The Unconditional Blog

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How best to promote your property to attract buyers?

Posted on: August 6th, 2010 | Filed in Agent Tips, Buying / Selling a home, Featured, Online marketing

Question marks croppedThere would not be many days go by when this question is not asked of me by friends and more importantly real estate agents. I am also sure it is a key question asked of almost all agents by vendors.

The reason why I believe that this issue is gaining greater focus is a convergence of market and media.

The property market is alive.. but not as yet firing on all cylinders – this year is beginning to look like a 65,000 sale year – as compared to last year which was a 69,000 sale year (but of course a long way away from 2003 which was a 120,000 sale year). This slow pace of sales is resulting in a high inventory of unsold houses on the market – today some 56,844 listings for properties for sale are featured on the website, equating to over 11 months of equivalent sales. The market therefore is tough for sellers – raising a property’s profile when there are so many others on the market is a challenge.

The other factor is media – the facts are clear and the trend is undeniable – more people, more of the time search online for property for sale. There will come a time when everyone will use online – today it is close to 80%. That does not mean that print advertising is dead, it just means it is not so relevant anymore and is no longer a necessity. The web is therefore the prime media for searching and finding property. However there is an interesting aspect of the web that is its greatest benefit and and at the same time its greatest challenge.

Tall poppies smallAs companies and individuals have found over the years the democratisation of the web means the advantages of scale are removed and everyone can promote themselves and their products and services to the 1.3 billion people connected online in our world. So the issue is no longer one of being online, it is about being visible and being found online. In the context of real estate listings online it is the question of how to stand out from the crowd – to be the “Tall Poppy’.

Everyone of the 1,800+ suburbs across NZ has an average 31 properties on the market – all such properties have anxious vendors keen to see how capable real estate agents address the issue of creating standout in this online world. The answer is that the smartest agents are already preempting this question from vendors and add into the marketing proposal a Premium Featured Listing on Realestate.co.nz and similar offerings on other websites. These standout adverts ensure your property is seen by prospective buyers who can’t fail to see the impact these premium spots offer.

Residential Flyer Vendor RE image fileOn Realestate.co.nz Premium Featured Adverts are restricted to just 3 per suburb and appear at the top of each suburb page. In this way the listing sequence of the results is not disturbed which from research we know is a serious no-no! As well as this exclusive featuring on the chosen suburb page the property is also featured in the district and region pages as well as one of 6 properties featured on the home page in rotation.

The results of this scale of advertising are significant – on average this type of advertising raises daily viewings of a listing by 10 times – so a normal 12 views a day turns into 120 a day. The adverts are featured for 14 days and clearly in that time the property is likely to be seen well over 2,000 times. To see the actual impact try clicking on the home page and review the daily traffic for any listing by checking out the viewing stats through the link marked “Property viewed xx times”.

The cost of this Premium Featured Advert is just $250 (inc GST) for 2 full weeks – compare that to the typical print advert which barely lasts for a day or so before falling victim to the recycling bin whilst the online advert is working hard 24 hrs a day for 14 days – added to which you know exactly what you get in the true number of viewings from online – facts impossible to glean from a print advert of a property.

Fancy trying this impactful advertising for your property – tell your agent what you want and he can arrange with us, or if you like, contact us and we will arrange through your agent.

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