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.
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.
Think about what life activities take only 2:30? When buyers are shopping for homes, they’re doing it in the space-in-between. They’re stealing 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.
As the chemical cocktail assaulting our friend increasingly tunes-them-out to Bill, a whole other (unfortunate) scenario could be unfolding:
There are precious few listings out there. The ones that are there are often over-priced. The photos stink. There have been more buyers than sellers for half the months this year (pending sales have out-numbered active listings 5 out of 11 months in 2016) and a sense of hopelessness is characterized by a different chemical cocktail: Dread. Pain. Self-contempt. Think of that narrative, which sounds nothing like hope: (“there are just no good houses for me… both Susan and LaTonya found awesome places, like they always do…”).
When the opportunity to ascend to art presents itself, that road should always be taken.
The first rule of maximizing a seller’s investment is this: Seize the Hopeful.
Make the first impression as powerfully and quickly as possible: Tilt the table in favor of the Seller’s greatest strengths, and lead with that.
Because Bill can’t talk on and on forever. Better to reach that hope-seeking buyer, now.