The exposé is your property's calling card: Within a few seconds, it determines whether an interested party keeps reading or clicks away. A good exposé clearly bundles all important information, makes people want to arrange a viewing and simultaneously fulfills the legally required disclosures. We show you which components make up a sales-effective exposé and which details you must not forget under any circumstances.
What is a property exposé?
The exposé is the central sales document for a property. It summarizes all relevant data, images and descriptions of a property and serves as the first basis for decision-making for prospective buyers. Whether as a PDF for download, as a listing on a property portal or as a printed folder for a viewing – the exposé is always the first detailed impression an interested party gets of your property.
There is no legal obligation to create an exposé at all. However, as soon as you advertise your property publicly, certain mandatory disclosures apply – above all, the energy performance figures from the energy certificate. A professional exposé is therefore both optional and mandatory: It should convince prospective buyers and must be legally compliant.
The most important components of an exposé
A complete exposé follows a clear structure. These components belong in it:
Informative headline and cover photo
The headline and cover photo determine the first click. Formulate a specific, honest headline that names the strongest selling point – such as “Renovated 3-room apartment with south-facing balcony in a quiet location”. Choose the most attractive photo as the cover image, generally a successful exterior shot or the brightest living space.
Property photos
Images are the most important element in an exposé. Show all rooms in daylight, as well as the bathroom, kitchen, outdoor areas and – if available – the garden, balcony or parking space. Tidy, bright and straight-on photographed rooms appear considerably more high-quality. As a rule of thumb: eight to fifteen genuinely good photos are preferable to thirty mediocre ones.
Floor plan
A floor plan is not legally required, but belongs in every serious exposé. It helps prospective buyers visualize the layout and filters out unsuitable inquiries at an early stage. Ideally, the floor plan is to scale, easy to read and labeled with room designations and square-meter figuresprovided.
Property Details: The Hard Facts
This is where the measurable key data that buyers use for filtering is listed:
- Living space and – for houses – plot area
- Number of rooms, floor, and number of floors
- Year of construction and year of relevant modernizations
- Property type (apartment, detached house, terraced house, and so on)
- Features such as basement, balcony, garage, or lift
- Availability or vacancy
Pay particular attention to ensuring that the living space is correct. For residential space, it is generally calculated according to the Living Space Ordinance (WoFlV). Under this regulation, balconies, loggias, and terraces generally count as only 25 percent, or up to 50 percent in special cases. Areas under sloping ceilings count in full from a room height of two metres, at half value between one and two metres, and not at all below that. Living space stated too high can later lead to the buyer asserting claims for a reduction in price.
Property and Location Description
The body text adds atmosphere to the sober data. Describe the property honestly and specifically: its condition, features, special characteristics, and character. The location description is equally important – infrastructure, shopping facilities, schools, transport connections, and local recreation. Remain factual; exaggerations will be noticed at the latest during the viewing.
Purchase Price and Contact
A transparent price builds trust and saves you from unsuitable inquiries. State the purchase price and, where useful, additional costs such as service charges or the parking space price. At the end, do not omit the contact person and a way to reach them.
What mandatory information does the law require?
As soon as you advertise your property in commercial media and a valid energy performance certificate is available, certain energy figures must be included in the advertisement. This is governed by Section 87 of the German Building Energy Act (GEG). For residential buildings, the following five details must be included:
- the type of energy performance certificate (calculated or consumption-based certificate)
- the value of the final energy demand or final energy consumption
- the main energy sources used for heating
- the year the building was constructed
- the energy efficiency class (A+ to H)
This information must already appear in the advertisement, not only in the detailed property brochure. Both sellers and commissioned estate agents are responsible. If the information is missing or incorrect, this constitutes a Administrative offence that may be punished under Section 108 GEG (penalty provisions) with a fine of up to 10,000 euros.
The obligation only does not apply if no energy certificate is available at the time of the advertisement—for example, in the case of a new building that has not yet been completed. You must present the energy certificate itself to prospective buyers at the latest during the viewing and hand it over after the sale. It is valid for ten years.
An important principle for the description text: You must not conceal known, non-obvious defects. Anyone who fraudulently conceals a defect that must be disclosed may later not invoke an agreed exclusion of liability (Section 444 BGB) and risks claims for damages.
Create the property brochure yourself or have it created?
You can design your property brochure yourself or commission an estate agent or service provider. Both approaches have advantages and disadvantages:
- Advantage of doing it yourself – cost savings: You save fees and retain full control over the content and presentation.
- Advantage of doing it yourself – knowledge of the property: No one knows the property and its advantages better than you do.
- Disadvantage of doing it yourself – time and expertise: Good photos, a clear floor plan and legally compliant mandatory information require time and experience.
- Advantage of a professional – quality and reach: Estate agents provide professional photos, polished texts and know the mandatory information inside out.
- Disadvantage of a professional – costs: The service is reflected in the estate agent’s commission, which buyers and sellers generally share when selling.
For many owners, a middle ground makes sense: compile the key data and text yourself, but commission a photographer for professional photos.
Common mistakes in a property brochure
- too few, dark or crooked photos
- missing or illegible floor plan
- incomplete or incorrect mandatory energy information
- embellished descriptions that disappoint during the viewing
- concealed defects
- an overly optimistically calculated living area
FAQ about the property brochure
Is a property brochure legally required?
No. You are not required to create a property brochure. However, as soon as you advertise your property, certain energy figures from the energy certificate must appear in the advertisement.
Which details are legally required in the property brochure?
If available, For residential buildings, the energy certificate must include the certificate type, the final energy demand or consumption, the main energy sources, the year of construction and the energy efficiency class.
How many photos should an exposé contain?
As a guideline, around eight to fifteen meaningful photos showing all rooms and outdoor areas are recommended. Quality is more important than quantity.
May I conceal defects in the exposé?
You must disclose known, non-visible defects. If you deliberately conceal them, an agreed exclusion of liability will not apply, and claims for damages may result.
How long should an exposé be?
As long as necessary, as short as possible. More important than its length is that all components – photos, floor plan, data, description and mandatory information – are included completely and clearly.
Conclusion: A good exposé convinces and is legally compliant
A sales-oriented exposé combines two goals: It arouses interest and fulfills all mandatory information requirements. The most important components are good photos, a clear floor plan, accurate property data, an honest description and the prescribed energy values. Anyone who carefully compiles these elements lays the foundation for fast and smooth marketing – whether independently or with professional support.