The feature sheet contains information about the home, lays out special amenities of the home and neighborhood, and provides the listing agent’s contact information. It’s a capsule of the home and area’s best qualities in an easy-to-read format that buyers can compare with sheets from other properties as they make one of life’s biggest decisions. This important tool can be distributed at open houses, mailed to prospective buyers, placed by the yard sign for drive-by buyers and real estate professionals, e-mailed, and displayed on the Web. How do you produce a feature sheet that will result in a sale?
Our take on it involved creating a memorable layout, planning for readability, and careful consideration of functionality and reusability. An abstract plan was used in terms of page positioning, spacing, layout, and other elements like text size and tone. The standard, small photo is replaced by a separate page with large photo arrangement (not pictured here) for printed formats.
The Resulting Template for RE Listings
- Quick and easy to use
- Printable in color and Black and White
- Standard Sizes (including 8.5X11 or A4)
- Email Feature Sheets to clients
Factors to Note When Creating a Listing Feature Sheet
- Improve your promotional writing. Avoid using exclamations to describe the property. “New! Charming! Won’t last!” are such overused phrases that they’ve lost their meaning, and they’re especially ineffective when captioning the photo of a poorly maintained home. Instead, hit the buyer with desirable features at the first glance. Convey the price, size, condition, and convenience of the home—while leaving room for potential buyers to make their own judgments.
- Write for the buyer, not the real estate practitioner. MLS information is for real estate professionals, not consumers. When creating your feature sheet, don’t copy data from the MLS listing and paste it on your feature sheet. Industry jargon and abbreviations might convey vital statistics concisely to other real estate experts, but buyers can’t be expected to understand it. Buyers are using the sheets to compare homes and features, and insider codes don’t accomplish that goal.
- Take the buyer online for more information. Expand your service by including your Web site address and a special note that says something like: “For more detailed photos of interior views and neighborhood features, see this home at www.yourwebaddress.com/thishouse.” On your feature sheet, you also can include Web sites of local interest, such as the local chamber of commerce, employers, public transportation, sports teams, the school system, day care, and senior care.
- Consider enlisting a professional. If you don’t have the time or expertise to create a high-quality feature sheet, and there’s no one on your broker’s staff to help out, consider hiring a virtual assistant who can create the feature sheet and e-mail it to you for download, printing, and distribution.
Source: Realty Times.