The role of the brochures in real estate marketing
In the real estate industry, printed advertising materials play a crucial role in promotion and communication with potential clients. The role might be crucial, but what makes it so and what does it involve
Even though the Internet is now the main source of information for potential clients in the real estate market, brochures and advertising booklets, which reach their audience in various ways, remain an indispensable type of promotional materials. Depending on their purpose, they are designed in various forms and distributed through many channels, which in turn changes their role.
Information comes first
Printed informational booklets function as a compilation of information on the investment project. Whether they take the form of extensive brochures or multi-page albums, they present the property and contain comprehensive information on the offer. Such booklets are usually created for business meetings, where they are given to the clients, or promotional events, where they allow those interested to learn more about the investment project. This type of promotional materials is characterised by high quality in terms of content, graphic design and print. Potential clients are provided with valuable informational and promotional materials, which largely answer the most important questions that they might want to ask.
Offer focus
Leaflets and booklets with limited content are created in order to engage potential clients and draw their attention to the particular investment. Such brochures are usually distributed in large numbers, as their purpose is to reach the largest possible audience and refer them to a source which will provide them with more information, such as a website. In this case, a major consideration is aesthetic and creative design – only materials that feature interesting design and high-quality print will manage to grab the attention of the clients. This is especially true if they are distributed during industry events, where the competition can be very high. Small leaflets and brochures that contain little content, but draw attention with their catchy titles and interesting layout, are a good way to reach a much wider group of potential clients than informational brochures targeted at a particular narrow audience.
2 in 1?
Is it possible to combine the informational and advertising function of booklets and brochures and design a perfect, all-purpose promotional material? It turns out that this is not necessary. When preparing printed booklets for promotional purposes, it is important to have a particular image of the target recipient and create a design that will prove successful for such a client. When preparing materials of this type, the key factors that should be considered are how they are going to be distributed and what they should convey. Taking the intended purpose into account when creating brochures allows to produce the most appropriate design. Such materials will successfully fulfil their purpose and reach the right audience, who – irrespective of whether they are provided with a highly informative booklet or a one-page brochure – will come back to learn more about the offer.
