Home Listings - 50 Pictures and 3 Words

Marketing of homes, condos, and other real estate has changed dramatically in the past decade. Techniques that were effective 10 years ago are largely ineffective today.  The proliferation of the internet has enabled buyers to view many more homes in a much more efficient manor.

For many years, the typical buyer would find potential homes by driving around neighborhoods, looking at photo ads in newspapers, or dropping by a local real estate company to pick up a list of homes that fit their criteria.  The standard advertisement was the MLS listing.  Since these were printed and not viewed online, sellers agents had to cram as much information as possible onto one, 8.5x11" piece of paper.  The copy section, or remarks, were critical in capturing the potential buyers interest and often contained 500 or more words.  Every detail and feature of the home was included in an effort to induce buyers to view that home.  Pictures were less important since only one was normally printed on the listing.

Today, the typical buyer searches for homes on the internet.  The internet allows buyers to scan many homes quickly and come up with a list to view.  While buyers have changed how they buy a home, sellers and realtors have not adapted to the new reality.  Real Estate Listings still resemble those of the past and often wordy and contain few photos.

To effectively market homes on the internet, it is important to understand how buyers search online.  First and foremost are the photos.  Buyers want to look at lots and lots of photos! Digital photography is cheap and easy and there is absolutely no excuse not to have dozens of photos displayed online. 

The most effective techiniqe for taking listing photos is by starting on the exterior of the house.  Take photos, at a distance from the home that captures all sides of the home.  You should get at least 4 good photos by doing this.  Don't just get the house, but also show the hard and landscape in each angle.  For example, take the front of the house from the road so that buyers can get an idea of how big the front yard is and how far the home is located from the street. While outside, also be sure to take photos of outstanding landscaping features, pools, decks, paver walk-ways, and other enhancements to the property.

When you are finished outside, take pictures of the inside of the house.  The goal of the photographs is to highlite all key features.  For example, kitchens are very important to buyers.  Make sure that you take 2-3 photos that fully show the cabinetry, countertops, and layout. Make sure that your photos capture all unique feature as well.  For example, if your home has double vanities in the bathroom, show that.  Also make sure to capture all extras such as crown molding, walk-in showers, and flooring materials.

Online buyers also like to see floorplans.  Make sure to include one. 

Buyers are also interested in the neighborhood of the homes that they are buying.  Make sure to include neighborhood shots of parks, green spaces, swimming pools, tennis courts and other amenities enjoyed by homeowners.

Once the photos are in hand, you can start thinking about the description or copy for the listing.  As mentioned above, this section used to be very wordy and contain contain detail descritptions.  This is no longer necessary.  The old saying goes "A Picture is worth a thousand words".  This is still true.  Let your photos do the talking.  The goal of the copy is to highlight significant features of your home that other homes may not contain.

For example, the entire remark section could simply read:  "Upgraded kitchen including granite countertops.  Large oversized Yard. Swimming Pool". Every home has something special.  You have to identify what that is and bring it out in the listing copy.

Remember, online buyers can view the next home with a simple mouse click. If you clutter the remarks with minutia, buyers will just move on to the next listing.

Load your online listing with photos and eye catching text.  If you follow these suggestions, you will have more qualified buyers looking at your home.