In the current age of tech marketing trends, agents and brokers are wise to go beyond the traditional forms of basic listing advertising to appeal to more potential buyers. Further, creating a solid foundation of followers – or retention clients – is part of becoming a successful agent who receives the most feedback per home.
To maximize your odds of expanding your client base and showcasing property listings to more viewers, utilize the following online strategies.
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Take high-res photos
With HD-quality iPhone and Android phone camera lenses, agents have no excuse for blurry, dark or dingy listing images anymore. All photos should be bright and clear, and preferably staged for the listing.
Avoid watermarked and time-stamped images.
Start with one, clear exterior photo to act as the featured image on listing portals, then follow with 20 to 25 images that showcase the rest of the home.
While professional photography is the recommended route, you can do it yourself with the right lighting and filters.
Don’t forget to capture the features you detail in the listing description, such as a large backyard or a master walk-in closet.
Optimize your description
Many buyers use search tools to filter through listings, typing key terms such as, “lakefront,” or, “marble countertops,” to narrow down the search within a budget range.
Use terms today’s buyers might be searching for in your listing description (assuming they apply), and keep this description streamlined across all of your advertising materials.
Avoid clichés like “charming” and “unique,” which unfortunately are descriptors too overused to make a listing stand out. Even if your listing qualifies, get crafty with adjectives for a compelling listing description.
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Zillow’s most noticed home had more than 42,000 all-time views, and gave a thorough and thoughtful description of the lakefront lifestyle. Potential buyers could truly imagine swimming, paddle boarding and barbecuing with friends in the summertime.
Be accurate and detailed
Today’s buyers want the guesswork figured out from the start, which is why having everything from mortgage information to rental history at their fingertips is key.
Take it a step further by giving house hunters details that listing portals might not provide, like recent renovations, which make homes more attractive to buyers looking for move-in ready properties.
On the other hand, if your listing requires renovations, be upfront. Some buyers are looking for investment opportunities, and it’s alright to let investors know what they are getting themselves into – especially if the home is priced right.
Use video – and share it
Photos may provide the first look into a home, but video is transforming the virtual connection between real estate and tech.
Just as buyers rely heavily on online real estate to search and find homes, video allows them to literally see inside without the visual limitations of a photo.
While extensive, professional videos can be costly, video walkthroughs on Zillow’s Premier Agent app are free. (Remember, these are intended to act as a promotion, not a substitution for professional listing videos.)
You can take video a step further and with the help of the Matterport technology offer a 3D virtual tour that allows potential buyers to walk through the home from anywhere in the world.
Keep up with social media
Facebook, Twitter and Pinterest are free platforms – use them to your advantage.
Sign up, build and maintain your profiles over time. Carve out time in your day to update your social media pages, or use a tool like HootSuite or Bufferapp to push out listings to your follower base with various twists and hashtags on a weekly basis so you’re not burdened with the daily task.
Don’t forget about YouTube, especially if you’re marketing a full-fledged listing video.
Instagram is a unique social media platform since you cannot add clickable links to your photos. Instead, you must caption each image of your listing to direct followers back to your profile, where you can add one clickable link under your main bio.
Instead of highlighting one property with the profile link, keep it directed to your professional real estate website. You can use your bio to highlight your featured property.
Continuously update your Instagram feed with new images of for-sale listings, with curated captions like, “Beautiful home in #Seattle with expansive view of #PugetSound. Contact me if interested – info in bio.”
Don’t be afraid to use an emoji or two Instagram, which have been proven to increase conversions, but make sure they are limited and relevant.
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Gaining traction for individual listings isn’t always easy, especially with tough sells like failed flips. But, taking advantage of the new wave of real estate marketing helps you remain current with the industry competition, and ultimately, get more interested parties looking at your homes.
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