I remember having running battles with agents convincing them to be more open by putting more info on the web when we first started in 1999 (“but I want my phone to ring, that’s my measure of effectiveness” they would cry). Initially sceptical & fearful (“will I be disintermediated?”) they came to like the web, as it did sift out the time wasters, and qualify people. Transactions were faster, which was good for all.

The essential point I think is that the internet viewer is coming to the web for information, that is why they are there. They want to get in, get the info and get out. Don’t give them the info, and you annoy them, and they may not come back. Worse, your brand is damaged. They are a different animal to the newspaper ad browsers, lazily turning the classified pages whilst sipping on their coffees on a Saturday morning. (OK, a favourite newspaper-bashing cliche’ of mine, but you get my point – it’s a different environment).

Social media, and cool thinks like Foursquare, make information spread, available anywhere, and like it or not (and it’s best to like it and get on with it), it’s changing the way we all get our information. So, give the information.

Thank you very much for the comments to date. Just to touch on a few;

Peter D’Arcy – your comments regarding top 2, it is really difficult as I think all are important and I believe it comes down to the individual browser as to what is key. For some location is the most important thing and therefore the accurate address is top of the list. Whilst for visual people the floor plan and imagery are essential, and for others that are completely price driven it is different again. Thus top 2 is really driven by the users needs.
In response to your other question – yes this is based on some user research that we conducted in January. We did have some assumptions prior to this but the research really reinforced this for us.

Floorplans – Yes you are right, it does need to be prominent and it is something we are addressing at present.

Ian – I think you raise a valid point re information, however the internet has changed the way in which the real estate industry needs to operate. The web provides consumers with control and knowledge, which they never had a decade ago. As a result agents need to adapt and provide consumers with the information that they need to make a decision as they want to interact on their terms not the terms of the agent. This is however just my perspective on it, will be interested to hear other views.

Cheers
Petra

Thank you very much for the comments to date. Just to touch on a few;

Peter D’Arcy – your comments regarding top 2, it is really difficult as I think all are important and I believe it comes down to the individual browser as to what is key. For some location is the most important thing and therefore the accurate address is top of the list. Whilst for visual people the floor plan and imagery are essential, and for others that are completely price driven it is different again. Thus top 2 is really driven by the users needs.
In response to your other question – yes this is based on some user research that we conducted in January. We did have some assumptions prior to this but the research really reinforced this for us.

Floorplans – Yes you are right, it does need to be prominent and it is something we are addressing at present.

Ian – I think you raise a valid point re information, however the internet has changed the way in which the real estate industry needs to operate. The web provides consumers with control and knowledge, which they never had a decade ago. As a result agents need to adapt and provide consumers with the information that they need to make a decision as they want to interact on their terms not the terms of the agent. This is however just my perspective on it, will be interested to hear other views.

Cheers
Petra
Petra

You’ve listed floorplans as more important than images. Give them the visual prominence they deserve.

There are so many agents sharing lots of information that your fears seem to be unfounded.
If people did cut the agent out then those agents would be going bankrupt, instead of being more successful at selling houses because they provide more info.

However as a competing strategy – old school versus new school, the new methods attract more buyers, which self qualify with less effort from you – but if you offer less info you clutter your day with answering basic info.

Due to the nature of this new marketplace – agents feel under pressure to drop fees. It may be a reality if your competitors are more efficient than you. One way to uphold your income is to enlarge your sales inventory – and the way to do that effectively is give more info and cast a wider net, thus dealing more efficiently with the opportunities that DO exist to you today. And, given the self qualifying nature of the info – should give you more time to offer that service level which is often lacking today to the qualified buyers coming in – or you could do more prospecting – your call!

You have nominated 4 issues – what in you opinion are the critical 2 that every web property presentation needs to satisfy a buyer – what are the 2 most important bits of information a buyer wants.

Lastly if you have an opinion is that research based or your own gut feeling.

Thank you
Peter D’Arcy

That’s what I was trying to ascertain. I was wondering why there are so many new faces at the conferences. Thanks for the article Petra