Sell­ing the dream us­ing vir­tual re­al­ity as a mar­ket­ing tool

Prop­erty opin­ion

Yorkshire Post - Property - - PROPERTY NEWS -

Glen Wil­son, No­ble & Lord es­tate agency, www. no­ble­and­lord.com

THERE’S A mul­ti­tude of guide­lines and sta­tis­tics com­ing out al­most weekly, of­fer­ing ad­vice on how best to sell your home or se­cure the per­fect mort­gage deal.

We all know the age-old must­dos when your prop­erty’s on the mar­ket. From hav­ing the smell of freshly-ground cof­fee waft­ing through the hall to giv­ing in­te­ri­ors a lick of paint, sell­ers are au fait with what will grab po­ten­tial buy­ers’ at­ten­tion.

How­ever, the mar­ket­ing of houses is of­ten a mat­ter left in the hands of es­tate agents, with sell­ers putting their trust in the pro­fes­sion­als to show­case their home in the best pos­si­ble way us­ing the most ap­pro­pri­ate tools.

Of course, dis­play­ing spec­i­fi­ca­tions and beau­ti­ful im­agery in high street agents’ win­dows is some­thing that will never go out of fash­ion. How­ever, sales teams should be open to tak­ing their strat­egy to the next level.

The word “tech­nol­ogy” can some­times send tra­di­tional sec­tors, such as prop­erty, run­ning scared and re­luc­tant to try new av­enues. There are many rea­sons for this and a lack of un­der­stand­ing and ex­pe­ri­ence is one of them. How­ever, digital tech­nol­ogy tools are shak­ing up the prop­erty in­dus­try, from the build­ing phase right through to fi­nal sale.

When con­sid­er­ing how to bring the sale of your home into 2017, re­mem­ber that it’s cer­tainly not a case of one size fits all. It’s es­sen­tial that, as a seller, you com­mu­ni­cate ex­actly how you’d like your home to be po­si­tioned, while tak­ing on board the ex­perts’ ad­vice. For in­stance, be­yond the phys­i­cal fea­tures of the house, does a cer­tain room lend it­self per­fectly to a par­tic­u­lar type of oc­ca­sion? If so, tell your es­tate agent; it’s their job to bring this to life.

This is where the tech­nol­ogy el­e­ment comes into its own and agents can tap into their cre­ative side. Sell­ing a life­style and giv­ing would-be buy­ers a taste of how their life would look if they were to sign on the dot­ted line is much more pow­er­ful than a two-page sum­mary of room di­men­sions and floor plans. As part of our in­struc­tion process, we en­list the help a pro­fes­sional house doc­tor to di­rect a mini movie of the home, bring­ing in mod­els where re­quired and styling the home so that it’s cam­era-ready.

Not only does this give sell­ers the chance to make their home stand out against the com­pe­ti­tions, but it also lets es­tate agents tai­lor their ser­vice to each list­ing and work with clients to cre­ate the per­fect look.

Tak­ing ad­van­tage of new tech­nolo­gies also stretches to mar­ket­ing new-build homes.

For in­stance, the ap­peal of pur­chas­ing such a prop­erty of­ten lies in hav­ing a blank can­vas to work with and be­ing able to put your own stamp on it. How­ever, some buy­ers need in­spi­ra­tion and want to know what the house could look like once it’s lived in.

One way to cater to this need is through vir­tual re­al­ity, which has come on leaps and bounds in re­cent years and is still very much in the ex­per­i­men­tal stages across the prop­erty in­dus­try. De­vel­op­ing vir­tual tours of new­builds al­lows po­ten­tial buy­ers to en­vis­age them­selves in their new home and brings the tra­di­tional show­room into the 21st cen­tury.

No­ble and Lord’s sis­ter com­pany, No­ble Homes, is an early adopter of such tech­nol­ogy and re­cently joined forces with French com­pany Habiteo to cre­ate a spe­cial vir­tual re­al­ity pro­gramme, which in­volves in­sert­ing a smart­phone into a vir­tual re­al­ity viewfinder, which can be a card­board or gam­ing head­set. It’s in­no­va­tions like this that sets both es­tate agents and house­builders apart. There are no right or wrong an­swers when in­cor­po­rat­ing tech­nol­ogy into prop­erty mar­ket­ing strate­gies but it can help agents and home­own­ers make the most of new de­vel­op­ments.

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