Do’s and Don’ts in presenting your property digitally to potential buyers
The real estate market has transitioned in the way in which homes are showcased. Where in the past the market was primarily based upon open houses and in foot traffic, the market now is dominated by potential buyers who want to see the property digitally before visiting the physical location. As such, it is essential that the seller of the property understand a few key Do’s and Don’ts of showcasing a home digitally in order to attract and secure potential buyers.
Do Present the dream, Do not present the reality
When you present the home in an architectural interaction or a 3D rendering of the property, you want to show the buyer what the property’s essence entails. This means that you do not have the scuff marks on the floor rendered, chipping paint showing, and such cosmetic blemishes. These features can be pointed out when the buyer visits the property. However, you do not want to present a false reality. Do not add windows where none are present, add trimmings which are not there, or create a space which is obviously not what you are selling.
Ideally, you want to have a 3D architectural model of your house rendered with the existing walls, windows, lights, etc. You can add different décor to the space as that is not tied to the structure of the house and can be used as showing the buyer the potential of the space. The 3D render also allows for the reality of the houses minor defects to be avoided on the first impression.
Show a comparison of other properties in the area
If you really want to showcase your home, compare it to other similar properties in the area. Highlight on how your property is more affordable, the energy costs of running the home, if you have had a home inspection state so, and bring to the forefront the amenities which are in demand for the market. Do not focus on the other properties but use them as reference points to highlight your property. For example, “When compared to similar houses in the area, our property offers an additional 400 sq. feet of living space.”
Do allow for interactivity, Don’t make a movie
When architectural rendering and real estate first started to merge into the market, there was an overflow of movie renders. These were either 360s of the house or virtual walk arounds of the building. And where these are still practiced in the real estate market, they are not as effective as one would perceive. The problem with the digital movie presentation is that the buyer has to either pause or re-watch the movie if they want to focus on a specific section of the house. This can be taxing upon the viewer and lead to disinterest in the property.
Using interactive controls which allow the viewer to see different aspects of the property is not only effective in terms of presenting the space, but also more effective in marketing. Users are more apt to share the page if they can interact with it rather than just watch a show. There are a few ways in which you can add interaction to your digital showcasing of your property. You could:
- Use still images of the property in a navigational slide show
- Integrate flash with photography to give details of the room and features
- Have a 3D model of the house brought into Unity to create a user controlled walk through.
- Provide landscaping options through flash or php programing
- Allow the user to place furniture into the 3D environment so they can see how they would fit into the property.
Do provide a call to action
Perhaps the most overlooked part of the digital showcase is the call to action by the seller. This is not putting your number at the top of the webpage or having a contact form. The call to action is presented at the end of the presentation or render and is a definitive action that the user can take such as “Schedule an open house now” or “make an offer on this property”. Additionally, you should have the share and social media buttons available on the property that you are showcasing so that more potential buyers are reached.
Do sell the product, don’t sell the company
Granted, the real estate company that is selling the property wants to be remembered and they want the buyer to refer them to other potential buyers. Yet, if the site is so saturated with the company’s marketing that it takes away from showcasing the property, then you are not likely to get a large amount of hits on that property. Focus first on the property, showcase its features and what makes it ideal to the potential buyer, use 3D elements and panoramic to really accent the space available.
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