Thomas Harpointer
Thomas Harpointer is co-founder of AIS Media, an
Atlanta-based technology firm that provides Internet
solutions to businesses. He has some advice for
those who buy and sell houses on the Web, where it is
estimated more than 80 percent of home buyers start
their searches.
Describe what potential home buyers expect from real
estate sites.
They are technically more sophisticated and are raising
the bar in terms of the level of functionality,
interactivity and customization they expect.
They're highly visual, intolerant of delays and deeply
unimpressed with "typical" brochure sites. They
eagerly use the Web to find information on listings,
financing and to locate a reputable Realtor.
How do virtual tours affect sales?
The average online listing with a virtual tour receives
40 percent more views than listings without tours.
More than 90 percent of home buyers consider the
addition of property photos to an online listing to be
"very important." Providing a virtual tour helps
build buyer confidence, generates more leads and can
save the agent/broker valuable time by better educating
the potential buyer about a property prior to the site
visit.
Are Web sites more cost-effective than other
marketing strategies?
When considering the costs of other marketing methods,
the cost of developing and maintaining a professional
Web site is minimal. A Web site is operational
24/7/365. Changes and updates can be made on the
fly. There's no limitation to the amount of
content you can provide. Listings can be updated
immediately and results are easily tracked. Most
advanced Web site features and functions have already
been developed. Therefore, the cost of developing
a feature-rich site is significantly lower today than
just a few years ago.
Along with virtual tours, what types of information
should sites offer?
To effectively compete and cater to the growing demands
of today's more sophisticated buyer, developers, brokers
and agents need to upgrade their Web sites with modern
features that enhance the user experience:
-
Advanced search (state, home type,
bedrooms, price, size, location, amenities, etc.)
-
An extensive number of
high-resolution photos
-
Comprehensive descriptions of
properties
-
Financing tools
-
Buyer tips and resources
-
Automated e-mail alerts
-
Local school information
-
Builder/broker/agent information:
reviews/testimonials
-
Map property display
