Property Marketing – The Close

7 Real Estate Marketing Materials That Will Help You Build a Better Personal Brand

Emile L'Eplattenier — Tue, 26 Apr 2022 20:26:53 +0000

If you want to build a personal brand that generates business while you sleep, choosing the right real estate marketing materials is crucial. Why? Simple. Second only to your time and emotional energy, your marketing materials are your most precious assets. Think of them as the vehicle that delivers your personal brand to the world.

Of course, even experienced agents are having a hard time choosing which marketing materials to spend their hard-earned time and money on. That’s why we worked with our friends at SERHANT. to put together this definitive guide to the seven real estate marketing materials every agent needs to build a better personal brand in 2022. Whether you need Instagram Reels templates or business card advice, we have you covered.

1. Professional Pictures: One Headshot, One Lifestyle

(Source: Sell it Like Serhant: How to Build Your Personal Brand workbook)

One of the most important lessons that Ryan Serhant teaches in his Sell It Like Serhant: How to Build a Personal Brand course is that your personal brand needs to be curated and authentic. After all, people should want to work with YOU, not just “a real estate agent.” There are millions of real estate agents, but only one you. This is why headshots are by far your most important marketing material.

Pro Tip

For your lifestyle shot, pay particular attention to your body language. The goal is to look open and approachable, not guarded. You can see the difference in the two pictures above.

Your headshots literally put a face to your personal brand and are the only a that cannot be copied by other agents. So take the time to make sure your headshots are both curated and authentic. Ryan recommends creating two headshots to use in your real estate marketing materials: one professional headshot and one lifestyle shot.

When it comes to social media marketing materials, many agents make the mistake of assuming that bringing their authentic selves to social media means they need to create everything from scratch. Nothing could be further from the truth. Sure, that behind-the-scenes Reel you shot at your open house doesn’t have to look like a Hollywood movie, but it does need to look polished and professional.

This is where professionally designed social media templates come in. Instead of trying to reinvent the wheel every time you post on Instagram or Facebook, you can use templates designed for real estate agents by professional graphic designers. The difference between professional social media templates and generic templates from Canva is night and day.

You can see examples of some of the best social media templates along with the best places to buy them here:

3. A Website That Shows Off Your Personal Brand

After your headshots and social media templates, your website is your next most important marketing material. It’s also one of the only brand assets you will truly own. After all, no matter how hard you work on them, you don’t really own any of your social media profiles, or even the shiny new website your brokerage provides for you.

While you might be tempted to add bells and whistles to your website, like IDX listings, lead capture, landing pages, and a customer relationship manager (CRM), make sure it reflects your personal brand first. For a good example of a website that centers personal branding, check out Carlin Wright’s website above. Notice how she uses her lifestyle picture front and center? This was no accident. Her website is about her, not “real estate.”

If you want a site like Carlin’s, you can hire her designer, Luxury Presence, to build and host your website starting at around $180 per month, plus design fees.

Visit Luxury Presence

Or, if you want more control and want to level up your own skillset, check out our guide to building a website using WordPress here:

4. Strategically Designed Business Cards

Even in the age of Realtor TikTok stars, there’s just something about a well-designed business card printed on quality paper stock that can’t be beat. Sure, popping up in someone’s social media feed once a week is great, but your business card might get pinned to a bulletin board, kept in a wallet, or sit on someone’s desk for months on end. Not bad for a 50-cent piece of paper, right?

Of course, like your website, your business cards should reflect your personal brand. So make sure to use your brand colors, fonts, and if you’re brave enough, your headshot. As far as strategy goes—whether you’re working with a designer or creating them yourself—it can be helpful to ask yourself, “Is this a business card I would keep? Why or why not?” If the answer is no, you need to go back to the drawing board.

5. A Facebook Business Page

Even though your teenage niece will probably tell you Facebook is like, SO over, you still need a business page, even if you never post on it. Why? Demographics. The average age of a Facebook user is a little over 40 years old, and a whopping 20% are over the age of 55. Sounds dull, right? Well, what if I told you that according to data from Zillow, the average age of a homeseller is 45?

With demographics like that, a Facebook Business page is not optional for serious Realtors. It’s not all about demographics, though. If you want to advertise on Facebook or Instagram, you will need a Facebook business page. So even if you also think Facebook is like, SO over, you’re going to need to build one.

If you don’t already have one, we have an easy step-by-step guide to building a Facebook business page here:

6. Postcards (That Look Like Instagram)

Want to get laughed at? Tell someone under 30 that you’re sending them a postcard. If they’re under 20, you might have to actually explain what a postcard is. Of course, while we have nothing against 20-year-olds, they’re not exactly the right audience for your real estate marketing materials. Not even close.

According to the National Association of Realtors (NAR) 2021 Homebuyers and Sellers Generational Trends Report, the average homebuyer is 47 years old. Take it from me, people our age like getting postcards and older people LOVE getting postcards. My mother is in her seventies, owns several homes, and sits down on her recliner every morning to go through her mail. You know where she’s not spending her mornings? TikTok!

But just because you’re sending postcards doesn’t mean you can’t have fun with them—assuming your personal brand is fun, that is. For example, check out the Instagram-inspired postcard from Coffee & Contracts above. Why use Instagram-inspired design for your postcards? Simple. Television ads and even ads in newspapers are inspired by online design trends these days.

You can check out more real estate marketing templates from Coffee & Contracts, including Instagram Reels templates and memes, from The Broke Agent here:

Visit Coffee & Contracts

Like postcards, email newsletters are another crucial marketing material that will make your niece roll her eyes. It also happens to be one of the best ways to market to your sphere. Why? Simple. You don’t own your social media profiles, but you do own your email list.

Email is also much easier to scale than social media, and much less expensive than pay-per-click (PPC) advertising. The return on investment (ROI) for your time and effort is also better. According to statistics from Campaign Monitor, the average open rate (what percentage of your list opens one of your emails) is 21.7%. So as long as you keep growing your list, the number of people you reach with your content will continue to grow without any extra work.

If you plan a content calendar for your email newsletter, you can keep your sphere engaged for years with just an hour or two of work per week. Here are a few easy real estate newsletter ideas to get you started:

Over to You

Do you think these are the right real estate marketing materials every agent needs to build their personal brand? If not, what would you include instead? Let us know in the comments.

The post 7 Real Estate Marketing Materials That Will Help You Build a Better Personal Brand appeared first on The Close.

The Best Single Property Websites for 2022 (Apps & Design Tips)

Emile L'Eplattenier — Tue, 12 Apr 2022 20:44:40 +0000

A few years ago, it seemed like every listing agent was making single property websites for their listings. While they’re less prevalent these days, you have a dizzying array of tools available to build one. To make your life a little easier, we created this guide to single property websites for 2022. We’ll share apps that let you build them quickly and easily, tips for website design, and finally, our two cents on whether they’re still worth your hard-earned time and money.

What Are Single Property Websites?

Single property websites are exactly what they sound like: websites dedicated to one listing and one listing only. Single property websites generally include beautiful photography of a listing, video walk-throughs, Matterport Tours, or anything else that won’t fit on your MLS or on Zillow. They can be a great way to impress homeowners or highlight a unique luxury or historic listing. Here are the top single property website builders we think are actually worth your time and money.

5 Best Apps for Building Single Property Websites

Website Builder	Pricing	Best For
Rela	$24 per month (1 site)	(Best overall) Luxury listings
Listings Unlimited	$24.95 per month (1-25 sites)	Brokerages that need single property sites in bulk
Cribflyer	$7 per month (as low as $1.25 per month in bulk)	Affordability (for single sites)
WordPress themes on ThemeForest (DIY)	~$10-$60 per template (1-time fee)	Endless customization
Unbounce (DIY)	$81 per month (paid yearly)	Lead capture and general landing pages

Rela

About Rela: Rela offers gorgeous single property website templates that will work perfectly for luxury listings and impressing homeowners.

Pricing: $24 to $99 per month

Best features: Rela offers listing agents and brokerages great features like an easy-to-use site builder, CRM, integrated Facebooks ads, lead forms, 3D tours, lead routing, videos, and basic analytics. You can also connect Zoom, Facebook Live, and Google Hangouts to the site for virtual open houses.

Drawbacks: While we loved the beautiful layouts available on Rela sites, they cost quite a bit more than Listing Unlimited or Cribflyer. If you really want to impress your homeowner or need a pearl in the marketing section of your listing presentation, Rela is a solid choice. Rela also has a lot of bells and whistles, we’re just not sure most agents will actually use them.

Example Rela website: Dax Template

Visit Rela

Listings Unlimited

About Listings Unlimited: Although their templates aren’t quite as nice as Rela’s, Listings Unlimited has a lot to offer agents and brokers.

Costs: $24.95 per month for one to 25 listings and 89 cents per listing after that

Best features: You get 25 sites, a video builder, 3D tours, syndication to YouTube, a QR code generator, feedback tool, social media tool, flyer builder, and a CRM.

Drawbacks: While Listing Unlimited’s templates are fine, let’s just say they won’t win any design awards. The pricing is also prohibitive for single agents who just want one or two websites. You pay $24.95 per month even if you only need one website.

Example Listings Unlimited website: Listings Unlimited Template

Visit Listings Unlimited

Cribflyer

About Cribflyer: Although they only have three templates to choose from, they look nice, and Cribflyer has some decent features for agents and brokerages. It’s also the most affordable for people who only need one site at a time.

Costs: $1.25 per site, per month (in bulk); $7 per site, per month (individual sites)

Best features: Cribflyer gives you 3D tours, printable flyers, SMS text codes, lead routing, pixel tracking, and social media tools.

Drawbacks: Cribflyer’s sites are not quite as nice looking as Rela’s and don’t have the bells and whistles Listing Unlimited’s sites have.

Example Cribflyer website: Zen Modern Home

Visit Cribflyer

WordPress Single Property Themes on ThemeForest

About WordPress Themes on ThemeForest: Even though dedicated single property website builders are great, they’re not THAT cheap, and if you’re already skilled in WordPress, you can basically build sites for free. All you need is some basic WordPress skills to customize your current template, or a few dollars to buy single property templates from sites like ThemeForest. The only catch is that you need a WordPress website to use them.

If you want to get started building a WordPress site with IDX, check out our in-depth guide below.

Costs: $10 per year URL hosting, approximately $10 to $50 per template (one-time fee)

Best features: Affordable one-time cost, endless customization options, no monthly fees, many attractive templates, can integrate with your current WordPress site and CRM.

Drawbacks: Steep learning curve

Example WordPress Theme website: Spacey Theme

Visit ThemeForest

Unbounce

About Unbounce: Another way to build single property sites is by using a landing page builder like Unbounce. Like the dedicated builders, Unbounce has an easy-to-use editor and you can build sites pretty quickly. Unbounce’s templates are also built for conversion, and even let you A/B test different versions of your site to see which converts better. You can also use Unbounce to build landing pages for Facebook ads, Google ads, or anywhere else you’ll need a landing page.

Costs: Starting at $81 per month

Best features: Lead capture, can build other landing pages, A/B testing.

Drawbacks: Not designed for real estate landing pages; high price if you don’t make other landing pages.

Example Unbounce website: Destination Homes

Visit Unbounce

Visit ThemeForest for More Unbounce Single Property Templates

Single Property Website Tips & Tricks for 2022

1. Include Content That Isn’t Available Anywhere Else

A great way to get people to go to your single property site is to promise content that isn’t available anywhere else. You can offer extra pictures, videos, floor plans, neighborhood information, or anything else that you are comfortable leaving off Zillow. Just remember that the content doesn’t necessarily have to be amazing, but it has to sound good enough to get someone to click.

2. Include Maps & Other Useful Data That Keep People From Clicking to Another Site

Data is king in 2022, and if you can generate data that is not available anywhere else, then you might be able to easily drive traffic to your site.

3. Use Large Photos & Videos, but Make Sure They’re Optimized to Load Quickly

People don’t want to squint at tiny pictures, especially on the desktop. Make sure your pictures are at least 900 pixels wide by 600 pixels tall at 72 DPI. At this resolution, your pictures will look crisp but will still load quickly.

4. Make Sure Your Site Is Mobile-friendly

A huge percentage of your audience, especially those clicking over from Facebook, will be visiting your site on their phones or tablets. Make sure your website looks great on the small screen.

5. Get Permission From the Homeowners to Post Their Address & Photos Online

While you may be able to legally get away with posting photos and address information online, it’s polite to inform your seller that you are going to leave the site up. To help sweeten the deal, you could include handy links to gas hookup, cable hookup, and other local information and offer it to the sellers as a resource after they move in.

