New standards for how to present properties
When people look for new homes today, they generally do so online via websites and social media. This creates new demands in terms of how to showcase a property, thereby making the digital presentation of houses and apartments more important than ever. Consequently, one constantly needs to keep up to date with the latest online marketing trends in the real estate industry and their impact on the needs of potential buyers.
This blog post aims to inform you about one of today’s major digital trends – the interactive tour. It transforms photos, floor plans, video and text into a personal journey through a home.
The interactive tour is a challenge to the classic way of presenting properties
At Esoft we have refined the interactive tour, so house hunters can customize their own showings, thereby learning even more about the qualities of a property. That means buyers can gain access to a property all year round and at any time of the day – in other words, precisely when it suits them. “The interactive tour ensures that potential buyers gain the information that is most relevant to them in the buying process.” says Martin Magnussen, CEO Esoft Denmark.
Thus, a digital property presentation means you do not actually have to visit a property in order to view it.
The interactive tour ensures that potential buyers gain the information that is most relevant to them in the buying process.
- Martin Magnussen, CEO Esoft Denmark
The interactive tour is primarily a challenge to the classic way of showcasing houses and apartments, which features no holistic view – just photos, a floor plan and text as separate entities. But Esoft’s vision is to provide something different in the market, and to develop solutions that reflect the digital age in which we live.
New homeowner, Anne Bødker, found the interactive tour really useful “When looking for our new home, we sifted through properties online – usually in the evening, when we had the time.”
When looking for our new home, we sifted through properties online – usually in the evening, when we had the time.- Anna Bødker, a new homeowner
We find that buyers themselves want to take control, since they are very well-aware of what they are looking for. The interactive tour is a solution that appeals to the affluent generations who are on their way, but who are actually already buying their first or second property. We refer to them as the ‘Millennials’. They click on things that grab them and, if the desired purchase criteria are not clear or the presentation is confusing, they immediately lose interest.
That is why it is crucial to collate all the essentials in a single place, providing buyers with an easy overview of a property. For example, the interactive tour displays the floor plan, in which a potential buyer can click his or her way into the various rooms. If the kitchen is the most important aspect, they can start there, before moving on to the bathroom or living room, depending on their mood.
The interactive tour also allows viewers to take their time, enjoying a guided tour of a property and interacting with it whenever they fancy. “The smart thing about this solution is that buyers can interact with it the moment they come across something they find interesting. So, we don’t highlight everything – just selected purchasing criteria. That makes the digital presentation easy and clear.” says Søren Bech, Product Manager at Esoft. The various, selected rooms are documented with photos and sometimes small video clips, panoramic photos and texts, conveying the atmosphere and potential of each room.
The smart thing about this solution is that buyers can interact with it the moment they come across something they find interesting. So, we don’t highlight everything – just selected purchasing criteria. That makes the digital presentation easy and clear.- Søren Bech, Product Manager Esoft
An advantage for both homeowners and sellers
“This solution makes the best use of your marketing budget, because the material gets used in different places on the site.” says Martin Magnussen.
This solution is not only ideal for potential buyers, who can access a property whenever they wish, but also for sellers and real estate brokers who get the most out of their marketing bucks.
This solution makes the best use of your marketing budget, because the material gets used in different places on the site.- Martin Magnussen, CEO Esoft Denmark
Finally, the interactive tour prepares buyers well. One can even go so far as to say that when a buyer actually visits a property, it is their second showing. This reduces the number of fruitless showings.
Thus, Esoft manages to collate all aspects of marketing wherever a buyer happens to be, while a buyer can personally control his or her own showing.
Would you like us to help you showcase your property digitally?
Written by Ditte Haugstrup, Ass. Team Leader ved Esoft