You Do Not Have to Show Buyers Everything Online

There is a temptation with property marketing to show absolutely everything.

Thirty photographs. A long video. Every room from every angle. A description covering every single feature.

I am not convinced that is always the best approach.

The purpose of online marketing is ultimately to encourage somebody to arrange a physical viewing.

You therefore need enough information to make the property interesting without necessarily removing every reason to come and see it.

I think this applies particularly to photographs and video.

Show the strongest rooms and important features.

Give buyers enough information to understand the property.

But leave some curiosity.

If a buyer feels they have already explored every corner of the home from their sofa, there is a risk that the physical viewing begins to feel less necessary.

The same idea can apply to the written description.

Some very successful agents deliberately keep descriptions relatively concise.

They highlight the important features but leave buyers wanting to discover more.

There is a balance, of course.

You do not want to hide important information.

But marketing is partly about creating interest.

Sometimes showing enough — rather than showing absolutely everything — can help achieve that.