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This staple of every property marketing campaign is getting a long overdue rethink. From custom designs to creative embellishments, ordinary brochures are not enough – particularly in the high-end market.

Creating a brochure for a new listing was once as simple as choosing a few nice photos, drawing up a floor plan, jotting down the crucial details and then throwing it all into a set template. 

But the humble property brochure is undergoing a dramatic reinvention; some of the new designs we’ve produced recently are blowing regular brochures out of the water. Over the last few months we’ve been besieged with requests from clients for brochures that push the boundaries, with exciting results. Agents are putting more effort and thought into brochures than ever before, especially for prestige listings. 

Our design team has been busy creating tactile marketing pieces that make use of beautiful paper and high end finishings, including foiling and embossing. A4 is no longer the default, with square and oversized brochures being distributed at some OFIs. These designs are filled with jaw-dropping images that showcase the finest elements of the home, and little hard detail about the property. That goes in the property information sheet.

For homes at the very top end, money is no object. We’ve produced a handful of totally unique designs for elite properties, the kind of designs that are so carefully customised they could never be reused for any other home.

Creating a product like this requires a serious investment of time and – yes – money. But the impact such a brochure makes can’t be underestimated. Vendors love them and the buyers who pick them up at OFIs are stunned. One Director confided that he won a new high-end listing based in part on the ultra-luxurious brochure he’d created for another home.  The new vendor was ecstatic at the idea of having something of similar quality created for their own property. 

When it comes to high-end listings, the quality of the brochure reflects the quality of the property. It’s all about creating an impression; standard brochures don’t do justice to a truly exceptional home. A premium brochure subtly demonstrates the value of the home and builds the perception of a unique and desirable lifestyle. They make a lasting impression and become a talking point for buyers, who can’t resist showing them off to friends and family.

Spending this kind of time and money on a brochure isn’t feasible for every single listing, but for the truly special ones it’s becoming non-negotiable. A spectacular property demands a spectacular marketing campaign. The brochure is a crucial element.