Berkshire Hathaway HomeServices California Realty Style Guides
In my in-house role at Berkshire Hathaway HomeServices California Realty, we created several seasonal style guides, with a variety of templates the agents could choose from to promote their listings and their business.
These are a few of the property postcards I created for my third style guide. After the first, putting the templates into use for the agents, I quickly began to see what worked and what didn't, and spent the rest of the guides working to make designs that would fit their needs while still looking great.
Comparisons between designs for my first style guides and later versions. Through working and talking with agents, I quickly learned that they often will not have the amount of photos on the first flyer, and that typically they would want their information bigger. Something we discussed a lot with the agents was keeping them in the process-- not revealing everything there is to know about their property on their marketing materials, so that potential clients have a reason to call and speak with them. Using fewer, higher quality, and larger photos helps create more interest. This is also shown in the postcard designs-- in later versions I used less images, larger, and focused more on the agent, especially on the Just Sold postcards, where we're no longer marketing the property, but rather the services the agent can provide.
We also created prospecting templates for the agents to use to promote themselves when they don't have any properties to promote. I developed the concepts for each of these cards based on research into the market, other real estate marketing, and concepts that the agents brought to us for custom pieces.