There are approximately 5 different buyer behaviours that property searchers exhibit over the course of their journey. The first is the concept of exclusion.
On average, a potential buyer will look at around 30 homes when conducting their search (across print and web) and in deciding which properties to view will exclude 27 and look at only 3. The exclusion process is based on a number of things – the quality of the photography, the pricing and the first couple of lines of copy.
The key for any agent is to ensure that they have a property that gets included rather than excluded. Maximise the chances of inclusion by investing in these things: great quality photography (3-8 images,) great copy and accurate pricing.
Once the buyer adds your property to the ‘include’ pile, the supplementary marketing content (property video, 3D floor plan) becomes crucial as it adds another layer of detail, another level of engagement, and sinks the all important emotional hook. Once hooked, that property searcher becomes a potential buyer…