The property market in the UK has endured a pronounced slump in the wake of Covid-19, with the commercial end of the sector offering a relevant case in point.
More specifically, it was estimated that UK commercial investment volumes peaked at £2.75 billion in Q2, with this representing the lowest recorded quarter since Q1 2009. However, there are signs that the market could be poised to rebound towards the end of Q3, meaning that new developments and projects will gather momentum towards the end of 2020.
In this post, we’ll look at how you can create the perfect property brochure to sell your development and thrive in an increasingly competitive space.
Photography
According to a number of studies, we only have an estimated seven seconds to make a positive first impression on others, and this rule definitely applies when attempting to engage buyers through a property brochure.
In fact, independent research has shown that landlords, tenants and visitors consider eye-catching and high-quality imagery to be the single most important aspect of effective property marketing.
In addition to capturing images in good light and high quality, we’d also recommend that you consider using a photo enhancement and editing service to optimise photos and remove any unsightly objects that may be in the shot.
Images should also lead your brochure design, dominating the space and providing buyers with a clear visual insight into the properties available.
Quality of Print and Copy
Your images should also be augmented by high-quality copy, which would ideally be concise and informative without being overly clinical or lacking in personality.
This is particularly true when selling high-end commercial and residential developments, as in both instances you’ll need to use aspirational copy that actively sells as a desired lifestyle that’s associated with certain types of property.
We’d also recommend writing copy in an active tense, as this can create a sense of urgency in the minds of potential buyers and encourage far deeper levels of engagement.
Make no mistake; clearly-defined images and engaging copy should take centre stage in any property brochure or booklets, which must also be compiled and printed in the highest possible quality.
Floor Plan and Map
While it may be easy to overlook, floor plans are an integral component of any brochure that’s being designed to market and sell property developments.
The same rule applies to property listings, of course, as an easy to understand and well-designed floor plan makes it far easier for interested buyers to visualise themselves living in a particular property.
This is particularly true when you combine the floor plan with high-quality imagery, as buyers use brochures as a resource to gain a genuine feel for the property and precisely what it has to offer from a practical perspective.
On a similar note, it’s important to include a clear and concise map of the property and its surrounding location. It’s key that buyers understand precisely where a development sits and its nearby transport links, in order to make an informed decision going forward.