What goes in a property brochure, and what to leave out

A buyer decides within seconds whether a brochure is worth the rest of their time. The ones that win are not the longest. They are the ones that answer the first questions quickly: what is it, what does it cost, what does it look like, and how do I see it.

This is a structure that works for a single property.

The cover

One strong photograph, the address, the price and the headline facts: bedrooms, bathrooms and floor area. Your name and phone number belong here too. A buyer should be able to act from the cover alone.

The home

A short description that says what a photograph does not: the light, the layout, the quiet. Then the facts in a plain list: lot size, year built, parking, heating and cooling, yearly taxes. Buyers compare these between listings, so give them in the same form every time.

The inside

A page of photographs, one per room that matters: living room, kitchen, main bedroom, a bathroom. Add the floor plan. Caption nothing that is obvious.

The neighborhood

Schools, parks, places to eat and shop, and how people get around. Be specific and honest. "Ten minutes' walk to the train" helps more than "close to everything".

How to see it

Open house times, and a way to reach you. End on this page, because it is where a reader who is interested looks next.

What to leave out

• Anything you cannot stand behind. Measurements, school quality and future plans should be accurate or left off.
• Long paragraphs. Photographs and facts do the work.
• Too many photographs of the same room. Choose the best.
• Personal information about the sellers.

Check what your local rules require you to disclose or to word a certain way. The template is an outline, not a legal form.

Why a flipbook helps

• The price can change without a new send. Update the flipbook and everyone with the link sees the new one.
• The sign can point to it. Print the QR code on the yard sign and the flyer.
• You can put it on your website. Copy the embed code to show it on a listing page.
• You know it is being opened. The Analytics page shows how often each listing is viewed, as counts only.

The property listing template in the Studio follows this structure, with boxes where your photographs and floor plan go.