Have you wondered how clients search for your listings?

In one of our recent articles we wrote that, as estate agency staff, we should put ourselves in the buyer's place. That way the properties we present will suit their tastes much better. Such “stepping into the client's shoes” is necessary not only when persuading them to go ahead with a transaction, but also at earlier stages.

Getting to know a potential client thoroughly will allow us to tailor the listing much more precisely. As a result it will meet the buyer's needs and expectations and thereby catch their attention. To begin with, we should therefore find out how listings of flats and houses for sale are most often searched for.

The fight for attention

In the age of the internet and a flood of information, clients' attention is the most precious commodity for an estate agency. It is what we compete for, and it is what brings us later benefits. So how do we catch a client's attention with our listing?

Studies of consumer behaviour show that the most-read listings are not just those with an attractive price. Buyers' attention is also held by a beautifully taken photo and… a promise of a response from us. Visible contact details, a telephone number, the full name (and ideally a photo too) of the estate agent – all this makes the user start to trust us.

Get to know the digital world

Getting to know the environment in which clients move is obvious, and the advice borders on a platitude. Yet looking at some listings of flats for sale, it is easy to conclude that these basics are the most neglected. So where should we start in getting to know the digital world?

First, we should know what devices clients use to browse listings. For several years the dominant trend has been to use mobile devices for this purpose. Smartphones, tablets, laptops – these are what top the property scene today.

Let us use this information to verify how our website behaves on mobile devices. Is it responsive? Does it allow comfortable browsing of listings and, above all, encourage contact with an agent in an intuitive way? Well-designed websites must not overwhelm users with too much information; instead they should attract with aesthetic design, quality photos and full legibility.

Since you also know which types of devices are most often used to browse listings, adjust the promotion of selected listings accordingly. Promotion on services aimed at mobile users can bring very positive results in a short time.

A fast world, fast reactions

The digital world is characterised by extraordinary speed. Users (especially those on mobile devices) do not really read but scan the content offered by the internet. Milliseconds decide whether their attention will rest on a given piece of information for a longer moment. It is important, then, to write listings that stand out (in a positive sense, of course). We should therefore write listing titles, and decide on their form and content, with a strong awareness of consumer behaviour. You will find effective advice on how to write listings in our earlier articles!

Let us remember, however, that a good listing is characterised not only by encouraging and correct language but, above all, by answering questions. People looking for the ideal flat first filter listings by category; the most popular filters are minimum number of rooms, followed by maximum price, minimum area, maximum number of rooms and maximum area. This information says a lot about the present-day needs of clients, for whom price is no longer the main selection criterion. Being aware of client behaviour while filtering listings, and knowing current keyword search trends, we can construct a listing that fits their needs perfectly.