3D Tours Showcase All of the Practical Details
Self-guided 3D tours, such as the popular Matterport tours, are also very helpful in explaining the more practical day-to-day elements of the house. Generally, these tours include a “floor plan” view and a “doll house” view and offer the potential buyer a chance to navigate from room to room via their mouse.
If the buyer is trying to recall whether the hall bathroom has a tub or a walk-in shower, all they have to do is hop online and check. Similarly, checking to see the brand and condition of the washer and dryer is only a few clicks away. Thus, the best option is for the listing to have both a narrated video and a 3D tour.
Added Importance of a Strong Online Showcase
During Covid, home buyers were reluctant, or even restricted, from touring homes in person. When open houses resumed, attendance was down dramatically and, as a result, many buyers became accustomed to filtering all of the homes on the market through comprehensive online searches.
Potential buyers almost always visit the home’s website after learning about the listing from other sources, such as direct mail, TV commercials or newspaper ads. After reviewing the online collateral materials, they decide which homes they want to see in person and often filter out homes that they would actually like because the online presentation of the property fails to convey the home’s true characteristics or attributes. This is why we have invested well over $1.6 million in the high-quality videos, 3D tours and photography we have showcased on our website, in addition to what we pay to run commercials for our listings on television.
Attracting Out-of-Area Buyers
Another great benefit of having a strong online presentation of homes is that it gives out-of-area buyers access to properties in places they may not have considered. As an example, buyers struggling to afford a home that meets their size requirements in Palo Alto may love an alternative property in Menlo Park or Los Altos – that is, if they knew about it. The combination of full-page ads in the Palo Alto Weekly, TV commercials that air throughout the region, and direct mail may induce these buyers to visit the microsite for a listing in Menlo Park or Los Altos. After watching the home’s video, they may decide that Menlo Park or Los Altos better fits their budget and lifestyle preferences.
Simply put, there are a lot of buyers out there that have focused their search too narrowly. Mass marketing attracts more buyers, even if they didn’t know what they really wanted. This additional competition leads to higher prices and happier sellers.
By Michael Repka