Say Hello to: the Welcome Guide Template for Realtors

April 10, 2020

TL : DR – THE BLUEPRINT TEMPLATE COLLECTION FOR REALTORS IS NOW LIVE! Today we’re continuing our weekly blog series of “new template previews,” showcasing our latest addition to the Realtor marketing template line. Read on to meet the the Realtor Welcome Guide template, and the intention behind it.

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After hearing so many of you talk about your real estate branding hopes and dreams and struggles, I felt like I was hearing the same thing over and over again…

“I need great marketing materials and I love your style, but I can’t spend a grand on all-new and custom marketing materials.”

“I get overwhelmed by the amount of info my buyers and sellers need to hear from me, and when they need to hear it. I don’t know how to communicate persuasively to new leads in marketing materials. I just need something simple and gorgeous to share with my people.”

“I’ve looked for magazines and guides to share with my real estate clients, but everything out there for Realtors is an ugly Microsoft Word template or generic corporate-looking packet with zero pretty or personality, AND I WON’T HAVE IT. What do I do?!”

I heard you.

Enter the BLUEPRINT Template Collection: beautiful, fully customizable client communication templates made exclusively for Realtors with the savvy of a former agent and the heart of a designer. Each template in the Shop has been designed with the same love, care, and quality as my custom designs.

Meet the first template in my Collection:

The Welcome Guide for Realtors.

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What is a “Welcome Guide?

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The Welcome Guide is, essentially, a media kit for your real estate business. It is a well-made promotional piece used to convey your brand’s story and value to potential clients. 

This is your “first touch” with new leads — a PDF magazine designed to pack a punch in your lead conversion ecosystem. Send it electronically to new leads who enter your email database or drip campaign. Or, print and mail the magazine to prospective clients along with a handwritten card.  

Think of your media kit as the ultimate selling tool, both your resume and portfolio. All the information your leads need to know about your story, services, and processes should be included, along with a dose of personality.

I personally use a welcome “media kit” within my own marketing at BLUEPRINT. When a new project lead pops into my inbox, my client management system automatically emails the lead my Welcome Guide PDF with a beautiful and informative introduction to my creative studio. (I didn’t start out this way in the very early months of BLUEPRINT. Once I pivoted to sending out a custom-made media kit to new leads, my conversion rate more than doubled.)

Crafting a media kit should be handled with the same care as an in-person consult or sales pitch. If your prospective buyers or sellers never visit your social media or website, they should still be armed with all the information they need to be sold on your agent/team/brokerage services.

The Welcome Guide is that open door to your business, coupled with your winning smile and a glass of fine wine extended. Inviting prospective clients to step inside, sit a while, get to know you.

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Who is the Welcome Guide template for?

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Any professional agent, broker, team leader, or larger company in the real estate business. For personality-driven real estate brands who crave stylish identities and modern, high-converting client materials to grow and convert business.

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What are the guidelines for a successful Realtor Welcome Guide?

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Know what you’re selling. My own Welcome Guide / Media Kit leads in with a personal word from me as Creative Director, followed by an overview of the “BLUEPRINT Experience” and some kind testimonials from past clients. Remember, you are not selling a service here as much as you are selling yourself as a human and a story. Lead in with the kind of personal, narrative feel that captures interest and persuades readers to turn the page.

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Streamline the content. You may be tempted to include every single testimonial you’ve ever received, every detail of the buying or selling process with you, ever — but the point of this document is to pique interest and start a conversation. Showcase your qualities. Ensure the layout its clean and compelling. Allow the extra details to be discussed later. (FYI: that’s where the next step in your client communication journey, the Buyer + Seller Guide templates, comes into play.)

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Go pro. No spelling errors. No sloppy margins. No dense or complicated type. No low-res images. No inconsistency in color palette and tone of voice.

This is your first and best opportunity to showcase yourself at your finest. Make the most of it.

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What should I include in my Welcome Guide?

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Professional photos. Yes, this is a point I address often. But it’s so important. If you are a professional in this industry, you need high-quality, consistent, beautiful photos to represent your business. This is an investment, but it’s nearly impossible to market your services without them. Materials like the The Welcome Guide are just another place where their presence is essential.

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A heartfelt welcome note. A short and sweet welcome note, thanking the lead for inquiring and sharing what he/she can expect to find in the Guide. 

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Brand story. You don’t get many chances to speak about your brand to a captive audience. This is your opportunity to share your background, credentials, and what sets you apart from the competition. 

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Bios. Include a practical introduction, even if it’s just you. The person on the receiving end will be glad to put names and faces with the brand.

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Explanation of value. Outline what your client receives in working with you, being as specific as possible. Every client wants to be persuaded of your value.

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Services breakdown. Explain exactly what you do in real estate, and what your personal approach is to doing it well.

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Testimonials. In a service-driven industry, reviews are critical. Share a few of your favorite client quotes highlighting your expertise.

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Frequently asked questions. Addressing your frequently asked questions is just one more way to make your Welcome Guide a time-saver. 

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Call to action and contact details. Don’t leave a new lead hanging. Include a call to action that encourages potential clients to reach out to you to schedule that coffee shop chat, office visit or introductory phone call to further discuss their real estate needs.

