A major national magazine recently asked me about the definition and importance of digital curb appeal. My short answer was that it’s the way the overwhelming majority of home buyers start reviewing properties for sale. In fact, my answer understated the impact digital curb appeal has today. Digital marketing in real estate takes first impressions to a higher level (another level), don’t miss this opportunity.
Whether on their smartphone, tablet or personal computer, about 97 percent of today’s home buyers are first attracted to properties online. As the internet and social media become the way many prospective home buyers see properties of interest, it’s critical that your home shines online.
We all know traditional curb appeal. It’s the view of the house from the street, sidewalk or curb out front. Don’t think curb only means single-family residence. Condominiums, townhomes and duplexes also can benefit from digital curb appeal.
How is digital curb appeal accomplished?
Experienced listing agents encourage sellers to apply fresh paint to their house, or paint a contrast color on the front door. They’re told to manicure the lawn and garden to improve the home’s general attractiveness.
This is all outside the home; it has nothing to do with the home’s interior. As buyers drive through the neighborhood, often on the weekends, what stands out are the houses that look like the place they would want to call home. It becomes the invitation to prospective buyers to “see more.”
Digital curb appeal takes that presentation a step further to present the entire home to the world – from outside to inside the front door. When we list a home, we hire professional photographers, videographers, even drone operators, to capture the home in the best light. I mean that literally, as photography is shot when the sun shines best on the property.
Areas of the home – the kitchen or bathrooms or the pool and patio deck – that have been upgraded or are especially alluring get special attention. This appeal translates to a warmth and charm the home radiates to the viewer.
Tech-savvy realtors also routinely provide 3D tours, such as those provided by Matterport, EyeSpy360 or Cupix to show the home as if the viewer were walking through it themselves.
How is that viewer found? Realtors versed in digital marketing work in concert with leading SEO partners who use keywords and phrases meant to elevate the property and specific community or neighborhood. We write engaging copy, full of rich details to tell the story of the home, the neighborhood and the lifestyle that could be enjoyed by the buyer.
The result is that digital curb appeal allows buyers to “drive” the internet anytime, 24/7 to find properties of interest that coincide with their living/lifestyle requirements. Think of it as a vetting process; they have an earlier opportunity to review the exterior and interior of a house. They can learn about neighborhood assets – parks, restaurants, schools, churches, retailers, even hospitals.
The buyers then can take a list of homes or neighborhoods they’ve discovered to their realtor to help guide the search. “This is what I like,” they can advise. “But don’t spend time looking at this area.” That’s why the listing agent must capture the attention of prospective buyers browsing through hundreds of listings.
This digital curb appeal becomes the seller’s online chance to make that critical first impression.
This is the first in a series of articles exploring the importance of presenting your home online. The next article will explore the strategy behind staging the home and shooting the best photographs and videos unique to the given property.
As team leader for the Gary Lanham Group at Coldwell Banker Real Estate Fort Lauderdale Beach Office, Gary Lanham is a veteran listing agent skilled in the most complex transactions. He knows how to get sellers the most money in the shortest amount of time, even in this changing market. See Gary’s digital promotions of his listing and contact him at instagram.com/garylanhamgroup or call 954-695-6518.
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