Quality property listings are essential to optimise market interest – so take heed of these five portal practices to increase engagement
There is a definite correlation between great content and how your portal listings will perform: plenty of quality information increases views and subsequently sales, and users will tend to view you and your brand more favourably. With this in mind, more and more agents are now embracing the idea of improved content. These techniques are a good starting point to enhance the information available for property shoppers.
THE MORE DETAIL PROVIDED, THE HIGHER UP YOUR LISTING WILL APPEAR IN SEARCH RESULTS
This means that more people will see your listing, as they are rated according to the amount of information provided. The minimum requirement (three images, the asking price, expiry date, complete address, property description, land size, home type and number of bathrooms and bedrooms) will give your listing a score of 25%. All additional information will increase the score. This includes: a virtual tour and floor plan (30%), 12 unique high-res photos (15%), address (10%), map location (10%), additional price details including levies and rates (5%) and the floor/land area (5%).
MAKE THE MOST OF PORTALS
Instead of merely listing a property, use portals as an opportunity to sell it. Beautiful photos create the most impact: buyers can fall in love with a property before they see it in person. Virtual tours, too, allow 360-degree views of every room and they also create credibility, ensuring that a Private Property representative has already evaluated the house. To increase views, make sure the description does the property and its associated lifestyle justice.
BOOST YOUR RATINGS
Listings enhanced with value-added opportunities such as “spotlight” and “featured” stay at the top of the rankings, gaining on average 4.6 times more views compared to normal listings.
REMOVE OUTDATED LISTINGS
One of the most frequent complaints from portal users is when a property that has been sold or rented is still listed as available. It leads to anger, frustration and a feeling of deceit, creating a bad perception about the agent and portal. Either take it down or place a “sold” sticker over the listing – a great ad for the effectiveness of the agent.
COMMUNICATE WITH CLIENTS EFFECTIVELY
A detailed ad can be wasted if communication is poor. Responding quickly to queries is essential or the client will move on to another agent. Stay in constant contact, be proactive (don’t let the client call you more than you call them) and let their thoughts and feelings be heard.
Simon Bray is the CEO of Private Property, as well as being a software designer, online marketer and avid surfer. He brings to the business a passion for technology and a deep understanding of the industry.
Words Simon Bray