Three tips to help your properties stand out from the crowd.

Despite its relative infancy compared with traditional promotional strategies, online property marketing is now the principal source of information for consumers. Recent research confirmed this - with 86% of those surveyed citing the internet as their principle property location tool. With the emergence of realestate.com.au and domain.com.au, it's now easy for prospective buyers and tenants to browse thousands of properties based on their desired location and criteria. Although real estate agents can experience great success online, it's also easy to get it wrong, seriously impacting your chances of sale and acquisition. With the competition laid out so closely together, it's never been more important for agents to hone their approach and technique online. As we explain here, getting it right can be as easy as one, two, three...

Professional photography counts

Humans are visual creatures - we tend to judge situations, objects and even people based on appearance. This is particularly true when it comes to marketing properties - as buyers or potential tenants need to be able to effectively see themselves living in a space. They'll be on the lookout for visual clues that tie into their wish list - such as large bright windows, a sizeable kitchen or pretty garden area. For this reason, iPhone photography just doesn't cut it - professional photos taken in full colour at high resolution will give the best possible impression of the property at hand. On the other hand, agents need to be careful not to overdo it - more is less, but irrelevant snaps of work surfaces or patio flooring won't improve your chances. Try to lessen the use also of a wide-angle lens - as buyers are becoming wiser to this and can easily identify where a room has been stretched or magnified. With more choice on the table, they're less likely to book a viewing if they suspect the size of the space is deceiving.

Compelling content

The content that accompanies the images of your property is incredibly important. Unlike other pieces of text, this is most likely to be read as it's the key source of information for online property hunters. With this in mind it's worth getting professional assistance with this from a copywriter - or at least identify the individual in your business who tends to talk descriptively and compellingly about available properties. You want to sell a lifestyle, a vision - whilst also touching on and weaving in key points of information and basic facts throughout (utilities, location, number of bedrooms, maintenance fees).

Target markets effectively

Real estate agents must now familiarise themselves with the basics of Search Engine Optimisation in order to get the most out of online listings. SEO refers to the use of keywords to help you to "bump up" your rankings via search engines - and this discipline extends to searches within websites themselves such as Amazon and realestate.com.au. Make a list of keywords for each property you list - such as "garage", "gym" or "balcony" to more precisely target suitable buyers and tenants.

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