This morning (21 April 17, 10am), a Panoleh subscriber (Mr Tan) was sharing with me how he utilize Virtual Tour which I think is very smart. Mr Tan is a Real Estate agent in Singapore who focus on resale market, he will have situations when he has a very nice unit in a good location that will have many enquiries to a point that he is not able to handle, he will also have situations when the unit is not nice and the location is unattractive that he will not receive much enquiries. For the former situation, Mr Tan will send the Virtual Tour to the interested buyers to view the house remotely and most of the time when any interested buyer asked to meet, the transaction will be closed. It is a very efficient process and very effective result that Mr Tan can better utilize his time on other priorities. As for the latter situation, Mr Tan will market the unit in property portal with Virtual Tour. Base on Mr Tan’s experience, he told me that he will receives about three times more enquiry calls when he marketed units using Virtual Tour compare to units he marketed without Virtual Tour. The marketing term for this is called “Improve Marketing through visualisation”, I have shared this in my past article.
In this article, we will discuss about one of the impact Virtual Tours have on potential buyers, which is creating Lasting Impression.
Why Lasting Impression is Important when Marketing a Property?
Do you want to leave a lasting impression to your prospects on the property you are marketing? If yes, why? We humans generally make decisions by information through our senses transmitted to our brain. For Virtual Tour, it affects the sense of sight (ophthalmoception). We will not make decision to buy a property by the smell of it, by the sound of it (property don’t create sound), by the touch of it, by the taste of it. Therefore, the only way to impress a buyer or creating a lasting impression by their senses is by visualisation.
When you make bookings for rooms for your vacation, after you have filtered the price and location, what is the decision factor to book which hotel/room to stay (assuming the review score is same)? Most of the time, the hotel/room which have nicer pictures will get your business. Putting this example into property marketing, it does the same, property buyers including myself have too many choices in the property portal even after filtering, most of the time, we will shortlist the listings that provide a lot of information and more importantly, nice images because it leaves me with good impression of the house and the effort of the agent. My definition of nice images doesn’t really means how nice the house look in those images, more importantly, the images needs to give me a good idea about the layout, the size, the height and the proportion of the property so that I can imagine how I want to renovate the house and what type of furniture I will get if I buy the house.
The last thing any marketer want is a buyer see their advert and then forget about it the next moment, or worse, don’t bother to see the advert even when it is just right in front of the buyer’s sight. One of the main reason this happens is because the advert is not attractive enough and it couldn’t catch the eyes of the buyers. If a marketer couldn’t even give a good first impression to a buyer, they can forget about giving a lasting impression to the buyer.
Therefore, impression is very important in any form of marketing. First impression attract your buyer’s attention to see your advert/posting/listing. Leaving a lasting impression to your buyer will make them keep coming back for new updates and also higher chance of them sharing the news with their friends.
How to Create Lasting Impression?
To create lasting impression, we must first know how to create a good first impression. Very seldom do we have situations when we do not have a good first impression on certain things and then it created a lasting impression on us. I remember going to a coffee shop with a friend last month and he ordered a plate of fried noodle. When the fried noodle was served, it give me quite a bad impression as it looked dried and burnt. However, my friend keep recommending me that I must try so I reluctantly took a small portion to try. The taste of the fried noodle was so fantastic that I ordered a second plate and the following week, I went back to that same coffee shop for the fried noodle. Now, I will go to that coffee shop once every week for the fried noodle. From this personal experience, we learn that lasting impression can be very powerful and it can be very “addictive”. The visual of the fried noodle failed to impress me but the taste of it did create a lasting impression.
When marketing a property, like I have mentioned earlier, there is no way to impress a buyer’s senses other than visual. Since visualization is the only senses we can impress a buyer, first impression is therefore very important in order to have lasting impression. One of a very good way to impress buyers to your listing is to show good images, feature beautiful images, put a short yet eye capturing title to your listing. Like marketer, real estate agents will want their listings to be read and seen by the potential buyers instead of skipping it like a junk message. As a property looker, once we click into a listing, we will stay on a listing to see all the information and images provided repeatedly if they are comprehensive.
Having Virtual Tour will be even more impressive because with it, potential buyers can relate the Virtual Tour with all the information provided in the listing. It gives us a more pleasure experience looking into the listing and we can visualise the house much easier even without physically being there.
Feature good images and eye capturing title on your listing to create good first impression as a hook, provide Virtual Tour and comprehensive information to make that good impression lasting. Doing all the steps might not impress every single person who come across your listing but it will definitely generate far better result on creating lasting impression than putting minimum effort.