Property portals are now the main shop windows for many property businesses from developers to estate agents. Trawling through the local newspaper or wearing out shoe leather visiting estate agents to find your perfect property is a thing of the past. Most people now start their search for a home online and will typically use the prominant portal in their country or region. That’s a lot of people looking for property, but it’s also a lot of competition!
We work with our clients to craft their listings on the various property portals to increase visability and impact with a focus on engagement and generating enquiries. Our starting point for creating excellent property listings is to follow these simple guidelines:
Your Sales Patter
You have a limited about of space on the listings page to sell the property. If people like it, they will click through to see more, if not, they’ll scroll on by. Don’t repeat information that’s in the headline such as number of bedrooms and the house type or address. Use the opportunity to draw focus to key selling points and features. Keep it short and sweet and to the point – don’t worry about fussy language and styles.
You may not be Ansel Adams, but your photography should still draw the attention of potential customers and be carefully staged to best show the property on offer.
Clutter free, crisp photography of neat tidy rooms with good lighting is imperative. Your main profile photograph for the property is what will draw your customers into the listing. It needs to be appealing.
For new homes developers a well staged show home is essential. It should be fully furnished and staged to help customers imagine living there. Sometimes a show home isn’t ready, so some photorealistic CGIs can help customers get an idea of how the property will look – but steer clear of construction photography – there is no place for this on platforms designed to sell.
So leave out the clutter, make sure that the kids aren’t in the background and keep good quality photographs. Quality over quantity is key (although try to have a good selection of images from all of the rooms).
Most property portals arrange the properties in price bands for people searching for property. This means that they will look within a certain predefined price range. If possible you should make sure that your pricing doesn’t sit at the limit of one of the price range brackets. If it does, you could miss out on those who would be interested in a bargain or those who could stretch that little bit further with their budget and are being conservative in their search.
Are you Current?
Typically enquiry levels will drop the longer a property has been listed on a portal. Updating your listings every few weeks can help customers perceive them as current or new listings. Try changing the cover photo and tweaking your content to attract new customers.
Sell Don’t Tell
You will inevitably list the features of the property as part of your listing and what each room has, but in our experience giving an idea of how the space or home can be used can make the different between someone making an enquiry or not. So, if the home has a large kitchen diner it is perfect for entertainment or hosting family and friends. Think about who is likely to buy the property and what is important to them and then focus on those things in your narrative.
The Best Laid Plans
Including a floor plan on any property listing portal is essential. It should be clear and easy for people to read. Dimensions and areas are a bonus and help people start to plan their life in the the space. According to one of the UK’s prominent listing portals, Rightmove, one in five buyers will ignore a listing if there is no floor plan included.