Exposés for residential property: How to convey a sense of life

How can the exposé for your resi­den­tial prop­er­ty become more inter­est­ing and effec­tive? Today, prop­er­ty brochures are usual­ly creat­ed as websites. Never­the­less, they hard­ly utilise the possi­bil­i­ties of the medi­um. With this Valdivia expert tip, we would like to show you how you can better reach buyers or tenants with your exposés and get them excit­ed about your prop­er­ty. In part, this follows on from our last expert tip, which dealt with new market­ing approach­es for resi­den­tial property.

A new under­stand­ing of “loca­tion” — with sociogeography

Loca­tion is known to be one of the most impor­tant factors in prop­er­ty market­ing. Just like the struc­tur­al form, it is fixed. In contrast, you can flex­i­bly design parts of the exposé in order to market your prop­er­ty to sever­al types of buyers or tenants with little effort:

• The start­ing point is the socio-geog­ra­phy of your prop­er­ty. Differ­ent, equal­ly attrac­tive target groups exist side by side, espe­cial­ly in cities and urban centres. In addi­tion to demo­graph­ic data, the well-known Sinus-Milieus offer a good orien­ta­tion aid.
• With sever­al SEO-opti­mised land­ing pages, you can address the rele­vant target groups indi­vid­u­al­ly. The layout, language and image style can be easi­ly customised to indi­vid­ual needs, wish­es and inter­ests with the help of AI
• From the land­ing pages, inter­est­ed users are then led via a link to a core exposé or to order a print­ed version for more sophis­ti­cat­ed requirements.
• You can achieve addi­tion­al impact through target group-orien­tat­ed push commu­ni­ca­tion. Choose suit­able commu­ni­ca­tion chan­nels depend­ing on the user type — from social media and display adverts to trans­port adver­tis­ing or print mail­ings. In this way, you can direct addi­tion­al inter­est­ed parties to the land­ing page designed for them.

One object — three perspectives

For exam­ple, would you like to market a current new build in differ­ent milieus? The differ­ence lies in the features that the respec­tive land­ing page empha­sis­es: For bour­geois-conser­v­a­tive users, this could be the favourable ener­gy costs and the qual­i­ty of the furnish­ings . For the socio-ecolog­i­cal milieu, sustain­abil­i­ty and good public trans­port connec­tions are appeal­ing topics. In the expe­di­tive milieu, you score points with build­ing digi­tal­i­sa­tion and services.

Effec­tive content — more emotion

Other levers for the success of an exposé are content that opens up emotion­al access. This gives prospec­tive buyers a sense of what life in the “four walls” could feel like:

• Make it vivid
  In addi­tion to high-qual­i­ty photos or render­ings, use the fasci­na­tion of moving images: Offer a virtu­al tour in digi­tal media and via QR code — for exam­ple as a video, self-controlled with 360° views or, most effec­tive­ly, as a real 3D experience
• Capti­vat­ing storytelling
  Tell the story of the build­ing, its devel­op­ment in the case of new build­ings, and the loca­tion in a live­ly way. Also describe the neigh­bour­hood, the district and the loca­tion in gener­al in language that is as natur­al as possible.
• Strength­en credibility
  Let trades­peo­ple, archi­tects, resi­dents and other stake­hold­ers have their say — in quotes or, even better, via video. Involve the neigh­bour­hood here too. For exam­ple, the shop assis­tant from the bakery around the corner could talk about the atmos­phere in the neigh­bour­hood or tell a typi­cal anecdote.
• Let the data speak for itself
  A high-qual­i­ty design is a matter of course for exposés. Include tech­ni­cal elements such as floor plans or tables. These should be visu­al­ly appeal­ing and clear­ly labelled for laypeo­ple. Avoid using tech­ni­cal terms, for exam­ple, and don’t make floor plans with furni­ture look too crowded.

More courage — with new elements

Partic­u­lar­ly in the case of resi­den­tial prop­er­ty, the exposé is more than just a sales tool. It should not only inform, but also inspire. For the addressees, it is the first step towards making dreams of a home or an invest­ment come true. With indi­vid­u­al­ly designed land­ing pages, live­ly stories and emotion­al impres­sions, you invite people to discov­er more than just a prop­er­ty: a lifestyle! Let people feel what your prop­er­ty feels like — with an expe­ri­ence that starts as soon as they read and look at your exposé.

(Image sources: Freepik, istockphotos)