How to create the perfect sales documentation for your property

Why is good sales documentation important?

Professional sales documentation is a key component of a successful real estate sale. It presents your property in the best possible light and clearly and concisely presents all relevant information.

This allows prospective buyers to get a sense of the property even before a viewing and better assess whether it meets their needs. This builds trust, reduces the need for follow-up questions, and can prevent unnecessary delays in the sales process.

This information should be included in the sales documentation for your property

The sales brochure is intended to provide potential buyers with a comprehensive overview of the property. It should include the following information:

Cover page with the most important property details: Property type, location, number of rooms, living area, lot size, and year built.

Property Description and Highlights: Floor plan and amenities, as well as special features such as a balcony, patio, garden, or garage.

Professional real estate photos: High-quality, well-lit, and evocative photos of interiors, exteriors, and, if applicable, the property. It’s often worth having professional real estate photos taken.

Selling price, terms, and contact information: The asking price and relevant terms of sale, including the contact information for the person in charge, so that interested parties can reach out directly with any questions.

Condition, Features, and Renovations: Information that is as detailed as possible regarding the structural condition of the property and any work that has been done. Of particular relevance are the dates when, for example, the heating system, windows, kitchen, or bathroom were replaced. You can find this information in building specifications, invoices, or renovation records.

Location and Infrastructure: Description of the surrounding area, access to public transportation and the road network, as well as information on schools, shopping, and recreational activities.

Ongoing costs: Information on ancillary and maintenance costs should be as transparent as possible. Statements and maintenance receipts from previous years serve as the basis for this.

Other Important Documents for the Sales Package

In addition to the key property details, it’s often helpful to provide additional documents that help prospective buyers evaluate your property more thoroughly. These include:

• Floor plan: An up-to-date and easy-to-read floor plan helps prospective buyers assess the layout of the space. You can find this in your construction documents or request it from the relevant building department.

• Land registry extract: For information on ownership and registered rights, such as easements. Available from the relevant land registry office.

• Cadastral or site plan: Among other things, this shows the location and property boundaries of the real estate and is available through cantonal or municipal geoportals or the relevant surveying office.

• Proof of Building Insurance: Provides information about the existing building insurance policy and can be requested from the relevant building insurance provider or insurance company.

Important: The additional documents do not have to be included directly in the sales dossier. If necessary, you can also provide them separately.

Additional Documentation for Single-Family Homes and Condominiums

Depending on whether you are selling a single-family home or a condominium, additional information and documents may be required.

For single-family homes, the lot and its potential uses play a particularly important role. This includes information on the zoning district, floor area ratio, utility connections, and other building code requirements.

When selling a condominium, you should provide information about the financial and structural condition of the entire property. Relevant information includes the balance of the renovation fund as well as any planned or completed renovations. The condominium association’s bylaws, minutes of owners’ meetings, and details about common areas are also important. You can usually request these documents from the condominium management company.

Common Mistakes in Sales Documentation

Incomplete or unprofessional documentation can unnecessarily prolong the sales process. Therefore, avoid the following common mistakes:

• Incomplete or outdated documents: Missing documents or floor plans that are no longer current can lead to follow-up questions and delays.

• Missing Information on Key Property Features: Sales brochures often lack detailed information on ongoing costs, utility bills, or renovations and investments. However, it is important for prospective buyers to know, for example, when the heating system or windows were replaced.

• No professional photos: While personal photos convey an authentic impression, they can sometimes make rooms appear smaller, darker, or less appealing than they actually are.

• Confusing structure: Too much text, a lack of organization, or unclear presentation make it difficult to navigate the content.

• Exaggerated descriptions: Unrealistic promises or sugarcoated statements create false expectations and can undermine trust.

3 Tips for Creating Compelling Sales Materials

What’s important if, for example, you want to put together a professional sales package even when selling without a real estate agent? Three expert tips:

1. Gather all important information early on

Start compiling all relevant documents as early as possible. Before listing the property, check to make sure that floor plans, square footage information, renovation records, and other documents are complete and up to date. Also, determine which documents to include directly in the sales dossier and which ones you can provide separately to interested buyers as needed.

2. Present the property in a professional and realistic manner

Showcase your property with high-quality photos and a clear, easy-to-understand description. Highlight its special features without exaggerating them or creating unrealistic expectations.

Make sure the layout is clear and organized: What matters isn't the number of pages, but that all important information is quick and easy to access.

3. Put yourself in the shoes of potential buyers

A good property profile answers the most important questions before buyers even think to ask them. So put yourself in the shoes of potential buyers: What questions might they have before a showing or before making a purchase decision?

These include, for example:

• What are the ongoing maintenance costs for the property?

• What was renovated, and when?

• How is the sun exposure?

• What parking options are available?

• Are there any special rights, obligations, or restrictions?

Important: Depending on the target audience, different features of your property will be particularly important. For example, while proximity to schools and preschools or a family-friendly floor plan are often key factors for families, international buyers tend to prioritize English-language sales materials as well as proximity to international schools and an airport. Highlight these features specifically and explain the benefits using concrete details.

Conclusion: Make a Strong Case with Professional Sales Materials

Comprehensive and professionally designed sales materials build trust and facilitate an efficient real estate sale. However, compiling and presenting all relevant information in a compelling way requires time and expertise.

Specialized real estate agents will help you present your property in the best possible light and provide professional guidance throughout the entire sales process.