Interesting Study Reveals How Buyers Look At Listings Online
Nearly all home buyers begin their search online. This is not new information.
What is new information is HOW buyers are looking at listings online. Knowing exactly how buyers scan listings can be very useful information in real estate marketing. What part of a listing do buyers go to first and where do they spend the most time?
Prof. Michael Seiler, Old Dominion University at Norfolk, Virginia tracked the eye movement of people viewing online home listings in his study "Toward an Understanding of Real Estate Home Buyer Internet Search Behavior: An Application of Ocular Tracking Technology."
Do you know which part of a listing gets the most attention and which part is most overlooked?
According to Prof. Seiler's study:
" Home buyers focus primarily on the photo of the home and
secondarily on the quantitative description of the property. Real estate agent remarks are
substantially lower on the list of priorities. Just over 40% of participants did not view the real
estate agent remarks."
I was surprised to learn that 41.5% of home buyers didn't even view the agent remarks section.
The power is in the pictures. This study shows viewers spending 60% of their time on photos.
As a New Hampshire Home Stager I know the importance of mls photos and I agree with Prof. Seiler..."if you don't have an eye catching photo of the home, the battle is lost before it begins."
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