Three Part Seller Series - Part Two

Last month we began with Part One of our series, Photos & Virtual Tours. Visual images are the most effective and important tools (of course, along with proper pricing) available to attract interest and showings through your listing. This month's focus albeit of secondary importance is still an integral part of your property's online image.



So why worry about a description if the visual is what truly brings in the buyers? The simple answer is why not? It boils down to fully exhausting every possible promotional avenue to market your home.


About 95% of real estate transactions go through the MLS system with a Realtor representing a buyer showing a client through a listing and preparing an offer to purchase. Additional marketing avenues that we employ like open houses, classified websites, printed flyers, illuminated yard signs, social media marketing and the like, are all classified as peripheral exposure. While they are not nearly as effective as the power and scope of the MLS system why would you choose not to utilize them and continue to look for new effective methods?


The same holds true for property descriptions. If a buyer is intrigued by the photos and the virtual tours of a listing the next place they go is to the write-up. Think back to how many user manuals you have read in the past 5 years compared to how many times you've gone straight to the illustrated quick-start guide and never even cracked the manual open. Buyers can certainly get a good idea of the property by looking through the images but the write-up will provide additional important information that cannot be communicated with images alone. The essential information in our write-ups includes:
  • Basic Layout
    Giving buyers a general idea of what rooms the property offers and where they are located. This gives the buyer a better mental image of how the photos really fit together and how the property flows.
  • Unique Features
    These are the attributes that may put a listing above the crowd or make it memorable to a potential buyer like "2009 SAM Award-Winning Builder!" or even something as simple as an appealing landmark or amenity located close by.
  • Extras & Upgrades
    This is one of the most important portions of the write-up. There is nothing worse than a buyer coming through the property and not being aware of all of the listing's positive attributes. Similar to the unique features a potential buyer should be aware of the extras and upgrades so they can truly compare the whole package the property offers to the competition.

The additional information categories should also always be filled out to their fullest, like directions to the listing, inclusions, accurate measurements and my favourite, school information. We always research and include the 'designated' schools for our listings not just the closest schools. It doesn't do a buyer much good to have a school located a few minutes away if your kids won't be going there.

Granted the MLS system is certainly not perfect and more often than not all of the information will not fit into the 1,020 characters allowed in the description field. That is where effective communication skills and the experience a Realtor brings to the table from working with buyers and sellers comes into play so the decision can be made as to what features will be the most saleable in a particular community or market.

To reluctantly reference a tired quote, if the pictures of a property are in fact worth a 1,000 words then you now know that the description is worth an extra 1,020...well characters anyway...because the MLS only allows...never mind, you get the idea.

> OUR LISTINGS - Samples of Our Property Descriptions




Three Part Seller Series - Part One
One of, if not the most important factor to attract potential buyers to your listing is how well your property shows online. Studies have shown that over 80% of buyers now use the internet to research and search for properties; and why not? Buyers can easily sit at home and browse through literally hundreds of properties in a matter of hours and whittle down a huge potential property pool to a select showing list all based on what they see and read online. 

This month we are happy to present part one of a three part seller series focusing on the importance of creating and cultivating a property's online image. This series will concentrate on the three most important components of a property's online presence.

We aren't afraid to say that we offer one of the most comprehensive and effective online marketing packages available and we will be highlighting our services throughout the series...because it's our newsletter, who did you think we'd be highlighting? Let's begin.




This is still the most important facet of your online presence. When looking through properties on the internet buyers want to get a good feel for what the property looks like and the best avenue to achieve this is with top quality photos and virtual tours. Through our own experience and that shared with us by our own client base, listings with inferior or even worse, no photos at all are rarely looked at let alone considered for showings.


There is frankly just too little time and too much available inventory to consider properties that show poorly online. This point is exemplified by the photos below, they are taken from similarly sized and priced properties.
Photo Comparison 
Which property looks better? Which property looks like it will sell first? Which property would you book a showing at? At Scott Real Estate we employ and work together with professional photographers who know how to prepare your home and capture the best images possible. We also provide our sellers with custom virtual tours with active photo galleries and direct links to the MLS listing, property brochure as well as location and amenity information.

Click on the link below for samples of our photography and virtual tour presentation.




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