Over the past seven years, I’ve been entrusted with producing over 3,000 Floor Plans for Real Estate agents and their clients.
With every single property, I’ve asked myself a simple question; how can I make Floor Plans better. Don’t get me wrong – I’m the first to admit that Floor Plans are just a small part of property marketing. But that certainly doesn’t make the conversation any less important to have.I’ve learned three principles that will help you communicate what really matters about the homes you’re selling in a way that isn’t salesy.
1. First Impressions
People make decisions emotionally, and justify logically. If what you’re presenting doesn’t look great then you’re creating a strong subconscious resistance with buyers about what you’re offering. It’s like wearing your pyjamas to a first date and expecting a goodnight kiss.
The Real Estate industry has already accepted and embraced this type of thinking when it comes to photos, videos, signboards and social media. For some reason, however, the high visual standard rarely filters across to Floor Plans.
Speaking of trust, things are going downhill pretty quickly with your buyer if the Floor Plan isn’t accurate. We live in an era of impressive software and technology, so there really is no excuse for not getting it right.
Despite this, the competitive nature of Real Estate marketing means most suppliers resort to cheaper offshore Floor Plan editing that allow for fast turnarounds at a third of the cost. I constantly see plans floating around with alarm bells all over it. It is not uncommon to find over forty inconsistencies in one single Floor Plan. This is why Pure Design Concepts creates 100% of its Floor Plans in-house – with no offshore outsourcing.
Dieter Rams wisely stated that “good design must emphasise the usefulness of a product whilst disregarding anything that could detract from it”.
Anybody can add things to a page but it takes truly good design to make those additions useful. Over the years, my team and I have developed a comprehensive set of guidelines around how we present every single Floor Plan to master the art of communicating information in a simple way.
I think the biggest misconception about Floor Plans is that as long as you’ve got one, then you’ve ticked that buyer box. I don’t subscribe to this thinking. Instead, I view Floor Plans as an opportunity to build trust and communicate significant value to buyers in an authentic way. You know they’re already looking for one, so it’s up to you what you deliver.
Written by Aaron Burstow.