THE TOP 5 WAYS TO OPTIMIZE YOUR REAL ESTATE LISTING
Launching a listing that is guaranteed to be a success is an art, and it’s not one that is easy to learn at that. With a vast array of different types of buyers, price ranges, personalities, and target markets, it’s difficult to know what appeals to each and every type of buyer. That being said, there are a few tried and true guidelines that will transform an average listing, into one that is sure to be remembered.
THE MORE THOUGHTFUL THE LISTING, THE GREATER THE LIKELIHOOD FOR SUCCESS
Once a formal listing agreement is signed with your agent, the time between when you sign and when the home goes live on the MLS is called the pre-listing period. It’s best to take your time through the process, rather than rushing through it. The story that your home tells needs to be one that the current buyers in your market can relate to, and draw them in. It needs to present your home in the very best light, and make it stand out from the rest of the pack.
1 INVEST IN HIGH QUALITY DRONE PHOTO & VIDEO
Drone content in both photo and video form has taken the Real Estate industry by story. Aerial content allows buyers to see more of a property, including it’s proximity to surrounding landmarks, the neighborhood layout, the condition of the roof, and gives a comprehensive overview of the property. Video takes this a step further, allowing for theater quality tours, lifestyle videos, and more - all while giving the home a much more premium feel. The data shows, that with drone photography and videography, buyers are much more likely to tune in.
2 ILLUSTRATE A NARRATIVE WITH YOUR DESCRIPTION
One important aspect of real estate listings that is often overlooked is the importance of including compelling copy for your property. Features are important to include, but what will make your home stand out is to create a story to help buyers imagine themselves living their life there. With the kitchen and family room, remark on how it’s the heart of the home, where stories are shared and where memories are made with friends and family. Does the Master Bedroom boast incredible views of the city or the ocean? Delve into how it’s the perfect place to relax after a long day. Capturing buyers’ imaginations when breaking down the details of your home is a proven model for success.
3 DITCH THE USED CAR SALESMAN LINGO
Nothing cheapens the feel of something for sale, especially Real Estate, like overused ad-words from the Mad Men era. Including tired words and phrases in your property descriptions and collateral, such as “best value”, “brand-new,” “move-in ready,” or other similar lines, can detract from a listing’s overall feel and impact on the mind of the consumer. Nobody likes being sold to, especially more media literate audiences. In order to break through the noise of the thousands of ad messages the average consumer is faced with on a daily basis, you have to stand out and be different. Visual descriptions, controversial or edgy content, and exiting content focused on providing value are the most appealing types of copy.
4 KNOW YOUR HOUSES BEST ANGLES
When people have their picture taken, it’s often heard that they have one side that they prefer over the other. In the same way that we likely know our most flattering angles, homeowners and agents too should know which angles present themselves as most photogenic. In today’s world, the internet and social media are the the most powerful marketing tools across nearly every vertical - but especially real estate. According to Google’s own head of real estate, Patrick Grandinetti, approximately 90% of homebuyers search for homes online during their homebuying process. Does the exterior need some updating or repair work? Shift the focus to interior shots of the home that present it in the best light. Is the interior dated and tired, but the home is surrounded by sweeping views of the canyons, city, or ocean? Put the key focus on the surrounding landscape and perhaps consider working with your agent to have mock-renders completed of the interior, showing what potential the home has. Additionally, ensure that both the written description of the home, and the photos/videos showcasing the home cover the same features - otherwise you risk decreasing your listing’s credibility and may discourage buyers - it could come off as though you’re trying to hide something when that’s not the case at all.
5 SHY AWAY FROM WRITING FOR A SPECIFIC AUDIENCE
A very common mistake that some agents make is writing property descriptions with a very specific audience in mind. Occasionally, an agent will assume that their listing will only appeal to developers and investors (case of older homes) especially in the cases of older homes, bachelors or bachelorettes (case of newer smaller homes or studios), artists (case of abstract/eclectic homes), etc. When this happens, agents are doing a disservice to their sellers, by ostracizing potential buyers. It’s important to be as impartial as possible, and understand that anybody could end up buying the property. It’s important to not be overly floral, or overly number-oriented in descriptions. Another mistake, is that some agents will try to inject humor - more often than not it is out of place and comes of as unprofessional. A young family may be turned off by a description that reads, “party like a rockstar in this playboy’s paradise”.
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