1. Objective
This SOP defines how a Virtual Assistant (VA) creates a professional, on-brand property flyer for every listing — so the agent always has a polished printed and digital leave-behind without spending an hour in Canva.
The property flyer is the tangible piece of marketing a buyer holds in their hand at an open house, takes home to show a spouse, or shares with a friend who might be interested. It is a physical ambassador for the listing and the agent's brand. A flyer with mismatched fonts, pixelated photos, or an old phone number undermines everything the agent worked to build in the listing presentation.
The standard: Every flyer looks like it came from the same agent, uses the same colors and fonts as every other piece of marketing, and contains zero errors.
Where this SOP starts: Listing photos are approved and the agent confirms the listing details are final.
Where this SOP ends: Agent-approved flyer is filed as a PDF, uploaded to the listing campaign folder, and — if printing — the print order is placed.Success looks like: The agent walks into the open house with a stack of flyers that look exactly as professional as the listing itself.
2. Your Role & Boundaries
2a. What you handle independently
- Building the flyer in Canva using the agent's approved brand template
- Selecting photos per the agent's approved photo set
- Writing feature highlights (drawn from the approved property description)
- Sending a PDF proof to the agent for review
- Making any revisions the agent requests
- Saving the final approved version as a PDF and uploading to the campaign folder
- Placing the print order with the confirmed vendor (if printing is used)
2b. What requires agent approval before acting
- Every flyer before it is shared or printed — the agent reviews the PDF proof
- Photo selection if the agent has a preference — confirm the hero shot
- Any property data included — the agent confirms all numbers are accurate before the flyer is shared
- Print quantities and timing — the agent confirms before the order is placed
2c. What you never do
- You never negotiate on the agent's behalf under any circumstances.
- You never provide pricing, legal, or strategic opinions to any party.
- You never sign or initial any document on behalf of the agent, client, or any party.
- You never communicate directly with the other party's client.
- You never use photos that have not been approved by the agent.
- You never create a new flyer design from scratch — use the agent's approved Canva template; deviating from the Brand Style Guide requires agent approval.
- You never print or share the flyer before agent approval.
When in doubt about a data point on the flyer: Leave a placeholder and flag it to the agent. One wrong number on a property flyer is worse than a day's delay waiting for confirmation.
3. Schedule & Trigger
Trigger: Final listing photos approved and listing details confirmed by the agent.
Pre-launch timing: Build the flyer during the pre-launch phase so it is ready by launch day — the agent needs flyers for the open house, which may be within the first week of listing. Do not wait until the open house is scheduled.
Sequence context: This SOP is one component of the pre-launch asset build in Listing Marketing Campaign (Pre-Launch through Just Sold). The approved flyer feeds into the open house coordination (Open House Coordination) and the just-listed campaign (Just Listed Campaign (Social + Email + Postcard)) as a download or digital share option.
4. Standard Flyer Specifications
Format
| Type | Use |
|---|---|
| 8.5×11 single page | Standard for most listings — economical to print, easy to produce |
| 5.5×8.5 half-sheet | Economical option for higher-volume production |
| 8.5×11 bi-fold (creates 4 panels) | Premium listings with many photos or extensive detail |
Confirm the format with the agent during onboarding or for each listing if the agent has a preference per price range.
Required Elements
Every flyer must include the following:
| Element | Notes |
|---|---|
| Hero photo | Best exterior shot — full-width or dominant position |
| Property address | Full street address — no abbreviations |
| List price | Prominent — buyers look for this first |
| Key features | 6–8 bullet points or formatted highlights (beds, baths, square footage, garage, lot, notable updates) |
| Property description | Brief marketing version — 2–4 sentences max on a single-page flyer |
| Agent name | As it appears in all other marketing |
| Agent headshot | Small but present — builds familiarity |
| Agent phone number | Primary contact number |
| Agent email | Optional on flyer if space is tight |
| Brokerage name/logo | Per brokerage requirements — confirm with agent |
| QR code | Links directly to the property listing or single property website |
Required Fair Housing statement (if applicable): Confirm with the agent whether your state or brokerage requires the Equal Housing Opportunity logo on all marketing flyers. If yes, include in the footer. This is not optional if required — see Fair Housing Marketing Compliance Review.
5. Creating in Canva
Using the Brand Template
Use only the agent's approved Canva template for property flyers. Never create a new design from scratch — the template exists to ensure brand consistency.
To build the flyer:
1. Open the confirmed flyer template in Canva (in the agent's Canva account — confirm access during onboarding)
2. Click "Use this template" to create a new copy — never edit the master template directly
3. Name the copy: [Address] - Property Flyer - [Date]
Swapping Photos
Replace template placeholder photos with the approved listing photos:
1. Upload approved photos to Canva (or confirm they are already in the agent's Canva media library)
2. Drag and drop the hero photo into the primary photo position
3. Secondary interior lifestyle photo (if layout includes multiple photos): select the most compelling interior — kitchen or living room typically
4. Do not use more than 3 photos on a single-page flyer — visual clutter reduces impact
Updating Text Fields
Edit all text fields in the template:
- Address, price, beds/baths/sqft/garage/lot
- Key feature highlights — drawn from the agent-approved property description
- Brief description text (2–4 sentences from the extended description — not the character-limited MLS version)
- Agent name and contact info (should already be in the template — verify it's current)
- QR code: generate a QR code linking to the MLS listing or single property website; replace the template placeholder
Brand Compliance Check
Before exporting:
- Colors match the Brand Style Guide HEX codes
- Fonts match the Brand Style Guide — headline font for headlines, body font for feature text
- No unapproved design additions (new graphic elements, alternative colors, unlicensed fonts)
6. Agent Review
Before any distribution or printing:
Export the design as a PDF (Canva: Share → Download → PDF Standard for digital; PDF Print for print-ready).
