When you have a property to sell, the first thing you do is to create a listing. While it may seem like a very straightforward task, the truth is, it isn’t. There is a lot of strategic planning and thorough decision-making that goes with creating or writing an effective real estate listing.
Think about it. In 2019, there are approximately 9,900 units of landed and non-landed properties sold in Singapore. It came down to 9,500 in 2021 but as the industry starts to loosen up from the constraints brought about by the pandemic, the number of properties on the market is expected to keep climbing in 2022 and the years to come. This statistic alone speaks one thing – tough competition.
The real estate industry has always been competitive. As a property agent, you need to compete, show up, and be on top of everything to ensure max amounts of return not just for you but for your clients as well. Every real estate agent knows that a successful premium transaction always starts with a good listing. But very few actually know what is a good listing and how to create one.
Well, what exactly is a good listing?
It is a listing that is able to showcase the property in its best light on the internet. It is eye-catching, informative, straightforward, and draws the attention of the target market. Here are a few tips on how to create the perfect listing that will more likely help you close a premium deal.
1. Get Quality Real Estate Photos
We can’t stress this enough. 44% of home buyers start their search for properties online. Put yourself in the buyer’s shoes. When you search for a property, the first thing that would likely catch your attention is the photos. Does the property look good? Does it look like my dream home? Can it serve my ideal lifestyle? As the saying goes, “A picture is worth a thousand words”. So as a professional representing the property, you have to make sure that the photos can speak for themselves.
Here’s how to get striking property photos:
Prep the property for the photoshoot (home staging)
To take great photos, you must prepare the house first. Do things like decluttering, cleaning, and repainting if needed. For houses that are hard to sell, you might need to go as far as renovating or upgrading a small portion to make the house look updated. We highly suggest doing home staging. We had clients before who were unable to sell properties for more than 6 months but after we stage the property, it was sold within a week! Don’t underestimate the impact that home staging can have on your property.
Hire a professional photographer
Hiring a professional photographer can make a huge difference. Remember that photos are everything and as much as possible, you need to take good ones. The need for high-quality real estate images has increased as more potential buyers look for homes on the internet. Listings of properties photographed by a professional real estate photographer attract 61% more online views, according to a survey done by Redfin.com.
Create a drone video
Aerial shots can make the property more attractive on the internet. It is also a great way to show the neighborhood and the amenities that are available within close proximity. You can also use drone photography to get enough visual data to create a 3d presentation of the property.
Create a video house tour
While photos are everything, this does not mean that you should stick to one visual medium. Create videos as well. A video house tour conveys more information that buyers will understand. Videos are getting more and more popular with the rise of TikTok Marketing and Instagram Reels. People are immersing more in virtual reality which also makes video presentations even more appealing.
2. Write the perfect listing description
Write a description that sells. Have you ever sent someone an email or proposal but you get nothing in return? Just…crickets? It’s probably because you completely overlooked the importance of copywriting. In the sales world, copies are king. The same goes for writing a real estate description. It should be structured to serve one purpose – to make a sale. Here’s how:
Come up with a catchy listing title
When writing the headline, be location-specific. Mention the location of the property and keep the title succinct and straightforward. Buyers who are looking to buy a property in a location you mentioned will be more likely to click and view your listing.
Talk about the neighborhood
Mention the advantages of the neighborhood and the nearby amenities. How near is the property to transport systems? Are there malls in the area? Amusement parks, schools, gyms, and the likes? Let the potential homebuyers know the benefits and experiences they will get by living in the neighborhood.
Don’t forget to mention the design features
The design features of a property are what make it different from other listings in the market. Does the property have a unique view? A spacious outdoor area? Extra bedroom? Smart appliances? Highlight its best features and mention certain keywords or buzz words to describe them that will hook the reader to pay attention other than simply skim the description.
End with a call to action
Lastly, cap it off with a call to action phrase. A call to action is typically a one-liner sentence that will tell the reader what to do next. An example is “This home isn’t going to last long, so don’t wait any longer and book a home viewing today!”
3. Share your listing on social media
Of course, what good would a perfectly written listing be if people don’t see it right? Don’t just leave it on the website and wait for people to find it. Share it on social media. Tell your network about the new listing. Do as much sharing as you can to let everyone know about the property you have for sale.
Send the listing to your email list
If you have an existing email list, leverage your chance of getting your property noticed by your quality leads by sending an email informing them of the new listing.
Create an ad campaign
Ad campaigns such as Facebook Ads and Google Ads target those people who are interested in buying your property. While you can rely on organic social media reach, you can’t ignore the fact that putting up an ad will increase your market reach and also increase your chance of getting a premium deal.
Inform your past clients about the new listing
There’s a huge chance that your potential buyer might also be interested in the new property you are selling, especially if they’re real estate investors. Tell them the news. If, on the other hand, they don’t end up purchasing the property, they might have a huge network who might be more interested to see the property. It’s all about expanding your network.
Host an open house tour
Hosting an open house is a great way to acquire more interested buyers to view the house within the day. There will be a larger number of individuals who might make an offer if you gather as many potential buyers as possible to tour the property. Check the Council for Estate Agencies (CEA) for the latest COVID-19 Measures and Guidance regarding this matter.
Closing a premium real estate deal is all about strategy. You need to show up and find out what works and what doesn’t. The difference between a top-performing real estate agent from someone who simply does the job has nothing to do with luck or fame. Every real estate agent even those who are starters in the field can close millions of dollars in real estate sales through strategic marketing and perseverance.
Always be flexible and adaptable to new market trends. Because regardless of how many years you’ve been in the industry, there’s always something new for you to learn to take your business to new heights.
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