Two by Three Inches. That’s the real estate of your home’s first photo in the eyes of the beholder. A quick, rapid-fire association of attachment or distance viewed through a smartphone screen. How to succeed?
Ascend to Art.
Around 70% of American’s own a smartphone. Around 75% of homebuyers use a smartphone in their search.
The average homebuyer using a smartphone spends all of two minutes and thirty seconds viewing properties per session. On average, they’ll view no more than 2 properties in that time.
The average engagement to SothebysRealty.com? Twelve minutes. Almost 500% more than the industry average.
Brand Standards. Twenty-one thousand real estate broker’s properties masterfully captured with consistent imaging. Every property’s subject matter is staged, prepped and ready to invite interaction. Photographers in Colorado work on behalf of LIV Sotheby’s and represent the best of the best at their craft. The other properties on the site? Some of the most desirable properties on the planet, representing selections from 70 nations from some of the top real estate brokers, anywhere. In the United States, 41 of the Top 250 individual real estate brokers affiliate with Sotheby’s.
Imagine the opportunity for a Colorado Springs Seller: the curation of their property’s assets alongside the best of the best “worthy of buyers’ time and engagement.”
The average consumer has become habituated to a two minute, thirty second engagement. Properties that obtain a greater length of engagement? They win.
When buyers shop for homes, they often do so on stolen time. They may be in the line for a prescription. It may be in the elevator. It may be while Bill is going on and on with a tiresome Powerpoint that won’t end, the buyer’s lefthand below the conference table, their thumb navigating their future.
What’s the first story your home will tell?
What’s the second story you’ll share?
Do you have a third?
The future that thumb is navigating is looking for something: HOPE.
Is the first image hopeful? Is the second? Is the third? How about the first six?
Because after viewing six images, the buyer has formed a lasting impression. While Bill drones on and on, that buyer may be beginning to feel hormones that encourage attachments. Yes, we’re talking the language of relationships. Attachments mixed with adrenalin might prompt rapid action.
The resulting chemical cocktail assaulting our friend leads them to believe “this one might get away.”
Will your home’s marketing convey Hope? Or Hopelessness? The buyer wants the former, but increasingly believes the latter, leaving very little room in-between. Why does the seller have to overcome the hopelessness of the buyer? Because inventory is scarce, interest rates are rising, prices are high, and the quality that the buyer sees in the images is low.
Supply-side inventory is on the rise, but remains at 1/3rd the number of available listings in the Summer of 2007. Buyer Hopelessness is characterized by a different chemical cocktail: Dread. Pain. Self-contempt. Think of that buyer’s self-talk, which sounds nothing like hope: (“there are just no good houses for me… both Susan and LaTonya found awesome places, like they always do…”).
Where the opportunity exists to ascend to art, seize the opportunity.
The first rule of maximizing a seller’s investment is this: Seize the Hopeful.
Make the first impression as powerfully and quickly as possible: A Seller’s Greatest Strengths deserve quality representation via consistent imaging.
Because Bill can’t talk on and on forever. Better to break through and reach that hope-seeking buyer, now.