Picture perfect property marketing

03 November 2021

By BRADEN WALTERS

Now, more than ever before, the property market is fast-paced and ever-changing, so you need to ensure your marketing is spot on to quickly capture buyer attention.

The COVID-19 pandemic has impacted real estate in many ways, including how we market properties for sale.

Put bluntly, property marketing is now more important than ever before. Lockdowns and restrictions continue to hamper the ability of potential buyers to physically inspect properties. As such, many buyers are relying on the marketing material put together by the agent to assess a property’s look and feel before making that all-important purchase decision.

Stylised videos and regular virtual walk-throughs have certainly become the order of the day for my team at Belle Property Byron Bay/Lennox Head. And our approach is working, with our campaign for 6 Burrawan Place in Bangalow recognised as the most viewed property on realestate.com.au last year.

“When it comes to property marketing, you need to continually review your approach to see what’s working and what’s not working in your market and for particular properties.”

Property marketing is much more than simply jotting down a few words about the property’s features, taking a few photos and filming a video. You need to think about how those words, photos and video all come together to build a story that resonates with buyers.

Here are my top tips on how to effectively market a property.

1. Hero images matter. You only have one chance to make a first impression and capture a potential buyer’s attention while they are scrolling, so choose your hero image wisely. Go big with the hero shot to get buyers clicking on your listing, rather than others.

2. Less is more. It’s always better to rely on fewer photos to showcase special, selected items, rather than using dozens of photos that draw attention to things that don’t look so good. After all, no one really wants to see a photo of the toilet!

3. Emphasise lifestyle. Photos taken at certain times of the day, particularly at dusk, can make clever use of light to create a mood and sense of emotion, allowing people to go beyond simply seeing a kitchen, bathroom or bedroom to imagining themselves in a family oasis or retreat. Imagine yourself living there and create the story of the perfect lifestyle that buyers want to live.

4. Location, location, location. It’s not just about a house. It’s about the whole package, so make sure you’re highlighting the location, including schools, beaches, shopping and other amenities.

5. Connect with video. Put yourself in front of the camera and tell potential buyers something they won’t see in the photos. Take 60 seconds to share the feeling that the home gives you when you’re there. And don’t just repeat the written copy – after all, buyers can read!

6. Devil in the detail: Add as much information as you can in your property marketing. Ensure floor plans are detailed and accurate, and include in-depth descriptions in your copywriting.

7. Be social. Social targeting and Google ads are a key way to ensure your property is presented to the right people. It’s all about eyeballs, so target the areas where enquiries are coming from and ‘feed the ducks that are quacking’.

Importantly, when it comes to property marketing, you need to continually review your approach to see what’s working and what’s not working in your market and for particular properties.

Always remember that marketing is central for sellers who want the most from their property. If a property looks its best and is marketed to its full potential, you can certainly achieve a premium result.

AUTHOR SIGNATURE

BRADEN WALTERS is the Principal at Belle Property Byron Bay/Lennox Head and an REINSW Director, and was awarded as Property Marketer of the Year at the 2021 REIA National Awards for Excellence.