Getting listings noticed: something old, something new
Some agents haven't grasped importance of photos
By Matt Carter, Thursday, July 24, 2008.Bookmarking Sites
SAN FRANCISCO -- Real estate agents and brokers shouldn't underestimate the power of two tools for getting their listings noticed -- the humble digital photo and the mobile phone.
That's according to top executives at some of the most popular listings sites, including Realtor.com, Trulia.com, Zillow.com, Cyberhomes.com and FrontDoor.com.
While it's well established that multiple photos increase the likelihood that consumers will click on a listing, the message hasn't hit home with some brokers and agents.
"'Photo not available' is still a pretty common architectural style" at many listing sites, complained Brian Boero, a partner at 1000Watt Consulting who moderated a panel discussion today at Real Estate Connect San Francisco. "Is there any way we can get agents on the street to include multiple photos, either with a carrot or a stick?"
Lorna Borenstein, president of Move Inc., said the carrot remains the best approach. She said Realtor.com's research shows photos are not only important for getting consumers to click on listings, but that consumers use them as one measure of an agent's abilities.
"The biggest surprise is how important large, luminous photos are," Borenstein said. "Consumers tell us if they don't see multiple photos on a listing, they doubt the credibility of the Realtor."
Realtor.com's site redesign allows agents and brokers who are willing to pay an extra fee to post up to 25 photos with each listing -- sized 140 percent larger than before. Listings can have up to four photos at no additional charge.
Borenstein said that when the entire Las Vegas MLS turned on the "showcase enhancements" for every broker, their traffic grew 41 percent compared to other MLSs using Realtor.com. "We think the value gets delivered, and that's why 265,000 Realtors keep coming back for more," she said, when asked about the policy of charging for additional photos.
Zillow, which now has about 3 million listings, allows agents and brokers who feed the site listings to post unlimited photos, said president and co-founder Lloyd Frink.
Sami Inkinen, Trulia's co-founder and chief operating officer, said that while multiple photos are great, it's important to carefully select the primary photo for each listing.
Too often, Inkinen said, "the primary photo is the kitchen or bathroom. Make sure the best photo is the first one the consumer sees."
John Helm, chief executive officer of the apartment listing site MyNewPlace.com, said that about 15 percent of listings on the site don't have photos.
"If you don't have a photo, you're only going to get 25 percent of the click-throughs" that a listing accompanied by photos does, Helm warned. Not only are high-quality photos important, Helm said, but the miniature "thumbnail" photos that accompany listings should be optimized for that size.
"The compression will change that photo around," Helm said.
And what if a home is trashed? Borenstein said don't worry about it -- put the pictures up for the consumer to see.
"I know this is difficult ... but the fact is you really can't fool the consumer," Borenstein said. "You won't get a sale or you won't get the listing" if you try. Put the pictures up, and "call it quaint, cozy -- a real fixer upper (in a) great neighborhood. The consumer has so much power, you can't do karate with them -- it's more like aikido. You have to move with them -- how do you use the force for good?"
Boero queried the group on the significance of the "nomadic culture" that's sprung up around Internet-enabled mobile phones and text messaging.
All of the panelists said their listing sites have tools that enable consumers to access information on the run -- an ability that's also important for Realtors in the field with clients, Borenstein said.
"For Realtors, to be able to have your (listings) data smartphone-accessible as you are travelling around with your clients is going to be critical for your business," she said.
Vikki Neal, vice president of online classifieds at FrontDoor.com, said the site will launch an iPhone application this week. "The thing to understand (about mobile) is to give consumers what they need, and what they want, and not necessarily everything on the Web site. Make it functional."
Trulia's Inkinen agreed.
"You can't just shrink (a site) down for the iPhone -- (it must be) tailored to it," Inkinen said, adding that the site will demo new mobile capabilities today.
Inkinen said consumers use mobile applications differently than the Internet accessed over a computer. One dating service that allowed mobile access found it got most of its traffic in the wee hours of Saturday and Sunday morning, he said -- after bars closed.
Trulia has found that most of the site's iPhone traffic takes place on Sunday afternoons, Inkinen said.
Helm said many property managers that are looking to fill vacant apartments operate 24-hour call centers.
"People will call (on listings) off our Web site at 2 a.m. or 3 a.m. and set up appointments to view property," Helm said. While apartment hunters used to spend an entire Saturday driving around looking at apartments, they now do more legwork online.
Boero asked how sites differentiate themselves for consumers, as many of the big listings sites offer several million listings.
Frink said consumers still come to Zillow for the site's valuation estimates and to see comparable properties and recent sales.
Marty Frame, senior vice president and general manager of Cyberhomes.com -- which offers similar valuation capabilities and a vast database of property information -- said it's important not to try to be all things to all people.
"As a site designer, you can't afford to be a Swiss army knife -- you'll just overwhelm users," he said. At the same time, consumers can access more information with greater ease than ever, as the industry has evolved away from a lead-generation model.
"We used to treat all (Web surfers) as buyers or sellers, making them fill out forms" for full access to information at listing sites, Frame said of the industry in general. "We tried to hit them over the head and drive them into the cave and make a buyer or seller lead out of them."
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Submitted by Jeff Manson on July 24, 2008 - 5:41pm.
I agree 100%. Photos are one of the most important things to get consumers to click on a property. A great description and title to get the consumers interest as well. You can see that the properties with photos on this http://rentals.nationalrelocation.com/Florida/Miami%20Beach/ "> Miami Beach home rental page are a lot more interesting. The ones with photos grab your attention and make you want to see more about the property. The one with “No Photo Available” are very boring. These actually have a really cool slide show of the photos on the property pages. The little things make a huge difference.
