In recent years, the real estate industry has seen a shift in advertising practices to include more of a digital presence. When Covid-19 forced the shut-down of many activities, real estate open houses were included in the ban. As part of an essential service, realtors began to think outside the box and determine how to continue to reach clients. Many realtors already using extensive digital marketing found the migration to a more robust system rather easy, and for others, it required a significant investment in technology.
For Kevin Girard at Royal LePage State Realty in Hamilton, a marketing background had already spurred him to use various technologies to grow his business. “Photography has to be extremely high-quality, and video tours are becoming more important,” says Kevin. “We were already doing some video tours for clients, but when Covid-19 hit, we introduced 3D Matterport Tours to all our listings. It allows the buyer to walk through the house as if they are there.”
As well as the 3D walk-throughs, 3D videos allow photographers to create floor plans of the home so potential buyers can see the actual layout, size and dimensions of the rooms. With a 3D tour available, the realtor can then schedule a call with the client through Zoom or Facetime (video conferencing app/website) and walk through a home presentation in real-time. Instead of bringing the buyer to the house, they are bringing the house to the buyer.
Drones are being used more for aerial photography of the properties, which is especially helpful for showing off main features like a pool or patio or even walking trails nearby.
Amenities are becoming increasingly important as more people are working from home and staying home instead of travelling. “I recently listed a home with trails nearby, so I started the video at the trail centre,” says Kevin. “It’s a way to demonstrate the home along with the amenities nearby.” He explains that the landscape of real estate has changed, and clients are looking for a home where they can spend more time.
Online tools are also critical for showcasing homes to foreign buyers. The market has seen an upswing of international buyers for several years, specifically in luxury homes, and many realtors expect the trend to continue. While it is critical to have an excellent online marketing presence, it is equally vital to offer contracts with DocuSign and digital signatures for buyers not able to enter the country before making a decision. Currently, the climate is still a hot sellers’ market, with buyers becoming more comfortable with digital practices to narrow down their search. A buyer can still physically view a home but the online tools can help eliminate unnecessary visits to homes that do not meet their needs.
Krista Hann from Royal LePage State Realty in Ancaster echoes this sentiment as she began booking virtual showings and 360 virtual tours when the pandemic hit. “The booking program allows you to do a virtual tour with the client, together, from your own homes,” says Krista. “Buyers can zoom in and take measurements themselves right on tour as well as ask questions.” For Krista, who also uses 3D Matterport technology, the most significant adjustment was getting comfortable in front of a camera and running a tour without physically being with the client. “This technology is here to stay,” says Krista. “Clients will continue to want 3D photos, even after the pandemic, so it’s important to adapt now and bring these practices into play.”
She says that the ban on open houses allows realtors to narrow down the serious buyers, which saves time in the end. Buyers who are genuinely interested in a property can book a showing with their realtor so long as they adhere to the guidelines of wearing PPE and are willing to sign a waiver.
Written by: Julie Achtermeier
