Powered by MOMENTUM MEDIA
realestatebusiness logo

Breaking news and updates daily. Subscribe to our Newsletter!

Home of the REB Top 100 Agents
Breaking news and updates daily. Subscribe to our newsletter

Website Notifications

Get notifications in real-time for staying up to date with content that matters to you.

The 3 keys to a strong first impression

By Karen Hutton
27 February 2015 | 1 minute read

Today’s property buyer wants as much valuable information as possible in the shortest period of time. They want to decide quickly, ‘Is this home for me?’

So how do we help them do that? There are three areas to be addressed.

The first part of the snap-judgement trilogy is that the home’s style must be an expression of the buyer you’re targeting.

Advertisement
Advertisement

Many agents think it’s just a matter of hiring a professional photographer and Bob’s your uncle.

Savvy agents know there’s a very important step prior to taking images, and that’s getting a 'de-clutterer' and stylist in to oversee the creation of the eye-popping images to accompany the property’s marketing strategy.

Clever stylists know how to ‘work a room’ with the right accessories to target your premium buyer. It goes right down to selecting the right art, the right magazines and the right cushions to entice your buyer to linger on the images. Clever stylists know how to make the eye travel to achieve continuity and coherence in an image. All of this works to attract the ideal buyer.

Then it’s up to the photographer to capture the essence of the property. But is it? This is the second part of the snap-judgement trilogy.

The best agents will know exactly what they want from the photo shoot and will direct the photographer in how to display the lifestyle of the property. They’ll create two hero shots. They won’t automatically use an exterior as the hero shot. They’ll know which properties will benefit most from a dusk shoot. They might even do a couple of close-ups to create interest. The clever agent directs the photographer, not the other way around.

But images alone aren’t enough to create the kind of excitement that’s necessary to get a buyer to pick up the phone or get in the car and attend an open house.

Imagine skimming down the first results page after a search on one of the major portals. What do you look at? The images… and the headlines. When the image and the headline combine to create a match in the buyer’s mind, they immediately want more. And they’ll click through.

Now you’re in with a chance.

This is the third and all-important part of the trilogy. Here’s where you get to marry everything together and bridge that gap between the head and the heart – the copy.

A crucial part of that is the headline. The headline has to relate to the thumbnail image. Some experts say the headline is so important you need to spend about 80 per cent of your allotted time on this element alone.

Here are three examples of flat, boring, thoughtless headlines (found in a recent check on a major property portal for Paddington, Sydney):

• Stylish, renovated Victorian terrace

• Location, lifestyle, privacy, leafy outlook

• Charming traditional Paddington terrace

Agents need headlines that grab buyers by the eyeballs and suck them into the message. A compelling headline will do these four things:

• Grab your reader’s attention

• Screen and qualify

• Get the buyer to take the next step – clicking through

• Communicate the one ‘big idea’ or essence of the property

Sure, real estate does and will continue to sell with poorly written headlines, but the great headlines will attract more premium buyer enquiry and get homes sold quicker. Great headlines can set agents apart from their competition.

We talked about the importance of the ‘story-driven’ property description body copy in a previous article, which is of course part of the snap-judgement trilogy. But agents who study, understand and incorporate a brilliant headline will go a long way in helping their vendors' properties stand out above the rest.

The 3 keys to a strong first impression
k hutton intro
lawyersweekly logo

Tags:

ABOUT THE AUTHOR


Karen Hutton

Karen Hutton

Karen Hutton's mission is to create useful communication products for sales and rental agents that inspire, delight and create a memorable experience for their clients.

Rankings
rankings
JUST RELEASED
May 09, 2022

REB Top 50 Women in Real Estate 2022

REB is thrilled to present the Top 50 Women in Real Estate 2022 ranking, which sets t ... LEARN MORE

rankings
JUST RELEASED
May 04, 2022

REB Top 100 Agents 2022

Now in its second decade, the REB Top 100 Agents 2022 rankings are the most revered s ... LEARN MORE

rankings
JUST RELEASED
May 02, 2022

REB Top 50 Agents NSW 2022

Even a pandemic has not put the brakes on the unstoppable property market in NSW, whi ... LEARN MORE

rankings
JUST RELEASED
April 27, 2022

REB Top 50 Agents VIC 2022

The COVID-19 crisis has not deterred the property market in Victoria, which has been ... LEARN MORE

rankings
JUST RELEASED
April 25, 2022

REB Top 50 Agents QLD 2022

As the property market continues to roar in Brisbane and Queensland, the REB Top 50 A ... LEARN MORE

Coming up

rankings rankings
Do you have an industry update?

top suburbs

12 month growth
Mirador
103.33%
Bawley Point
98.13%
Walla Walla
90.7%
Byron Bay
86.67%
Kiama Heights
85.93%
Greta
84.14%
Nulkaba
81%
South Hobart
78.78%
Diddillibah
76.25%
Lennox Head
73.98%
SEE AREA REPORTS ON SMART PROPERTY INVESTMENT WEBSITE
Subscribe to Newsletter

Ensure you never miss an issue of the Real Estate Business Bulletin.
Enter your email to receive the latest real estate advice and tools to help you sell.