Jeff Manson
American Dream Realty
46 Hoolai St.
Kailua, Hawaii 96734
808-792-7040
Personal: Hawaii Real Estate Broker
Company: Hawaii real estate Search
Submitted by Suzi Enders on July 24, 2008 - 8:26pm.
I love to include as many photos as possible. Just remember one little thing, the more photos you have the higher you place over listings which do not. If that does not get you excited, nothing will. I love it when my clients Paradise Ca Real Estate listings are the first enhanced listings potenial home buyers see when searching realtor.com for Paradise California Homes.
We are fortunate in Paradise California, our forward thinking Century 21, broker realizes the importance and has included the enhanced version of realtor.com for each of his agents, which allows up to 25 photos on realtor.com. Wow....
Suzi Enders, Realtor
Century 21
5350 Skyway
Paradise, CA. 95954
1-530-873-6146
www.ParadiseRealEstate.us
Suzi.Enders.c21selectgroup.com
Suzi_Enders@yahoo.com
Your Paradise California Real Estate Professional
Submitted by Victor Schultz on July 24, 2008 - 8:33pm.
I own a virtual tour company JaxVirtualTours.com and without a doubt a great photo is THE most important thing I deliver. Yes tours are vital and needed for all listings, but the lead photo is the most important. It must draw them in to see your listing and view the tour. We left 360 degree style tours a few years back and now shoot all photos and create a video style tour using our photos. Now we deliver a virtual tour and awesome photos for the agents marketing needs. Do not just hire a tour company...make sure there is a great photographer who will deliver the "Money Shot".
A HUGE tip for all you fellow realtors...when you get a new listing, call your virtual tour provider, one who provides photos preferably and as you leave the property, schedule the tour shoot. Do not make your listing live until you have the photos and tour ready to go in with the listing. Many systems send out emails of new listing to agents or prospects of all new listings. As alluded to by Jeff, no photos means no looks! Sit on the listing an extra day or 2 and get a REAL push with a great tour and photos.
Victor Schultz
President
VTGlobe
www.vtglobe.com
Submitted by Steven Beam on July 24, 2008 - 9:00pm.
Photos are key and it still shouldn't be a secret as it seems to be. It always amazes me when I pull homes on the MLS with zero photos. I always give each broker with no photos a second chance and will check the DOM to see if the property was just listed and maybe they couldn't get the photos up. Funny how many I see on the market for months without a photo in the MLS much less any other sites. I agree with Victor above. Wait to list the house until the VT is ready to go live.
I still haven't latched onto the smart phone bandwagon.
Steven Beam
Parker, Colorado Real Estate
http://www.parkercoloradorealestatehomesforsale.com
Submitted by Tom Stynes on July 24, 2008 - 9:45pm.
As REALTORS we’re entrusted to market our client’s properties by any means possible including: photos, virtual tours, printed collateral, and even YouTube videos. With the relative low cost of digital camera there is no excuse not have at lease 6 - 10 photos on any property.
Submitted by Ralph M on July 25, 2008 - 7:59am.
This is getting old. Realtors are NOT going to change. The average age is approx 54 yrs old and that generation will not embrace technolgy as to a younger generation.
How about fixing the single photo with the snow in the back ground 1st?
How about moving on from photos to virtual tour,
Then when your 5yr old really teaches you, move on to this new technology called "V I D E O"
www.aarsteam.com
Submitted by Erika Beede on July 25, 2008 - 8:56am.
Matt,
Excellent article. I love the collaboration between photos and mobile. This was a concern that we, at Goomzee.com, recognized and have been working on developing a patent-pending solution that we will be revealing in a couple of weeks.
Photos online are very important, and we do have to remember that an NAR study last year found that the 3rd top place where consumers found their home was via yard sign. Well, if they are standing in front of a home, and most people carry their cell phones, then why not make information and pictures available to them while they are standing there? It's a value-add not only to the consumer, but to the agent as well. Consumers are taking the first step in finding out which properties they like, and by agents providing the information they want AT the property, agents are providing them a great service that meets their needs... better service improves chance of turning a consumer into a customer. And it brings attention to the listing - we can't complain about that!
Thanks for sharing the great post.. and keep your eye out for Goomzee's newest service in a couple of weeks... we can't wait to share it with everyone!
Happy Friday everyone!
Erika - www.goomzee.com -
Submitted by Jerry Abowd on July 29, 2008 - 9:47am.
While I agree that "Good" photos are very important, the world is changing and as a realtor, we all must change with the times. Technology is the key to all of our success and the faster we embrace it, the better off we all will be. Virtual tours do offer the potential buyers a small view of what the property offers but is that the best we can do? With web 2.0 and the ability to broadcast streaming videos, why not hold an open house online every day, all day? While the concept of video homes tours is not new, it may be difficult to afford. I have found a company that not only offers affordable videos, but does a damn good job producing them. Everything they do is shot in HiDef and I see their videos everywhere. The company is www.VisitMyLuxuryHome.com, check them out!!
Hope everyone has a great week.
Submitted by Susan Zanzonico on August 10, 2008 - 10:57am.
Photos are key. Even as a realtor, I want to see lots of photos. I agree that technology is where its at. If Realtors don't embrace it, they will lose out and are already falling behind.
Submitted by Susan Zanzonico on August 10, 2008 - 10:59am.
Photos galore at:
Short Hills Real Estate