By Carisa Chappell SPECIAL TO THE WASHINGTON TIMES
When listings don't feature photos or virtual tours, some buyers may assume the property doesn't show well and it's not worth their time, Ms. Harriston says. On the other hand, if the listing includes an exterior photo that shows the house in winter weather during spring or summer, the buyers may wonder why the home hasn't sold and lose interest.
Experts say it's important to mention features that aren't necessarily shown or aren't as obvious in photographs, such as new floors or a new roof. "Agent remarks that include any upgrades that were done on the house are helpful to buyers, but if left unstated, there may not be a photo that can show that any improvements were done," Ms. Harriston says. Mr. Carter says investing in professional photographs is well worth the cost.
"Photos are the first thing that people see, and their first impression is impacted," Mr. Carter says. "If you can't capture them first with the picture and price, then you've already lost them." This is especially true for out-of-town buyers who are more dependent on the information found in the listing, Ms. Harriston says. However, while there are common features that attract prospective buyers, Ms. Harriston says what prompts one buyer to follow up on a Web listing may be completely different from what prompts another buyer to contact the agent. For instance, she says, a listing for a home in foreclosure and in need of repair, with no interior photos, may appeal to certain buyers. "Those buyers who are seeking a fixer-upper or foreclosed home being sold in as-is condition may contact an agent or broker when the price appears competitive, even when there are no photos," she says. Another buyer may follow up on a house seen on the Web because it is well staged and reasonably priced.
Ms. Harriston adds that including information about an open house in the listing also helps to get buyers' attention. She says the Internet is fast becoming the best advertising for attracting buyers to open houses. ZipRealty is building on the fact that clients are more knowledgeable today, Mr. Carter says, and that philosophy is part of the company. He says ZipRealty tries to include everything a client would want to know about a property in the listing and link it to sites such as www.zillow.com so buyers can see what's next door. "The objective is to keep clients on your site," Mr. Carter says.
ZipRealty, for example, has linked its site to street maps, interactive forums and a "guess the price" game. If an agent's technology is even a half-generation behind, Mr. Carter says, that agent risks losing clients. To keep up, ZipRealty released a new iPhone application in December that enables house hunters to search for homes, photos and prices and estimate value using their cell phones. Realtors such as Ms. Harriston say agents looking to create their own Web site should review other agents' sites in addition to contacting a few Web design companies.
Kelly McLaughlan, chief executive of KME Internet Marketing in Northern Virginia, says, "It is absolutely essential for Realtors to maintain an active, integrated, multimedia online presence in order to attract new customers, engage current or potential clients, and establish themselves as reputable community leaders and local real estate experts." She says it's all about professionally engaging clients in the online context with which they're comfortable, whether it's through their own Web sites, third-party Web sites or advertising venues or using social media. "Maintaining your brand and reputation across all these channels is as important as distributing effective and appropriate listing advertising," she says. Ms. McLaughlan adds that online buyers and sellers typically will review an agent's profile, community presence, knowledge and their listing inventory in less than 10 minutes and suggests that Realtors be "findable" across all outlets.
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