Homebuyers are often confused by abbreviations used in property advertisements in print media, and can be put off by agents who include their headshot, according to a survey by one group.
RE/MAX WA conducted a survey on prospective buyers, asking what their pet-peeves are about real estate advertising in print media.
According to RE/MAX WA managing director Geoff Baldwin, a top qualm was agents' headshots.
“In response to the question ‘What is your opinion about agents promoting themselves in newspapers?’, 67 per cent of respondents referred negatively to agents' photos,” he said. Some respondents were asking why agents even publish their photos, with several commenting that the photos often had no resemblance to the person they met.
“Several sellers also commented that they felt their property advertisement was often dominated by the agent’s own promotional advertising," he continued.
“And several respondents were puzzled that often agents advertised themselves as being the area specialist yet had no listings to offer under their photos.”
The results of the survey echo the views of Peter Gilchrist, of Real Training International, who told attendees at the REAL 2012 conference last year the same thing.
“All you do is write about yourselves,” he said. “It’s bizarre behaviour and it has got to stop. We need to look at things from the customer’s side and point of view."
Mr Baldwin added that, in relation to abbreviations, especially in print adverts, "sellers and buyers expressed that they often found it difficult to understand what they stood for and hence often passed over the property".
“It is my advice that we need as agents to consider more what our clients and prospective clients are looking for and less what we feel the need to promote."