Did you know that a professional exposé can increase the sale price of your property by up to 15%? A first-class exposé is more than just a description; it's your strongest marketing tool. Learn how to create the perfect exposé for selling a house, convincing potential buyers and paving the way to a quick deal.
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The topic briefly and concisely
A professional exposé can increase the sale price by up to 15% and reduce the sales time by 20%.
Key components include precise object data, high-quality photos, a clear floor plan, and all mandatory information (especially the energy performance certificate).
Honesty and a target audience-oriented, emotional approach are crucial for the success of the exposé.
Are you planning to sell a house and wondering how to present your property in the best possible way? The exposé is often the very first point of contact for 90% of potential buyers with your property. It is your digital business card and plays a crucial role in deciding whether interested parties arrange a viewing appointment. A carefully crafted exposé can not only reduce the selling time by an average of 20% but also achieve a better price. This article guides you through all the steps to creating a perfect exposé for your house sale and shows you how to avoid common mistakes.
The Foundation of Success: Why an Excellent Exposé is Indispensable
A top-notch prospectus is the decisive factor for more than 85% of buyers when it comes to requesting a viewing. It is far more than a mere listing of facts; it is the first emotional bridge to the potential buyer. A professionally designed document can increase the number of qualified inquiries by up to 50%. Remember that your prospectus presents your house 24 hours a day, 7 days a week. An investment in quality pays off directly here, often in the form of a 5-10% higher sale price. An optimally presented house begins with a perfect prospectus. The following sections outline the key components.
Mandatory information and core content: This information must be included
A comprehensive property brochure builds trust and answers the most important questions in advance, which can reduce the number of unnecessary viewings by up to 30%. The absolute must-have information includes:
Property Data: Exact address (if necessary, handle discreetly), type of property (e.g. detached house, semi-detached house), year of construction, living area (calculated correctly according to WoFlV), plot area, number of rooms.
Condition and Features: Detailed description of the condition (e.g. like new, refurbished, in need of renovation), quality of features (heating type, windows, floor coverings, fitted kitchen, special features such as fireplace or sauna).
Energy Certificate: Type of certificate (demand or consumption certificate), final energy demand/consumption, main energy source, year of heat generator, energy efficiency class (mandatory since EnEV 2014, fines up to €15,000 if missing).
Purchase Price and Additional Costs: Clearly stated purchase price, any note on buyer's commission, monthly additional costs/service charges.
Availability Date: When the property is available from.
Contact Details: Complete details of the seller or agent.
The overview of important sales documents is a valuable aid in this regard. This basic information forms the backbone of your brochure and lays the foundation for the visual presentation.
Visual Merchandisers: The Power of Images, Floor Plans, and Videos
High-quality photos increase interest in a property by an average of 60%. Invest in professional daytime shots that present your property in an organized and appealing manner. Just 3-5 professional exterior and 10-15 interior shots can make a difference. A detailed floor plan is essential for 93% of buyers. It should be to scale and easy to read, ideally presented in a modern format. For particularly high-end properties, a 360-degree tour or a short video (1-2 minutes) can further increase the number of qualified enquiries and boost time spent on online portals by up to 40%. Professional real estate photography is a critical component. Next, we look at the textual design.
The Art of Persuasive Writing: Crafting the Perfect Property Description
An appealing headline is the key to engagement; it should succinctly highlight the 3-4 most important unique selling points. The property description should not only provide facts but also evoke emotions and tell a story. Craft short, concise sentences (averaging 10-15 words) and use active language. Highlight special features that set your property apart—perhaps the unobstructed view or the newly landscaped garden that boosts quality of life by 25%. A clear marketing strategy for your property description is invaluable here. Define your target audience: Are you addressing a young family (playgrounds within 500m, top-ranked school) or an older couple (accessible entrance, medical centre reachable in 3 minutes)? Adjust language and highlighted features accordingly. An honest description that does not hide minor, non-essential flaws builds trust and can prevent future disputes by 100%. The legal aspects must not be overlooked.
Ensuring Legal Certainty: Essential Information and Liability Issues
The information in the exposé is legally binding, as confirmed multiple times by the Federal Court of Justice (e.g. BGH V ZR 119/200). Incorrect information, for instance regarding the living area, can lead to claims for damages or even the rescission of the purchase contract. An accurate calculation of the living area according to the Living Area Ordinance (WoFlV) is therefore essential; deviations of more than 10% are critical. The energy certificate has been mandatory since 2014; the most important key figures must already be mentioned in the advertisement. These include the type of certificate, the final energy demand or consumption, the main energy sources, the construction year of the building and the heating system, as well as the energy efficiency class. Violations can result in fines of up to 15,000 Euros. Information on known major defects or encumbrances (e.g. in the register of building charges) should be included in a reputable exposé to avoid later legal disputes, which occur in 5% of the cases. A complete sales documentation protects you. To avoid pitfalls, it is important to be aware of common mistakes.
