The Importance of Quality in a Content Driven Digital Era
The age of content is heavily upon us. Everywhere we look, images, information, and fluff clutters our brain, vying to grab our attention. On Google, “Dana Point Rental” garners 1,640,000 results, “Boston Homes for Sale” gains 17,700,000, and “Kona, Hawaii Hotels” shows 515,000 hits. That’s a lot of content. But really, how much of it is helpful, and even more so, which result shows me everything I need to know?
All of these searches are real estate related, with different audiences and end goals, but the core of the decision making process will always be initiated by the content. The tipping point to “learn more” rests on the end user’s ability to easily be captivated by accurate, and detailed images of the listing.
With a robust set of options for real estate CRM tools, advertising and media buys, website building and more, the reality is that all of this becomes irrelevant without quality content. Photos, videos, floor plans, and 3D scans are now the norm, and it’s imperative to invest in a quality, dependable, and experienced real estate service provider.
Recently, I found myself captured in the endless loop of an Airbnb search, hoping to find the “perfect place.” I began to sink further with the heavy weight of frustration due to the amount of hosts choosing to include area stock footage, with just 2 or 3 dark, crooked images of the actual room or home itself. My search spiraled into the depth of Airbnb possibilities and two hours later, I left without a single booking because I didn’t trust what to expect from the listing.
Hop on Zillow and the expectations aren’t much different. My “2+ bedroom, $800k home” search within Dana Point showed me more pirated stock photos of harbors, whale watches, and bridged walkways tacked on the end of every gallery, than quality photos of the listing itself.
First and foremost, your consumer is smarter than you’re giving them credit for if this is the content you’re giving them. Secondly, in the age of information, your potential client is going to research the heck out of the listing, area, and the lucky agent before they step foot inside a place.
The Millennial market is growing year after year, and these smarty pants are expert researchers. You can bet that if you aren’t providing the quality information needed about you (the agent/brokerage/service provider/etc), and the listing, in a robust, quality, and visually stimulating manner, than there’s no doubt they’ll take their business elsewhere.
Ultimately it comes down to this: Invest in quality marketing content, and put it to use.
Set a standard for your listings by guaranteeing every property has professional photos and video. Luxury listings receive aerials where appropriate and 3D tours.
Do not just throw your photos on MLS, and watch the expensive imagery be downgraded in quality immediately — promote your content throughout the digital world, and create a footprint within your digital space. This includes property websites, your personal brand website, social media and more.
Open Houses and endless adventures of visiting listing after listing will become a thing of the past sooner than you think; virtual showings and 3D walk throughs are readily available tools for leads outside the geographical area, and clients with busy schedules. Ensuring all of your content is displayed in a visually, high quality format, broadens your reach and potential leads.
When it comes to Real Estate, a picture really is worth a thousand words…See for yourself.
Name withheld, image found on Zillow for a $998,000 listing.
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Photo on Zillow[/caption]
Versus, the Professionals.
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Photo by Remark Visions[/caption]
This $809,000 home…
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Photo from Zillow[/caption]
Or This.
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Photo by Remark Visions[/caption]