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Now that you’re convinced of what a Welcome Guide is, and why you need this sort of media kit in your own real estate marketing? Let me introduce you to the BLUEPRINT Welcome Guide template exclusively for Realtors. 

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The Welcome Guide for Realtors is a 25+ page, fully customizable magazine in Canva.

It includes:

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+ Cover Page (3 design options to choose from)

+ Table of Contents

+ Welcome

+ Our Manifesto

+ Kind Words (various testimonial pages scattered tastefully throughout)

+ Our Team

+ Our Story 

+ Tips for Choosing the Right Realtor

+ Buying With Us

+ Recent Buyer Case Study

+ Selling With Us

+ Recent Seller Case Study

+ FAQs

+ Our Social Media

+ A Heartfelt Thank You

+ Call to Action and Contact

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Special template extras:

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+ Professional copywriting built-in

I’m out to provide as much immediate and long-term value as I can in your template purchase. A turn-key experience.

So, as a former Realtor and former journalist both, I’ve invested the time up front to craft + integrate all the template verbiage for you. This means the customization process will be totally seamless for you, no matter how much time you wish to contribute. 

With expertly crafted copy already in place, your only task upon purchase will be to customize any branding and images, and tweak minor verbiage as needed to reflect your personal and/or contact info, any market-specific terms or definitions, case study info, etc. You can customize a 25+ page magazine in an hour or less. 

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+ Free high-res stock imagery

Each of my Realtor marketing templates includes a highly curated collection of quality photos that you are 100% free to use in the templates and elsewhere in your marketing if you choose. 

(I even filtered all the images in Lightroom, so they present as a perfectly curated collection within each template, as if they were all shot by the same photographer or purchased from the same image bank. Type-A much? I’ve got you.) 

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+ Free font links

Each template is designed using quality free fonts. I include links to each font in your template download package. (You are, of course, welcome and encouraged to bring in your own brand fonts as wanted, if you already have a set font system in place within your marketing.)

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+ Instructions PDF

Just a quick video and a few helpful tips to help you customize your template with efficiency and ease.

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The template features the same clean, simple, high-end design style that BLUEPRINT has become known for in the real estate world. Bringing a truly custom, upscale-lifestyle approach to these magazines has been my goal every step of the way, executing the same care and intention I commit to within my own studio marketing.

And, I know there is no “one-size-fits-all” solution. This is why each template is unbelievably easy to edit to your business branding, colors, and fonts, to make your client materials look and feel expertly built + beautifully designed.

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Some other FAQs:

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If this is the template I send to new leads, then is there a ‘media kit’ I can send to committed new clients, too, with more specific service details?”

So glad you asked. The Welcome Guide is a media kit designed for delivering to new leads directly after they inquire (before they sign a representation agreement / officially commit to working with you). 

The next document in your client communications toolbox is the Buyer and Seller Guides. These are transaction-tailored templates designed for sharing with committed buyer and seller clients after they have committed to working with you. They dive more in-depth into buyer or seller-specific services and process, and set your transaction up for success.

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“What size is the Welcome Guide?

The Welcome Guide template is A4 size. I chose A4 for different reasons. Most notably: most agents I talk to wish to send out their media kits via email (faster delivery and saves expense). A4 showcases beautifully via email, whereas a more standard magazine size usually fails to display as two pages. And if you are investing in quality communication materials, then I want to guarantee that these magazines will display easily and beautifully.

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“But what if I don’t have a team?”

No worries. I’ve created both “solo agent” and “team” versions of all templates in the Collection, so at time of purchase, you can choose the option that best serves your model. 

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“Is the template fully customizable and easy to use?” 

Oh, you bet. These templates are designed with absolute “non-designers” in mind. They’re unbelievably easy to personalize to any brand aesthetic, color palette, or font scheme.

All templates in the BLUEPRINT Collection for Realtors were created for customization through Canva, which is quite possibly the most easy, user-friendly design software out there. Perks include loads of free fonts and images, and a simple drag-and-drop interface. If you’re brand new to Canva, you may spend a few moments of poking around to figure it out, but no heartburn involved, I promise. Your template purchase includes an Instructions PDF + Video to guide you through the customizations, too.

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BLUEPRINT is a boutique creative studio serving the real estate industry. Visit our website for information about our services and to learn how our team can support your real estate branding, social media and editorial needs.

  1. Francesca says:

    This is everything I had hoped for and more! I can’t wait to download on launch day to capture even more savings. I’ll be sure to share our customized product with you! I’m ecstatic!

    • Caroline Dominguez says:

      Thank you so much, Francesca! Excited messages like these are giving us LIFE! Itching to share it all with you on launch day. Thanks for reading and following! <3

  2. Grant Hunt says:

    Is this available for purchase for anyone or only clients of yours?

    • Caroline Dominguez says:

      Hi Grant – thanks for the question! All templates in the Collection will be available to any agent/team, anywhere. BLUEPRINT clients and non-clients both. 🙂 Let me know if you have any other questions!

      – Caroline

  3. […] series of “pre-launch previews,” showcasing our upcoming template line. Last week we previewed the Welcome Guide for Realtors. Read on to meet the next addition to the Collection, the Buyer & Seller Guides, and the […]

  4. […] to now we’ve previewed the Welcome Guide and Buyer & Seller Guide templates here on the […]

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