Send to agent with a brief note:
Hi [Agent Name] — flyer draft for [Address] attached.
Please review:
- All property details accurate (price, beds/baths, sq ft, address)?
- Photo selection works? (Happy to swap any photo if you prefer a different one)
- Feature highlights match your priorities?
Ready to print and share once approved. Let me know any changes.
[VA Name]
Agent reviews for:
- Data accuracy — every number and date
- Photo selection — hero shot and any secondary photos
- Brand compliance — looks like all other marketing
- Any copy adjustments
Do not print or share until approval is received.
After agent approves, save the final version:
- File as: [Address] - Property Flyer - Approved - [Date].pdf
- Location: Campaign folder → 03 - Graphic Assets
7. Digital Distribution
Once approved, the flyer PDF is shared in the following ways (confirm with agent which are used):
- Email attachment: Attach to the listing email for agents requesting more information
- Campaign folder: Available in the Google Drive campaign folder for agent access
- Single property website: Upload as a downloadable "property brochure" (see Single Property Website Setup)
- MLS documents section: Some MLS platforms allow PDF attachments — confirm if agent uses this
Meta Special Ad Category — Housing: Any paid advertisement on Facebook or Instagram for a real estate property must be created under the Special Ad Category: Housing in Meta Ads Manager. This is required by Meta policy and by fair housing law. Standard audience targeting (age, gender, geographic radius) is restricted under this category. Do not use standard targeting for real estate ads — always select Housing when creating or reviewing any Meta paid ad campaign for a property.
Note: If the agent plans to boost the flyer as a paid social ad, the above requirement applies — do not run a flyer ad without selecting the Housing category in Meta Ads Manager.
8. Print Coordination
If the agent prints physical flyers:
Print vendor: Confirm the agent's preferred vendor during onboarding. Common options: VistaPrint, Canva Print, local print shop, Corefact.
File specs for print:
- Export as PDF Print from Canva (not PDF Standard — the print version is higher resolution)
- 300 DPI minimum
- CMYK color mode (Canva exports to CMYK for PDF Print — confirm with vendor)
Quantities: Confirm with agent:
- Open house: typically 25–50 for a standard listing, more for a high-traffic event
- Agent's office stack: 10–20
- Direct mail / doorknocking: confirm separately
Lead time: Most print vendors require 3–5 business days. Order at least 5 days before the first open house. Confirm production and delivery timeline when placing the order.
After placing the order:
Print order placed — [Date]
Vendor: [Name]
Quantity: [X]
Expected delivery: [Date]
Cost: $[Amount]
Log and file in the campaign folder.
9. Checklist
Pre-Build
- ☐ Listing photos approved by agent
- ☐ All listing details confirmed (price, beds, baths, sqft, garage, lot)
- ☐ Canva brand template accessed — new copy created (not editing the master)
Building
- ☐ Hero photo uploaded and placed
- ☐ All required elements present (address, price, features, agent info, QR code)
- ☐ Feature highlights match approved property description
- ☐ Fair Housing logo included (if required per brokerage/state)
- ☐ Brand compliance check: colors, fonts, no unapproved additions
Agent Review
- ☐ PDF exported and sent to agent with review request
- ☐ Agent approval received
- ☐ Final version saved: [Address] - Property Flyer - Approved - [Date].pdf
- ☐ Filed to campaign folder → 03 - Graphic Assets
Distribution
- ☐ Digital version available in campaign folder
- ☐ Uploaded to single property website (if applicable)
- ☐ Print order placed (if applicable) — quantity, vendor, delivery timeline confirmed
10. Escalation Protocol
Escalate to the agent immediately in any of these situations:
- A print order has been placed and an error is discovered after submission — notify agent immediately; most print vendors have a cancellation window
- Agent flyer approval is not returned within 48 hours and a print deadline or listing launch date is imminent
- A flyer contains a price, address, or square footage that differs from the MLS listing — hold all distribution and flag
- The agent requests a flyer variation that includes language or imagery not consistent with the brand guide — flag before creating
- Physical flyers have been distributed for a listing that subsequently goes under contract or is withdrawn — notify agent so they can assess whether to retrieve materials
Hi [Agent Name] — listing flyer issue for [Address] needs your attention.
Issue: [Print error after submission / approval pending / data mismatch / brand deviation / listing status change after distribution]
Status: [In Canva / awaiting approval / sent to print / in distribution]
Deadline: [Print cutoff or launch date if applicable]
Needed: [Cancel print / approve revised version / confirm data / assess retrieval]
[VA Name]
If the agent is unreachable: Do not distribute any flyer with a known error. Do not place a print order without agent approval. If a print order is already placed and an error is discovered, attempt to cancel via the vendor's portal immediately and document the attempt. Log all holds with timestamps.
11. Tools & Access
| Item | Details |
|---|---|
| Canva account | [Agent's account — confirm access and template location during onboarding] |
| Listing photos | [Campaign folder → 01 - Photos — approved set] |
| QR code generator | [Canva has built-in QR code element / qr-code-generator.com / confirm preference] |
| Print vendor | [Confirm during onboarding — VistaPrint / Canva Print / local shop] |
| Campaign folder | [Google Drive → Marketing → [Address] → 03 - Graphic Assets] |