In the United States, real estate agents post millions of online listings each year. Even in your local market, potential buyers have to wade through a sea of listings. It’s essential to find ways to make your online listings stand out. Putting the right practices in place is the key to generating more views and increasing your click-through rate. Better visibility for your listings is a critical step toward your ultimate goal: more showings and sales.
Good search engine optimization (SEO) is necessary to get a listing to rank well in search engine results. Proper SEO includes using the right keywords to target prospective buyers who are looking for homes in your market. Keywords should be written naturally into your listing. Throwing a bunch of keywords at the bottom of your listing is contrary to SEO best practices.
Tone of Voice
It’s easier to convey the right tone of voice when you remember to sell a lifestyle or a dream instead of a house. Yes, that’s a bit counterintuitive. An agent with a house-selling mindset tends to write a dry, matter of fact listing. Three bedrooms, 2BA, central air conditioning may be an accurate description, but no one wants to live in Dullsville.
A dream-selling mindset drives you to develop an upbeat listing that shows off the lifestyle the home offers. For example, you’d describe a house with a large deck as excellent for entertaining.
When the listing format allows you to have a listing name or headline, that’s not the property address, it’s your chance to grab the buyer’s attention. Under-Priced Jewel in Great Condition is better than Two-Bedroom House for Sale. When possible, the listing name is a good place to include a keyword.
Keywords bring buyers to your listing, but photos earn click-throughs. Professional quality photos are a must. If your listings still include photos taken with a phone, you’re doing yourself and your sellers a disservice. When a listing has professional photos taken with a DSLR camera, the home tends to sell faster and for more money based on research from Redfin.
Another study concluded that listings with 11 to 14 photos had better contact rates than listings with fewer images. Remember to tell your photographer the kind of lifestyle you’re selling. Also, the most prominent photo should be an exquisite shot of the exterior.
What has the potential to generate more interest than great photos? An excellent video. Due to its effectiveness and return on investment, 85 percent of surveyed businesses use video as part of their marketing strategy. Surprisingly, videos haven’t become common in every real estate market (yet). If video isn’t commonplace in your market, including video is an excellent way to stand out.
Hiring a professional videographer is ideal. When the budget won’t support that, some agents shoot the footage themselves and get professional editing for a polished final product.
Description of Features
A bare-bones inventory of basic features reads like a grocery list. The description of features is your opportunity to write interesting copy that excites the buyer. As much as possible, describe features in the context of a desirable lifestyle. For instance, a master bath with a freestanding tub offers the perfect place to unwind is preferable to a clawfoot tub.
Recent upgrades and notable features that aren’t visible in the photos should also be mentioned. Weave your keywords naturally into the copy. Include the distance to neighborhood amenities and nearby attractions.
Call To Action
You’ve worked hard to get buyers interested in the property. Make sure they know what they need to do next. Are they supposed to call, email, or click a link to schedule an appointment for a showing? See the home during an upcoming open house? Your listing should have a clear call to action (CTA) that informs buyers of their next step.