marketing: The exposé
Real estate agents still do not rely on an advertisement in online portals to attract enough prospective buyers. Instead, they invest a considerable amount of time and effort in creating an appealing listing for each property. The reason for this is simple. If the property is presented in a high-quality manner, buyers are more willing to pay the asking price. Good photos and detailed information clearly demonstrate the value of the property. In addition, an accurate description of the property helps to separate genuine buyers from those who are merely browsing.
What does a good property listing include?
Whether printed or presented digitally, the property listing is the showcase for a property. All important information is summarized here. Starting with general facts such as the year of construction, the sale price, and energy consumption, through floor plans, to vivid descriptions and precise information about the condition and features of the property—ideally, no questions should remain unanswered after reading the listing
Of course, it is important to present your property in the best possible light with a professional exposé. Buying real estate is not only a rational decision, but often also influenced by strong emotions. However, euphemistic adjectives such as "high-quality" or "light-filled" only make sense in a description if they can be linked to specific features of the property. The actual condition of the property, including any defects, should be as clear as possible from the listing
Professional photos play a particularly important role in a convincing presentation. The value of a property is assessed very differently when well-chosen views and interior details are presented in aesthetically appealing photos than when the pictures show dirty dishes in the sink or are dark and blurry, making it difficult to see anything.
How to separate the wheat from the chaff
As the above explanations show, a high-quality property listing involves a lot of work. You have to write texts, take photos, design the pages, and, of course, gather all the important documents. Private sellers therefore tend to skip this step. However, this can have several unpleasant consequences. Firstly, you fail to convince serious buyers of the special advantages of your property. Secondly, especially in times of high demand, your mailbox can quickly become overflowing and you, as the owner, have no idea which of the enquirers are seriously interested and which are just looking to see what properties are available in the neighborhood.
To avoid such property tourists and address genuine interested parties directly, an exposé is the best strategy. You should use professional photos and informative texts in the advertisement. The task is to reveal just enough information to make prospective buyers curious and willing to fill out the contact form to receive the exposé. Those who read it carefully will only view the property if it meets their search criteria fairly accurately.
If you find it too time-consuming to create a high-quality property brochure, simply ask a professional real estate agent for help. With their many years of experience, professional real estate agents know exactly what is important to reach your target group.
Would you like to market your property professionally and get the best price? Contact us now. We will be happy to advise you.
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Legal notice: This article does not constitute tax or legal advice in individual cases. Please consult a lawyer and/or tax advisor to clarify the facts of your specific case.
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