What do buyers want to see in marketing your property?

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Agents may overlook sales due to the lists with mediocre photographs and a lack of floor plans, virtual tours and other details that set the property apart from buyers, according to a new report from marketing firm BoxBrownie.com.

The report goes into more detail that BoxBrownie Global Director of Sales, Marketing & Revenue Peter Shravemad calls one of the most underrated sections National Association of Realtors Generational Trends in Home Buyers and Sellers Report.

In the report, he notes that NAR statistics show that 89% of potential home buyers want to see pictures of ads, 67% want floor plans and 58% want a virtual tour.

Professional photography is required

The report says that more than three-quarters of agents (76%) hire professional photographers for their ads. Luxury properties are more likely to have professional ad photos, according to the report, which notes that an ad with a label price of $ 500,000 or more is 85% or more likely to have professional photos, while 71% of properties are below that. professional photos included.

Schravemade adds to the report that brokerage firms have a duty to their agents to ensure that quality photographs are used in every ad, even if the photographs were taken by the agent.

“We really believe that educational institutions and organizations should take on a greater responsibility for educating listing agents on how to promote a home for sale or rent,” he wrote. “Part of this training should include sections on what constitutes professional photography.”

Did Virtual Tours Save the Industry?

Maybe not much, according to the BoxBrownie report. Virtual tours are nothing new – they’ve been around for over two decades, according to the report – but 360 °, 3D and other virtual tours were touted during the pandemic as a major shift in the way homes are sold.

The report added that only 5.9% of homes on the market offer virtual tours. This is much less than the National Association of Realtors, which reported that 35% of ads offer virtual tours.

The BoxBrownie report argues that these numbers are overestimated due to the size of the country under study, sample size, and other factors. “Other studies simply look at the links provided in the listings and suggest that these are virtual tours, not videos or slideshows,” Shravemade said in his report.

Conclusion: virtual tours could give agents edge with their lists. “They are no longer difficult to shoot, and they are not costly or time consuming,” the report says. “It’s important to note that buyers value them highly when making home buying decisions.”

Back to the drawing board

Just under 10% of private home listings offer floor plans, but more than two in three home buyers want access to them. “This is not a number to shout from the mountaintops, but it is certainly an improvement over the previous numbers we got from a 2015 study that said only 5% of MLS listings included a floor plan,” said Shravemad in the report.

BoxBrownie suggests asking each salesperson if they have floor plans. These can be accessed through an appraiser as floor plans are often included in appraisal documents.

If they are not available, retail stores like Home Depot offer giveaways on plans starting at around $ 100.

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