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For a seamless sale: How to create a successful real estate exposé

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Definition of the real estate exposé

An exposé for an apartment, house or plot of land is a detailed description of the property. Exposés are created for properties that are to be rented or sold. They contain the most important information regarding the location, furnishings and condition of the property as well as informative photos. Nowadays, they mainly appear as online exposés that go beyond the rather general descriptions found on portals and in newspapers. The exposé is made available as a download, and sometimes estate agents only release the document on request so that it is only seriously interested parties can view it. Exposés are often the first source of information for potential buyers. This makes the preparation of property exposés an important task for estate agents when it comes to presenting properties in an appealing way. It is not uncommon for prospective buyers to decide on the basis of the exposé whether they would like to arrange an appointment to view the property on site. Thus, the document represents the first step towards a successful sale.

What distinguishes a successful exposé?

When it comes to creating an excellent exposé, the most important thing is to include all info that in relevant to a potential buyer. Essential information includes the asking price, the type of property, year of construction, living space and, if applicable, plot area as well as number of rooms, condition, quality of fittings and the energy certificate. If a cellar, parking space or other additional facilities are available, these must also be mentioned. The occupancy date or the status (rented or vacant) are also relevant. Also crucial to success is the meaningful visual material that shows the exterior and interior of the property. To ensure high-quality photos, a few factors should be taken into account. These include taking the photos when there is adequate daylight, presenting the rooms in a neat, tidy state and emphasizing the visual impression with a few cleverly placed decorative items such as a bouquet of flowers on the living room table or a fruit basket in the kitchen. High-quality videos in 360° perspective are not necessary but may be helpful and meaningful.

The seller is usually liable for incorrect information in the exposé

Be it physical or digital: These are the mistakes to avoid

Just as there are plenty examples of successful real estate exposés, there are also some mistakes that should be avoided at all costs. It is important to note that the information should be as precise and correct as possible, for example when it comes to the living space. The floor plan and construction plans should also be included to give interested parties the opportunity to get an idea of the property's characteristics. Although the aim of the exposé of a property is to present it in a positive light, possible defects should not be concealed under any circumstances. The text should have a common thread, a good structure and be easy to read.

Creation and costs

For estate agents who take on the entire sale of a property, it is usually part of the service package to prepare the exposé. Usually, the seller provides the estate agent with the relevant information via documents, and the estate agent then usually takes over the preparation of the exposé including the visual material, as this is part of the marketing. Anyone who takes on the sale themselves and hires a photographer to create the images must factor in the cost of their fee. There are also estate agents who offer the preparation of the exposé as a separate service. The costs here are usually in a range that starts at around 160 euros. There are also templates and samples in PDF format that enable sellers to create the exposé free of charge. However, you will usually achieve the best quality if you commission a professional to create this document.


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Written by:

Stefanie Aust, Guest Writer

Stefanie loves to put complex topics from the real estate world into understandable and inspiring words. Whether it's about the right financing, choosing the right type of flat, or a successful property search: Stefanie is happy to inform you.

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