Ewan's Blog

It's not free.

Tuesday 28 Jul 2015

There is no doubt the internet has dramatically changed the way we do business in real estate. It's opened the door to a world of marketing to potential vendors with free and easy online access to information and images anytime and anywhere. It’s fantastic but online marketing is far from free.

There is real truth in the expression ‘it has to be seen to be believed’ which is why the right marketing for a property is so important and online marketing is now undeniably a key element to any campaign.

Vendors expect to be able to search property online at any time of the day and night from anywhere in the world. They also want to see everything available which is why platforms that collate listings are so popular.

But that popularity doesn't come cheap. Online advertising has become a significant cost component involved in selling a property and it is a cost usually borne by the vendor. Some are baulking at the expense so let me explain.

Of course there are instances where greater popularity can drive the cost down, especially where supply is not limited. You could reasonably expect that to be the case for online property listings.

But. With the increased popularity comes an increased need to stand out from the growing crowd. And so we return to the truth that "it has to be seen to be believed."

I encourage vendors to see value in online advertising as an investment in the successful sale of their property.