# Creative brief — Real estate

The creative brief with three columns a property campaign needs: which listing the asset is for, which stage of the sale it runs at, and exactly what imagery exists to build it from.

Everything else is the general creative brief, unchanged. One row per asset, a hook written as what happens, one message with a proof beside it, the specs up front and an honest must-avoid.

## How to use it

1. Copy this file, or the CSV version if you would rather work in a sheet.
2. Write one row per asset, not one per campaign.
3. Write the hook specifically enough that two people would build roughly the same thing.
4. Name one message per asset. A second message is a second row.
5. Fill Specs before the work starts, including the safe areas and text limits.
6. Write Must avoid honestly, because that is where rework comes from.
7. Set the due date earlier than the run date, with room for review and re-edit.

## The columns

**Asset ID** (Text). A short stable identifier beginning with the listing reference, so a shoot can be tied to a property months later when somebody asks what was produced for it.

**Concept** (Text). The idea this asset expresses: floorplan first, the street rather than the house, the agent explaining why this one rarely comes up. Concepts are cheap here and most of them should be.

**Format** (Text). What is being made: a static from the shoot, a floorplan crop, a carousel of three rooms, an inspection card with the time as a text layer. Most rows in a listing campaign are the cheap tier.

**Placement and aspect** (Text). Where it runs and at what ratio, and cropped from a set that was photographed horizontally for a portal. The crop is where property creative is usually lost.

**Hook** (Text). What happens in the first image, written specifically: the floorplan cropped to the living and kitchen area, no text. A hallway or a facade is what every other listing opens with.

**Message** (Text). The one thing the buyer has to believe about this property, in a sentence specific enough that it could not describe the listing next door.

**Proof** (Text). What makes it credible: the floorplan shown large enough to read, the aspect visible, the walk to the station stated. Generic property language describes a thousand homes and identifies none.

**Call to action** (Text). What the viewer is asked to do, matched to the stage: see the inspection times during the open period, register before an auction, enquire before a launch.

**Specs** (Text). Dimensions, file type, safe areas, and whether the address may appear. An inspection card also has an expiry, because the time on it stops being true after that Saturday.

**Must include** (Text). Anything that has to appear: the listing reference in the file name, the suburb named once, the inspection time where the asset is built around one.

**Must avoid** (Text). Anything that must not appear, with the reason: no price or guide unless the campaign brief permits it, no drone shot showing a neighbour's property, no twilight image presented as daytime, no digitally altered view.

**Due date** (Date (YYYY-MM-DD)). The day the finished asset is needed, counted back from a fixed date that cannot move, which means the shoot and the copy both sit in front of it with no slack.

**Owner** (Text). The person who commissions this asset, usually the marketing coordinator, with the listing agent approving anything the vendor will see.

**Listing** (Text). The property or development this asset is for, by its reference. It is what makes production time reportable back to whoever is funding the campaign.

**Stage of sale** (Text). Which stage this asset runs at: pre-launch, launch, open inspections, pre-auction. The stage decides the hook and what the asset asks for.

**Imagery available** (Text). Exactly what exists to build from: the shoot, the floorplan, drone, twilight, video walkthrough. An asset briefed against imagery that was never captured cannot be made.

## The creative brief

| Asset ID | Concept | Format | Placement and aspect | Hook | Message | Proof | Call to action | Specs | Must include | Must avoid | Due date | Owner | Listing | Stage of sale | Imagery available |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |

## Before you commit it

- There is one row per asset, and every row names the listing and the stage.
- Every row names the imagery it will be built from, and that imagery exists.
- No asset is briefed against a shot that was never captured.
- Price and guide appear only where the campaign brief says they may.
- Must avoid names the drone, twilight and staging issues that are out.
- The shoot is briefed from the asset rows, not the other way round.
- Every due date leaves room for review and a re-edit before the run date.