How to make buyers click on your property listing

Before buyers even set foot in your property, they’ve already formed an opinion online.

In an era where house hunting starts with a swipe, the first viewing rarely happens in person. Whether on a phone or computer screen, buyers browse through dozens of listings before identifying which homes are worth physically seeing.

According to Adrian Goslett, CEO and regional director of REMAX Southern Africa, at a time where first impressions are made on a screen, the quality of your online listing can be the main deciding factor between someone viewing your property or simply scrolling on.

“Screens have become the new showrooms and by the time a prospective buyers arranges a viewing, they’ve already established their own expectations of the property based on what they’ve seen online. That’s why it’s more important than ever to make sure your property looks its best from the very start.”

One of the biggest things influencing whether buyers click on a listing is the photos. Goslett notes that well-lit, high-quality images can make a home feel warm, welcoming and spacious, while dark, blurry or poorly framed photos can discourage potential buyers before they’ve even read the listing description.

“Before the photoshoot takes place, ensure that you prepare the home for the images. Set out some time to neaten up your space, declutter the rooms, fold the laundry, pack away any family photos or personal items, open the curtains and make sure that the property feels clean and inviting,” he says.

Goslett continues by highlighting that your home shouldn’t look like no one lives there but rather, it should encourage buyers to picture themselves living in the space. A bright, uncluttered home photographs far better, and with it, allows its best features to stand out.

While an image can say a thousand words, property descriptions are just as important. Instead of just listing the number of bedrooms and bathrooms, work with a qualified real estate professional to highlight what makes your home unique as these details can really help buyers imagine what life in the home could be like.

At the same time, you should always remain honest. While you might want your home to look its best, heavily edited photos or overly exaggerated descriptions can create unrealistic expectations, that can leave buyers disappointed when the view the property.

If you use virtual renovation tools, such as the feature, be sure to clearly label the images as virtual representations. These images can be a great way to help buyers visualise the potential of a space and imagine how it could be transformed, as long as you’re upfront about it.

“The best online listings don’t just show buyers a house, they help them picture a home. An experienced property professional knows how to present your property in a way that grabs buyers’ attention and gives you the best possible chance of achieving a successful sale,” concludes Goslett.

Issued by Kesia Cloete