7 signs your property particulars are stuck in the past

Emotion is a big part of a home buying decision for the majority of people. Certainly in my own experience, choosing a house has always involved an element of head versus heart debate.

With the very vast majority (let's say 80-90%) of house hunters using portals and estate agents' websites to search for a new home, the brochure is the first big opportunity that they have to fall in love with or discard a property.

So why do so few estate agents make the most of their property particulars as a sales tool?

It's something we mentioned before when looking at setting goals for your estate agency, but people do not decide to buy a property based on a telephone point in the bedroom and an extractor fan in the bathroom.

They look at the photos, floor plans, map, local area information and price.

A picture of the property (accurate or otherwise) is built in their minds within seconds - and, as we all know, first impressions count!

So here are my 7 signs that your property particulars aren't hitting the mark:

1. Your photos aren't big enough, or you only include the main image. The main photo should fill the width of the page and be backed up by smaller shots that highlight the key selling points.


2. The photos aren't good enough. Use a good camera with the right lens. Tidy and de-clutter and get the lighting right. Don't include pictures of any rooms or outside space that are hard to show in a positive light. Most people will accept that a property isn't perfect. Use the brochure to honestly sell the best bits.


3. You don't include a floor plan. Floor plans are now an essential!


4. Your descriptions are completely factual and go into unnecessary detail. Ignore the minutiae and focus on what makes the property a great purchase. Know who you expect to sell to and market the brochure to that audience.


5. You don't include a map, or any information about the local area. Include a short paragraph to sell the facilities on offer and distances to other nearby towns. Educate people who may not know the area as well as you do.


6. There's no keynote. Every property has a USP. Find it and highlight it!


7. It's not obvious how to contact the office to book a viewing. Make sure that contact details are obvious and add a call to action to the end of the brochure. Start building a relationship by including the negotiator's name if possible - and perhaps even a photo.

The property brochure is one of the big selling opportunities - don't waste it!

How do your brochures measure up? What are your top tips for producing property particulars that sell?