Keeping your designs on schedule

10th December 2018

By Michael Knowles

Design can be a subjective thing in many regards. But good design should, like good service, always be apparent. The design of good property schedules doesn’t stop with the placement of logos and the choice of colours – it also relates to the content and how it fits with the design. If you’re looking for some tips, read on.

Most importantly, people like pictures, they like to know what they’re (potentially) going to view. If the property is in great repair and has stunning rooms, then show them off. The buyer wants to be enticed, they want to see the beauty of a property and imagine living there – imaginations are stirred less by mundane descriptions.

Photography has changed a lot in the past decade. Photography used to be difficult and expensive, and reproducing photographs in print was also difficult and time-consuming. But the advent of digital photography changed all that. While that isn’t to say that anyone can take a good photo (experience tells me otherwise) the digital workflow means the quality of the reproduction is now light years ahead of where it used to be, and the time taken to get it is also significantly reduced (I can empathise with anyone who has sat scanning photos for hours on end).

But if a picture tells a thousand words, then maybe with more pictures you can look at cutting down the text. For example, a list of bullet points is a great way to express the salient information about the property. People are looking for specific things in a property – how many bedrooms for example – so tell them up front. Does it have gas central heating and double glazing? Great. Do you need a whole a paragraph to tell them that? Brevity is good for catching the attention – pictures are good for holding it.

Floorplans are also becoming a must for all but the most basic of properties, because, again, people want to know what they’re looking at. They don’t need to show all the fittings, but they’re a massive boon to the buyer – I’ve seen people disregarding a property out of hand if it has no plan. Having dimensions and orientation on them removes the need to put them in the text, too.

One size doesn’t fit all, so I’m not implying that we should abandon the written word altogether. Where there is valuable information to be imparted, then, by all means, impart it, for there are a great many things a photo or bullet point won’t express. But take the point of view of your intended audience – what will they really be interested in?

One final tip is don’t scrimp and save on the paper you print it on, it is important to make sure the quality of your printed material is reflective of your brand otherwise it will dilute the message.

Remember that it’s always good to keep things up-to-date and to keep evaluating the needs of your business and your customers. If you need a little guidance, give us a call.

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