Your real estate listing is the main way most potential buyers will see the home you’re selling. Unlike other products which have multiple means of reaching consumers, the MLS listing is the advertising, information, disclosures, and more all rolled into one web page. So, as you already know, the listing page is pretty important. That’s why you want to make sure it’s flawless and doesn’t include any of these common missteps.
Even experienced real estate agents can make these all too common listing mistakes, particularly during hectic selling seasons when multiple listings are happening back-to-back. Here are some pitfalls to avoid when creating property listings, along with tips to ensure your listings stand out.
Poor Quality Photos
The Mistake: Using low-quality, blurry, or poorly lit photos can turn off potential buyers before they even read your listing.
The Fix: Invest in professional photography. High-quality, well-lit images showcasing the property’s best features are crucial. If a professional photographer is not in the budget, use a good camera, ensure proper lighting, and take the time to stage each room.
Irrelevant Photos
The Mistake: Beyond bad photography, off-topic photos can confuse potential buyers. Avoid focusing on items that are irrelevant to the property, like close-up shots of wall art, staged decorative effects, or inconsequential items like the mailbox or address numbers. Although it’s fine to add photos of the neighborhood, your listing photos shouldn’t look like a travel brochure about the entire area.
The Fix: Be conservative with the number of photos you add to the listing. Viewers don’t have endless attention spans, so give them a taste of what each room looks like along with the exterior environment and leave them wanting to tour in-person next.
Incomplete or Incorrect Information
The Mistake: Providing incomplete or incorrect details about the property, such as inaccurate square footage, missing room counts, or outdated information.
The Fix: Double-check all information before publishing your listing. Ensure that details like square footage, number of bedrooms and bathrooms, and other key features are accurate. Update the listing promptly if any information changes.
Overlooking the Property’s Best Features
The Mistake: Failing to highlight the unique selling points of the property, such as a newly renovated kitchen, a spacious backyard, or a prime location.
The Fix: Identify and emphasize the property’s most appealing features in both the description and the photos. Use descriptive language to paint a picture of what makes the property special, but make sure not to get overly flowery with your language. Lead with the most exciting features but don’t forget to also highlight utilitarian elements like new roofs or central air conditioning.
Lack of a Compelling Description
The Mistake: Writing a bland or generic description that doesn’t engage potential buyers or highlight the property’s benefits.
The Fix: Craft a compelling narrative that not only describes the property but also tells a story. Focus on the lifestyle the property offers and use evocative language to help buyers imagine themselves living there.
Ignoring SEO Best Practices
The Mistake: Neglecting to optimize your listing for search engines, making it harder for potential buyers to find the property online.
The Fix: Incorporate relevant keywords naturally into your listing title and description. Use terms buyers are likely to search for, such as the property type, neighborhood, and key features. This improves your listing’s visibility on search engines and real estate platforms.
Not Including a Virtual Tour
The Mistake: Failing to provide a virtual tour or video walkthrough, especially in today’s digital-first world.
The Fix: Include a virtual tour or video walkthrough to give potential buyers a more immersive experience. This can be particularly appealing to out-of-town buyers or those who prefer to view properties online before scheduling a visit.
Inaccurate Pricing
The Mistake: Setting an unrealistic price for the property, either too high or too low, which can deter serious buyers or lead to undervaluing the property.
The Fix: Conduct a thorough market analysis to determine a competitive and realistic price. Consider recent sales of similar properties in the area and adjust your pricing strategy accordingly.
Overlooking the Importance of Staging
The Mistake: Listing photos with cluttered or unstaged rooms that fail to showcase the property’s potential.
The Fix: Stage the property to highlight its strengths and create an inviting atmosphere. This might involve decluttering, rearranging furniture, or adding decorative touches. Professional staging can be a worthwhile investment to make the property more appealing.
By avoiding these common property listing mistakes, you can create more effective and attractive listings that draw in potential buyers and increase the chances of a quick sale. Remember, a well-crafted listing is your opportunity to make a strong first impression and set the stage for a successful real estate transaction.