6. Try to Answer Every Question a Buyer Might Have, Including Maps & MLS Data

This is a tricky one, but the more information you can include on the site about the neighborhood, the better. You likely won’t have room for articles, but you can and should include lots of pictures and at least a quick guide to the neighborhood with a few pictures or maybe just a video.

7. Update the Page Once the Listing Is Sold

Remember that your MLS won’t be pleased if you leave a listing up without mentioning that the deal is closed and it’s no longer available.

The Case for Single Property Websites: 4 Ways They Can Still Have an ROI in 2022

Since we try to be optimistic here at The Close, we’ll go ahead and start with the reasons why you might want to consider investing your time, effort, and money into single property websites for your listings this year.

1. Boomer Homeowners Are Still Impressed by Single Property Sites

Let’s be honest: We’re still living in an age where a decent majority of homeowners are still baby boomers. They landed on the moon, ended the Cold War, and even invented the technology that still serves as the backbone of the internet. But when it comes to digital marketing … well, let’s just say they’re not quite up to speed.

Now don’t get me wrong—this can mean an excellent opportunity to explain to your boomer homeowners the inherent value (or lack thereof) in the latest and greatest digital marketing fads.

The only problem is that there are going to be other agents who are using the exact opposite argument to win them over—and they have flashy pictures and can send them their own “www site on America Online.”

So, Why Not Give Them What They Want?

For the price of a cup of good coffee per week, why not give them the shiny bells and whistles their granddaughter who “knows computers” told them they need?

You’re not going to end up hurting anything, really, and it might actually encourage them to send your single property site out to friends and family.

Referrals are referrals, right?

2. There’s No Competition for Clicks on a Single Property Website

Let’s face it—we all want to make good decisions. Whether that means kale over potato chips, taking the stairs instead of the elevator, or keeping the phone off when you go to bed, we all try to do the right thing. If you want to make those decisions easier for your leads, studies show that you need to reduce the friction that comes between them and the right choice. For example, you might keep your kale front and center in the refrigerator, or lock your phone in a box when you go to bed.

When it comes to influencing people to click where you want on your website, the same rules apply. The goal is to make clicking on that “contact us” button as easy as humanly possible for your audience.

In the marketing world, we call this CRO, or conversion rate optimization. It’s basically the art and science that designers and marketers use to make sure you click the link they want you to click.

Reducing friction is one of the most common ways to guide people to click where you want them to. That means the fewer distractions they have on the page, the more likely they are to contact you.

Fewer Distractions = More Clicks

On social media, the distractions are basically endless, which partly explains why click-through rates are so low on Facebook and Twitter. Even on your own website, there will be other listings, your blog, and other shiny objects that can keep people from clicking on the big “make an appointment” button.

On a well-designed single property website, almost all of the friction is removed, and the “contact us” button is pretty much the only option. This can—and often does—mean much higher click-through rates.

3. Single Property Website Builders Offer Professional-looking Websites for a Very Attractive Price

Since websites aren’t cheap and web design is hard, not every agent has a super-professional site. That’s not the end of the world in the age of real estate Instagram and YouTube, but every little bit helps.

Since you can build gorgeous websites for less than $25 per month using single property website builders, it can be a cheap way to build up an online presence that looks like you spent a ton of money on it.

4. Single Property Websites Still Look Great in Your Listing Presentation

Let’s face it: Since getting listing leads is hard, pitching them successfully is a must. That’s why having a killer comparable market analysis (CMA) and listing presentation are not optional if you want listings. The only problem is that newer agents often only have a handful of closed deals to point to and even fewer case studies for marketing homes successfully.

Here’s where your small investment in single property websites can come in handy. Instead of just the usual menu of listing photographs and Facebook ads, you can show off the professional-looking websites that you make for every listing you get. The nice thing is that they often end up looking like they took you a long time to make. In reality, of course, you can knock one out in a few minutes once you get comfortable with a single property website builder.

Why Single Property Websites Might Be a Waste of Time in 2022

Even though we try to be optimistic, we want to give you the whole story, not just the story that makes real estate software companies happy. That’s why instead of pushing you into buying yet another app you don’t really need, we’re giving you three good reasons why single property websites might not be worth your time in 2022.

1. Single Property Websites Only Really Make Sense for Historic or Expensive Listings

To be frank, one of the main selling points for single property websites is the URL itself. It’s like an actor who can brag about having an IMDB page. The mere fact that someone took the time to create a URL and make a website for a house confers a certain sense of importance.

That’s why you’ll find many high-end homes or historic homes have their own sites. However, if you take away the glamour shots of that incredible house—well, there’s not really much left, is there?

Now imagine that same site with 10 pictures shot by your bored MLS photographer of a $125,000 ranch in Ohio—in the middle of winter. Kind of kills the whole exclusivity thing, right? It’s almost like putting a velvet rope and bouncer outside of your local bowling alley. No one’s buying the idea that the bowling alley is suddenly an exclusive club.

2. You’re Not Offering Anything of Real Value for Buyers

Another reason why single property sites might not work for you is that pretty much everyone who visits the site comes from a source that might have MORE information than your site does.

For example, I’ve seen people link to single property sites from Zillow or their own website. The whole point of having listings on sites like Zillow is that you can offer visitors a ton of information about the listing, about you, about buying in general, and so on. So chances are they’re clicking over to a new website that has LESS information than the one they’re on!

Of course, you can always get clever and save some nice pictures, a walk-through video, or other goodies for your single property site. You can then entice people to click by saying something like “check out 123mainstreet.com for more exclusive pictures and a virtual tour.” The only issue is that you then have to actually do it. Keeping pictures or videos that help you sell on a private site that only a certain percentage of people are going to click on probably isn’t a great strategy for marketing your listing.

3. The Same Traffic Might Convert Better on Your Website

Another hard truth about marketing a listing is that only a small percentage of the people who click on a listing or even come to an open house will be interested in making an offer. This is something that every listing agent discovers early and often in their career. Buyers just want to look at listings. Even non-buyers want to look at listings!

Considering the low odds of converting a site visitor on a single property site, wouldn’t it make more sense to try to entice those people into contacting you for another reason? Most often, that reason will be another listing, but someone might also be looking for honest advice or just some information on the local market. Since you have basically unlimited pages on your website, you can curate listings, write content, or shoot videos that might encourage one of those visitors to see the place and maybe even become a client.

Over to You

What do you think about single property websites? Do you use them to market listings? Do you think they still make sense in 2022? Let us know in the comments or join our private Facebook mastermind group to discuss with other agents.

The post The Best Single Property Websites for 2022 (Apps & Design Tips) appeared first on The Close.

13 Open House Flyer Templates That Get Leads (Free & Paid Examples)

Emile L'Eplattenier — Fri, 18 Mar 2022 00:55:35 +0000

Open house flyers are still one of the best ways to drive traffic to your open house. Even if they don’t get curious neighbors to visit your listing, they’re still an excellent way to spread brand awareness in your farm area. The problem? Most free (and even paid!) open house flyers online are ugly. Like, really ugly.

That’s why we put together this list of open house flyer templates that not only look nice enough to impress your homeowner, but will actually drive enough traffic to your open house to fill your customer relationship manager (CRM) with new leads.

Here are our 13 favorite free and paid open house flyer templates for 2022. And as an added bonus, we’re also giving you 5 Free Open House Sign-In Sheet Templates.

Download Your Free Open House Sign-In Sheets

1. Bold Open House Flyer Template (Free)

Best for: All Listings
Price: Free on Canva

Why we love it: When it comes to getting visitors to your open house, the brightest light attracts the most moths! That’s why we love the giant bold font screaming “OPEN HOUSE” they use in this flyer template. Definitely a flyer that will get noticed!

Customize it at Canva

2. Co-listed Open House Flyer (Paid)

Best for: Co-listed homes, luxury homes
Price: Free with LCA Marketing Center ($59 per month)

Why we love it: If you’re co-listing a home with another agent or want to give your junior agent some of the limelight, then this flyer from LCA Marketing Center is for you. The “Open House” font is large enough to be seen from across a crowded supermarket, and including agent headshots is always a good idea.

Customize it at LCA Marketing Center

3. Friendly Invitation Open House Flyer Template (Free)

Best for: Modern houses, traditional houses, starter homes, condos
Price: Free on Lucidpress

Why we love it: It’s hard to go wrong with a friendly and inviting open house flyer. This landscape format flyer from Lucidpress is simple, direct, and will make the neighbors feel welcome at your next open house.

Customize it at Lucidpress

4. Agent Introduction Flyer Templates (Paid)

Best for: Any listing
Price: Free with Coffee & Contracts Subscription ($54 per month)

Why we love it: If you’re handing out flyers at your open house, adding a personal introduction to your brand is a great way to get more leads. This introduction flyer from Coffee & Contracts is a great way to do it. This flyer comes in a pack of 14 other open house printables that includes sign-in sheets and more.

Customize it at Coffee & Contracts

5. Orange Photo Collage Modern Open House Flyer Template (Free)

Best for: Hipster neighborhoods, vintage homes, starter homes
Price: Free on Canva

Why we love it: Perfect for starter homes since orange signifies affordability, this flyer is also eye-catching, and has a certain retro charm that will work perfectly for listings in hipster neighborhoods.

Customize it at Canva

6. Art Deco Real Estate Open House Flyer Template (Paid)

Best for: Art Deco apartments, mid-century modern houses
Price: Free with Canva Pro (from $1.99 per person, per month)

Why we love it: Loving the Art Deco vibe of this Canva Pro template. Including the asking price in a huge green box is a little weird, but you could always repurpose that box to include a date or your contact info.

Customize it at Canva

7. You’re Invited Template (Free)

Best for: Modern houses, traditional houses, starter homes, condos
Price: Free on Canva

Why we love it: Since your goal with your open house is to run a successful social event, it’s hard to go wrong with open house flyers that strike a friendly, welcoming tone. While this approach might not work quite as well in gated communities or super-high-end neighborhoods, it’s perfect for condo buildings and starter homes.

Customize it at Canva

8. Approachable Luxury Listing Template (Paid)

Best for: Luxury listings, listings that photograph well
Price: Free with LCA Marketing Center ($59 per month)

Why we love it: We love this luxury listing flyer from LCA Marketing Center because it manages to exude luxury but is also approachable. It also has a huge hero image spot for your listing pictures. Perfect for luxury listings in laid-back communities that have great listing photos.

Customize it at LCA Marketing Center

9. Blue Collage Simple Open House Flyer Template (Free)

Best for: Traditional houses, Victorian or Colonial houses

Price: Free on Canva

Why we love it: This is the kind of flyer template that does the job it’s supposed to and does it well. It’s stylish without being pretentious, easy to read, and lets you show off a few rooms of your listing. The only slight drawback is that all that blue can eat up your ink quickly.

Customize it at Canva

10. Modernist Template (Paid)

Best for: Modern luxury listings

Price: Free with LCA Marketing Center ($59 per month)

Why we love it: This sleek, modern template from LCA would fit right in next to the yoga class announcements on a bulletin board in a high-end neighborhood coffee shop. This template screams modern, but could work equally well for a nice traditional home. It would look fantastic on a thick, high-gloss paper stock. You could even have this printed on board stock and use this as a welcome sign to your open house.

Customize it at LCA Marketing Center

11. High-end Condo Flyer Template (Paid)

Best for: Condos, high-end rentals, new developments
Price: Subscription or free trial

Why we love it: Not sure what it is about this one, but it’s hard not to imagine this being used to get some traffic to a condo open house. Plenty of space for a listing description here too, so great for units that require a little verbal finesse to sell. It’s also a one-sider, so it will save on ink costs if your broker is not paying for printing.

Customize it at Canva

12. Ultra-modern Template (Paid)

Best for: Hipster neighborhoods, luxury neighborhoods
Price: Free with LCA Marketing Center ($59 per month)

Why we love it: If you need to inject a little (but not TOO much) cool into your marketing, then this LCA template is pretty much perfect. Cool enough to be interesting and eye-catching, but sensible enough to be legible and high-end. Again, I would recommend thick glossy paper for this template.

Customize it at LCA Marketing Center

13. Abstract Open House Flyer Template (Paid)

Best for: Modern houses, modern condo developments, luxury listings
Price: Free with LCA Marketing Center ($59 per month)

Why we love it: Another great flyer from LCA that injects a little bit, but not too much, cool into your listing marketing. This would also work great printed onto hardboard and used as signage to welcome guests to your open house.

