Finding this picture made me chuckle at first glance… Imagine back then, when this was acceptable and normal, before we actually knew what was good and bad for us. Though as we evolved over the years, we now realise the dangers of not wearing a helmet and we as a people have become more informed and make smarter decisions.
Real estate is the same! Gone are the days where human interaction was the beginning of a property transaction. When you would walk into an office asking for an agent to take you around and show you all the properties they were selling. With the digital world taking over and less personal interaction, it is of the utmost importance that you get your message right the first time around.
There is now an all time low in tolerance the consumer has for properties that are not correctly advertised. With the impact period from when you first list your house to the time it becomes stale shortening, I can’t stress enough how important it is to get it right the first time!
The first 2 weeks of any campaign are the most important weeks! Weeks 2-3 are peak performance and then the decline from week 4 begins with a property falling stale around week 6.
Price, photos and words are the essential items prior to going to market, you absolutely must advertise your property at the optimal price point to ensure that you attract the majority of potential buyers within the first 2 weeks of your selling campaign. In order to do this correctly, you must gauge what the current market conditions are. The best way to do so is to compare and evaluate what similar properties have sold for around yours over the past 12-18 months, see what fluctuating trends have occurred over the same period and then price your house competitively with what has sold and what is currently on the market that are similar to your property.
First impressions last! we’ve all heard it and it is as true today as ever. As we live in what mostly seems to be quite a superficial world, a vast majority of people are more concerned about vanity and status that it is driven deep into our minds to ignore ”ugly”! Now this doesn’t mean you have to have the amazing house on the hill, superbly fit out and overlooking the ocean and mountains. It just means that the photos are taken by a professional who is trained to find the right shots to trigger different emotional values within us that draw us to your property. It also means that you don’t have to add 30 photos of your 3 bedroom home with 15 different angles of the living room. All you need to do is have a handful of photos that makes you think, I can see myself living there. Nowadays when we search through listing upon listing our eyes are nearly always immediately drawn towards the pretty or ‘WOW’ properties, from their we will confirm price point and if all the stars align we will go to the next step and click on the property and further qualify whether that is the perfect home.
The constant re-qualification of each of these steps to see whether we would take 30 minutes out of one day of our life to see whether this property is perfect or not. With the continual battle to somehow find extra time from the busy lives we lead, checking Facebook statuses, trying to take the perfect selfie for Instagram or just glued to our smart phones waiting for recognition by complete strangers from comments, likes and shares, we find that after a days worth of covering the more important aspects of life, we might be able to set aside a minimal amount time to find the next roof over our head.
Words, the pen and all its might… As we progress we fight constantly with ourselves to ensure we find every dirty little secret we can about the property so we can cancel it off our list and move onto the next… After getting price right and the photos have now made the perfect setting for the next big move, we fall back to the words to complete the overall imaginative imagery for us to fall head over heels with this home. When we read, our minds have a field day! With property ad copy, it is so important to complete the overall experience. The pictures set the background, though the words put us there. We interact more and more in our mind, taking food from the kitchen to the dining table where the family awaits with smiles, putting our children to sleep in their perfectly staged bedroom and then lounging with our partners for a little late night TV and a glass of vino. This home is the perfect home! Now what time is the open house?
All of this is to take place over a few minutes… After weeks of preparing your property for sale, the amount of background work that happens in the photography studio after the 2 hour photo shoot capturing the dozen or so photos and the hours of connecting one word to another for the perfect ad copy… It’s all done, to seize a few minutes of that one potential buyer sitting in bed on their iPad to give your property the time of day.