A study by Point2 Technologies, a provider of website and listing syndication software for real estate professionals, says home buyers are more attracted to online listings that have lots of photos.
The study set out to examine the impact of photos in driving real estate transactions, as part of a broker’s or agent’s online marketing efforts. Point2 Technologies says the results strongly suggest that adding more photos generates a better response to real estate listings.
Listings that did not include any photos performed very poorly, generating little consumer response and business, says the company. The study showed that listings with zero photos attract, on average, 0.02 per cent of the detailed listing views that listings with 21 to 36 photos enjoy. Listings that featured a single photo fared significantly better.
“Once again the data indicates that online home shoppers want rich content, specifically in the form of more photos, otherwise they intend to move on to the next listing,” says Carey Tufts, director of marketing, Point2 Technologies. “Especially in today’s market, home sellers and their agents do not have to take this risk. The data sends a powerful message. With more than 80 per cent of home buyers continuing to do their research online, agents must attach more photos to their listings for them to stand out and attract more potential buyers.”
Compared to listings with only one photo, those with 21 or more photos generated more than triple the number of detailed views, more than double the amount of interest, and double the number of leads, says the study. Compared to listings with no photos, those with 21 or more photos generated more than 55 times the number of detailed views, nearly 27 times the amount of interest, and 898 times the number of leads.
“The days of putting out little information in the hopes that buyers will phone in to learn more are gone,” says Tufts.
Point2 is the largest independent provider of website and listing syndication software for real estate professionals, with nearly 200,000 brokers and agents subscribing to the Point2 Agent platform, in 100 countries. Founded in 1996, Point2 Technologies is privately held and employs a staff of 100 at its offices in Saskatoon and Vancouver.