Property Presentation - 6 Seconds or Less

There’s an unwritten rule for today’s real estate online shoppers that it often takes prospective buyers an average of 6 seconds to decide if they would like to continue investigating the house they are currently viewing or move onto the next listing. From the perspective of how important and financially significant this decision is for buyers, this amount of time to consider a decision of this magnitude seems silly and reckless. However, let’s unpack this. 

It’s difficult to view real estate through the lens of other shopping decisions. The average price point for a single family home in the Marin County market is approximately $2,300,000 and a kombucha is $5. Can the basics of other product marketing really apply to home shopping? To an extent, yes it can. Let’s also consider two important variables: 1) A very impatient millennial home buyer generation and 2) Frothy competition in the market. 

As a Millennial, here’s a short list of things I don’t have a high tolerance for: waiting in lines, trying on pants, and the inevitable 10 minute “what are we having for dinner?” conversation with my wife. Whether it’s a TV or a bag of mandarin oranges, I’m a quick shopper. If I’m visiting J Crew, I intend to buy a shirt, and I intend to buy it quickly. I’m sure some are more thoughtful than me, but I feel as though I represent the majority of my Millennial brethren. With this in mind, it’s reasonable to draw certain conclusions of how these rushed individuals behave on Zillow. Given this rapid shopping method, one can only assume that the visual presentation of a home listing influences anyone’s click path. If the first property photo showcases the sellers’ cuckoo clock collection, hmmm. Next photo is a grainy Iphone shot of the seller’s cat hiding under the couch, NEXT! Meanwhile, I’ve missed the huge backyard, completely remodeled kitchen, and perhaps a recent price reduction. Doesn’t matter, I’ve moved on. In this extreme example, the listing agent has successfully concealed the redeeming qualities of the property and has lost a potential purchaser. 

In certain markets, this quick-trigger home shopping is intensified by virtue of comparison. In Marin County, most of the listings are staged and prepped to be more photogenic and visually appealing. Let’s say you are a seller who owns a superior property for the same price as the competition, but chooses not to prepare their home for sale (painting, staging, etc). This listing will stand out in a negative way and manifest an undeserved reputation among the masses. The “scrolling” millennial shopper will be quick to glaze over the property due to poor visuals despite all the positive attributes. 

The lesson for all sellers: first impression is vital, if not the singular most important variable in your property’s value. It’s not enough to just expose the property. It needs to stand out! Every house has flaws, but every house also has stand-out strengths. Do the best with what you have - make the strengths even stronger with eye-catching presentation and revitalize some of the weaknesses with simple property preparation. When selling in the near future, it’s best for sellers to invest in high net-return improvements like paint and staging. If there is leftover budget - flooring, counters, light fixtures, etc also represent wise investments. Hiring a great local agent can help guide you through all these steps and maximize the value potential of your most valuable asset.