Point2 Technologies just released the findings of its 2008 Photo Effectiveness Study. Interestingly, home Views, Interest and Leads jumped 20% when photos on listings increased from 15 to 16.
Now, this may be some statistical fluke but the study of 100,000 active listings over the first quarter of 2008 did confirm that listings without photos generated virtually no buyer interest. The more photos a listing had, the more views, interest and leads it received.
Definiton of terms:
Views: how many times a listing was viewed online
Interest: how many unique visitors interacted with a listing, i.e. going beyond the initial set of photos to see a virtual tour, do a mortgage calculation or access more home details
Leads: the number of unique visitors who contacted the real estate broker or agent
Some key findings:
- a mere .o2 percent clicked to see more details on homes with no photos
- Even one photo would significantly improve the chances of a consumer clicking to see details of a home– to 20%.
- compared to a home with only 1 photo, a home with 21-36 photos got triple the amount of views, double the amount of interest and double the number of leads
- compared to a home with no photos, homes with 21-36 photos got 55 times the amount of views, 27 times the interest and an amazing 898 times the leads!
Imagine that.
Source: Point2 Technologies
Technorati Tags: home study, marketing, real estate marketing, Point2, leads, lead gen
