Real estate agents often focus on face-to-face sales because it is a relationship business, but when prospecting, it is necessary to depend on ad copy. Unfortunately, charisma does not always translate to sales copy, which is why you need a strategy for enticing the prospect. When focusing on an advertising budget, especially the use of a real estate neighborhood flyer or postcard design, the headline matters. Nearly every real estate branding agency will tell you the headline motivates the reader. When creating your headlines, consider the following five tips. Below, in this article, you can find the details about how to write the Perfect Real Estate Headlines for Flyers.
1. Make It unique
The primary concern in real estate brochure design or flyer design is creating a unique piece of content. People are too familiar with standard advertisements, meaning that if your design does not offer something unique, then the consumer may discard it like other junk mail. Your headline should be creative and drive home the purpose of the content. You want to speak to a need or address a concern.
2. Focus on Your Target Demographic
Beyond offering unique messaging, you want to specify your target demographic. Before designing a flyer or postcard, consider who you want your buyer to be. Are you selling to first time home buyers or people interested in renovations? Each buyer profile will have a specific language that caters to them. You will not approach a first-time buyer the same way you approach a seasoned buyer with a seven-figure budget.
3. Use a Carrot, Not a Stick
Too many agents focus on aggressive language. You need not bury your messaging in phrases like, “buy now,” or, “property won’t last long.” While buyers may have a shorter attention span than they used to, they will read through your content if it speaks to them. Most people dislike feeling pressured into a buying situation. Instead, focus on highlighting your property and why it would be a good fit for your target buyer.
4. Do Not Use Full Stops
Another common mistake of real estate agents is using headlines with full stops. Using punctuation in a headline signals the end of a thought or idea, and that is not what you want your headline to do. You want to entice readers to continue reading the marketing material. Show them that there is something worthwhile waiting within the content, something just for them.
5. Use Title Case
Do not use all caps in your headline. You can use capitalization as a tool, but do not overdo it. When you use capital letters, people think they are being sold, which is not how you want your prospect to feel. The all caps technique is overused and outdated, and people often ignore it altogether. Instead, focus on using headlines with title case, or the first letter of every word capitalized. When performing a Google search, you will notice that nearly every headline is in title case, and for a good reason, it works.
While following these headline writing tips will help, a headline is only a portion of the ad copy needed to succeed in real estate. If you want more help to create effective messaging, consider working with a real estate marketing or branding agency.