The use of technology in marketing your home has never before been as important as it is today. A visit to the main page of a realtor’s website speaks volumes without any human interaction. Does the website look too busy? Is it cluttered with information? Is data being “pushed” at me? Do I feel manipulated? According to ecommerce marketers, 10% of all web site visitors leave the first page without going any deeper. For those that do venture further, a wealth of factors entices them to stay. A realtor who understands these factors and uses technology to his or her advantage will be a huge asset to you in your quest to sell.  Realtors with appealing and user-friendly websites attract consumers. More consumers equal greater exposure to your home.

Another psychological factor which influences or motivates a person towards a particular buying decision (or moves them away from one) is called reactance theory (Brehm, 1966). When consumers feel their choices are restricted they may react negatively by choosing the opposite. Internet marketers posit that individuals with an intrinsically based locus of control (Rotter, 1966) are motivated to “search out” rather than “stumble upon” internet websites. Autonomous and intrinsically motivated consumers seem to thrive in settings where they are free to gather information without pressure. Individuals making real estate investment decisions appear to be motivated by internal versus external motivations, and as such, may appreciate web sites which allow for self-determination, freedom of choice and movement (less control and pressure), and offer information using trustworthy and credible methods.

Consumers use internet marketing to make informed buying decisions. Listings without photos tend to be skipped by consumers even if it may be a property they might be interested in. No matter how poorly a property shows, a realtor who lists a property without a picture is running the risk of being cast in a negative light. Without face-to-face meetings, internet consumers tend to engage in the fundamental attribution error which suggests that individuals are harder on others than they are on themselves. For example, a consumer may think negatively about the realtor AND the homeowner during an internet search with thoughts like, “I can’t believe the realtor didn’t take the time to put a picture up. If it were me, I would have had it together from the start. What’s wrong with this homeowner?” These individuals don’t seem to consider that there may be a logical explanation behind the lack of a picture; they just attribute some negative belief to both. After all, it’s their time being wasted. They just want to buy a home. And with an empowering realtor listing your property, the home they choose might just be yours.

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As a team of real estate professionals, our underlying goal is to serve our clients by providing unbiased and balanced information in an effort to honor, respect and empower our clients in making their respective real estate decisions.