The world has extensively adopted digital processes in virtually all industries, including retail and banking. Inevitably, many routine services have gone digital such as updating debit orders details for food shopping. Understandably, processes in the property industry are no exception.
However, marketing and selling your property online is not as easy as it may seem from the face value; it is more complex than many anticipate. This is an opinion held by leading professionals like Adrian Goslet, the Regional Director and CEO of REMAX South Africa.
According to Adrian, property sellers who are not keen to ensure their property has been marketed correctly are significantly losing and failing to meet their real marketing potential for their real estate. This is because many buyers begin their search for property from online sources, such as searching for luxury real estate on The Pinnacle List, and prefer to view the property online before making a physical inspection of the property.
Below, we have summarized Adrian’s professional advice on the best way to make online estate agent marketing as effective as possible:
WHAT TO DO: Always Go For Online Listing
Any sound property agency needs to market a property on one digital platform or another. If the agent somehow forgets to include an online listing in the marketing plan, the property seller should always enquire about it.
Goslett’s professional advice says the seller should ask the agent which online sites and platforms they intend to list the property. Only then can one determine the property advert is reaching out to the largest audience possible.
WHAT NOT TO DO: Mix Up Communication From Different Digital Platforms
Often, your property is listed on various online platforms; the lines of communication on the different online portals should never mix. Experienced luxury real estate agents are always careful to separate information received from other sources. However, if the seller is marketing the property without professional help, they must ensure the property information is posted in the same for all digital platforms. Property data such as price and contact information are vital for successful property marketing.
WHAT TO DO: Confirm The Accuracy Of Information On The Property Listing
Data glitches are common when copying information from one platform to another. Even to the most experienced and meticulous real estate agents, such mistakes can easily sneak through and dent the authenticity of the property listing. Ensure you verify all the data on the property listing, getting rid of possible typos and factual mistakes.
Additionally, potential property buyers search for a property using specific filters. Misspelled or inconsistent information may hinder your property from appearing from selected searches, limiting the marketing plan. Concurrently, typos and careless mistakes do little to enhance the professionalism behind the property listing and greatly dissuade potential buyers.
WHAT NOT TO DO: Disregard The Property Description
With other established property marketers, Adrian Goslett cannot anymore underscore the importance of a good property description for successful marketing. Many potential buyers want to learn as much as they can on a property from online sources before physically visiting and viewing it. Additionally, you may use property photographs to provide more information to the buyer.
In modern times, most property buyers and product consumers live on the go, and seeking answers where some data is missing is not always a priority. If you leave out vital information on your property listing, most buyers will bypass your property and go to the property with sufficient details.
It is best to work with an experienced real estate agent to guide you to write a suitable property listing description. Otherwise, a seller marketing their property by themselves must anticipate questions a property buyer is likely to ask and the property information they seek. After that, the seller must provide the answers and the relevant information in the property listing description.
Other property features, especially those not seen in the photographs, must be included in the description, such as heated towel rails or underfloor heating in the house.
WHAT TO DO: Hire Services Of A Professional Photographer
According to Adrian Goslett, potential buyers can easily disregard a prime property simply because it has poor quality images that fail to communicate the correct look of the property and amenities.
The best way to create a strong impact from your property listing and get the best results is to appoint an expert photographer to help you produce appealing photographs of your property. However, if you opt to take the pictures yourself, ensure they are clear and show a good view of each property room and angle. Additionally, a virtual property tour is the epitome of a compelling property listing. However, property pictures will do just fine, provided they are limpid.
Goslett is keen to warn potential property sellers that online property marketing is not as straightforward as it often appears. The intricacies involved for successful online property marketing can best be understood and navigated with the help of a trustworthy real estate agent who knows exactly how to attract buyers to view the property on online portals and take the next step of physically visiting the property.