Eastlife January 2019

Supplementing
the Search
How to maximise
your house search
Property
In today’s world consumers go online to look for
information to support their buying decisions,
but it can be tough, you often find yourself
falling into a Right Move hole and the task
becomes tedious. Richard Carpenter from Fine
& Country St Neots (www.fineandcountry.com)
discusses how to maximise property viewings
online and through other opportunities.
Shopping is no longer about showing up at a store to
make a purchase. Consumers often do their research on
the go, using smartphones and tablets to find information.
Given this phenomenon, it’s not surprising that the
real estate marketplace has also become increasingly
digitalised.
Approximately 90% of home buyers begin their search for
a new home online; consequently an online presence is
a vital component of any marketing strategy. For today’s
buyers, it’s also about getting accurate information
quickly and conveniently. Agents bridge the gap between
internet research and viewing a property, which ultimately
leads to buying a home.
More traditional marketing methods still play a role.
Consider your own buying habits – a shop window display
can still be the trigger that leads to a sale. While in the
main, agents are dealing with customers who have done
research online first, a well-presented property in print
media may still be the motivation for a website search.
The statistics of people that browse portals such as
Zoopla or Rightmove are staggering. An estimated 2.6
million people log on at least once a day. Research also
shows that a viewer’s eye is naturally drawn to items
that stand out. Ensuring the first impression is right is
important, as this will entice buyers to a home viewing.
It is still a home inspection that will ultimately convince
the buyer the home is the right one for them. There is a
move to digital viewings, but this is more likely to be for
an investment property, which is a less emotive purchase.
The rules about presenting a property for digital viewing
are still the same; de-cluttering, presentation and letting
plenty of light in still apply.
Agents have become skilled in using internet marketing
tools and can advise you on the best media options for a
particular property. They have also developed expertise
in using e-mail marketing tools effectively. With potential
buyers able to browse through hundreds of properties at
the click of a button, providing the essential information
that will move them to the viewing stage has become a
highly valuable skill.
Social media platforms, such as Instagram, Twitter and
LinkedIn, also have a part to play. Utilising different types
of media can give unique insight into your home for
sale. While it’s still important to maintain an appropriate
marketing mix, the statistics are increasingly pointing
towards digital marketing as the most important element
of a property sale.
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