The landscape of property marketing has evolved, make sure you avoid getting left behind!
In a world where technology is a way of everyday life, the way that property purchasers find a new home is unrecognisable from 20 years ago. As a result, the way that properties are marketed needs to be updated too. Read this article to find out what you and your agent need to do to guarantee a sale.
Buyers will search property websites for the newest instructions and follow estate agents on social media. They will register their details for email updates to have up-to-the-minute information about what is happening in the local property market.
They're not likely to spend an afternoon walking down 'Estate Agents Row' in the town centre, speaking to each agent individually. They're not likely to gather printed-out brochures for all the properties to take home and read through diligently.
The internet affords us many opportunities that offer a much wider audience of potential buyers. No longer restricted to a single town to buy in, buyers can cast a wide net when searching for a property, covering a vast area to find the perfect property that suits them and their requirements exactly.
So, thanks to the internet and advances in technology, buyers are not restricted to a location, and they are no longer collecting hard copy brochures from the agents' offices. As a result, agents must tailor their marketing methods to appeal to the audience, whether they find the property in the agent's office or online.
The key factor in advertising a property using online platforms is to use methods most compatible with those platforms and how buyers consume the information.
And the answer…videos!
Social media platforms favour video footage over photos or long-form written content, so it will receive a higher reach and engagement, meaning better exposure for your property.
Whether polished and presented videos to showcase your home or an authentic video walk-through for TikTok, all video formats are favoured.
Rightmove allows a video link within their listings, and YouTube is one of the most visited websites in the world. It is reported that Millenials and GenZs now receive their current affairs news through YouTube rather than mainstream media. So it's no surprise that properties marketed using video footage and uploads to social media platforms reach a wider audience.
And we need to reach a wider audience because the more people see the property advertised for sale, the higher the chance of receiving a suitable offer.
Video footage is easy for us to consume, and we can take in the information without too much concentration. It also grabs the attention, breaking up the endless scroll through social media.
But this is true for any posts on social media, so how does it relate to property?
Using video footage in property marketing allows the viewer to get a sense of the property's layout and the rooms individually. It also allows them to see the 'magic' of the home in action, the way the light fills a room or the bi-fold door opens up to the gardens.
Video footage gives an honest, authentic view of a property without any camera trickery that can sometimes distort rooms in static images, and perhaps this is why an audience engages more with videos?
Either way, it's a vital element to any marketing of properties, particularly when selling unique homes at the top end of the market, and is a key component of the By Design system for selling homes.
Get in touch today to find out how we incorporate video into our tailored marketing plans, which are bespoke to each individual property.
