The lessons to have your listing become the most viewed property of 2015


Recently an American agent learnt that you don't need to necessarily have the best looking home, or for it to be the most expensive property to generate a lot of views, and ultimately a sale. Tasked with selling a home in St.Petersburg, Florida, Rae Catanese took a very simple and effective approach in making it standout from the thousands of other listings. These are some of her tips:

1. Research the surrounding area for interesting information: If your listing is in a suburb that doesn't sound all too appealing and hasn't got that much going for it, you may need to do some digging. Starting out by profiling the suburb and what good things it had going for it proved a big success. " I decided to focus my blog post on the original owners of the land and to highlight nearby downtown St. Petersburg, which was becoming a trendy place to see and be seen." - it's essential to look outside the box and focus on a positive about the area to generate some hype. If you have an average home for sale in Dandenong, which is a suburb in Victoria that isn't one of Melbourne's premiere suburbs you could focus on "The ultimate entry in to Melbourne's new hub has now hit the market" - draw reference to the new infrastructure coming to the area and the urban renewal going on. 

2. Sensationalise the listing: Creating a sensational headline was one of the main reasons Rae got clicks on her listing. She came up with the title of “Best Neighborhoods in St. Pete Everyone Should Know About – But Doesn’t.” which sparked curiosity. This generated clicks purely based on interest, which is key to getting traction. Think of headlines that will incite people to want to know more, but more importantly feel like they can't miss out. People act out of fear mostly, so incite fear. Headlines like "The best neighbourhood in NSW that everyone is talking about..." and "The most underrated suburb is providing gems for investors and first home buyers" will incite people to want to know this hidden bit of gold they otherwise wouldn't. 

Colourful marketing created on canva.com

Colourful marketing created on canva.com

3. Integrate your marketing and do something out of the ordinary

To create virility, you need to do something that people haven't seen before or even imagined. Instead of just broadcasting it on the internet, create a them around the listing and make it appealing for people to want to learn more about. Making it exclusive and something not everyone can have is very attractive, think about making this an invite only listing, that each person can only bring one person with them. Scarcity as a resource makes it very appealing, and if there are buyers out there who truly want it, they will be more incentivised to act knowing that there is scarcity in availability for the listing. You can also generate a theme around the listing, and target those people specifically. If the home was a past football players, maybe integrate your marketing around a very tailored campaign where these people will be, and invite them along to look at the listing, also reward them for referring friends. Scarcity creates action.

4. Share socially!

People need to see the property to share it. So get the property across every social channel you possibly can, but more importantly give the viewers a reason to engage with the listing and to share the property. It's amazing what you can get out of incentivising people to share the listing. Ask people to share it with someone that is potentially looking, and reward them if they refer it to someone who ends up buying it. It could be the best $500 you give away, as people like to help others and you could find a lot of people sharing your listing in order to help others and also to get a reward for themselves. 

5. Create a story for people to buy in to.

Ultimately the most viewed listings this year will come down to two things, the way they look and also the story they sell. People buy in to good stories, especially emotional ones. They also buy in to hard luck stories. Find the angle of your listing that really resonates with people and will generate action. Focusing on "A family home that hasn't been on the market in over 90 years is now up for sale" is likely to get press coverage as it is rare and focusing on something unique. Find the angle of the story you can push. You may have to look hard, but every listing has an emotive and personal story behind it, find the story that will work best for you and focus on it. 

There are many more tips you can use to generate further interest in your listing and have it the most viewed, but it takes diligence and practise. Keep in touch for further tips on how to increase the profile of your listings on our blog.

About the Authors:

Todd Schulberg

Todd Schulberg handles all things marketing for Homely.com.au - Living and breathing property, Todd has a keen interest in the movements in the market and how agents can utilise new tools and technology in order to be more connected. Using all things social, Todd suggests different ways that agents can engage and think outside the square with their marketing approach. 

todd round.png

Rocky Bartolotto

Rocky Bartolotto is the National Sales Director for Homely.com.au - Rocky's extensive experience in introducing new product offerings to the market and client management abilities makes him one of the most knowledgeable property specialists in the country. 

In addition to his time working in the online space, Bartolotto is also one of Sydney’s top auctioneers, with over 4000 auctions performed through his business Auction Services.

is the National Sales Director for Homely.com.au - Rocky's extensive experience in introducing new product offerings to the market and client management abilities makes him one of the most knowledgeable property specialists in the country. 

In addition to his time working in the online space, Bartolotto is also one of Sydney’s top auctioneers, with over 4000 auctions performed through his business Auction Services.

rocky round.png

Here more about how Rae Catanese put these tips in to practise here: 

 

Comment