MarketingTechnology

What online dating teaches agents about marketing a home

Too much technology can ruin your listing
  • Real estate is so often just like dating, and tech has changed both immensely.
  • Internet analysis paralysis can prevent buyers from considering options they'd love in person.
  • When marketing a home, make it sexy and mysterious -- like you should your online dating profile.

Real estate is so often just like dating, and the ways technology has affected both topics are similar. Technology has revolutionized the way we buy and sell real estate — but just like any marketing tool ever used since the dawn of time, there are best practices and not-so-best practices to employ. Here are three tips on how to keep it intriguing and mysterious in real estate (and maybe your dating life too).

1. Don’t give it all away

In the crazy world of the internet, there are a lot of options when it comes to dating platforms. Some are full of every intimate detail, including height, weight, income, mother’s maiden name and Social Security number — well not quite, but you get what I mean.

Some of these sites make you go through what seems like an in-depth personality test or interrogation before you can even connect with guys or gals you are looking for.

In my opinion, the popularity of simpler sites that just require a simple swipe, get it right. A few quality photos, good location and a little information are all you need to pique interest — and not overthink it, and I think the same goes for real estate.

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There needs to be a compelling reason for buyers to actually meet in person — or in real estate terms, have a reason to see the property up close and personal.

2. Too much tech can screw it all up

Just like giving it all away online can ruin it — too much tech can get in the way of selling a property. Online dating and the availability of so many options can give a sense of endless options, which can make someone feel like he or she has to find something perfect “on paper,” or more accurately stated, “on screen.”

In real estate, analysis paralysis can set in, and it can wind up keeping buyers from considering choices that they might have loved if they saw it in person, instead of using the internet as a screening utility.

Like a real-life matchmaker, we listing agents know every intimate detail of our properties and can point out all of the great features that interest a buyer in person. But you have to get that chance.

3. Use tech to your advantage

If you’re going to go for a high-tech approach in real estate, make sure you do it right. Keep it simple.

Use high-quality photos — hire a real photographer. Use tech such as social media to give an advance glimpse of your listing and to invite people to exclusive events where they can see “the big reveal” of the property in person.

Don’t give it all away — make it sexy and just a bit mysterious — like you should on your online dating profile.

Sam DeBianchi is Estate Agent and founder of DeBianchi Real Estate. Follow @SamDeBianchi on Twitter and Instagram or on Facebook.

Email Sam DeBianchi.