In the Internet arena... Internet increased transparency
In the “Information Age,” it is easy for people to find what they are looking for with a click of a button on their computer or mobile devices, likewise for searching for real estate. Therefore, when selling your HDB flat having an online presence is important but not necessary to bring fast sales at your targeted price unless your flat's online advertisements have a high viewer conversion rate.
Buyers know your flat's asking price and have viewed the photos or videos online. They assess your flat's location and conditions to see if they match the asking price. They want to know as many details as possible before making a viewing appointment. Therefore, the ability of a salesperson to convert people who viewed your flat listing advertisement online into viewers of your flat is something you need to look at to effectively sell your HDB flat in the internet arena.
We called viewer’s Conversion Rate
What is the viewer's Conversion Rate?
Conversion rate is the percentage of buyers and buyer’s agents that view your flat listing advertisement online and make an appointment to view your flat.
Impression about the salesperson and seller
First impression counts: if a property listing advertisement is presented to you with only a few photographs and was taken with poor quality, showing untidy space, a very simple description of the property instead showcases the actual property; it shows the platform's default photos and agents’ photos or videos. You probably think that the property agent is not confident in selling this property or that the seller is not sincere. I guess you will not make an appointment to view this property.
Besides knowing what the viewer’s conversion rate is, more important is how to improve your flat listing advertisement's conversion rate.
Dealing with a serious seller
Prospective buyers and buyer’s agents want to deal with serious sellers, not sellers who are trying to test the market. How well the seller prepares the flat for showing and the pricing strategis are important factors for buyers and buyer's agents to consider viewing your flat. Discuss with your property agent how to get your flat ready for showing.
Quality listing advertisement
The flat listing advertisement is an unconditioned stimulus that can produce an unconditioned response from the people who viewed the flat listing advertisement; therefore, your flat listing advertisement needs to be professionally done, like pricing, accurate property details (e.g., size, usage), property description, quality listing photos and videos, etc. A good-quality listing advertisement will rank higher on the listing platforms.
Quality listing photos
You need to prepare your flat for photo taking; consider home styling to elevate your home design to its maximum; and make sure to use the actual photos of the flat you are selling—a sharp and clear photo that brings results.
Property Video
People are more engaged with video. The purpose of the flat video is to record details of the flat sale. It is best to create a video in HD format. Make sure the video uploaded to the property listing site shows the actual flat sale and not any unrelated videos. For example, a property agent’s corporate or personal video. Bear in mind that your flat listing advertisement is to showcase the flat sale.
Ad-free listing landing page
An Ad-free property listing landing page should be noise-free, with the single goal of converting people who viewed your flat listing to viewers of your flat. It should only feature your flat so that people can focus on the flat details, and it should also contain an online enquiry form or messaging feature so that prospective buyers and buyer’s agents can quickly and easily request more information.
Responsive to enquiries
The property agent marketing the flat needs to quickly respond to each enquiry. Prospective buyers and buyer’s agents make enquiries about the flat, meaning they are interested in knowing more details before making a viewing appointment.
Answer to enquiries
The property agent needs to have good interpersonal skills and the ability to answer any enquiries about the flat. People enquire about the flat knowing that they are dealing with someone knowledgeable enough to close the deal. To convert people who enquiry about the flat to viewers of your flat is the awareness stage of the sales strategies.
Access to the property
Your flat should be ready for showing with reasonable notice at a reasonable time.
Salesperson’s information technology (IT) skills
The property agent needs to be equipped with IT knowledge to run digital campaigns. Digital campaigns have multiple creatives and media, for example, images, banners, videos, etc. Therefore, the property agent has a strong working knowledge of IT skills that can help your flat listing advertisement have a strong online presence and increase the viewer's conversion rate.
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