Marketing has come a long way, and it continues to evolve. Online marketing, with emphasis on SEO and factors that will attract the bots to a blog post, continues to reign as the most popular method of marketing. However, there is one factor that reigns triumphantly and will always attract potential buyers, sellers and other agents to one’s marketing.
Photography is that very significant marketing component. My favorite phrase to sellers and to my team members is “the eye buys.” If they remember that one phrase, agents will produce eye catching “money shots” and sellers will prepare their property to be the target and worthy of the description of those shots as “money shots.” Photography is the first factor that catches the attention of the reader. If the photos are colorful, vibrant and full of life, they will spark interest from the reader. Those “eye catching” photos will direct the reader to the content and details provided by the marketer.
People do not read unless there is interest in what they see for photography. The photos are the trigger, and for our team, aerial photography has been very successful in holding the attention of the reader, especially with subdivisions. Seeing the entire community in one frame, along with what borders the area, has created many sales for us.
Potential buyers have the opportunity to view the layout of the homes/condos in a subdivision. The visibility of the overhead view of rooflines enables the reader to appreciate the magnitude of custom homes with complex rooflines. This is an invaluable factor in marketing a new home/condo community.
The keywords to relay to sellers and to be remembered by listing agents are “the eye buys.” If marketing agents are mindful of this when preparing marketing pieces, the fact that “the eye buys” will result in more property selling for higher prices and in shorter periods of time. With every marketing piece, my thoughts begin with “the eye buys.”
Of course, “the eye buys” is not limited to photography used for online marketing. I use similar photos offline in newspapers and in direct mail marketing campaigns. If the graphic is “eye catching,” the recipient of the marketing piece will read the content and the phone will ring.
Good content is, first and foremost, for Google and “eye catching” photography is to capture the interest of the reader. The reader will read, and that interest will spur a phone call. The same concept applies to offline marketing as it does for online.
“The eye buys” and the best practice for marketing agents is to always remember that phrase. It’s a money-maker and therefore the best practice!!!
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