In an age where digital marketing is everywhere, it is understandable that most leasing professionals opt for online advertising instead of a traditional printed piece. What you gain with print versus online marketing is the personal connection required when handing your printed item to a potential resident. As a marketing professional, I always emphasize the importance of having a printed brochure readily available. A good quality brochure emphasizes brand awareness as well as brand quality. Premium paper and slick design along with unique finishes tap into the consumer’s sense of touch, creating a lasting impression that can go a long way into swaying a prospect into becoming a resident.
Cost effective and quick to produce, brochures can easily be printed within any marketing budget. Keep in mind when ordering brochures or any other printed item that it is best to order larger quantities to get the most bang for your buck. Available in a variety of sizes and fold types, it is relatively easy to create a powerful marketing piece just by deciding how you would like your brochure to function. What to include within your brochure is just as important as the paper stock it is being printed on. Below is my list of key things to include within your multi-family brochure:
- A brief paragraph about the community as well as some description detailing out the lifestyle of a resident living there will show prospective residents what sets your community apart from other surrounding apartments.
- Community and apartment features are always key elements to include within your brochure. Prospects want to be enticed by what finishes their kitchen could have or how they can entertain their guests by a firepit or pool.
- Call out any “key selling points,” such as being pet-friendly or ease of rent payments via an online resident portal.
- Including floor plans is ideal so that prospects can see the function of the floor plan and determine if the space fits their needs.
- Area information such as local schools, restaurants, and nightlife help not just sell your community but the surrounding area as well.
- Lastly, imagery is a huge thing to consider when setting up your brochure. Providing visuals that show off your units and amenities is priceless when trying to get prospects to visualize themselves as residents.
Like all print materials, your brochure is a tool that should work hand in hand with your website and other digital marketing pieces. Ensure that your brochure has a cohesive look, matches your branding, and references all your contact information and property URLs. A brochure is a powerful piece, so use it to its max potential.