Here’s why your real estate listing needs visuals to deliver
Humans have always been visual creatures, so it is not surprising that the digital realm is catching up to better serve our way of processing information.
Visuals – be them photos, videos or other graphics – impact everything from recognition to memory to impact. Here are some compelling statistics from Martech Zone:
- Memory – People remember only 10% of information three days after hearing it, on average; adding a picture can improve recall to 65%.
- Cognition – Nearly two-thirds of people say they’re visual learners.
- Recognition – Consumers are significantly more likely to think favorably of ads that emphasize photography over ads that emphasize text.
- Impact – Articles with relevant images get 94% more views, on average, compared to articles without images.
According to Allan Paivio’s dual-encoding theory, when we read or hear about an abstract concept, it is processed by the verbal centers of our brain and encoded in our memory. But when we see a visual, that picture is dual-encoded in our brains, simultaneously being processed by the visual and the verbal parts of our brains. This dual-encoding is what makes visual concepts more memorable.What’s more, visuals help tell a story, and our brains love good storytelling. When you combine a written story with visuals to make it more exciting and inviting, you will only increase the likelihood that your story will sustain your audience’s attention and encourage them to take action.
The Conversion Breakdown
How does this break down for real estate professionals who want their audience to view listings and ultimately take action on them?
- Visual content is 40 times more likely to be shared on social networks.
- Tweets with images are 94% more likely to be retweeted than tweets without.
- Pinterest users are 79% more likely to purchase a product they see pinned on Pinterest versus Facebook.
- Your content is 50 times more likely to make it to the first page of Google results if it includes video.
- There’s a 403% increase in inquires when the real estate listing includes video
Here’s the twist: The human attention span shortened from 12 seconds in 2000 to eight seconds in 2015. And now it’s 2019. It could be that digital has gotten so good at catering to our aptitude for visual processing that it’s now affecting it.
You only have a few seconds to capture someone's attention and get them to take action, whether that’s looking at a listing, visiting your website, or requesting a showing.
Regardless of the platforms you use, you need to be leveraging visuals. Thankfully, real estate is an incredibly visual industry, which means the opportunities are endless. Consider not only photographs, but infographics, animations, social media graphics, and of course, video.
Here are some ideas:
Use a Photo with Style and Add a Title
Use a Collage
Use a Short Video
If you make the investment in visual marketing, you'll see the results.
Interested in learning about tools that can make visual marketing easier? Check out OpenFrame, an app for real estate agents that works with a 360° camera to capture listings and create virtual tours that make marketing easy while wowing buyers.