Customize it at LCA Marketing Center

Over to You

Have some well-designed, effective open house flyer templates you swear by? Hate our picks? Let us know in the comments.

The post 13 Open House Flyer Templates That Get Leads (Free & Paid Examples) appeared first on The Close.

Real Estate Postcards Provider	Best For
ProspectsPLUS!	A real estate-specific company with tons of options for just about every postcard type
LCA Marketing Center	A marketing suite for creating an entire marketing campaign, including awesome postcards
Postcard Mania	Agents who want to try before they buy, offering free samples delivered straight to your mailbox
VistaPrint	Cross-over merchandise (like mugs or key chains) to supplement your postcard efforts
Canva	Absolute creative control to customize your postcards

As a bonus, I am also including a free PDF: 700+ Real Estate Words That Sell Homes.

Download 723 Descriptive Real Estate Words

1. Transform Features Into Benefits

The easiest way to get someone to act is to appeal to their emotional needs or desires. Studies show that most people use emotional arguments to persuade others without even realizing it. When it comes to persuasion, one good emotional argument is worth a thousand facts.

The only problem is that your listings don’t come with ready-made emotional arguments to persuade a buyer to attend your open house. Instead, you get a list of features. Your job as a real estate copywriter is to turn those features into benefits that will appeal to your readers on an emotional level. Here’s how to do it:

First, list all of the features of your subject matter. It could be a listing, an email newsletter, or even your brokerage or personal brand. Next, determine a benefit of each feature—one that appeals to emotional needs or desires. For example, let’s say one feature of your newest listing is that it’s close to major highways. Here are a few ways we can break that down into benefits that appeal to emotion:

Feature	Benefits with emotional appeal
Close to major highways	Spend less time commuting
	Never be late to work again
	Enjoy more time with family
	Have easy access to amenities like supermarkets, gyms, & restaurants

Now go through your list of benefits and pick the one that you think will have the biggest emotional impact for your reader. Do this for all the best features of your listing, and you’ll have a good rough outline for your copy.

2. Start With a Pain Point, Then Offer Your Solution

If you’ve ever tried to convince a friend or loved one of something, you know that just stating your side of the story isn’t enough. If you want to have a chance of persuading them, they need to know that you understand their side of the story, too.

This is why most good copywriters start their copy by acknowledging a pain point for their readers before even thinking about presenting their solution to that pain point. Good copy should get your reader to nod along as they read and say to themselves, “This person gets me!” Once you’ve built that bond, then you come in with your pitch.

For example, let’s say you’re writing copy for a landing page to get people to sign up for your email newsletter about off-market listings. Here’s how your copy might sound if you focus on your solution without acknowledging your readers’ pain point first:

Subscribe to my off-market listing newsletter today to get a free list of the best listings in Springfield before they hit Zillow. If you sign up now, you’ll get…

Now here’s how your copy sounds when you start by acknowledging their pain point first.

These days, the Springfield market is moving so fast that some homes have multiple offers before they even hit Zillow. If you want to get a jump-start on the best homes for sale, you need to act quickly. My off-market listings newsletter offers buyers access to the best Springfield listings before they hit Zillow. If you sign up now, you’ll get…

Notice the difference?

3. Write Without Fear, Edit Without Mercy

Every good Realtor knows that the money is in the follow-up. How you got your lead into your customer relationship manager (CRM) doesn’t matter at the closing table. The same is true for copywriting. How you start is way less important than where you finish. This is why all good copywriters write without fear and edit without mercy. Here’s how to do it:

Take your list of benefits and just start writing. No judgment, no editing. Just write. Once you have something down on paper, start editing. For now, don’t worry about grammar or spelling—you can fix that later. Just focus on your goal. Does your copy appeal to your reader’s emotions? Does it address a pain point and offer a solution? If it doesn’t, edit until it does.

If you’re lacking emotional punch, grab a thesaurus and try to find more evocative words to get your point across. Is that garden “nice” or is it a “lush oasis”?

If you want a cheat sheet of descriptive real estate words that appeal to emotion, check out my guide to descriptive real estate words here:

4. Write at Least 3 Versions of Your Headline or Subject Line

If you’re writing ad copy, landing page copy, emails, website copy, or any copy with a title, you should always write at least three versions of your title and pick the best of the bunch. Here’s why: If your title doesn’t draw them in, they will never read the rest of your copy. Your email could reveal the location of the fountain of youth, but if your subject line isn’t persuasive enough to get people to click, no one will ever read it!

If you have a hard time coming up with three different versions of your headline, try some of these common headline formulas:

FOMO Headlines (Fear of Missing Out)

XX Homes Just Sold for $XXXXX Over Ask in [your farm area]!
Here Are XX Market Indicators That Show Prices Will Explode in [your farm areas]
Owner Says to Sell Yesterday!

Ask a Scary Question Headlines

Are We Heading for a Recession?
Are You Ready to Sell Before Interest Rates Rise?
When Will the Housing Bubble Pop in [your farm area]?

Expert Advice Headlines

When XX Economists Think Interest Rates are Going WAY Up
X Home Stagers Reveal the Best Affordable Couches
A Lawyer Answers Your Most Common Real Estate Questions

Curiosity-building Headlines

Experts Say Painting Your Home This Color Will Help It Sell Faster & for More $$$
Zillow Research Says This Month Is the Best Time to Sell
The XX Home Renovations That Have the Best ROI

Pro Tip

Write & edit your copy first, and then work on your title.

Writing great titles can quickly drain your creative energy. You might find it helpful to write and edit your copy first, and then tackle your title. As an added benefit, if your copy changes direction as you write it, you won’t be stuck with a headline that no longer fits.

5. Writer Like Ernest & Albert

If you want people to read what you have to say, your copy needs to go down like ice cream. That means simple words, short sentences, and getting to the point as quickly as possible. Anyone can make a great fact-based argument in 20 pages, but great copywriters can do it in 20 words. The best writers can do it in six words.

Pro Tip

Discuss complex issues or write one-liners on Twitter. Your followers will give you instant feedback.

Want to learn to get right to the point without sacrificing emotion? Try discussing complex issues or writing one-liner jokes for your Twitter audience. If you already have followers you’ll get instant feedback on your writing.

Still stuck? Might be time to call in the experts. You can hire an experienced and talented real estate copywriter in Fiverr starting at just five bucks.

Visit Fiverr

6. Read Your Copy Out Loud

After you edit your copy, the next step is to edit for style. This is where even great writers stumble. Editing for style is hard. Like, really hard. You can spend hours editing your copy and end up with something that’s worse than what you started with.

Luckily, there is a trick that professional copywriters use to make editing for style easier: Read your copy out loud. Is it easy to read or did you stumble with some words or sentences? If it’s hard for you to read out loud, chances are it’s even harder for your reader to hear in their head as they read. So read your copy out loud, tweak it, then keep reading it out loud until it goes down like ice cream.

7. A/B Test Whenever You Can

One of the coolest things about writing copy in 2022 is that you have access to tools that would have cost tens of thousands of dollars even 15 years ago. One of the most useful is being able to test different versions of your copy on a real live audience to see how they respond.

In the digital marketing world, this is called A/B testing and it’s as close to a scientific study of how good your copy is as you can get. Remember the three headlines or subject lines I had you write in tip four? Now’s your chance to see which one actually makes your reader take action.

If you want to A/B test your emails or email subject lines, use a CRM or email marketing platform that allows you to A/B test. Mailchimp and LionDesk both have easy-to-use A/B testing features for email campaigns. If you want to A/B test copy for your landing pages, then use a platform like Real Geeks or Unbounce.

Over to You

Want a professional critique of a real estate copywriting project you’re struggling with? Sign up for our email list and I will personally critique your copy for you. All you need to do is sign up and forward the first email you get to me at emile@theclose.com, and I’ll help you with your copy for free.

The post 7 Real Estate Copywriting Rules Professional Writers Swear by appeared first on The Close.

27 Open House Ideas That Will Actually Get You Leads

Emile L'Eplattenier — Fri, 04 Mar 2022 16:19:28 +0000

To get you thinking outside the box about lead generation, we curated the best real estate open house ideas from 27 top-producing listing agents from brokerages that include Douglas Elliman, Compass, and more.

When it comes to open houses, many agents have already given up. Convinced by some cynical colleague that open houses “don’t work anymore,” they’ll instead spend thousands on online ads. Apply these savvy open house ideas instead, and watch your customer relationship manager (CRM) overflow with leads that are ideal for your nurturing campaign.

1. Use Courtesy Marketing as an Excuse to Meet the Neighbors

Bret Parsons, Compass, Los Angeles, California

With annual production in the top one percent of all agents nationwide, Bret Parsons knows a thing or two about working open houses. His best tip relies on what he calls “courtesy marketing” as an excuse to meet the neighbors. Here’s Bret to explain:

“Before an open house, visit 10 surrounding properties to let homeowners know there will be increased traffic and activity in the neighborhood for three hours. DON’T invite them to the open house, as that’s perceived as selling. They will invite themselves if interested. Residents love the update, and it’s what I call ‘courtesy marketing,’ which has resulted in subsequent listings.”

2. Use Your Open House Marketing to Help Build Your Personal Brand

One of the hardest lessons for new agents to learn is that their personal brands are built by everything they put out there. So if you want to build a brand that lasts, you need to take your marketing seriously, even for open houses.

That’s where LabCoat Agents (LCA) Marketing Center comes in. LCA is the first design app created specifically for real estate agents. They have hundreds of gorgeous, easy-to-edit templates for open house flyers, signs, social media posts, door hangers, and everything else you need to promote your open house like a pro. Think of it like Canva on steroids.

Visit Lab Coat Agents

3. Run a Facebook Livestream at Your Open House

Gary Vaynerchuk | Entrepreneur | Speaker (Crushing It)

What better time to stream and record a video walk-through of your listing than when it’s full of people? Remember, people want what other people want. Here’s online marketing visionary Gary Vaynerchuk on the benefit of livestreaming your open house:

“I can envision a hotshot real estate agent streaming live from an open house while talking to potential clients. Potential buyers will be able to view the house remotely and ask relevant questions that the real estate agent can respond to and show in real time. Think about all the house-showcasing programs that took television by storm in the late ’90s and into the 2000s. It’s MTV cribs made even more compelling with livestreaming.

“Once your video is recorded, you post and boost it on your Facebook page for even more traffic.”

4. Virtually Stage the Home & Offer to Email the New Decor to Open House Visitors

Here’s a great real estate open house idea I learned from a Manhattan listing agent in SoHo. Since most people will have a very hard time visualizing how a space will look with different furniture in it, why not offer your visitors staged images that show how that extra room will look as an office, a nursery, or a man cave?

As you flip through the staged photos on your iPad, offer to email (or better yet, text) them the pictures.

5. Use QR Codes Strategically

Kimberly Jay, Compass, New York City, New York

“When marketing your open house via Facebook and Instagram ads, emails, or regular mailings, add a QR code that links to your website, a video of the home, or even a video of the actual open house. If you take a video of the open house that shows numerous people walking through it, upload the video to your listing page and use a QR code in marketing that directs the consumer to the video.

“During the open house, use a QR code instead of a sign-in sheet. The attendees’ information will go directly to your CRM, automatically tagging the contact with the address of the open house. Not only will this enable you to easily follow up for feedback from the attendees, but if the property is not for them, they are now a lead.”

While you might not have many open houses scheduled these days, following up with your visitors is a crucial skill every agent needs to learn. That’s why we created seven handy follow-up email templates you can use to convert them to clients down the road. Click below to download it for free.

Download My Follow-up Email Templates

6. Remember That the Money Is in the Follow-up

Beverly Ruffner, Real Estate Coach & Close Contributor

Like all lead generation strategies, the money is in the follow-up. The only problem is figuring out who you need to follow up with, and how often. If you want to compete with the big dogs, guessing won’t cut it anymore.

Luckily in 2022, we have predictive analytics apps like SmartZip that use a billion (yes, really) data points and artificial intelligence (AI) to tell you who is likely to move way, way before they even think about an agent. In fact, SmartZip’s AI is so accurate they predicted 72% of all listings in the US last year.

Visit SmartZip

7. Focus on 3 Features That Make Your Listing Stand Out From Comps

Richard Schulman – Ranked #1 KW Agent in Los Angeles | Keller Williams, Los Angeles, California

“I recommend that agents do their homework on the MLS and find at least three features that their listing has that other comps don’t. Does it have more square footage? Larger bedrooms? Higher ceilings? Being able to confidently rattle off three hot sales features that make your listing unique will show off your market knowledge and help sell the listing.”

