Real estate flyers often try to do too much at once. But when you’re a buyer, you already have enough trouble hunting for a home, the last thing you want is to hunt for the details on a flyer. For our client, Sunnyvale-based Pinnacle Bay Properties, we thought, if I were in the shoes of a homebuyer, what would I be looking for? The location, number of rooms, and price are the primary indexes of comparison. Therefore those three things have to be clearly displayed on the flyer. We hoped to establish a standard format for all properties to be compared this way. It would at least look better than this ad.