When it comes to selling a property, attracting buyers starts with bringing targeted attention to your listings. The more eyeballs a real estate agent can get on their listings, the more likely they are to bring in an interested buyer. Every agent has their own marketing strategies to drum up attention for listings, but we’d recommend taking a look through this list to make sure you’re taking advantage of every opportunity to maximize impressions.
1. Be selective with your images
The first thing that potential buyers will see is your photography, so you need to make sure it’s as eye-catching as possible. The best way to ensure that your images will stand out is to hire a professional and work with them based on your past data. Tell them what’s worked for you in the past, and be specific about what you want. When a listing sells, always make note of the images you used, the types of editing that was done, and how many overall impressions and engagements your listing had online. Then, when you start to find positive trends, you’ll be able to relay that information to your photographer. Keep adding to your list of what works (and what doesn’t) and pretty soon you’ll have your own visual presentation style.
Improving your listing photography increases eyeballs in a multitude of ways. Great photography will ensure that your listing stands out on a search results page, but it will also engage shoppers and entice them to see more photos and property details. If you really want to up your eyeballs, give aerial photography a try. Nothing separates your listing from the pack like a great shot from above.
2. Set up your directories properly
People don’t just stumble upon homes when browsing online, they search them out. If you want your property to stand out, it’s important to set yourself up for success. One of the first things you can do to start ranking better is to set up your directories with updated profile photos and branded images, selective keywords, and contact information.
On top of this, we’d also highly recommend soliciting and displaying some reviews of your services. This not only will help you rank higher in search results, but it will also offer some social proof to your potential clients. Making a great first impression in directories sends a signal to search engines that your services are answering the needs of searchers, which in turn will put you in front of even more people.
If you want your online profiles to really stand out, REW’s Market Pro is an excellent tool at your disposal. Market Pro keeps your client’s recommendations and your personalized profile attached to your listings at all times, while also giving you access to two premium placements on REW’s search results. It’s been shown to increase attention on your listings in a big way, with Market Pro customers seeing on average a 700% increase in lead volume.
3. Leverage all of your owned media channels
Your social media pages, e-mail list, CRM, and website should all be used to push out your listings and increase impressions. It’s important to remember that you will have some crossover on your channels, as some of your past clients will follow you in multiple places. Keep this in mind and create unique content for your blog, newsletter, and social media pages.
For example, you could create a blog post that focuses heavily on search engine optimization by highlighting your stats sheet, Facebook ads that drive buyer leads, a professional video to share in your newsletter, and Instagram live videos for a more intimate walkthrough of the property. Every platform you own has a following, so don’t forget to use them all to reach a wider audience.
4. Have your listings featured in top positions
It’s not always possible organically, but it’s important to always try to have your listings featured near the top of search results pages whenever possible. For Google, this will mean working on your search engine optimization. Add relevant location-based search terms to your website, write for industry publications, create consistent blog posts on topics your clients would search for, and follow step number two to set up your directories properly.
To jump the algorithm and ensure that your first impression is a good one, try Featured Listings on REW. This product will give your listing premium placement and guarantee that your property will be shown in the top two spots on REW search results. It’s the best way to get maximum visibility on your listing.
5. Create a digital marketing campaign for when you list
Having a plan in place from just listed through all the way to sold will ensure you continue to bring in traffic steadily. Just listed campaigns should drive a large number of visitors to your listing pages online, with well thought out creative, copy, and advertising strategies. Should your listing remain on the market for longer than expected, it’s always good to have a contingency plan as well. Make sure you know where you’ll turn to if you need fresh eyes on a property down the road.
6. Implement a video marketing strategy
Video has always been a great way to get more eyes on your listings, but during the COVID-19 pandemic, it’s become imperative that you implement a video marketing strategy. Live videos can be used for walkthroughs on social media, teaser and introductory videos are excellent for e-mail lists, and shooting neighbourhood overview videos is the perfect way to draw in a wide audience before introducing them to a specific listing.
Get creative with your video marketing strategy and try new things. Market update videos are also quite common, and there are plenty of ways to mention your new properties with a call to action within them.
7. Highlight what’s special about the home in separate pieces of content
Every home has something special about it, and finding that feature is a great way to attract new eyeballs on a listing.
Try getting multiple takes from those you trust on what’s special about the property as well. See what stands out to the sellers, ask photographers or videographers you work with, and come up with at least one or two things that really make your listing special. Then, try to work those special features into a few stand out pieces of content to share online. Posting a video or photo of something unique is often enough of a draw to bring potential buyers into a listing page, where you can then introduce them to the property with a more in-depth video or a virtual tour.
Follow these seven steps and you’ll be on your way to increasing views on your listings. REW has a range of products to help increase eyeballs on your listings, see some of our digital solutions for agents today.