Avoid Exposé Traps: The 7 Most Common Mistakes and How to Circumvent Them
Even small mistakes in the exposé can reduce sales chances by 20-30%. Here are the most common pitfalls:
Unprofessional photos: Blurry, dark, or untidy images deter 9 out of 10 viewers.
Missing or incorrect information: Especially regarding the living area and energy certificate, this can lead to legal issues. A third-party review can uncover 99% of errors.
Overloaded texts: Long convoluted sentences and too much jargon can reduce readability by up to 50%.
Unclear target audience: An exposé that tries to appeal to everyone often doesn't appeal to anyone. A clear focus can boost conversion rates by 15%.
Glossing over or hiding defects: Honesty lasts the longest and prevents 100% of future disappointments.
Missing call-to-action: Clearly encourage contact or viewings. A clear CTA can increase response rates by 25%.
Poor readability of the floor plan: A cluttered floor plan is ignored by 70% of interested parties.
A professional home staging can further enhance appeal. With the right preparation and expertise, your exposé will succeed.
perfektes-expose-fur-hausverkauf
A perfect exposé begins long before the first photo - with a realistic and market-appropriate valuation of your property. A precise valuation by Auctoa not only provides you with a solid asking price, which can reduce the selling time by up to 25%, but also valuable data on the unique features of your property. This data-driven insight forms the basis for a compelling argument in the exposé. Use our exposé generator or chat with our ImmoGPT to gather initial ideas for your property description. An Auctoa valuation ensures that your exposé stands on a solid foundation of facts and market data, increasing credibility by 100% and making negotiations easier. This way, your perfect exposé for selling your house becomes the key to a swift and profitable conclusion.
Conclusion: The exposé as your strongest sales ambassador
How much does it cost to create a professional property brochure?
If you create it yourself, expenses for professional photos (approx. €150-300), floor plan creation (approx. €100-200), and possibly home staging may arise. An estate agent usually includes this in their commission.
Does the exact address need to be in the online brochure?
For data protection and security reasons, it's often recommended to initially only provide the approximate location (e.g., district) online and only disclose the exact address upon specific interest. However, for portal searchability, the full address is usually necessary in the backend.
What energy certificate details are mandatory in the brochure?
Mandatory details include the type of certificate, the end energy demand or consumption value, the main energy source for heating, the building's year of construction, and the energy efficiency class (for certificates from 01.05.2014 onwards).
How long should a brochure text be?
The text should be informative but not overwhelming. Focus on the key selling points and keep paragraphs short (2-3 sentences). A good structure with subheadings improves readability.
Can I create a brochure myself or do I need an estate agent?
You can create a brochure yourself, but you should not underestimate the effort for professional content (photos, texts, research). An estate agent brings experience and routine, often resulting in a higher-quality outcome.
What is the difference between a brochure for a house and an apartment?
The basic structure is similar. For a house, additional details like plot size, garden, and possibly outbuildings are important. For an apartment, service charges, maintenance reserve, and communal property play a larger role.
Additional useful links
Statistisches Bundesamt (Destatis) provides statistics on house prices and building land.
Deutsche Bundesbank offers an indicator system for the residential property market.
Verbraucherzentrale informs about who is required to have an energy certificate for their property.
Bundesministerium der Justiz provides online access to land registry insights.
Statistisches Bundesamt (Destatis) publishes press releases on relevant economic and real estate data.
Deutsche Bundesbank analyses the development of residential property prices and rents.
Bundesministerium der Finanzen provides information about property tax and land transfer tax.
Statistisches Bundesamt (Destatis) offers information on demographic change in Germany.
FAQ
How much does it cost to create a professional exposé?
If you create it yourself, there may be costs for professional photos (approximately €150-300), floor plan creation (about €100-200), and possibly home staging. An estate agent usually includes this in their commission.
Does the exact address need to be in the online exposé?
For data protection and security reasons, it is often recommended to initially only provide the approximate location (e.g., district) online and reveal the exact address only when there is genuine interest. However, for discoverability on platforms, the full address is usually necessary in the backend.
What information about the energy certificate is mandatory in the prospectus?
Mandatory information includes: type of identification, final energy demand or consumption value, main energy source for heating, year of construction of the building, and energy efficiency class (for certificates issued from 01.05.2014).
How long should an exposé text be?
The text should be informative but not overloaded. Focus on the key selling points and keep paragraphs short (2-3 sentences). A good structure with subheadings enhances readability.
Can I create an exposé myself or do I need an estate agent?
You can create a brochure yourself, but you should not underestimate the effort required for professional content (photos, texts, research). An estate agent brings experience and routine, which often leads to a higher quality result.
What is the difference between a prospectus for a house and a flat?
The basic structure is similar. For a house, the plot size, garden, and possibly outbuildings are also important. In the case of a flat, the service charge, maintenance reserves, and communal property play a more significant role.