8. Invite the Neighbors for a Sneak Peek With This Simple Script

Tom Ferry | #1 Ranked Real Estate Coach

While Bret Parson’s courtesy marketing is a great open house idea, sometimes a more direct approach can work just as well. The trick is to offer visitors an exclusive experience. One open house idea is to offer food and wine. A neighbors-only preview is another great way to do so.

Check out Tom Ferry’s simple script in this video. His proposed script starts at 3:39, but the entire video offers some great advice.

9. Hold Other Agents’ Open Houses & Make It a Win-Win!

Sean Moudry, Real Estate Coach at 16 Strategies & Close Contributor

Do you specialize in a neighborhood but don’t have any current listings? Stop worrying and start asking! Ask the other listing agents in your neighborhood if they would allow you to hold their listing open. As a listing agent, I have allowed agents from other brokers to hold my listings open (especially if it is across town from me). I saw this as an additional service to my seller.

To make this open house idea a benefit to the listing agent, agree to pay them a 10% referral fee for any client you pick up from the open house. If they don’t object, use your own branded open house signs to further build your brand in your neighborhood.

10. Give Your Open House a Quick Boost on Hyperlocal Social Networks

Boosting posts on Facebook and Instagram can work well, but at the end of the day, you’re still paying to reach people who could be hundreds of miles away. Great for brand awareness, but lousy for actually getting people through the door.

Nextdoor is an under-the-radar option to laser-target people who actually live near your listing. Even better, people use Nextdoor to discuss local issues, not argue about politics or look at cute cat videos. They have one of the most engaged local audiences online today.

Nextdoor’s advertising options are affordable, and there’s no long-term contract. Get in now before everyone else in your farm area discovers it.

Visit Nextdoor

11. Offer to Take Visitors on a Tour of the Local Community

Cheryl Lynch, Compass Orange County

Sometimes all it takes to wow your open house guest is an offer to go above and beyond. Even if few take you up on it, they will be impressed with how seriously you take customer service. Orange County Realtor Cheryl Lynch offers to take open house guests on a private tour, right then and there!

“Offer to tour visitors to the local lifestyle places in the community (clubhouse, golf course, downtown, beaches, etc.) to not only showcase the home but the community. Better yet, rent a golf cart and tour that way! Offer right then and there if the buyers are not familiar with the area. It is a great way to really get to know the buyers and their interests. Shows your value and helps to win clients!”

12. Promote Your Open House Video Walk-through as an Instagram Story

Tyler Zey, Easy Agent Pro

Are you active on Instagram? Why not use Instagram stories to promote your open house and Facebook Live Stream? Here’s Tyler from Easy Agent Pro:

“You can also use Instagram and Stories to promote a Facebook Live Stream for an open house. Fact: There are WAY more people on Facebook than there are on Instagram. So try using Instagram posts and Stories like this:

“Showing a crazy nice house right now (or from 1 p.m. – 4 p.m., or whatever) on Facebook Live. Use the link in my description to check it out!”

Want more great open house tips? Check out Easy Agent Pro’s quick video on how to get more leads from your open houses below.

13. Don’t Miss Your Follow-up Window

You worked hard to promote your open house, you were a rock star during the event—don’t miss out on your chance to solidify a buyer’s interest after everyone has gone home.

Experienced agents follow up with open house guests the day after the event. They call or text anyone they had rapport with, and put the rest on an open house email drip in their customer relationship manager (CRM). A specialized CRM like LionDesk can make follow-up and lead nurturing after your open house much easier.

Visit LionDesk

14. Hire a Photographer to Take Pictures of Buyer’s Agents & Guests

Eleonora Srugo, Douglas Elliman New York City

They say if you want to get a real estate agent to like you, allow them to like themselves. Hiring a photographer to take pictures of them in action at your open house is a great way to do that. What agent doesn’t want more pictures of themselves for social media? Pictures of people enjoying themselves at your open house will also work great in your next listing presentation.

15. Place Signs to Call Out Unique Features in Different Rooms

Leigh Stubbs, Douglas Elliman Texas

“Use small easels to create signage in rooms that have important features to highlight, especially things that aren’t clearly visible, like a built-in towel warming drawer, a laundry shoot, floor heating, and so on.”

16. Use Door Hangers to Invite the Neighbors

Michael Soon, Compass San Francisco

“At the end of the day, it’s all about the client and the house we’re trying to sell, so I like to focus on the whole experience of the listing itself. I love taking advantage of the area, whether it’s the location or even the sunset for open houses, as it sets the scene. I also invite neighbors to come by, as they usually provide their feedback on living in the area, which, in turn, helps sell the home.”

One of the best ways to get nosy neighbors to your open house is by using door hangers. A targeted door hanger campaign a few days before your open house is the perfect way to pique the neighbor’s curiosity and get them through the door. They’re also a great (and often overlooked) way to stay top of mind in your farm area.

ProspectsPLUS! is a great place to get them. They offer tons of great templates that are super-easy to customize, and shipping is free.

Visit ProspectsPLUS!

17. Give Out Small Branded Gifts as Party Favors

Susan Sanchez, Compass Long Island

Elliman Long Island agent Susan Sanchez gives out small branded gifts to her open house visitors so they will bring something back home with them they might actually keep. She suggests something useful like dishtowels, potholders, compact mirrors, or change purses.

18. Work With Agents Who Have Nearby Listings & Plan an Open House Day Together

Aileen Murstein, Douglas Elliman Long Island

One of the most surprising real estate lessons many agents learn too late is that you should see your fellow agents more as collaborators than as rivals. A great way to do this is to try to find agents who have listings near yours and plan and promote an open house day together. Not only will it let you pool resources, but more than one open house in a neighborhood will be a bigger draw for curious neighbors.

19. Partner With a Local Brand or Shop to Get Influencers to Your Open House

Douglas Elliman Real Estate

Experiential marketing is just a fancy way of saying that building an experience for local influencers to write about is a great way to get them through the door. In order to get them to stay, you need a lure other than a backyard that’s perfect for entertaining. You need brands.

That’s why partnering with a local brand, such as a boutique for a fashion show, a restaurant, a mixology bar, a music school, and so on, can be a great way to build buzz around your open houses.

If you want to learn more about experiential marketing, check out our in-depth guide to experiential marketing with examples from Douglas Elliman and Macallan Scotch whiskey to Compass and Steinway Pianos to help get your imagination flowing.

20. Get a Junior Agent or TaskRabbit to Check In Guests While You Mingle

BELLA Magazine x Tommy Hilfiger and Dee Ocleppo Hilfiger NYFW event (Source: Douglas Elliman)

Although many agents feel like they need to do literally everything on their own, the best agents know when to get help. If you’re taking the time and effort to promote an open house and have a large number of RSVPs, then running around like a rabbit checking people in, refilling drinks, and answering questions about the listing is going to drive you crazy—not a good look in front of your future clients!

To avoid coming across as a frazzled server at Denny’s, get a junior agent or even TaskRabbit to help you keep things running smoothly. Checking in is one of those things where a junior agent or TaskRabbit can offer a great return on investment (ROI). That’s because if you’re checking people in, you’re stuck at the front door, which makes schmoozing with your guests nearly impossible. So dig a little deeper in your pocketbook and find $50 or so to have someone man the door for an hour or two. You won’t regret it.

21. Hold Raffles or Contests

Kenneth Er, Compass, San Francisco, California

“I usually hold a raffle at our open houses and advertise it over Facebook and Instagram. Items we’ve raffled off include gift cards, Google Home, Alexa, and more. This really entices people to come to your open house.

“I also host two open houses—one for just the neighbors, and the other for the public. Oftentimes neighbors come to open houses and aren’t looking to buy, but they still enjoy talking with you and learning more about the house. This is great but can take a lot of time away from speaking to potential homebuyers. Separate open houses ensure you’re taking care of both the neighbors and the public. It’s also great to converse with the neighbors as you get to know them and their thoughts on the area. There’s also usually wine, cheese, and sometimes a gelato cart, which can’t hurt!”

22. Create a Unique Experience for Luxury Open Houses

Carol Cassis, The Cassis-Burke Collection, Miami, Florida

“In order for our buyers to get the full feeling of the lifestyle of the property, they have to live in it! For a four-hour open house, we recreate the essentials of a unique experience at the property. We usually have a yacht outside of a waterfront listing.

“We also offer fine champagne and hors d’oeuvres to tour the property while we explain the uniqueness of it. We stage exotic sports cars to show ideas of what to do at the front entrance,” says Carol Cassis. “We cater to the client who expects top-notch marketing and services, whether it be celebrities, jet setters, Fortune 500, CEOs, or cryptocurrency millionaires.”

23. Give Yourself 3 Days to Properly Market Your Open House

Ricardo A. Olea, Olea Realty Group, Chula Vista, California

“Having three days to properly work an open house via cold-calling neighbors will generate leads, and getting face to face with neighbors will show them you’re a working real estate agent and, in turn, will generate listing leads. The open house is not meant to sell the home; it is meant as a lead source method of what you can actually deliver to a seller.”

24. Schedule Your Open House Strategically

Asiyah Ali | 1st Class Real Estate, Virginia Beach, Virginia

“Being unconventional, against the grain, and in my own lane has served my business well over the past 23 years. Off-hour open hours get me more bang for my buck … and time!

Weekend open houses 9-11 a.m. or 3-5 p.m. While everyone else does 1-3 p.m., I do mine early or late.
Weekdays-Thursdays 6-8 p.m. It works especially well during the summer hours and has also netted great foot traffic.
Any day power hours/happy hours 5-6 p.m., 7-8 p.m.
Choosing hours more conducive to the buyer’s lifestyle and schedule has worked. I especially LOVE after-hours ‘happy hour’ sessions where folks can come through and kick back.”

25. Raise Money for Charity at Your Open House

Let’s face it: Having a social conscience is part and parcel of being a leader in your community. Even though you might not realize it, as a real estate agent, becoming a community leader is in your job description. If you want to succeed, you need to become a leader.

Being a community leader will not only help you close more deals, it will help you feel good about doing it. Giving something back to the community you work in is good for everybody.

So use your next open house as an opportunity to help raise money for a charity that you’re passionate about that will also help your community. Charities like the ASPCA, ACLU, and Criminal Justice Reform are all good picks. Charity Navigator is a great site to help you find worthwhile nonprofits that are actually making a difference for issues you care about.

Visit Charity Navigator

26. Don’t Forget to Promote Your Open House to Fellow Agents

Jared Barnett, Compass, New York City, New York

“It’s important for the listing broker to send a reminder to the local brokerage community a few days before the open house. There are various email marketing platforms today that make it very easy to send flyers directly to brokers.”

27. Invest in a Bootie Machine

When it comes to great customer service, it’s the little things that count. That’s why big chains like Trader Joe’s offer free coffee to all their shoppers. It only costs them a few bucks, but the payoff in customer loyalty is huge.

Since you worked hard to get your listing, going the extra mile with little touches like a bootie machine for your seller is part of your job as a listing agent. Even if they don’t care at all about keeping their floors sparkling, they will notice that you care enough about their happiness to protect them without asking. That’s a powerful testament to your strength as their fiduciary and advocate, and might just be that little push that gets you your next referral.

Want an even better reason? You get to crack corny jokes about your “bootie machine” to other agents at your open house.

You can get a well-reviewed bootie machine for around $90 on Amazon.

3 Common Open House Mistakes to Avoid

You’ve checked all the boxes for a fantastic event. Don’t miss out on all the payoff of your hard work by making one of these common open house mistakes.

1. Allowing Your Seller to Attend

When a buyer is touring a home, they will ask tough questions that could make some sellers uncomfortable, which will, in turn, make it harder for those buyers to get serious about their interest.

Buyers want to know about home repair history, schools, and the neighborhood, but not through the rose-colored glasses of your seller.

Get all the information you need from them, send them to the movies, and then meet them for lunch afterward to tell them how it went.

2. Leaving Pets in the House

We get it—we love our furry family members as much as you do, but Rex and Fluffy won’t do your open house any favors.

Pet smell and hair can be a problem for some buyers who have sensitive pet allergies. You want your prospective buyers leaving your open house with dreams of how this could be their dream home, not with itchy eyes and trouble breathing.

3. Not Using Follow-up Scripts

After the initial rush of excitement from an open house, new agents often stare down at a list of names and email addresses with a furrowed brow. What’s the best way to reach out to open house leads in 2022?

