“Flyers are Bad. It’s Proven.” – Me. 2016
That was a mantra I shared with sellers for six years, a self-fulfilling prophesy based on several data points:
- I am environmentally-conscious. Part of that means designing around minimal waste. The production of a flyer was largely waste.
- The second component was expense. It was a cost I was not willing to spend.
- The third component was quality. I could not produce a dynamite product that was a.) kind to the intelligence of the consumer b.) visually stunning c.) effective in it’s call to action d.) with any brand-standard or e.) consistency.
- A fourth component was my own, easily-distracted personal capacity. Given a creative endeavor, I obsess over the unimportant minutiae. I love systems because they liberate my capacities and minimize my deficiencies. Building systems for me by me is difficult because of my obsession over the unimportant minutiae. A bit of a vicious cycle! In my independent, solo-agent marketing efforts, flyers were not just a waste of resources, they were a waste of time.
Back in 2016, I wrote this:
Buyers make connections with a home in a quick and sometimes random way.
So why do flyers overwhelm the consumer with a laundry list of features? (2018 edit: because left to my own devices, that’s what I created!)
… other reasons for buying are quite specific. Maybe it’s a need for quiet, a place to nest or an entertaining space. Perhaps it’s a place to raise twins or the need for a dual-purpose home and office.
Bottom line, buyers want something special. Something with a hook…
Simply put, we amplify your home’s best qualities and make it easier for a buyer to buy.
An empty flyer box, or scraps of paper blowing down the street, creates a negative first impression. What gets the buyer’s attention—in a positive way—is a visual statement about what’s inside the home, what can not readily be seen from the curb.
Now that I have joined Sotheby’s International Realty, flyers actually accomplish just that.Flyer 16440 Old Denver Road
I can write. I can get to the soul of a product. But stylistically, the challenge for me was creating an interface for the connecting vocabulary to be delivered in an elegant setting. Solution: join a company that gives me multiple visual layouts, ample space for words (but not too ample) and then organizes my five to six most memorable images. Bonus: create character-restricted calls to action and slogans that are appealing to the most devoted NPR listener. Noise: Reduced.Brochure 16440 Old Denver Road
In 2016, I also wrote:
We are dedicated to doing things effectively, not just for the sake of being different.
That remains true today. Thanks to my affiliation with Sotheby’s International Realty, I can consistently implement a visually-stunning representation of a residence that invites buyer participation. At the yard arm sign, that’s the Flyer. Heavy on visual imagery, consumable in 30 seconds or less. Inside the residence (or inside the mail box of a cooperating broker) is the Brochure. Heavy stock paper, two to four pages in length, symbolic of the lasting quality the consumer has just enjoyed; or a document that presents the elegant statement of “this is worthy of your attention” to a skeptical, but hungry broker audience.
Several years ago, I declared flyers dead. Today, the consumer has so much noise to punch through, they deserve an elegantly reimagined experience.