We rely so heavily today on the internet to market our properties, but with so much information available to the would-be home buyer, our on-line ads had better pack a punch. This audience will forever be just one click away from the next property listing, and our “special” home will be all but forgotten. Galen Ward talked about the peekaboo law of home photography, and Ardell had a great footnote on the subject. Of course, Greg Swann had his own 3000-words-or-less thoughts on the topic.
Steve and I have an escrow closing today on a home that is the poster child for taking thoughtful photos to effectively market a property. This is what the home looks like from the street:
Not very inspiring, I’m afraid. It just looks like any one of another 120 or so homes on the market in this zip code today.
Here is the photo I used in the MLS and on the web as the primary photo:
This accomplished several things. It followed the peekaboo law by showing just enough to get the audience’s attention, plus it was a cleansing process which eliminated those that were water sport-averse. And, as Ardell recommends, it told a story – The story of a home with a beautiful pool. In this case, that was the story. Nowhere is it written that the primary photo must be of the driveway, and yet I would venture a guess that 99% of the agents out there succumb to this trap. If the front of the home is inspiring, then by all means use it, but if there is something better waiting for you once you cross the threshold, why not make it known?
By the way, the buyer of this home found it listed on Realtor.com and wasn’t even aware that this neighborhood existed. She wanted first and foremost (drum roll) a pool. At the initial showing, she had mentally purchased her pool, and the rest of the home was just icing that happened to convey. Had this not been the first photo she saw, she likely would have clicked on by.
Jeff Brown says:
Kris – Way to go. You reminded me of the story my dad told me about a purchase he once made. It was on Mt. Helix. His hot button was a large (huge) back yard with a bunch of foliage and trees.
The listing agent tuned into this quickly and when showing him the home took him down the side of the place and into the back yard. It was magnificent. As my dad was appreciating the view the agent was counting out loud. When asked what he was counting he replied, “how many trees Mr. Brown.”
Dad spent all of about five minutes on the interior before making an offer.
December 11, 2006 — 11:37 am
Galen says:
Chris, I really like this approach. Could you report back when the property sells? Did the buyers notice the photo? Please tell us – was the pool something the buyer was seeking?
December 11, 2006 — 12:50 pm
Kris Berg says:
Galen, Your speed reading failed you. 🙂 The loan has funded and we should have confirmation of recording within the hour. The photo WAS the reason the buyer called to see (and eventually buy) the home; she admitted as much. The pool WAS what she was seeking; the rest of the house was a nice consolation prize, but not the biggest issue to her.
As a funny side note, I had many people call for showings and act more than a little irritated once they arrived that the photos, and this one in particular, over-sold the home. You see, this home is located on a very busy street, so we anticipated a tougher sell than most. The sellers, of course, were diggin’ my marketing!
December 11, 2006 — 12:58 pm
Galen says:
Ha! I’ve been caught! Monday morning has beat me again!
I’m glad to hear that it worked out. Apparently I focused too intently on why you took the photo and ignored the important stuff (that it worked).
December 11, 2006 — 2:03 pm
Cathleen Collins says:
Thanks for the reminder Kris. It’s way too easy to thoughtlessly fall back on bad habits, just because that’s the way it’s usually done. Great work for your clients!
December 11, 2006 — 3:10 pm
ardell dellaloggia says:
Kris,
Did I see a challenge there for Greg to say something meaningful in 100 words or less without it being a link post? LOL
December 11, 2006 — 5:39 pm
Kris Berg says:
Ardell,
Or as Greg would like to say, “100 words or FEWER”.
December 11, 2006 — 5:52 pm
Greg Swann says:
> Or as Greg would like to say, “100 words or FEWER”.
I just checked. I’ve never raised that issue here. But: You’re right, anyway. Very perceptive.
December 11, 2006 — 6:06 pm
Elena says:
Kris, Thanks for the article and reminder to keep my thinking outside the box. My most successful moves have been to recognize what 99% of agents are doing and do what’s different. Unfortunately it goes against the natural thought process. Maybe that will change in 2007.
December 12, 2006 — 3:54 pm
Brian Brady says:
Kris,
I’m chuckling. I grew up in New Jersey wher a pool was owned if you were “rich” (it was the 1970’s). I bought a home in Litchfield Park, AZ that had a 40,000 gallon pool on a half acre lot because it made me feel…well…rich. The inside was a dump but I wasn’t worried, I had my wealth, all 40,000 gallons of it.
Now, in Solana Beach, I’m grateful to have a patio. I define “rich” a little differently now.
December 16, 2006 — 2:56 pm