Brochure · 5 minutes
What a property brochure has to deliver today
Photos, floor plan, 360° tour, energy certificate, text: how to spot a brochure that keeps buyers reading, and what buyers check first.
A brochure has one job: the right buyers should call after reading it, and the wrong ones should not. Both save time. A good brochure filters, a bad one creates viewing tourism.
The order in which buyers read
Buyers see the cover photo first, then the price, then the area and number of rooms, then the floor plan. Only then do they read text. Knowing this, invest in photos and floor plan first and write the text afterwards, not the other way round.
Photos
Daylight, tidy, straight lines, no extreme wide angles. A room that looks twice as big in the photo as in reality creates disappointment at the viewing, and disappointment leads to lower offers. Empty rooms are hard to read; virtual home staging shows how a room can be used, but must be marked as such.
Floor plan
The floor plan is the image buyers look at longest. It belongs in the brochure, with dimensions and orientation. A floor plan without dimensions is half a floor plan.
Energy certificate
Mandatory, from day one. Energy class, final energy consumption or demand, energy source and year of construction have to appear in the listing. Leaving them out risks a legal warning and costs trust. Buyers now check the heating first.
Text
Short, concrete, in the order the buyer needs: what it is, where it is, what is special, what was done when, what it costs per month. No adjectives that prove nothing. "Flooded with light" says nothing; "windows to the south and west, 3.40 m ceilings" says everything.
How to recognise a good brochure
It answers the questions you would ask at a viewing before you have to drive there. Service charge, reserve, heating, year built, refurbishments, availability. If the only question left after reading is whether you would feel at home, the brochure has done its job.
In person, free and without obligation. Till Bergjans or Moritz Heidemann get back to you within two hours and come to see you, daily from 9 am to 10 pm.