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Real estate magazines can get a little repetitive. You know the drill: cover, maybe a message from the CEO, then page upon page of properties for sale – maybe alphabetised by suburb, maybe inserted at random. 

These usually weekly property publications are an essential element of many real estate marketing strategies – so it’s shocking how little thought goes into some of them. Too often, they’re poor imitations of ‘professional’ magazines; no actual content, run-of-the mill cover art (usually an exterior property shot, same as everyone else), and blank spines that leave the magazine unidentifiable when sitting on a shelf.

It doesn’t have to be this way! A property magazine that combines fantastic listings with eye-catching cover art and unique, tailored editorial content is a magazine that captures genuine attention. It becomes a powerful brand-building tool that seriously enhances your market presence.

There are costs involved – to get a project like this off the ground, the services of professional designers and copywriters are non-negotiable. But if you make it part of your VPA strategy, you can create a quality publication that boosts your brand and sets you head and shoulders above your competition.

Here are three reasons why VPA-funded magazine editorial is a worthwhile investment:

1. Focus your magazine 

A magazine of nothing more than property ads is very obviously advertising. Consumers know they’re being sold to – that might be fine if they’re actively looking for property, but casual passersby will ignore the publication if they feel there’s nothing in it for them. Including well-written, interesting content transforms the magazine into something that people are much more likely to pick up, read, keep, and even seek out new editions of later – even if they’re not actively looking to buy property at that particular moment in time. It lends the publication a ‘coffee-table’ feel. A memorable magazine also means that your brand is the first one that comes to mind when those casual readers are searching for property down the track.

2. Define your brand

Editorial is a detailed and in-depth way to show that you’re an agent at the top of their game. Depending on the type of content that you choose to run, you can really position your brand and shape consumer perceptions. Do you deal with lots of investors? Run articles on capital gains and dealing with tenants. Selling prestige property? Publish articles on luxury brands and lifestyle trends. Want to show how well you know the local area? Write about local market trends and your community involvement. Magazine editorial, combined with the look and feel of the publication, gives you an interesting and relevant forum for displaying expertise, demonstrating local knowledge, and creating a corporate ‘voice’ that resonates with consumers. It gives you real scope to tell people who you are and what you stand for. 

3. Boost your reputation

The quality of a publication says something about the company who put it together; it’s a reflection of your values and expertise. A well-designed, intelligent and stylish publication helps your company as a whole appear every bit as intelligent and stylish. Likewise, a cheap, haphazard magazine is a poor reflection on the company who distributes it. It gives your listings a boost, too – if the magazine is perceived as being high quality, it stands to reason that the properties within it must be of a similar calibre. And consumers will appreciate a publication more if it’s clear that real thought, time and effort has gone into it. 

Done right, a real estate magazine is a formidable brand building tool. What are you doing with yours to make your business stand apart?