If you ever find yourself asking this question or just want to sharpen your lead generation skills, we put together this list of the best open house follow-up email templates.

Over to You

Have some great open house ideas that are working for you? Let us know in the comments. If it’s super top-secret, send me an email.

The post 27 Open House Ideas That Will Actually Get You Leads appeared first on The Close.

Real Estate Photography: 24 Tips for Stunning DIY Photos

Emile L'Eplattenier — Thu, 20 Jan 2022 14:00:25 +0000

Let’s face it, using your own DIY real estate photos in your MLS listings is risky. Chances are you’re not a professional photographer, you don’t have amazing gear, and well—real estate photography is not as easy as it looks.

If you’re reading this, you’ve probably decided to learn how to take real estate photos the right way—yielding pro-level results that will impress agents and buyers on both your local MLS and on Zillow. We curated this list of the best real estate photography tips from experts across our industry to help you level up your skills.

Get Your Listing Photography Prep Checklist

Real Estate Photography: Preparation & Planning

1. Schedule Adequate Time for Your Shoot

Emile L’Eplattenier, Managing Editor, The Close

“One of the biggest mistakes agents make in real estate photography is to only schedule a few minutes and rush through the shoot. This is almost always a bad idea. First, because framing your shots properly can take time, and second, because you never really know what state the listing is in before you show up. There might be issues that will take time to fix. Also, schedule time when the weather is cooperating and at a time of day when the light is advantageous (and not waning swiftly). Giving yourself a very short window limits your chances of success on both fronts.

“The same goes for photo editing. Don’t scramble at the last minute to find a professional image editor, if that’s not in your skill set. And don’t rush this process. Plan ahead by pinpointing a skilled photo editor to polish your images on sites like Fiverr, where talented freelancers look for work.”

Visit Fiverr

2. Neutralize & Declutter Before You Start Shooting

Alayna Summanen, Realtor, Coldwell Banker Vanguard Realty

“We explain to our sellers that some design features and elements that look great in person may not photograph well. For example, bold accent wall colors, or collections, or a photo collage. We advise to clear everything off counters and leave minimal decor for the professional photos. It may look plain to the sellers, but it will really make the home shine in the photos. For over 93% of homebuyers, the first showing is online and the photos are what make them decide whether or not to schedule a time to view it in person.”

3. Always Stage a Home, Even if It Means Simply Rearranging Current Furniture

Fallanne Jones, The Property Girls Team at Keller Williams

“Staging your home for listing photos is absolutely crucial. If you are currently living in your home, rearrange furniture in a way that lets potential buyers see the potential. Buyers won’t be able to envision themselves living there if they can’t see past crowded furniture or dated decor. For a quick fix without breaking the bank, try adding trendy rugs or pillows to your existing furniture. If the house is vacant, consider hiring a professional stager. They know what is in style and proper placement. Contemporary furniture and decor will bring your house to life and help buyers visualize the space.”

4. Ask the Homeowner to Keep Pets Out of the Home

Emile L’Eplattenier, Managing Editor, The Close

“Even if your homeowner client has an incredibly photogenic pet, avoid the temptation to take listing pictures with them in the shot. Sure, buyers with pet owners may love it, but what about all the other buyers who check out your listing? Some people see a cute dog or cat and immediately think of allergies and bad smells. So that snuggly picture of your homeowner’s Dalmatian by the fire just might alienate a significant percentage of your buyers.

“Of course, if your listing is well priced in a seller’s market, this might not keep them from touring the home, but why risk it? After all, it might keep them from being excited about the home, which could very well hurt your bottom line when they’re crafting an offer.”

5. Pay Attention to the Smallest Details

Jlyne Hanback, Realtor, Keller Williams

“Pay attention to the details! There is nothing worse than a fabulous home photo with a crumpled, crooked bedspread or an open, dirty toilet! Put away toiletries, straighten bedclothes, and always look over the photos for small details that will turn off a potential buyer.”

6. Shoot Your Virtual Tour on the Same Day as Your Listing Pictures

Emile L’Eplattenier, Managing Editor, The Close

“If your schedule allows for it, always have your virtual tours shot on the same day, and preferably in the same lighting as your real estate photography. Consistency is important, but also, your virtual tour needs to look just as good as your real estate listing photos.

“Speaking of quality, the image quality of some virtual tours might not look as good as pictures taken with your high-quality camera. This makes lighting even more crucial.

“If you’re on a DIY budget, Asteroom is an excellent way to make DIY virtual tours with your phone. Asteroom means you can offer virtual tours for even your cheapest listings.”

Visit Asteroom

7. Always Notify the Neighbors Before Drone or Exterior Photography Sessions

Daniel Tirado, Aerial Photographer

“As a rule of thumb, I always inform the neighbors that a drone will be flying in the area to capture real estate photos as it can ease unnecessary anxiety for both the neighborhood and the pilot.”

Real Estate Photography: Choosing the Best Equipment

8. Invest in a Wide-angle Lens

Erin Attwood, Real Estate Photographer, Dune Life Photography

“A wide-angle lens is a must-have for shooting interiors, but most of the ultra-wide range zoom lenses run well over $1,000. Unless you are shooting the Taj Mahal, this isn’t necessary. I would recommend a 24mm wide-angle to help ‘open up’ rooms, and they won’t break the bank at only around $130.”

9. Keep It Steady With a Tripod

Emile L’Eplattenier, Managing Editor, The Close

“Today’s cameras are so impressive you don’t need a lot of fancy equipment. However, I recommend that you invest in a good tripod in addition to a wide-angle lens. Real estate photography is all about precision. A tripod will keep your camera steady and your photos clear.”

Real Estate Photography: Lighting, View Planes & Framing

10. Keep Your Verticals Straight (by Holding the Camera Level)

(Source: Adam Taylor, Interior Architecture Photographer in Hawaii)

(Source: Adam Taylor, Interior Architecture Photographer in Hawaii)

(Source: Adam Taylor, Interior Architecture Photographer in Hawaii)

(Source: Adam Taylor, Interior Architecture Photographer in Hawaii)

Adam Taylor, Interior & Architecture Photographer in Hawaii

“If you decide not to hire a professional photographer, make sure your verticals are straight. If your camera isn’t level, the vertical lines like walls and cabinet edges will appear to be slanted and the entire room will start to look like a fun house. Sometimes you’ll have to raise the camera higher or hold it a bit lower to capture your intended subject, and that’s OK … just make sure to level out the camera instead of tilting it up or down. Most cameras (even smartphones) have an option to turn on grid lines that will help guide you.”

11. Get Your Lighting Right

(Source: Douglas Elliman)

Anne Jones, Owner & Realtor, Windermere Abode

“Make sure the sun is on the front of the house. Your cell phone camera is good, but you lose the details when homes are backlit. I also love high-contrast homes. Bright colors photograph better than neutral ones—almost the opposite of interior photography rules. You may not like the fake grass and clouds, but blue skies and green grass make compelling thumbnails!”

12. Be Mindful of What’s in Your Line of Sight Through Windows

Michael Edlen, Edlen Team Coldwell Banker

“Photographers and agents sometimes neglect to consider what is in the line of sight through windows when shooting interior spaces. If one is not careful, the shot may inadvertently include scruffy landscaping across the street, an old van in someone’s driveway, or a patch of weeds in the sidewalk area. Worse yet, it may be a shot that includes a window with a large bush blocking most of the outlook, making the room feel closed in.”

13. Never Fake Views Through Windows

Emile L’Eplattenier, Managing Editor, The Close

“Although it may be tempting to Photoshop in a pastoral green meadow or weeping willow to cover up a drab backyard visible through the windows, don’t!

“First and foremost, you will likely be flirting with violating National Association of Realtor (NAR) rules, but more importantly, you’ll be starting your relationship with a potential buyer with a lie. A white lie to be clear, but a lie nonetheless.”

14. Make Sure the Windows Are Clean

Kenneth Er, Compass

“I think one of the little details that a lot of people miss is to remove the window screens and clean the windows inside and out. This just makes rooms look so much bigger in photos and in person with the right light.”

15. Open All Curtains & Blinds

Daniel Tirado, Aerial Photographer

“As a professional drone photographer in the real estate business, I always recommend opening all of the interior window blinds. While these may be outdoor photos, opening the blinds makes the house look more inviting and bigger from the outside by allowing potential buyers to see the exterior and interior of the home in one picture. From a photographer point of view, opening the blinds dramatically reduces any glare that may shine back at the drone camera when capturing pictures and videos.”

Real Estate Photography: Marketing Your Listing

16. Include Images of the Lifestyle Your Listing Exemplifies

(Source: AJ Canaria, Creative Producer, MoxiWorks)

AJ Canaria, Creative Producer, MoxiWorks

“Include community images to give a feeling of the neighborhood,” says AJ Canaria, Creative Producer at MoxiWorks. “People don’t only want to envision their life in that home, but also want to envision the life they can live around the community. This is especially important for homes with great walk scores and for consumers who aren’t as familiar with the community.

“As a photographer for the industry, it’s always important to give a sense of the location, especially when I travel for real estate events. If a listing is near a notable landmark and the community photos present it appropriately, it can help increase the value and help the consumer envision a life in that community. Also, showcasing nearby recreational areas, amenities, gyms, pools, and schools can influence the homebuyer’s decision to purchase that home.”

17. Avoid Using Stock Photos Provided by Developers

James McGrath, Co-founder NYC Brokerage Yoreevo

“The vast majority of the time, interior stock photos are terrible. When someone has been looking long enough, they’ll associate these irrelevant pictures with a low-quality listing. The same can be said for stock photos of the building’s amenities—you’re diverting attention from what the viewer actually cares about—which looks suspicious.”

18. Ask the Homeowner if They Have Shots of the Home in Different Seasons

Angel Pointek, Associate Broker | VP of Marketing Coldwell Banker Elite

“Ask the sellers for any photos they may have showing the home in different seasons. Show off that beautiful winter wonderland scene in the winter or the gorgeous red maple in the fall. Our job is to tell your home’s story, and those seasonal photos can be used in creative ways.”

19. Sometimes Less Is More

Todd Andrew, Red Oak Realty

“Sometimes less is more. Don’t show too much. For instance, if the floor plan isn’t ideal, show individual spaces. The goal is to get buyers into the home. Let them decide when they get there whether they want to make any compromises the property may entail.”

20. Post Just the Right Number of Photos

Katie Messenger, Realtor With Keller Williams Realty

“There is a quantity sweet spot. Too few photos may leave buyers wondering what isn’t being shown, or confuse them on the layout and features. Too many photos may cause buyers to lose interest.

“Around 20 pictures will give a pretty accurate depiction of most homes without being too overwhelming. However, a lot of it depends on the size and square footage. For instance, 10 would be far too few on a 10,000-square-foot house, but could be just fine for a one-bedroom condo.”

21. Take Photos of Your Photos

Christopher Linsell, Real Estate Writer, The Close

“Documenting the real estate photography process is a great way to build excitement about a new listing. Use your social media platforms to let everyone know that there is something new on the horizon, and give just a little glimpse of the work behind the scenes.”

Real Estate Photography: When to Hire a Pro

22. Hire a Pro to Edit Your Photos for Just $5

Christopher Linsell, Senior Real Estate Writer, The Close

“The gig economy is flourishing, and experts who are ready to take your photos to the next level are just a click away. That means prices are lower than ever, making it possible to have all your listing pictures edited by a professional.

“At last check, there are 960 freelance editors on Fiverr (and that’s just in the United States) who will take your DIY real estate listing photos and give them the polish your listings deserve. With prices starting at just $5, how can you afford not to?”

Visit Fiverr

23. Whenever Possible, Hire a Professional Listing Photographer

We think Sunny Lake Hahn, Partner at 7DS Associates, the most well-respected (and trusted) real estate consulting firm in the country, explained it best:

“Professional photographers understand the importance of light and how to capture a space at the right time for the highest visual impact. Based on the position of the property, they know if it’s best to shoot at sunrise, sunset, or anywhere in between. They also have the ability to blend the same photo taken with different exposures to create the perfect image.

“In our digital, mobile world, professional photographs have the ability to stop the consumer from scrolling through listings. Beautiful images capture attention and get people to click through. Being able to get and keep the consumer’s attention is highly valuable in our instant-gratification world.”

