Three Key Takeaways:
- Share as much visual information as possible, using photos, video, virtual tours and floorplans.
- Offer a walkthrough using Zoom, FaceTime or another digital option.
- Keep communication open and be transparent about any known issues on the property.
Online access to listings is easily accessible to the public, and National Association of REALTORS® data shows that nearly half of all interested buyers start their search online. Enter the COVID-19 pandemic. In many cases, federal and local mandates made it impossible to see homes in person, and many interested buyers went as far as to buy a home sight unseen. Though it isn’t new in practice, buying a house without stepping inside first was not the norm, but researchers say the trend is sticking.
One survey of more than 1,000 homeowners from LendingTree in 2022 found that nearly half of buyers in the past two years—47%—bought without an in-person tour of the property.
The concept is appealing for other reasons. “Some couldn’t come look every single weekend and found they constantly lost houses, but didn’t want to let up on their hunt,” says salesperson Stephanie Mallios, Compass, Short Hills, N.J. She recently had a listing in Union, N.J., where the agent and potential buyer’s mother came, and a contract was signed.
Broker Tia Hunnicutt of Oakland, Calif.-based Proxima Realty has also seen more forgo the physical hunt, not because they couldn’t come but because they valued spending their time in other ways, she says. She’s also seen many millennials and Gen Z buyers do so because they’re comfortable buying almost everything online. “They’re the DoorDash generation,” she says. She’s also noted the practice among second-house buyers who live far enough away that looking in person isn’t practical or affordable.
When Chicago-area Baird & Warner salesperson Lela Theriault decided with her husband Cliff to relocate to Florida three years ago, they worked with a local real estate salesperson. “Most of the houses were sold before we could walk in the door,” Theriault recalls. On the couple’s way back to the airport, they saw a possibility online. Lela called the salesperson who had a FaceTime with the couple as she walked through the house. The Theriaults liked what they saw, asked her to write an offer over the asking price because of multiple bids, and signed a contract when they got off the plane in Chicago.
In short, real estate professionals should take care to invest in technology and a robust online presence since consumers are turning to the internet to shop for homes. As Hunnicutt puts it, “A practitioner has to bring their A-game to the marketing process with online buying.”
Make Photos a Priority
Professional photos put a house in the best light, Hunnicutt says. All key rooms should be photographed with an overview of each, close-ups of features such as a fireplace, closet interiors, light streaming in and outdoor space. “Staging is also important since space does not translate well to the camera,” she says. She also likes photographs taken at the “magic hour” when dusk is setting in, the sun has dipped below the horizon and the sky is beautiful.
Theriault finds that the more photos the better, making sure to adhere to your MLSA guidelines and to consider the seasons when taking them. To get a jump on next spring’s market, Boston-area Compass salesperson Daryl Cohan is having professional photographs taken now instead of in the winter. That way yards look fresh and alive with flowers and trees in full bloom rather than bare branches or covered in snow.
Facilitate Virtual Walkthroughs
Providing a digital walkthrough via FaceTime or Zoom gives an online shopper the feeling of being present, says broker Jennifer Ames of the Engle & Volkers’ Chicago office. During the pandemic, she often set aside an hour to conduct a FaceTime tour. “I’d walk down the block and show where we were and then present the entire house or condo, pointing out key features such as outdoor space and rooms like a kitchen,” Ames says.
Cohan zeroes in on a buyer’s interests such as kitchen functionality. Theriault had her salesperson stand in her future shower and stretch out her arms to show her how large it was. “I wouldn’t have been able to tell that from a photo,” she says. However, in some cases, photos work better, which associate broker Diane Saatchi of Saunders & Associates in East Hampton, N.Y., felt with one buyer’s potential home. “It was a mess but to help I took snaps rather than do a walkthrough. In that case, the buyers wanted a house on that street, so it still appealed,” she says.
Use a Variety of Digital Tools
Other visual materials help provide a fuller picture. Floor plans reveal how rooms are arranged, their measurements, what features like a fireplace or bookcases exist, where windows and doors are located and more. A survey will highlight how the property sits on the site and if there are outbuildings such as an accessory dwelling unit.
Hunnicutt also likes to use Matterport software—a 3D platform that helps users see spaces interactively—a Google map and drone imagery to show the neighborhood area surrounding the home. “Florida is big on drone shots due to so much waterfront property, but some budgets don’t permit it to be performed,” Theriault says.
In general, there’s so much technology available—and more coming with AI—that there’s no reason not to take advantage, says developer Jeff Klotz, Jacksonville, Fla.-based The Klotz Group of Companies. “You can eliminate misunderstandings and missed expectations and see into closets and more with all the tools,” he says.
Consider Narrative Style for Descriptions
Use this style to tell a story and give potential buyers a sense of what it’s like to live in a house. Cohan says a narrative description might read, “When you live in this house you might find yourself drinking coffee on the back deck or having friends over for a game night in the great room.” Hunnicutt sometimes uses storytelling for an email campaign.
Include Financial Facts
Real estate taxes, special local taxes, HOA fees and other costs associated with a purchase are helpful for online shoppers. Include whatever cost information you have so buyers can make an educated decision about the expenses they will incur. “The more information they have, the easier it is for them to decide if they can afford a house,” Theriault says.
Once a property has enticed a remote buyer enough for them to make an offer, make sure to take the same care for a transaction as you would a buyer who is right in front of you.
