Continuing with this week’s “Show Your Listings Some Love” theme, here’s another great post on the use of photography and virtual tours to market your property, written by Jason LaVanture, Vice-President and Founder of RTV, Inc.
First impressions are everything when it comes to real estate listings and home photography. Researchers have been using eye-tracking measurements to determine how home buyers look at listings online. They have found that more than 95% of users viewed the first photo (exterior of home) for a total of 20 seconds. After that, their eyes tended to go all around the screen in a Z pattern.
Following the home exterior photo, 76% of participants viewed the property description and the real estate agent’s comments last. Over 41% of home buyers didn’t even view the comments made by the agent. These are sometimes overlooked, especially if the text contains all-capital letters and brand names.
When it comes to making a great first impression, you want to capture the user’s attention within the first 2 seconds. So having that gorgeous exterior shot of a home or property is crucial.
Home buyers are now using the Internet as their first point of contact with a house, so professional photography and online virtual tour photography is key to a successful sale. Home buyers will spend about 60% of their time viewing photos, 20% on the property description, and 20% on the agent’s comments. The common “Z” pattern was found in most user’s reactions, with their focus beginning in the upper left corner and continuing down the page to the bottom right corner.
The best thing to do when marketing a real estate property is to place all of the content in the top area of the viewing screen. This way, the user does not have to scroll down the page and lose focus. The proper use of a virtual tour is a perfect solution because everything is viewed in a single full screen without the need to scroll up or down. All of the information and photos are right there in front of you! Just remember to keep everything short and sweet so that you do not lose the home buyer’s attention. We also highly recommend the use of professional voice overs or a text to speech professional since people rarely read the information.
Focus on professional photography and virtual tours to capture the home buyer’s attention and increase the chances of selling the property!
Don’t forget – Keystone does allow you to upload up to 30 photos at one time using Media Connect! Use those stunning shots to show off your listing’s best features.