You don’t have to be gimmicky to stand out from a crowd. Case in point, this elegant luxury real estate brochure from top-producing Wolfe-Bouc Group in Denver, Colorado.
It’s sharp, sophisticated and gets right to the point, allowing luxury real estate clients to connect with the brand’s story without complicating things.
In full disclosure, I helped with the copy writing on this brochure because as a luxury real estate writer, I help agents including the Wolfe-Bouc Group develop compelling, creative copy for branding brochures and property descriptions, look-books, websites, blog posts and more, all with a focus on storytelling.
Here’s how we do it plus five reasons this particular brochure rocks.
1. You immediately know what the Wolfe-Bouc Group stands for
They are “your guides to Denver real estate” — this little phrase may seem simple, but combined with the logo and city theme, it instantly answers the who, what, where and why of the brand.
Who? Wolfe-Bouc Group. What? Real estate. Where? Denver. Why? Guide.
2. It shares the group’s legacy right away
The Wolfe-Bouc Group’s history is a rich one, and potential clients get a quick snapshot of who its people are, where it came from and where it’s going.
Consistently recognized by the Denver Board of Realtors among the top 5 teams for outstanding production, and by The Wall Street Journal and Real Trends as one of the top 250 real estate teams nationwide, Wolfe-Bouc Group has a story to share. This is the perfect place to showcase awards and skills to establish credibility.
Its longstanding reputation is second to none, and it shows.
3. It presents a polished image, both relatable and approachable
Although it is well-known for closing multi-million-dollar real estate deals across the Front Range, the Wolfe-Bouc Group makes it clear that its members put in the time to educate and advise their clients.
It’s not just about the numbers — it’s about building and maintaining lasting relationships. Their polished and professional image is both relatable and approachable, and it will attract a wide range of clientele.
4. It clearly states what sets the team apart
In just a few short paragraphs, clients get a clear picture of how the Wolfe-Bouc Group operates, what skills its members bring to the table and why clients should hire its agents over the competition.
Their passion for helping people buy and sell homes is loud and clear.
5. It highlights the brokerage, which is a leading luxury real estate brand
The Wolfe-Bouc Group is smart to lead with personal achievements, but it doesn’t forget to leverage the reach and resources of its brokerage, LIV Sotheby’s International Realty, which was recently named the No. 1 Sotheby’s International Realty affiliate in the world for 2018.
Neighborhood knowledge is one of the top reasons buyers and sellers hire real estate agents. The Wolfe-Bouc Group emphasizes this with a snapshot of the neighborhoods in which it specializes, as well as a description on how it connect buyers and sellers to properties in these communities every day.
Don’t forget client testimonials
Branding brochures can be a challenge, especially for teams, but clearly the Wolfe-Bouc Group nailed it!
Every agent and real estate brokerage is unique — the trick is to zero in on your personal story and present it in a way that resonates with your target audience while putting the spotlight on the things that matter most: relationships, service and results.
The National Association of Realtors (NAR) agrees, saying “Marketing is as much about telling your own story as a real estate pro, as it is about selling a property. Consumers want to know who you are and whether you’re the right person to guide them through what is likely the biggest purchase of their lives.”
Tell your story
The Wolfe-Bouc Group isn’t the only group maximizing the power of storytelling. Here are a few brochure tips and tricks to inspire you.
In “Marketing materials made easy: Compass releases new agent tool” an Inman writer revealed how Compass helps agents create brochures in as little as 10 minutes. The look is clean and streamlined and lets the agent’s message shine.
By now you realize a great brochure is more than design. It’s about great storytelling, and recent studies have found that not only does storytelling fast-track trust, but it also releases two types of chemicals in the brain: oxytocin — known as the “trust” hormone, which causes increased empathy and emotion; and cortisol, which stimulates increased focus and attention.
This is just one of several key takeaways that JPWillman Realty learned while at Inman Connect 2017, shared on its blog and uses in its marketing today.
Designing a great brochure
Top luxury brokerages like LIV Sotheby’s International Realty often provide in-house brochure and branding resources to present a cohesive brand and help their agents tell a story. But for those who are looking to start their own firm or customize their own branding, there are tons of great resources for designing a visually stunning brochure.
Here are couple of favorites: Flipsnack, a San Francisco-based design firm that offers great examples and tips for real estate brochures. Its templates are cutting-edge, and the entire process is simplified.
Denver-based Speakeasy Studios is another great choice. It is creative, competitively priced and will inject fresh design into your brochures.
If you’re going to replicate a stellar brochure, make sure you do the following:
- Spell out what your brand stands for.
- Tell your story by showcasing a personal philosophy or value proposition.
- Present a polished image.
- State what sets you apart (i.e. awards and skills).
- Highlight your brokerage and the services that make you a cut above the rest.
Every home and agent has a story to tell. What’s yours?
Amy Puchaty is the owner and principal writer at Amy Puchaty Communications in Boulder, Colorado. Follow her on Facebook or Twitter.
