Advertising a property for sale should not just consist of placing an ad on a portal. We must use all the resources we have at our disposal not only to make the transaction happen, but to make it happen as quickly as possible and without consuming resources that are as precious such as time taken to visit properties or promotion in other channels.
In order to do this, how we present the home is key to ensuring that it is the right one for those who are attracted to it. What mistakes should we not make when showing it on the Internet?
5 mistakes we make when advertising a property for sale
1. “Beauty is on the inside”
One of the most common mistakes is to list the characteristics of the property for sale and show its photos without further ado, ignoring details such as location, its position inside the building and the surroundings, nearby public services and transport.
Those who are interested in a property want to imagine themselves living in it, so providing all this information and accompanying it with resources such as its location within Google Maps helps them to decide beforehand whether they are really looking at their ideal property.
2. Highlighting only the good (and hiding all the bad)
You are selling the place where its inhabitants plan to spend the rest (or most) of their lives in. Do you not think they will want to know everything and be interested in each and every feature? So don’t miss the opportunity to show them every detail of the house. Make sure the majority of the visit does not consist of discovering inconveniences that the client will not want to ignore and will end up ruining the chances of a sale.
Resources such as virtual tours of homes are used so that, prior to the visit, those interested in the home can go through it and view it in great detail, taking note of information that only images can offer such as the distribution, lighting or even the views.
3. If you want to know more… ask
We insist: it is absurd to try to overlook details that are of interest to customers and which, therefore, will sooner or later come to light. Part of the work in a real estate agency must consist of optimising the time dedicated to selling or renting a property, and much of that time is irremediably lost in visits to flats that are repeated over and over again because we fall into the error of leaving details out, even unintentionally.
That is why we try to make sure that every doubt, every source of information, every detail is clear in the shortest time possible. By means of the virtual tours for real estate agencies, not only can they visit the property in 360º from their screens, but you can also arrange appointments at a distance by means of videoconferences, in which you can show the property to as many people as you want and solve their doubts live.
4. Do not collect information about users
Why haven’t you sold that property that’s been on the markets for months yet? Sometimes we upload an ad for a property for sale hoping that the contacts will arrive by themselves taking it swiftly out of the portfolio. But if it were that easy, the real estate agency’s work would be unnecessary.
Therefore, we must try to offer the right property to the right tenants beforehand, and to do this we must know the ideal target, and how? By means of web analytics and the information that we can incorporate from it into our CRM: one of the indispensable tools for improving real estate sales.
5. Do not use audio-visual resources
Make them picture what their ideal home is like. To do this, do not limit yourself to a descriptive text and a couple of images. Combine this information with videos, tours, chat and all the audio-visual resources you have at your disposal so that the visitor has an immersive experience.
If we are well into the 21st century, why do we insist on selling properties using the same techniques as two decades ago?