BUSINESS

A picture is worth 1,000 words – or 54% more leads according to Kyero.com

The phrase 'A picture is worth a thousand words' originated in America and has been used frequently in the US press since the 1920s
  • Top notch presentation generates 54% more leads
  • Use a professional photograph to capture a property’s unique charm
  • Use images that sell the lifestyle, not just the building

The phrase ‘A picture is worth a thousand words’ originated in America and has been used frequently in the US press since the 1920’s. It remains true to this day and is particularly relevant to those wishing to advertise a product or service, where both space to advertise and time to catch potential customers’ attention are limited.

New research from leading Spanish property portal Kyero.com has emphasised the continuing relevance of images to convey messages. Kyero.com lists more than 200,000 properties each month and analyses buyer enquiries in great detail in order to have a thorough understanding of what it is that buyers want and need.

Richard Speigal, Head of Research at Kyero.com, explains,

“Viewed through this lens, it quickly becomes obvious that the best looking properties generate the most buyer enquiries. For busy local realtors, it’s easy to think it won’t hurt to cut corners on photography and sales descriptions. However, our research shows that realtors who go the extra mile on presentation generate 54% more leads. Over a year, that adds up to a lot of extra sales.”

According to Chartbeat, the average viewer spends fewer than 15 seconds on a website. The stark figure is based on a survey of mainly media sites, but nonetheless highlights the difficulty of grasping viewers’ attention in a fast-paced online world. An outstanding image can certainly make a difference, particularly in the context of a portal, where buyers are scrolling through lists of many similarly sized and located properties. The one with the attention-catching image is the one that can generate 54% more leads, according to the Kyero.com research.

Kyero.com is working closely with the real estate agencies who present their properties on the site to ensure that such feedback is available to help them improve their services, at the same time as maximizing their pool of potential enquiries. Head of Research Richard Speigal continues,

“Kyero’s lead in the international market has made us an easy choice in areas popular with buyers from overseas, such as Alicante and Marbella. We provide agents in these areas with an instant stream of leads. There are also side benefits. Our growth came from a very early decision to operate in 13 languages (a difficult technical challenge) and all our agents get the benefit of turnkey translation systems. This is unique to Kyero, and crucial for agents who are looking beyond the domestic market.”

When it comes to photography, the message is simple: tell a story. Every property is unique and a good photographer will be able to capture the particular charms of each home. Whether it’s a townhouse with a first-floor pool or a villa with outstanding coastal views, an image that captures the lifestyle that the property promises is one that will resonate most deeply with those seeking a sun-kissed second home.

Kyero.com’s Richard Speigal concludes,

“You have so little time to capture a viewer’s attention online. Superb photography is one way to do it. The right image can make you stand out from the crowd and may well make the difference between a buyer enquiring about your property rather than someone else’s.”

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