Put the buyers in the frame
WHILE every property I see, every homeowner I meet, every location, situation and circumstance is different, struggling sellers often have something in common.
For a number of clients I only receive the “call in” after months and months of failed marketing … in some case years!
In situations such as this I always start with research specifically relating to the marketing history of the home.
I want to discover what has gone wrong, why hasn’t the buying public been inspired by this home to even have a look, as inspections appear to be rarer than a hippy in high heels.
Occasionally I am told the opposite is true, open houses have been more akin to footy final time.
The answer is in the main picture used for marketing, in print the headline shot, or online the main thumbnail picture.
It is impossible for me to fathom how remiss the selling public and yes you agents out there can be, for allowing crappy, uninspiring shots to be used. Equally damaging of course is the stunning over stylised picture.
This is either a clear undersell or a massive oversell, both of which are wasting everyone’s time. Potential purchasers are either totally ignoring that listing and moving on, or arriving at the home expecting Cinderella, only to discover the ugly sister.
Your prime marketing opportunity revolves around pictures.
We engage with our eyes and you literally only have milliseconds to stop buyers glancing to the next advert on the page or clicking onwards.
This is not a new topic of discussion for me, but as I journey to my next client my first comment will relate to this issue.
Their online picture, the main image dedicated to attracting the buying masses, is at best lacklustre.
Now, being the professional I claim to be, I always review this image in context.
Of the other similar value homes in that area and immediate surrounds, what is everyone else doing?
In this situation, they are not the only seller promoting their home with average snaps, but a few are making an effort.
It is not that the picture in question is awful, it’s not – it is simply not inspiring and, I expect, quite likely underselling the property’s virtues.
It is all a bit messy; clearly no one has really looked at this image and worked out that things need to change.
I would love to show you another main picture I saw online this week of a listing, but the vendor may get a little cross with my public outing of their marketing faux pas.
The home is a single level modern home, attractive in design, well presented and, for its market, a very photogenic property.
However, the owners have allowed greenery to grow so high and out of scale it hides a whole chunk of the main facade and then the already weak picture they took has been cropped by about 50 per cent.
What? You get half a house, all covered in greenery, and it hasn’t sold yet? No surprise. You can’t blame the agents this time, these sellers are using one of those online “sell yourself” services.
A simple pruning of the planting and a new, carefully considered picture would reveal a whole new home to that local market. Right now the only interested buyers are bargain hunters, hoping it won’t sell and waiting for the owners to reach desperation point. My tips are: • The main picture. You should have at least two to three options and vary their use on a rotation.
• Consider content. Take a picture yourself of the front facade and review the contents.
Should you change, add or remove anything?
Be self critical, move planters, tidy garden areas, move bins, raise the blinds and perhaps paint something.
• Please keep it real. No wide-angled lenses that make your block appear 40m wide, not the 15m it really is. No photo enhancements that contradict the reality.
• Don’t accept second best. Get the image right from day one.
GRAPHIC DESCRIPTION: There is no understating how important pictures are when selling your home.