REAL ESTATE MARKETING: SUCCESS BY DESIGN
HOW TO CUT THROUGH THE NOISE
You’re a real estate agent and you have houses to sell. How do you cut through all the noise and reach your buyers?
You know that if they were to actually see the house with their eyes, they would become very interested. The problem is, there are so many other buildings on the market that those eyes never get a chance to appreciate the ones you’re selling.
This comes down to an important purpose for graphic design:
CREATE A FIRST IMPRESSION, THEN DELIVER CONTENT
First catch the eye, then capture attention.
This means that if your magazine ad or brochure is well designed, it can be the reason someone will pause and actually read the content and become interested in your offer.
Presentation is everything. There are tons of good products out there that don’t sell well due to poor presentation; the potential buyers just never realize it’s value because it is hidden behind poorly designed marketing. The same is true of real estate marketing.
If the marketing material is properly designed and polished, it presents the content as something special. An expensive looking brochure that feels like class & urban lifestyle will have the reader feeling the same way about the new homes listed inside.
The tone & feel are created by the design.
This brings us to the next point:
CREATE A TONE & FEEL THAT MATCHES YOUR AUDIENCE
Who is your demographic? Are you selling to retired people, young professionals, families?
The design of the marketing items for each of these groups would be very different. You want to establish the right feel for each one.
The imagery and colours for retired folks might be light and soft, like the golden years they are now enjoying. Young professional people may be drawn towards a dark, minimalist design that reflects a more cultured lifestyle. Design for families often uses more colour and lots of friendly imagery.
It is this kind of branding that inspires people to pause and spend some moments reading through your real estate listing. This helps it sink in.
If they have been looking for a new home for a while, they have probably read more than a few listings, ads, and brochures. Hardly anybody makes a snap decision when buying a house or apartment, so you want yours to be the one they remember at the end of the day when they go home and consider their options.
Be memorable. By design.