Step #2: Don’t be Afraid to “Cheat” with Stock Photography

If you want your template to look like it was designed by a professional then you need to understand how professionals work. Professional Graphic design firms use stock photography. While you may want your brother to take all of the pictures then include a few stock photos that can make a big difference in the finished real estate flyer. If the house has a stream in the back yard then use a beautiful stock photo close up of a stream. If you’re selling a New York City condo then include a view of the skyline.

I choose a close up of a stream that matches the blue in the sky above the property. Then I uploaded a nice shot of the living room that used muted colors that would match almost anything. Finally I selected a candle that matched the color of the flowers. Notice that I chose images shot at very close range. These images are stock photos and were not shot on the property that I’m selling, but it is impossible to tell the difference. I try to avoid images that have anything in the background that might reveal that they are not actually part of the property.

 

Step #3: Use Simple Text that Communicates

What is a client looking for when they read your real estate flyer? Probably not much. The client is not going to spend the time looking through page after page of information. How much time do you spend reading your bulk mail? You have about one or two seconds to grab their attention. The amount of copy that the client can absorb in that split second of time will make the difference between further interest and the bottom of the trash bin. Select three to five words that you want in the buyer’s mind. Use words that invoke feelings and emotions and not just facts and figures.
Many agents want to cram every detail about the home into the heading of the flyer. The brass doorknobs and the natural light in the interior belong in the details on the back of the flyer. You can grab the client’s attention with less than five words or have the client ignore you completely.

Step #4: Use Emotional Words and Not Facts and Figures

You need to find words that invoke feelings. Nature, family, comfort and security are what you’re selling. Square footage and easy access to Interstates are peripheral details that will not capture the necessary attention. Use words that invoke feelings. Think of the headline as the first words of a story.