When it comes to real estate sales homeowners and agents now have an abundance of wonderful technology that can assist them in the marketing of a home. And these aren’t gimmicks either – this is technology that really helps buyers and sellers achieve the best possible outcome, since sellers can now show what their home is really like, and buyers can fully understand what’s on offer and therefore make smarter buying decisions.
Drone photography:
This is a new tool that has come on in a big way in the past two years. According to an article in The Orange County Register called “Here’s how drones are changing the real estate business“:
“… statistics show that homes with aerial images sell 68 percent faster than houses that are marketed using standard photos.”
That’s an incredible benefit! However, it’s worth noting that not every home benefits from an aerial image. Sometimes a home can look rather poor from that height, even if it looks great at ground level. It’s a matter of real estate agents understanding when they should, and should not, include aerial photography and video from a drone.
Video marketing:
This article goes on to note that:
“Industry research firm RIS Media additionally notes that 73 percent of homeowners say that they’re more likely to list with a real estate agent who uses video to market their home.”
So even though the use of video marketing in real estate sales is still relatively low overall (although it is much more popular in some of the major markets), homeowners want to work with real estate agents that do include video within their marketing campaign.
Real estate agents who regularly use video are presenting a strong message about their professionalism as well:
“It’s really a reflection of your work and when future clients look you up they’ll find out how you marketed properties …”
If you’re a real estate agent then having professional videos of your listings, with your name associated with them, is a great way to show future home sellers what you can do with their home.
Here’s a wonderful example of a real estate video, combining drone footage and interior video, created by Jonathan Davis of PhotoKona in Hawaii:
3d tours:
The other big technology gain in recent years are Matterport and other similar 3d tours of homes:
“Matterport gives you a doll house-like rendering of the home online,” he said. “You can break it apart and walk through the various rooms. It’s extremely impressive.”
– Justin Potier, vice president and broker associate at Boardwalk Properties in Long Beach
These 3d tours are another great tool because they allow a home buyer to wander through a property as if they are actually there, but they can do it from interstate or overseas. The advantages for sellers, who can now showcase their home to buyers anywhere, are enormous.
Here’s an example of a Matterport tour by Santa Barbara photographer Liz McDermott:
Buyer expectations:
The use of video, drones and 3d tours is no longer for the exclusive use of million-dollar homes. Rather, it is something that is becoming commonplace, with buyers in all markets expecting this level of quality:
Jordan Levine, a senior economist with the California Association of Realtors, said consumers have come to expect the kinds of visually stunning and interactive experiences today’s technology can provide when they’re shopping for a home.”
Buyers are now used to shopping online, and even a simple pair of shoes can have 360 degree imagery and even a video associated with it, and those shoes cost a tiny fraction of the price of a new home. Given this level of marketing on sites like Amazon, which home buyers are all too familiar with, then it makes sense that agents and homeowners should try and incorporate similar levels of marketing excellence when trying to sell a home of any value, in any market. The benefits for everyone involved are obvious.