Of all the printed materials used by the typical real estate agent, none is effective as a well-developed personal brochure.

Since everyone in business (any business) has a business card, most people have become somewhat desensitized to them; and this reduces their effectiveness as a marketing tool.

This is not to say that you shouldn’t have a business card, just that if you want to stand out among the competition, you need a personal brochure, too. Look at it this way, if prospects visit a half-dozen open houses in a day, or open an equal number of mailing pieces, at the end of the day will any one business card stand out?

As most people in sales know, standing out from the competition is half the battle, and a personal brochure is a great start to this end.

However, just having a personal brochure will not guarantee that it will be effective in making a favorable impression in the prospect’s mind. There are a few essential rules you should follow when you developing such an important business tool.

The Basics:

Before you even begin working on the actual message conveyed in your brochure, you must create a layout that includes:

- A recent and professional photograph

- Your business slogan

- Your personal and company logos, if you have them

Only after you have decided how to place the above graphical images into the brochure’s design should you then work on the actual message you wish to convey.

Design Tips:

Once you have the basic layout designed, you can have these printed in high volume and in full-color as "templates." The advantage here is that you can later print your message on the "templates" in small quantities. This allows you to print just a few copies at a time, while retaining the impressive look of full-color; and at a reasonable cost.

The ability to print small quantities also allows you to modify your brochure often, or print multiple versions targeted to different prospects. Think of the added effectiveness of having a brochure that speaks entirely to the buyer’s needs; one that is customized for sellers; and another for builders. The options are endless!

Make sure that your templates include a place to insert a business card. Not everyone will keep your brochure, and that’s okay. If the prospect reads your brochure and was favorably impressed, then there’s no harm done if they discard it later - as long as they’ve removed your card from inside!

The Message:

The biggest mistake you can make when it comes to designing the actual message conveyed by your brochures is to only talk about yourself.

In order to be effective in impressing prospects and building good will, you must carefully think about what is important to them.

Realize that there are most likely three questions in the prospect’s mind as they evaluate working with you:

1) What’s in it for me?

2) Is this agent reliable and credible?

3) What is this agent’s motive?

Be sure that your personal brochure answers these three questions, and in order! The prospect won’t be interested in whether or not your reliable, until they’ve decided that working with you will be beneficial to them.

Likewise, your motivation isn’t particularly important to them, until they’ve determined that you’re both reliable and credible.

In essence, a highly effective personal brochure can be created, by simply writing what the prospect want’s to hear!

To begin, instead of simply listing all of your positive attributes, answer the question of what’s in it for them. How will they benefit from working with you?

Next, go ahead and list some of your qualifications, experience, committee appointments and the like. Be sure to keep this relatively short, as you only need to present just enough information to be deemed credible; and no prospect really want’s to read your entire resume.

Finally, answer the question about your motivation. A great way to do this is to dedicate a short section of the brochure to discussing your values or beliefs. Simply put, this is where you want to dispel any concern that you’re just a slick salesperson, interested only in making a quick buck.

Mentioning community involvement, business principles and family values will all help separate you from the negative images that many prospects have about salespeople in general. If the reader can come to picture you as a genuine human being, they will begin to lower their guard and be much more receptive to working with you.

As you write each of the three sections, be sure to make statements that are directly relevant from the reader’s point of view.

Example: Instead of writing:

- I’ve been in the real estate business for 15 years.

- Our company is one of the largest and oldest in the marketplace.

- I hold the Graduate, REALTOR’s Institute, GRI designation.

- I’ve lived in the Ann Arbor area all of my life.

Try this instead:

- With 15 years of experience, I know how to negotiate the best price for you in today’s market.

- Being with one of the largest firms in town, I can give you immediate access to the greatest number of new homes on the market.

- Earning the Graduate, REALTOR’s Institute, GRI designation has provided me with the advanced marketing knowledge required to sell homes faster, and for more money in today’s competitive marketplace.

- Having grown up in Ann Arbor and with two children currently enrolled in the local school system, I am personally committed to this unique community. My wife, Jodi, and I are active in numerous local community groups. In addition, I have served three terms as a director for the Ann Arbor Jaycees, am active in the Chamber of Commerce and regularly volunteer my time to Habitat for Humanity.

These statements convey the same basic information as before, but do so in a manner that’s much more relevant to the prospects wants and needs.

Finally, when you’re done creating your personal brochure, you must make a commitment to get rid of them! Countless agents have gone to great lengths, and expense, to develop wonderful marketing pieces, only to let them sit in the bottom drawer of their desks!

You must make a commitment to giving your brochure to every single person you meet! Even if you don’t think that young couple that just walked into your expensive listing is serious, or even financially capable, remember these four simple facts:

1) They will probably buy something, eventually.

2) Everyone has friends, coworkers and relatives who will eventually buy, too!

3) The average agent commission split on a sale in the U.S. is about $1,950.

4) The average brochure costs less than a dollar!

Properly developed, and well distributed, you will find few other investments that pay off as well as having your own personal brochure.

Published: October 4, 1999

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