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Five Tips to Optimise Your Property Listing

March 24, 2024

Listing properties today is no longer the menial process of uploading images and writing brief descriptions. Instead, it has turned into an art form. The acceleration of digitalisation has given developers the tools to craft the perfect listing, curated in customers’ best interests – think interactive 3D virtual tours and cinematic videos. And in a world saturated with thousands of real-estate websites and listings, yours will need to stand out to clinch that sale.

Here are five tips to create a quality property listing that will capture attention and captivate audiences.

Use Quality Pictures

A listing’s first priority is to catch a buyer’s eye. This means images. A property listing with no visuals is like a photo frame without a picture. Images can have an outsized impact on success, with higher quality cover images having a higher Click Through Rate (CTR) of 1.7 per cent, findings from PropertyGuru Internal Data reveal.

Indoor images, in particular, makes a significant difference. The team also found that listings with indoor cover images have a 0.7 per cent higher CTR than those without. It is also generally recommended to provide at least five images that show off an array of the project’s features – including site plans, facilities, and a unit’s interior. Diversity can affect a potential buyer’s decision to enquire about the property.

Describe in Detail 

After nailing down style, it’s time to show off the substance. A good listing complements images with comprehensive details. Being relatable is key – think like a home-seeker. Useful information includes whether a project is freeholdor leasehold, its proximity to the nearest train station, and even which direction the unit faces. The ultimate aim is to help a buyer know the property inside out, without having to step foot in it.

Be Brief Yet Broad

While your listing should be detailed, it should also be brief. Listings with shorter descriptions have a conversion rate that is 0.2 per cent higher that longer ones. Unique, descriptive words of a property, coupled with short paragraphs, have been shown to have a higher conversion rate of 0.3 per cent. Ideally, make the description less than 76 words, according to an internal PropertyGuru study predicting listing performance. Yes, it is that precise. 

Strengthen Your SEO

With the World Bank reporting that 92 per cent of Singaporeans are avid users of the Internet, online search engines have become a key platform for property hunting. Improving your search engine optimisation (SEO) is a key digital tool that helps your listing stand out. For instance, having the right keywords is crucial in allowing potential clients to zero in on your listing and facilitating organic growth.

State Your Price

What’s the price? This is the million-dollar question – no pun intended – every prospective buyer has. According to PropertyGuru Internal Data, some 71 per cent of enquirers explicitly ask for the price when viewing a listing and 47 per cent of users include price in their searches. Do also ensure that the prices are accurate – up to 11 per cent of listing-related complaints are related to misleading prices.

Source: PropertyGuru Internal Data (Dec 2022 – Feb 2023)

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