We posted an article showing that impressions are formed in as little as 7 seconds. New research now details how buyers look at homes on line; and if quality photos are absent, so is their attention. 95% of buyers look at the first photo the longest, usually about 20 seconds. Researcher Michael Seiler tracked the eye movements of 45 people viewing 10 online real estate listings with six photos in August 2011, determining that 95 percent of participants viewed the first photo—an exterior property shot—for just 20 seconds. The study is relevant because knowing how house-hunters view a listing online can help agents fine-tune their marketing approach.
Founder and director of Old Dominion University's Institute for Behavioral and Experimental Real Estate, Seiler says participants moved their eyes in a "Z" pattern from the upper left corner and after reaching the bottom right corner, they scanned up the right column of the screen. After viewing the home's exterior photo, 76 percent looked at the property description; but 41.5 percent did not bother to ever read the agent's remarks. Researchers also cautioned practitioners against using all capital letters, overhyped adjectives, and brand names in property descriptions. Seiler determined that overall, participants devoted 60 percent of their time to photos, 20 percent to property descriptions, and 20 percent to the agent's comments; and he found that their interest diminished after clicking through numerous properties. "You have to grab people's attention within two seconds," Seiler remarked. "Do it the way a billboard does."
Some agents ensure the photos, property descriptions, and remarks can be seen without scrolling; while others limit their remarks to only a few paragraphs and focus more on the lifestyle and neighborhood than appliances and other features.
This begs to ask a very simple and fundamental question; why do many agents fail to ensure their listings are as presented as best they can be? Why do they post them in the MLS without photos, take only one or two, take poor quality low resolution photos, fail to highlight the best parts of a home.... That of course leads to an even more vexing question; why would a client hire that type of agent?
It's been our experience that many feel obligated to use a friend or family member that is an agent instead of selecting an agent based upon experience and performance. This seems to be somewhat unique to this industry; imagine using Cousin Tony the painter/vet tech/criminal defense attorney for your court date. Epically dumb of course, but that same dumb logic is regularly employed when it comes to real estate. Turbo Tax ran an ad that highlighted the dangers of using non professionals in that field....spot on.
We know how to make your home appealing on line - that's the fastest way to a contract.
Hank Miller, SRA
Associate Broker & Certified Appraiser
Atlanta Communities
www.hmtatlanta.com
678-428-2876
