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Founder Christian Dürr
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Isar Estate

Founder: Dipl.-Kfm. Christian Dürr

Do you have a request? We are happy to be there for you and look forward to hearing from you.

+49 (0) 89 901 697 46

info@isarestate.de

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    Creating a real estate exposé: 6 valuable tips for a professional exposé

    First impressions usually don't get a second chance. This is also true when selling real estate. Within seconds, prospective buyers decide whether they like the house or flat or not. An informative property exposé is one of the most important sources of information through which potential buyers first come into contact with the property. This "business card" must therefore be convincing right from the start.

    But what makes a good property exposé? As your competent real estate agent with many years of experience, we know what is important when creating a professional exposé. It should contain the essential information about your flat or house as well as appealing texts and professional pictures.

    In the following blog post, we will give you valuable tips on how to make your exposé interesting and thereby lay the foundation for a successful sale.

    Create an exposé: Meaningful titles for more attention

    Concise sentences stick in the memory. Since the title of the property exposé is the first thing your prospective buyers read, the motto "less is more" applies. Keep the title short and to the point. You should also include the highlights of your property in the sentence. Always make sure to write for your target group and address their needs. While families with children tend to focus on a spacious outdoor area, for a single businessman, for example, the central location of the flat is more important.

    A good formulation of a possible exposé title for the target group of families would be: "Space miracle for the whole family: Spacious 5-room flat with a beautiful garden". On the other hand, the sentence "This 5-room flat with plenty of space for every member of the family and a garden area is best suited for a large family" is unfavourable. It is too long and not convincing enough.

    Tip

    Rent, purchase price, size, number of rooms or occupancy date are already displayed in the search list. Therefore, you do not have to list them in the title of your property exposé and can use the space in a more targeted way!

    List the most important features of the property

    Although the exposé of your flat or house serves as a sales presentation, it also conveys many facts. In addition to vivid language, there are other points that should not be missing from any real estate exposé and should always be communicated transparently:

    • Type of property
    • Purchase price
    • Housing benefit
    • Number of rooms
    • Living space in m²
    • Additional usable areas such as cellar, attic, balcony, parking space, roof terrace or common rooms
    • Date of occupation of the flat or house
    • Status of the property: vacant, still owner-occupied, rented out
    • Condition of the property: new, modernised, well-kept, in need of renovation, in need of refurbishment
    • Facilities - from simple to luxurious
    • Location of the property
    • Infrastructure: Transport links, green spaces, shopping facilities, medical care, leisure facilities,
    • Information on the energy certificate
    • the broker's commission, if applicable

    You should always emphasise the special advantages of your house or flat in the property exposé - for example, special furnishings or an exceptionally quiet and sunny location.

    Good to know: Since 01.05.2014, the Energy Saving Ordinance (EnEV) requires you to include information on the energy certificate such as energy consumption, year of construction, heating energy source, type of energy certificate and energy efficiency class in your property exposé. We at Isar Estate will be happy to support you in obtaining the energy certificate.

    Communicate property defects transparently

    The aim of an exposé is to present the advantages of the flat or house and to arouse the curiosity of potential buyers. To avoid unpleasant surprises, it is equally important to communicate the existing defects of the property. Honesty always wins here, because your prospective buyers could be disappointed by false expectations if you visit the property and only discover the defects at this point. Serious defects such as a damp cellar, mould or a leaking roof should never be concealed, also for liability reasons. When preparing your exposé, however, always weigh up which drawbacks can actually be classified as defects.

    Linguistic design of your exposé

    Hand on heart: "A cosy flat in a quiet location" sounds nicer than "An flat on the outskirts of town", doesn't it? The text plays a central role in the creation of your property exposé. Use exciting and figurative language to activate your prospects' mental cinema. You should also make sure to keep texts concise and to bring essential information to the point. Convoluted sentences hinder the flow of reading and at best cause potential buyers to lose interest after the first paragraph. Adjectives stick in the reader's memory and give your property a face. Proper words that evoke positive emotions are, for example:

    • spacious
    • generous
    • quiet
    • close to nature
    • sunny
    • family-friendly
    • suitable for seniors
    • bright
    • luxurious
    • flooded with light

    High-quality photos for your real estate exposé

    Bilder sagen bekanntlich mehr als tausend Worte. Aus diesem Grund enthält jedes professionelle Immobilien-Exposé Fotos, die den aussagekräftigen Beschreibungstext zusätzlich visualisieren. Die Anzahl der verwendeten Bilder ist dabei weniger entscheidend als deren Qualität.
    Greifen Sie beim Erstellen Ihres Exposés ausschließlich auf professionelle Aufnahmen zurück. Die Fotos müssen scharf sein und Ihre Immobilie ins perfekte Licht rücken. Dazu nutzen Sie am besten das natürliche Tageslicht, welches Ihr Objekt hell und freundlich wirken lässt. Zudem ist es entscheidend, den passenden Weitwinkel einzustellen, sodass jeder Raum großzügig und gleichzeitig realistisch dargestellt wird. Im Optimalfall zeigen die Bilder sämtliche Räume und die Außenansicht.

    Here are some examples of which photos you should include in your exposé:

    • the beautiful house facade
    • the large living room with parquet floor
    • the bright kitchen
    • the modern bathroom
    • the majestic balcony window with a view of the greenery

    Attention: If possible, remove personal items that could interfere with the picture. The indoor and outdoor areas must be tidy for the photo shoot.

    Structure and design of an exposé

    The exposé for your house or flat should be informative and appealing at the same time. In terms of design, it is best to go for a simple design that puts your property in the foreground. This includes, for example, a serious colour palette and font. Of course, your property exposé should stand out from the competition despite its discreet design. Therefore, place a short, meaningful title right at the beginning that draws prospective buyers' attention to your offer. The headline is then followed by the qualitative photos of your property.

    Potential buyers like to get a quick overview of the key data on their desired property. The body text that you create for your exposé lists further information about the property. Remember to use pictorial, exciting language and divide the text into individual sections with subheadings to ensure the flow of reading.

    Conclusion: Create a professional exposé for your property

    In a high-quality real estate exposé, visual and verbal language are always in harmonious interaction. Every detail counts and is decisive for whether the most promising target group for your property is interested in your house or flat. Consequently, the creation of such an exposé takes a lot of time and should be thoroughly thought through and planned.

    A professional real estate agent knows all the requirements and pitfalls involved in selling real estate. We at Isar Estate offer you a first-class all-round service including the preparation of a professional exposé. Feel free to contact us and let us advise you personally. We look forward to being your competent partner!

    Founder Christian Dürr

    Do you have any questions on the subject of selling real estate and creating a professional exposé?

    We will be happy to advise you during a free initial consultation.

     

    +49 (0) 89 901 697 46

    info@isarestate.de

    Disclaimer

    Despite careful research and checking of the sources, the author assumes no liability for the accuracy and completeness of the information presented. In case of unclear legal and tax questions, it is advisable to consult a lawyer and/or tax advisor for clarification.

    Author: Dipl.-Kfm. Christian Dürr

    Photo credit: stock photo, 1050851228, AndreyPopov