24. Relax!

Emile L’Eplattenier, Managing Editor, The Close

“Believe it or not, one of the keys to real estate photography or any photography, for that matter, is to leave the stress from your day in the office. When you’re stressed out and rushed, everything you need to do to take great listing photos becomes harder. Choose angles to shoot from, keep a steady hand to keep pictures sharp, and especially coordinate with homeowners about dogs, cats, clutter, and all the other annoying things that will get in between your camera and the beautiful pictures of your listing on Zillow.

“So relax. Schedule your shoot on a day when you’re not frantically rushing from showing to showing, and take a few deep breaths before you walk into the house, camera in hand. You already got the listing, so the hard part is over, right?”

Over to You

What do you think: Is real estate photography something that amateur agents should try on their own? If so, what are some great real estate photography tips our experts missed?

[Related article: 33 Cringe-worthy Bad Real Estate Photos Agents Actually Posted]

The post Real Estate Photography: 24 Tips for Stunning DIY Photos appeared first on The Close.

723 Descriptive Real Estate Words Top Listing Agents Use to Sell Homes

Emile L'Eplattenier — Fri, 12 Nov 2021 18:43:26 +0000

For many new listing agents, descriptive real estate words like “cozy” or “sun soaked” are right up there with the maroon blazer—outdated, cheesy realtor cliches they think they can ignore. That would be a huge mistake. Almost all top listing agents pepper their listing descriptions with “cliche” real estate words. Why? Simple. They help sell homes.

To help you get over your writer’s block and find the perfect real estate words for your listing description, we put together this swipe file of 732 words that top listing agents use to market their properties.

Check out our favorites below or download them in a PDF for the next time you’re writing a listing description.

Download Your Descriptive Real Estate Words Swipe File

Creative Words to Describe Starter Homes

Versatile
Handyman special
Lots of potential
Ample closets
Full basement
Cozy
Pied a terre
Endless possibilities
Move-in ready
Needs your finishing touch

Usable space
Flexible layout
Good bones
Renovated to perfection
A blank slate
Newer (roof, electrical, etc.)
Work from home ready
Bring your contractor
Turnkey
Adaptable

Impeccably renovated
Easily converted
Room to grow
Recently replaced
Intimate
Modern amenities
Make it your own
Ready for your personal touch

Creative Words to Describe Modern Homes

Refurbished
Remodeled
Soaring ceilings
Sparkling
Bright
Floor-to-ceiling windows
Open floor plan
Sleek
Clean lines
Energy efficient
State-of-the-art
Brand new
Upgraded
Tastefully remodeled
Well-equipped
State-of-the-art

Contemporary
Modular
Sliders
Flowing
Modern-living
Engineered flooring
Sweeping
Creatively-updated
Light & airy
Modern flare
Eco-friendly
Fully remodeled
Entertainer's dream
Cathedral ceilings
Smart home

Striking
Mid-century modern
Postmodern
Light-filled
Bathed in light
Clean lines
Oversized windows
Open kitchen
Ideal for entertaining
Open concept
Generously proportioned
Open and airy
Indoor/outdoor living

Creative Words to Describe Luxury Homes

Bespoke
Sought-after
Uncompromising quality
Exquisite
Luxurious
Graceful
Rare
Rarified
One-of-a-kind
Artisan
Pedigree
Triple mint renovation
Noted architect
Chic
Top-of-the-line
Gracious layout
Sophisticated
Desirable
Custom design elements
Architectural tour de force
Chic detailing
Trophy property

Reimagined
Redesigned
Dramatic
Exquisite living experience
Coveted
Prestigious
Sprawling layout
Stately
Opulent
Exclusive
Hand-crafted
Vast
Exquisite
Immaculately refurbished
Tastefully appointed
Distinguished landmark
Attention to detail
Dream home
Custom-built
Artisanal
Architectural masterpiece
Polished & sophisticated

Remarkable
Notable
Renowned
Desirable
High-end
Panoramic views
Winding staircase
Prewar details
Work of art
Jewel box
Masterpiece
Charming layout
Glamorous
Meticulously preserved
Meticulously crafted
Fit and finish
Beautifully appointed
Magnificent estate
One-of-a-kind
A prized property
Dazzling and chic

Creative Words to Describe Historic Homes

Graceful
Timeless
Floor-through
Good bones
Historic
Vaulted Ceilings
Charming
Charmer
Adorable
Cozy
Warm
Rough-hewn
Character-filled
Rustic
Delicate
Herringbone
Cozy
Historic character
Historic charm

Antique
Graceful
Cross-ventilation
Victorian
Romantic
Portico
Intricate
Carved
Burnished
Quarter sawn
Filigree
Queen Anne
Wide plank
Built-ins
Crown moulding
Wrought iron
Enchanting
Alluring
Period details
Restoration
Step back in time
Time capsule

Calming
Old-world-charm
Classic
Artisan
Handcrafted
Coveted
Rare
Jewel
Millwork
Original
Craftsmanship
Heritage
Stately
Decorative
Refurbished
Restoration
Nooks & crannies
Pocket doors
Lovingly restored
Original character

Creative Words to Describe Backyards & Patios

Leafy
Old-growth
Shady
Tranquil
Rolling
Bucolic
Pastoral
Private retreat
Enjoy morning coffee in
Refuge
Drought-tolerant
Zen paradise
Lounge in the
A delightful oasis

Secluded
Sun dappled
Oasis
Rural retreat
Hidden
Offering the utmost privacy
Park-like grounds
Perfect for entertaining
Manicured grounds
Sanctuary
Sustainable
Restore and relax
Expansive green spaces
One-of-a-kind retreat

Lush landscaping
Outdoor entertaining area
Grill and chill
Beautifully landscaped
Al-fresco dining
Resort-like grounds
Mature foliage
Old-growth trees
Barbeque ready
Well-maintained
Maximum privacy
Serene and tranquil
Grassy
Sod

Creative Words to Describe Large Homes

Over-sized
Massive
Gracious
Flow
Sizable

Sprawling
Spacious
Grand
Flowing layout

Expansive
Enormous
Generously sized
Soaring ceilings

Creative Words to Describe Small Homes

Cozy
Charming layout
Charmer
Adorable
Well proportioned
Cleverly designed
Comfy
Well-appointed
Perfect floor plan
Low carbon footprint

Jewel box
Potential
Comfortable
Cute
Abundant storage
Thoughtful design
Captivating details
Tastefully designed
Cheery and bright
Quality craftsmanship

Usable space
Flexible layout
Energy efficient
Great layout
Tiny house
Perfectly balanced
Versatile property
Pied a terre
Environmentally-conscious
Pride of ownership

Creative Words to Describe Neighborhoods

Prime
Desirable
Convenient
Welcoming
Friendly
Near everything [the neighborhood] has to offer
Walking distance to
Tree-lined street
You can’t beat this location!

Coveted
Historic
Steps from
Quick commute to
Quaint
Sought after
Quiet
Walkable
Stroll to
Perched above
Easy access to

Exclusive
Tony
A stone throw from
Moments from
Cute
Tranquil
Near shopping,
entertainment, and nightlife
Nestled between
Location, location, location

Creative Words to Describe Light & Views

Jaw-dropping views
Inspiring views
Relaxing views
Natural light
Sun-drenched
Bright
Sunny
Light-flooded

Stunning views
Sweeping views
Oblique views
Magnificent vistas
Sun-kissed
Brilliant light
Flooded with natural light
Bathed in light
Incomparable views

Unobstructed views
Panoramic views
Partial views
Perched above
Picturesque views
Postcard-perfect views

Creative Words to Describe Condition

Meticulously maintained
Turnkey
White box
Handyman special
Lots of potential
Updated
Wonderfully maintained
Pride of ownership

Brand new
Bring your contractor
Tastefully updated
Contractor’s special
Freshly painted
Lovingly restored
Pristine
Gorgeously remodeled

Move-in ready
Ready for your touch
Recently renovated
Impeccably renovated
Newer roof
Modern updates throughout
Newly constructed

Creative Sales Words

Won’t last
Taking offers
Opportunity awaits
Catch this opportunity quickly!
So much potential
An absolute must-see!
Not to be missed!

Hurry home!
Motivated seller
Deal of a lifetime
A rare opportunity
A remarkable find
Ready for the next owners’ touches
Unique opportunity
Call now for your private tour!

Come and get it!
Excellent opportunity
Great potential
Your chance to join
You will never want to leave home
One-of-a-kind gem
Don't miss this classic beauty

Over to You

Have some effective, descriptive real estate words you swear by for your listing descriptions? Let us know in the comments.

The post 723 Descriptive Real Estate Words Top Listing Agents Use to Sell Homes appeared first on The Close.

How to Write Creative Real Estate Listing Descriptions (+ Examples)

Emile L'Eplattenier — Sat, 16 Oct 2021 06:00:54 +0000

One of the most common requests I get from realtors is to write their real estate listing descriptions for them. Since I rarely have the time (or energy) for freelance writing these days, I decided to put together this step-by-step guide to writing creative listing descriptions.

After the guide, I include seven tips for better writing, and then wrap up with some examples of creative listing descriptions from Jeanne Byers of Warburg Realty in Manhattan.

How to Write Creative Real Estate Listing Descriptions: A Step-by-Step Guide

Here are my four steps for writing a listing description. You can also download these steps as a PDF template.

1. ‘Brand’ Your Listing With a One-sentence Title

Length: One sentence

The first step to writing a great listing description is to “brand” your listing with a one-sentence title. Taking the time to write a catchy, one-sentence “brand” for your listing will draw people in and help them see it as a home, not just pictures on the internet. Here are some examples of great branding one-liners from Warburg agent Jeanne Byers from our example listing descriptions, below:

Millionaire details. Miser maintenance.
Artsy, techie, picky? Welcome home.
Prewar. Shaken and stirred.

2. Pitch Your Audience on the Home’s Best Features

Length: Two to three sentences

After your title, the next section of your listing description should be a two- to three-sentence pitch for the home’s best features. This should be a narrative description, not just a list of features, or god forbid, a bulleted list!

Here’s an example from Jeanne Byer’s listing description. Note how she hits all the apartment’s best features in a narrative format.

With its 14-foot beamed ceiling and massive south-facing picture windows, 4J pairs the beautiful bones of its 1913 Beaux-Arts origins with an extensive and impeccable renovation. Converted to condos in 2008, the interiors at 254 Park Avenue South were designed with a modern aesthetic, high-quality finishes and appliances, and a unifying sense of space.

3. Pitch the Benefits of the Location & Neighborhood

Length: One or two sentences

After you’ve highlighted the home’s best features, pitch the benefits of the home’s location and neighborhood. If the location and neighborhood aren’t great, try to find a silver lining. For example, if the home is located on a noisy street but is in a great school district, talk up the school district. If it’s in a not-so-great neighborhood but on a pretty block, mention how nice the block is. Here’s an example from Jeanne’s listing description:

254 Park Avenue South is a full-service luxury condominium with a 24-hour concierge, live-in resident manager, gym, and lounge. Ideally situated in Flatiron, the building is located blocks from Union Square, Gramercy Park, and Madison Square Park—it is central to Manhattan’s most vibrant and sought-after neighborhoods, shopping, and now—outdoor dining experiences.

4. Finish With Caveats That Are Important for the Buyer

While I never suggest agents write a “warts and all” listing description, you should still mention caveats that are important for the buyer. A buyer might forgive you for not mentioning the noisy street or less-than-perfect driveway, but they likely won’t forgive you if you don’t mention that it’s in a senior’s-only development! Here’s Jeanne again:

Please note 50% financing. Pied-a-terres welcome. Buyer pays 2% flip tax—showings by appointment.

7 Real Estate Listing Description Writing Tips From a Professional Writer

1. Sell Benefits, Not Features

One of the first rules of copywriting is to sell benefits, not features. Every famous copywriter, from David Ogilvy to Joseph Sugarman, agreed. I challenge you to find any successful ad from the last 20 years that sold features instead of benefits.

What does this mean for your listing description? Simple. Instead of telling your audience the listing has a big backyard, tell them how much fun they could have with their family playing touch football in the yard or how much privacy it offers.

Here’s Warburg listing agent Steven Gottlieb on selling benefits, not features in your real estate listing descriptions: “If there’s a balcony or terrace, maybe the description mentions enjoying coffee and the morning paper al fresco before a busy day or sipping a glass of Prosecco in the evening air.”

2. Research the Proper Architectural & Design Terms Before You Write

If you managed to get a listing in this market, the very least you can do is learn the proper architectural and design terms to describe it. Describing herringbone floors as “Beautiful zig-zag wood floors!” is going to mark you as unsophisticated, and worse, not willing to take the time to research what you are trying to sell!

