Tag Archives: click-through rate

Fire place NLP_ what is it

NLP, or Neuro-Linguistic Programming can be described as a ‘behavioural technology’.  According to Mind Training Systems in Surrey, an NLP Master Practitioner Training Centre, this simply means that it is a “set of guiding principles, attitudes, and techniques about real-life behaviour”.  So what on earth does NLP have to do with selling houses?

I had a meeting this week with the two founders of Mind Training Systems, Catherine Jackson and Colin Mackay, and was particularly struck by something they told me about how our brains filter out information when faced with the enormous amount they receive.  Catherine told me, “Our brains are bombarded, via our five senses, with around 2 million bits of information per second; but our conscious mind can only process around 134 bits of these per second.”  I checked this on my calculator, which tells me that’s only 0.000067% – the rest is simply filtered out, and part of NLP’s technique involves choosing which 134 bits to persuade your brain to focus on.

With me so far?

I got to thinking about how buyers often search for a property; perhaps on their laptop, in the evening. So they may well be watching tv, having a drink, talking to their partner or family, checking their phone and email; then there’s Twitter, Facebook and LinkedIn to keep track of, as well as perhaps keeping an eye on eBay in case they’re buying or selling something.  And that’s without their surroundings: the sofa they’re sitting on, the fire, the lighting, and whether their puppy is behaving themselves (this last one is me, actually).  That’s a lot of information to take in!  When estate agents design online adverts for properties, you could be forgiven for thinking that they are assuming the buyer to focus their attention solely on the advert, to pick up any specific words, see beyond poor photography and do any research work themselves.  This is clearly not the case.  If that advert doesn’t grab the attention of the buyer immediately, then they will be focussing their 134 bits of information elsewhere; perhaps on someone else’s property.

Here are three quick ways to ensure your online property advert really stands out and shouts “look at me” to the poor, information overloaded buyer:

 1.  Photo – this has to be big, bold and beautiful!  Don’t forget too that it might be found on a phone, so make sure the house can be seen clearly, even at thumbnail size.  A view across a field may leave your home only a few millimetres across, and require a magnifying glass to look at it!

2.  Headline – make it punchy!  So many of them read something like “An imposing family home in a sought-after setting….” Yawn….. I tried this one recently: “Is this the prettiest thatched cottage in the Cotswolds?” and the click-through rate soared!

3.  Floorplan – buyers love looking at floorplans.  Some research indicates that properties with floorplans receive up to 60% more clicks.  (Source: Rightmove)

Our brains are powerful machines, and with a little direction, can be gently guided down the right path; follow my three tips and hopefully it will be your path!

If you’d like my help to sell your home more effectively, please answer a few short questions here and if I think I can help you, I’ll be in touch

Fire place NLP_ what is it

What to read next: Be a little different – Guerrilla Marketing Tips to sell your home!

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Rightmove Property Performance promo image.jpg

Hands up who knows what this is?

Well done those of you who do; give yourselves a pat on the back.  Those of you who think it sounds like an investor report, you may want to read on.  Particularly if you’re trying to sell your house, and you’ve never been shown one.

The Rightmove Property Performance Report is available to all those estate agents who use Rightmove.co.uk to advertise their properties.  What this report can show is:

  • How well your property is ‘performing’ in terms of the number of times it appears in a buyer’s search on Rightmove
  • How your property compares with the performance of your estate agent’s other properties
  • These statistics over the last week, fortnight or four weeks

Your Rightmove Property Performance Report.jpg

In addition, the report displays your ‘click-through rate’.   This represents the percentage of viewers who click on your property advert to look at further details.  The national average  click-through rate is currently around 5%, which you can take as a bench mark, against which you can measure your property, and indeed your agent. In other words, one in 20 people will usually click on your property from the list that has appeared from their search.

Statistically, there is a direct correlation between the click-through rate of a property, and the viewings generated on it.  So it’s actually really important that you get as many clicks as possible.

 

But what can you do if your property is performing below the 5%? Firstly, ask your agent to try these changes:

  • Keeping the front page introduction to one snappy headline;
  • Changing the main photograph for one which doesn’t show the property at all, but instead just the front door, or name plate.
  • Including some unusual information in the front page introduction, eg ‘The only property in Surrey with a well in the downstairs toilet’ (probably best you make your statement truthful)
  • A question is always eye-catching: eg “wouldn’t you love to watch the sun go down sitting on this balcony?”

Before your agent makes any changes to your advert, ask them to produce a report as a benchmark, then compare it in say a week, with the new click-through rate to see if there’s been any improvement in it.

So, if you haven’t seen a Rightmove Property Performance Report before, call your agent right away and ask for one; if he’s in the dark, ask him to call me and I’ll explain.  Then you might want to think about finding a new agent.  After all, this is the digital age, and informed sellers will always have the edge.

If you’d like my help to sell your home more effectively, please answer a few short questions here and if I think I can help you, I’ll be in touch

What to read nextYour Rightmove Property Performance Report

What to do next:  Sign up to my Selling Secrets https://www.home-truths.co.uk/selling-secrets