5 ways to revive ‘cold case’ listings

Failing to generate interest in your listings can place you in a tough position with your vendors. If your listings are lying stagnant, it’s time to change them.

Nik Leigh, CEO of Real Property Photography, says listings often fail to move because of an unappealing and unengaging visual campaign.

“Approximately 88 per cent of prospective buyers turn online for their next property purchase and generally the first point of contact that a prospective buyer will have with a property is through its images,” Mr Leigh says.

“I am constantly scouring the property portals to view listings and the amount that I come across that lack impact is amazing. The visual appearance of any listing should be of highest priority.”

If your listing is going nowhere, consider these visual fixes.

1. Day to dusk

Mr Leigh says the majority of listings now have professional photography and ordinary day shots are no longer good enough.

He advises asking your photographer to take some twilight shots of the property.

2. Add virtual furnishings

Photos of empty properties fail to give the prospective buyer the emotional element they need to make an inquiry or show up at the open home, Mr Leigh says.

He urges real estate agents to make use of virtual staging which is now affordable for all marketing budgets. He says the quality of virtual staging has improved “ten-fold” in the last couple of years.

3. Show a different point of view

Mr Leigh says the rise of drone photography usage in real estate has grown significantly in the past three to four years.

And greater access to Civil Aviation Safety Authority-certified and insured drone professionals has transformed it from a luxury in real estate marketing to “almost a necessity”.

4. Video

According to Mr Leigh, listings with video receive up to 400 per cent more inquiries than those without. 

He says that while quotes will vary, a basic video can cost as little as $395 for up to 60 seconds.

“Not only will your video be solid for the listing on the portals, but it will also be a thumb stopper on the likes of social media as well.”

5. Floor plan

One of the most highly utilised but underrated tools is a floor plan, Mr Leigh says.

A floor plan helps to bind the visual marketing material, complements it and works to position the prospective buyer in the property.

“Coupled with a site plan, this can be one of the best ways to complete your listing,” Mr Leigh says.

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