If you need a crash course in architectural styles and features, check out our guide: An Agent’s Guide to Home Styles, Architecture & Design.

3. Make Your Real Estate Listing Description Concise, but Precise

If you have any experience with Google Analytics, you know that the sad reality is that most people skim content online these days. Very few people will take the time to read every word you write, even on Zillow.

So make sure to hit the key selling points of your listing early on and avoid lengthy, wordy descriptions. As Olivia Tormenta, Marketing Director at Warburg Realty, tells her listing agents, be concise but precise with your listing descriptions.

4. Avoid Just Listing Features or Details

While lengthy real estate listing descriptions are an issue, don’t think you can just get away with a bullet point list of features either. The user experience (UX) of portals like Zillow are already designed to present data relevant to the buyer. So the number of bedrooms, square footage, and so forth are already shown to your buyer in a neater, more digestible format by the portals. A bullet list of the same features is redundant and a wasted marketing opportunity.

5. Always Get Another Set of Eyes on Your Copy, Ideally a Professional

One of the trickiest parts of writing anything is getting out of your own head. It’s just too easy to fall in love with your writing. You need distance from your work to judge it objectively.

That’s why we suggest working with a professional whenever possible. If you have a marketing team, send your copy over to them for a second opinion. If you don’t have a marketing team, send your listing description to a few members of your team or brokerage to get their first impressions.

Billy Schmidt, Marketing Director at Tim Allen Properties, a Coldwell Banker brokerage in California, uses Google Docs to collaborate with other people on his team. Tellingly, they generally go through three or four different versions of their real estate listing descriptions before signing off on them.

6. Write Without Fear, Edit Without Mercy

One of the biggest mistakes that new writers make is laboring over every sentence, word, and punctuation mark in their copy. Not only is this exhausting, but it’s also actually counterproductive to the writing process.

Instead, when you start any writing project, the first step should always be just to sit down and write. Don’t sweat grammar, punctuation, or spelling—just write.

Once you have a draft done, the next step is to read it out loud. If you find yourself stumbling over your own words, chances are your copy needs some work. Start by working on paragraphs to make sure they all have a clear subject, then drill down to sentence structure, word choice, and finally grammar.

The key to editing well is to be merciless. If it doesn’t work, delete it. Period. Yes, you worked hard on your copy. But don’t cling to a mistake just because you took a long time making it!

7. Use Grammarly to Check for Grammar & Spelling Mistakes

There is no excuse for grammar or spelling mistakes in your listing descriptions. Luckily, you no longer need to hire an editor or bug your Aunt Mary who teaches high school English to check your copy for errors. It’s not perfect, but Grammarly is free and will find grammar and spelling mistakes you might miss.

Real Estate Listing Description Examples From Jeanne Byers of Warburg Realty

Since the best way to learn anything is by example, here are a few examples of effective listing descriptions from Jeanne Byers of Warburg Realty in Manhattan, one-half of Manhattan luxury team Case+Byers.

165 East 72nd Street, Apt 2H, New York, NY

Millionaire details. Miser maintenance.

Every inch of this 530-square-foot studio has been meticulously planned and renovated using the highest-quality materials, craftsmanship, and interior design aesthetic. The dramatic foyer is lined in Phillip Jeffries grasscloth wallpaper and flanked by a 9-foot-wide wall of closets with floor-to-ceiling mirrored French doors. The walls and the ceiling have been skim coated, and custom hardwood floors installed throughout. You’ll find impeccable millwork on display in every door, molding, trim, and built-in cabinet. A computer workspace/home office has been integrated into the kitchen, which features Carrera marble countertops, white lacquered cabinetry, and appliances by Wolf, Miele, and Liebherr.

The well-proportioned living space is north-facing a tree-lined view of 73rd Street through a bank of windows with custom window treatments. The expansive bathroom is outfitted with Waterworks fixtures, a deep soaking tub with shower, basketweave marble floor, and a linen closet. 2H is wired with smart home technology, including high-speed internet in all rooms, Lutron lighting, and discreet speakers in the living room and bathroom.

Located west of Third Avenue, 165 East 72nd Street is a premier full-service cooperative boasting a knockout lobby and staff, live-in resident manager, stellar financials, gym, and famously low monthlies. At $677/month, 2H is a triple-mint home or pied-a-terre that won’t cost a mint.

Please note 50% financing. Pied-a-terres welcome. Buyer pays 2% flip tax—showings by appointment.

254 Park Avenue South, Apt 4J, New York, NY

Artsy, techie, picky? Welcome home.

4J features a lofted second floor that easily fits a queen-size bed. A 7-foot ceiling and partial glass walls enclose the loft space yet allow an open sweep to the dramatic living area below. Building on the apartment’s refined sensibility, the current owner meticulously upgraded the unit. From new LV Wood white oak, wide-plank floors to custom-lacquered closets and cabinetry in the upstairs bedroom and home office and in the living room for storage and HVAC integration.

The bathroom has been beautifully updated with a sleek vanity, Vola fixtures, and a digitally controlled towel warmer. In the kitchen, Valli&Valli door handles, a water purification system, and Ariston washer/dryer provide a fitting complement to the Bosch and Liebherr appliances.

A sophisticated home automation system dims the lights, raises and lowers the blinds, monitors the smoke alarm, and adjusts the temperature—doing just about anything you want it to do, short of bringing you the coffee it brews. Every knob, light fixture, and detail of this property has been painstakingly considered.

Shown by appointment. A complete list of apartment upgrades is available upon request.

333 East 53rd Street, Apt 12H, New York, NY

Prewar. Shaken and stirred.

The architects blew the doors and the walls off this prewar, retaining the beautiful proportions of its 1930s bones while energizing the space. The galley kitchen was opened to the living room, maximizing the light and views from south-facing windows.

With its BlueStar range, Miele dishwasher, Wolf microwave, Sub-Zero refrigerator, and custom cabinetry, the kitchen was designed to integrate seamlessly with the main room. A bespoke dining table tucks under the storage island to reduce its footprint for daily use.

A recessed projection screen and ceiling-mounted projector are perfect for movie night or online exercise classes. A windowed bathroom with Duravit and Grohe fixtures and a glass-enclosed bath/shower is a serene and spa-like retreat.

12H has all new plumbing, electrical, hardwood floors, custom doors with hidden hardware, ample storage, and exquisite skim-coated walls, beams, and ceilings. An entrance foyer and hallway between the living room and bedroom maintain the graceful separation of living spaces the original architect intended.

333 East 53rd Street is an elegant full-service building, centrally located, with solid financials. It features a gorgeous planted roof deck with spectacular views, a live-in super, central laundry, and gym. Pets are welcome (dogs under 30 lbs).

Electric is included in the maintenance. Showings are by appointment with 24 hrs notice required.

Over to You

Have any examples of effective creative real estate listing descriptions or tips to write them? Let us know in the comments. Or, join us on our private Facebook Mastermind Group.

The post How to Write Creative Real Estate Listing Descriptions (+ Examples) appeared first on The Close.

27 Real Estate Flyer Templates You Can Use to Boost Your GCI

Chris Linsell — Wed, 29 Sep 2021 11:00:45 +0000

Real estate flyers play an active (and visible) role in most top producers’ marketing strategies. Having a stable of well-designed, easily editable real estate flyer templates at the ready is key when you’re hosting events, listing a property for sale, or actively recruiting clients.

We’ve pulled together a list of our top seven providers of real estate flyer templates. Together, they offer hundreds of well-designed options for you to choose from, and we’ve highlighted our 27 favorite real estate flyer templates.

If you’ve got a project that just can’t wait, we’ve got three custom real estate flyer templates (Open House, New Listing, Price Reduction) that you can download exclusively at The Close and start editing immediately. Click below to get yours today!

Get Your Real Estate Flyer Templates

Top 7 Real Estate Flyer Template Providers

Real Estate Flyer Template Provider	Best For
Lab Coat Agents	Stylish real estate flyer templates that integrate perfectly with your personal branding
Coffee & Contracts	A great source for new, print-ready flyer templates that coordinate perfectly with your social media marketing
ProspectsPLUS!	Multi-format flyers and an optional mailing service to deliver your flyers directly to your prospects
Vistaprint	Ultimate design control over everything including size, paper stock, and more
Canva	A collection of free to design, download, and print flyers, easily shareable with your team or brokerage
Adobe Spark	Anyone who uses Adobe InDesign or Photoshop on a weekly basis
The Close	Anyone looking for three, exclusive real estate flyer templates they can use right away

Just Listed Real Estate Flyer Templates

Got a property about to hit the market? Promote it with “Just Listed” real estate flyers. These can go in your office, your car, at the open house, and if you’re really smart, at other open houses you’re hosting to distribute to home shoppers who haven’t yet found the perfect home.

1. Bright & Modern ‘Just Listed’ Real Estate Flyer Template

Created By: Lab Coat Agents
Size: 8 ½” x 11”
Cost: Requires Access to Lab Coat Agents Marketing Center, $59/month
Details: This flyer gives you plenty of room for a listing description, beautiful photos, and, of course, all your contact information. Make sure you’ve got high-quality listing photos for this template to show off your new listing’s appeal effectively.

Customize This Template

2. Sophisticated ‘Just Listed’ Real Estate Flyer Template

Created By: Coffee & Contracts
Size: 8 ½” x 11”
Cost: Requires a Coffee & Contracts membership, starting at $40/month (annual plan)
Details: This new listing flyer feels like a page out of a fashion magazine. Its elegant use of white space, typography, and the arrangement of the photos are very attractive. This a flyer your sellers can be proud of and one that’s instantly attractive to buyers.

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3. ‘QR Code – Just Listed’ Real Estate Flyer Template

Created By: Vistaprint
Size: 3.75” x 8.25”
Cost: Free to design, flyers printed for as low as five cents each
Details: If you’re using a QR code strategy, make sure you’ve got a spot on your real estate flyers to promote your landing pages. This two-sided flyer template from Vistaprint prominently displays a QR code while providing plenty of information for an interested buyer to review.

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4. ‘Just Listed + Open House’ Combo Real Estate Flyer Template

Created By: ProspectsPLUS!
Size: 8 ½” x 11”
Cost: Free to design, flyers printed for as little as 30 cents each
Details: This template uses a layout that features bold images and prominently displays your text. It’s perfect for announcing a new listing to the neighborhood, trumpeting your latest sale, or driving traffic to your next event.

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5. ‘Urban Living New Listing’ Real Estate Flyer Template

Created By: Canva
Size: 8 ½” x 11”
Cost: Free to design and download
Details: Smart real estate marketers have more than one new listing real estate flyer template in their toolbox because they know every property’s feel and aesthetic is different. This particular design is excellent for an urban space, somewhere with lots of natural light and nice warm wood, but would work for residential listings of just about any sort.

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6. ‘Minimalist New Listing’ Real Estate Flyer Template

Created By: Canva
Size: 8 ½” x 11”
Cost: Free to design and download
Details: When you’ve got a property whose photos speak volumes, the best thing you can do is let the pictures do the talking. This template does that perfectly with a focus on visuals over the copy. Remember, you always want anyone viewing your flyer to be able to reach out to you with any questions, so consider making this flyer two-sided by putting your contact information and some basic property information on the back.

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7. ‘Modern Two-sided’ Real Estate Flyer Template

Created By: Canva
Size: 8 ½” x 11”
Cost: Free to design and download
Details: Sometimes, a single-sided flyer doesn’t allow you to share all that you want about a property. Opt for two-sided flyers that don’t overwhelm your reader. You’ll have plenty of space for well-chosen photographs, enough information to get a buyer interested, and a layout that’s easy to read. Use this flyer for a mid-century modern listing or a beachfront getaway.

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8. The Close Exclusive ‘Conversation Starter’ Real Estate Flyer Template

Created By: The Close
Size: 8 ½” x 11”
Cost: Free to design and download
Details: When you’ve got a new listing hitting the market, choose this flyer to generate chatter among the buyers (and, of course, the buyer agents) in your community. Use the ample space to highlight some great photos, a little bit of listing information, and, of course, your contact info. Get the most out of this flyer by printing up a handful of them every time you list a new property for sale and dropping one at the office of the top 10 buyers’ agents in your market.

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Just Sold Real Estate Flyer Templates

As our good friend and resident real estate coach Sean Moudry is fond of telling us, some of the most effective real estate marketing you can do is provide evidence of your own success, and real estate flyers that highlight a property that has recently sold is a great way to do it. Here are two of our favorite templates you can start using today.

