In the good old days, if a buyer was potentially interested in a property their first step was to go and see it. Street appeal was important to get them through the door, but once inside, the agent had an opportunity to overcome any negatives. In this internet age things are different. More and more prospective purchasers base their decision about a place on the marketing material, especially whether or not to inspect. They expect the information to be comprehensive and informative. It follows that agency practice should satisfy their requirements.
There are two key considerations for the owner and their agent:
Firstly, presentation of a property must be done with an eye to how the place will look in marketing material, and be visually enticing. This necessitates fixing obvious problems and ‘styling’. In particular, the property must be dressed for photographing the fasçade, all key rooms, and where appropriate, the garden. Most buyers do not overlook obvious problems unless they are renovators or bargain hunters, and neither group pays a good price.
Secondly, marketing material has to be as good as possible. Excellent photography is absolutely essential. The days of an agent taking a few happy snaps with his or her camera ought to be long gone. All properties, however small or modest must have a decent, legible floor-plan. Descriptions should be carefully considered and targeted at the ‘right’ category(s) of buyers. Relevant comparable sales should be provided as a buying guide.
These things take effort and commitment both for the owner and agent. On the positive side, the process culls buyers down to a higher proportion with genuine interest.
Dr Gil Davis is now a university lecturer, but for twenty-five years he was one of Australia’s most successful real estate agents. He wrote the top-selling book Sell for More, packed full of useful tips for agents, which you can purchase on-line through Harper Collins.
Notes from the editor:
Keeping up with the latest property tools offered by RP Data helps your presentation collateral support your professionalism and attitude toward the listed property.
Once you have the property in immaculate presentation, you can use these photo’s in your Comparative Market Analysis (CMA) reports, Rental CMA reports as well as your iPad App pre-listings presentation device, rp.lister.
To upload any preferred images of a property to your reports, simply edit the photo in the ‘Preview’ stage of your CMA / Rental CMA process in rp.professional. This also applies when you set up a new listings property in rp.lister.
For more information on uploading new images to your reports to use for marketing purposes, or to set up your iPad app, we encourage you to get FREE online or office training! Check out our training times here.