9. Modern ‘Just Sold’ Real Estate Flyer Template

Created By: Lab Coat Agents
Size: 8 ½” x 11”
Cost: Requires Access to Lab Coat Agents Marketing Center, $59/month
Details: This classy, modern flyer communicates the most crucial information and a strong message: THIS PROPERTY SOLD. Who sold it? You. Your neighborhood’s go-to expert realtor. We recommend circle-prospecting after a successful closing. Knock on doors in your neighborhood instead of mailing postcards and tout your success in-person, using this flyer.

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10. Two-sided ‘Just Sold’ Real Estate Flyer Template

Created By: Vistaprint
Size: 11” x 8 ½”
Cost: Free to design, flyers printed for as low as five cents each
Details: When you want to show off the caliber of your listings and marketing skills, go with a two-sided Just Sold real estate flyer template. Leverage the added space to demonstrate your excellent work in getting the property sale across the finish line for your client.

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Open House Real Estate Flyer Templates

A real estate open house is a fantastic way to get lots of potential buyers through your listing in a single day, as well as a great opportunity to get in front of a large number of unrepresented buyers. Whether you’re working an open house to try to sell a home or pick up new buyers, marketing your event using the right real estate flyers is critical. Here are some of our favorites.

11. Super-sleek ‘Open House’ Real Estate Flyer Template

Created By: Lab Coat Agents
Size: 8 ½” x 11”
Cost: Requires Access to Lab Coat Agents Marketing Center, $59/month
Details: We love the modern design, typeface, and layout of this real estate flyer template. Make this elegant template your go-to choice for high-end listings or property in trendy, up-and-coming neighborhoods.

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12. Co-listed ‘Open House’ Real Estate Flyer Template

Created By: Lab Coat Agents
Size: 8 ½” x 11”
Cost: Requires Access to Lab Coat Agents Marketing Center, $59/month
Details: Whether you’re sharing a listing with another agent or just sharing open house duties, creating a flyer with space for two agents eliminates duplicate marketing material and presents a unified message of service to any potential buyers.

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13. Traditional ‘Open House’ Real Estate Flyer Template

Created By: ProspectsPLUS!
Size: 8 ½” x 11”
Cost: Free to design, flyers printed for as little as 30 cents each
Details: Perfect for events, the vertical display of photos in this flexible real estate flyer is ideal for highlighting multiple features in your listing. Its large contact information area makes it easy for those visiting your open house to find your phone number when they’re ready to make an offer.

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14. Two-sided ‘Open House’ Real Estate Flyer Template

Created By: Canva
Size: 8 ½” x 11”
Cost: Free to design and download
Details: When you’re tired of the same old open house invitations, mix it up a little bit with a two-sider that focuses on style and community.

If you frequently market listings within developments, planned communities, or buildings with multiple homes for sale, this fantastic open house flyer template is essential for your toolkit. Your potential buyers are considering the community as much as they are considering the purchase of a specific home.

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15. ‘Open House’ Feedback Real Estate Flyer Template

Created By: Coffee & Contracts
Size: 8 ½” x 11”
Cost: Requires a Coffee & Contracts membership, starting at $40/month (annual plan)
Details: Getting people to your open house or event is one thing, getting feedback from them (especially if that feedback can turn them into a lead for you) is something else. This feedback form is simple, straightforward, highly effective, and makes a great addition to your open house toolkit.

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16. Chic ‘Open House’ Real Estate Flyer Template

Created By: Adobe Spark
Size: 8 ½” x 11”
Cost: Free to design and download
Details: When you’ve got a property whose reputation precedes it, especially in a hip and fashionable area of town, you don’t have to follow the traditional rules of property flyers. You can get more creative, highlight a smaller detail, and make the flyer an extension of the personality the owner of the new property would get from living there.

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17. Minimal ‘Open House’ Flyer

Created By: Adobe Spark
Size: 8 ½” x 11”
Cost: Free to design and download
Details: When style is a part of your personal branding as a real estate agent, the style of your marketing materials matters as much as the clothes you wear or the car you drive. Though this template is missing some key information (we’d definitely suggest you include your name, your brokerage (where required by law), and a headshot), the overall aesthetic of this template is great and can be easily adjusted to fit your personal style.

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18. The Close Exclusive Open House Real Estate Flyer Template

Created By: The Close
Size: 8 ½” x 11”
Cost: Free to design and download
Details: This template is perfect for getting the word out about any upcoming events you have planned. Our favorite way to use this flyer is to affix a real estate flyer box to the yard sign of your new listing, then drop a few dozen of these flyers into it. This strategy is especially effective if your new listing is in a high foot traffic area.

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Specialized Real Estate Flyer Templates

Effective real estate flyers will do more than just promote your listings, sales, and open houses. We’ve got a collection of all sorts of real estate flyer templates for everything from networking events to market reports for specific neighborhoods (and everything in between).

19. Event Invitation Real Estate Flyer Template

Created By: Lab Coat Agents
Size: 8 ½” x 11”
Cost: Requires Access to Lab Coat Agents Marketing Center, $59/month
Details: Members of your community are excited to get back out there and attend events again, and the real estate space is no exception. Make sure your invitations to these events are on-brand and stylish with this flyer.

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20. Vacation Property Management Real Estate Flyer Template

Created By: Adobe Spark
Size: 8 ½” x 11”
Cost: Free to design and download
Details: A real estate license enables you to do more than just buy and sell. As a licensed agent, you can also facilitate leases and act as a property manager. Property management is in significant demand right now thanks to the boom in vacation rentals. Use this flyer template to promote the properties under your control and fill up those vacant weekends.

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21. Testimonial Highlights Real Estate Flyer Template

Created By: Lab Coat Agents
Size: 8 ½” x 11”
Cost: Requires Access to Lab Coat Agents Marketing Center, $59/month
Details: Upward of 80% of real estate buyers and sellers report that reviews are very important to them when deciding who they should list or purchase a home with. Highlight some of your best client reviews in this flyer and append it to the marketing collateral that you leave with prospects at meetings.

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22. Free Market Analysis Real Estate Flyer Template

Created By: Vistaprint
Size: 8 ½” x 11”
Cost: Free to design, flyers printed for as low as five cents each
Details: In a seller’s market, sometimes the most compelling message you can communicate to prospective listing clients is opportunity. Spark valuable conversations about home values in your area using this flyer that promotes your free, expertly executed comparative market analysis.

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23. Networking Event Real Estate Flyer Template

Created By: Vistaprint
Size: 3 ¾” x 8 ¼”
Cost: Free to design, flyers printed for as low as five cents each
Details: Building a referral base as a real estate agent is all about who you know. Because of this, many realtors actively seek out networking opportunities. If you want to go the extra mile at these events, don’t just bring business cards; bring flyers that tell more of your story and make you stand out among the crowd.

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24. Distressed Property Real Estate Flyer Template

Created By: Lab Coat Agents
Size: 8 ½” x 11”
Cost: Requires Access to Lab Coat Agents Marketing Center, $59 / month
Details: When inventory in the real estate market is hard to come by real estate professionals need to get creative in how they are approaching sellers. Soliciting listings from distressed property owners is an effective approach that yields results. Many property owners are interested in the idea of selling but are worried their home would require too much work to get to market. Let them know with this flyer that they have opportunities right now with buyers in your community.

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25. Objection Handler Real Estate Flyer Template

Created By: ProspectsPLUS!
Size: 8 ½” x 11”
Cost: Free to design, flyers printed for as little as 30 cents each
Details: If you’ve got a real estate farm area that is ripe for new listings but are having trouble getting homeowners to pull the trigger, this real estate flyer handles homesellers’ most common objections even before they voice them, and is an effective tool for getting your clients over the hump. By addressing the questions sellers should be asking their agents, you’re signaling that you’re ready for the tough conversations.

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26. Fall Home Maintenance Real Estate Flyer Template

Created By: Coffee & Contracts
Size: 8 ½” x 11”
Cost: Requires a Coffee & Contracts membership, starting at $40 / month (annual plan)
Details: The change of season is a great time to do face-to-face prospecting. Many of the agents who report success with strategies like door-knocking say that the end of summer and start of fall comes with a ton of conversation opportunities you can use to engage your real estate farm area or anyone who happens to be a homeowner. This Fall Home Maintenance Checklist Flyer is a great leave-behind for anyone you’re talking to about their home.

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27. The Close Exclusive Neighborhood Expert Real Estate Flyer Template

Created By: The Close
Size: 8 ½” x 11”
Cost: Free to design and download
Details: The key to a successful real estate farming strategy is establishing yourself as the go-to expert for all things real estate in your chosen area of focus. This real estate flyer template is all about highlighting a specific community, what you know about it, and why you’re the perfect person to help when it comes time to buy or sell. Make sure to have this flyer with you whenever you’re door-knocking!

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Your Turn

We want to hear from you: how do you use real estate flyers? Where do you get the most out of this marketing resource? Tell us in the comments—let’s keep the conversation going.

The post 27 Real Estate Flyer Templates You Can Use to Boost Your GCI appeared first on The Close.

Property Marketing – The Close

7 Real Estate Marketing Materials That Will Help You Build a Better Personal Brand

1. Professional Pictures: One Headshot, One Lifestyle

Pro Tip

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2. Professional Social Media Templates (Including Stories & Reels Templates)

29 Best Real Estate Social Media Templates for Facebook & Instagram

3. A Website That Shows Off Your Personal Brand

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4. Strategically Designed Business Cards

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5. A Facebook Business Page

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6. Postcards (That Look Like Instagram)

7. An Email Newsletter

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Over to You

The Best Single Property Websites for 2022 (Apps & Design Tips)

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Rela

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Listings Unlimited

Cribflyer

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Unbounce

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Single Property Website Tips & Tricks for 2022

1. Include Content That Isn’t Available Anywhere Else

2. Include Maps & Other Useful Data That Keep People From Clicking to Another Site

3. Use Large Photos & Videos, but Make Sure They’re Optimized to Load Quickly

4. Make Sure Your Site Is Mobile-friendly

5. Get Permission From the Homeowners to Post Their Address & Photos Online

6. Try to Answer Every Question a Buyer Might Have, Including Maps & MLS Data

7. Update the Page Once the Listing Is Sold

7 Web Design Tricks for Realtors to Get More Leads

The Case for Single Property Websites: 4 Ways They Can Still Have an ROI in 2022

1. Boomer Homeowners Are Still Impressed by Single Property Sites

2. There’s No Competition for Clicks on a Single Property Website

3. Single Property Website Builders Offer Professional-looking Websites for a Very Attractive Price

4. Single Property Websites Still Look Great in Your Listing Presentation

Why Single Property Websites Might Be a Waste of Time in 2022

1. Single Property Websites Only Really Make Sense for Historic or Expensive Listings

2. You’re Not Offering Anything of Real Value for Buyers

3. The Same Traffic Might Convert Better on Your Website

Over to You

13 Open House Flyer Templates That Get Leads (Free & Paid Examples)

1. Bold Open House Flyer Template (Free)

2. Co-listed Open House Flyer (Paid)

27 Open House Ideas That Will Actually Get You Leads

3. Friendly Invitation Open House Flyer Template (Free)

4. Agent Introduction Flyer Templates (Paid)

5. Orange Photo Collage Modern Open House Flyer Template (Free)

6. Art Deco Real Estate Open House Flyer Template (Paid)

Canva for Real Estate Agents: The Ultimate Guide for 2022

7. You’re Invited Template (Free)

The 9 Best Open House Follow-up Email Templates of 2022

8. Approachable Luxury Listing Template (Paid)

How to Become a Luxury Real Estate Agent—10 Easy Ways to Break Into the Luxury Market

9. Blue Collage Simple Open House Flyer Template (Free)

10. Modernist Template (Paid)

11. High-end Condo Flyer Template (Paid)

12. Ultra-modern Template (Paid)

13. Abstract Open House Flyer Template (Paid)

Over to You

Top 5 Real Estate Postcards Providers + Postcards That Actually Work

Top Five Real Estate Postcards Providers of 2022

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1. Just Listed Real Estate Postcards

How Circle Prospecting Got One Tampa Realtor 200 Leads in ONE DAY

2. Just Sold Real Estate Postcards

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Free Guide: How to Design Real Estate Postcards That Will Actually Get You Leads

3. Open House Postcards

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4. Expired Listing Real Estate Postcards

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5. FSBO Real Estate Postcards

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