NOTE: This is an opinion that is not easy to test, but has been established after many years of helping real estate agents.
This opinion has been many years in the making but it was seeded back in 2016 when we started to help Alex Jordan in the new world that was unfolding in social media. Alex, and frankly the McGrath brand in general, had a clear view that simple and uncluttered is better.
This philosophy developed into short bullet-point driven text and a very curated set of imagery that would commonly be only four images. These days that has turned into 10 for Alex. There is no perfect number other than the Facebook interface is actually perfectly designed for up to four – a hero image dominating the lion’s share of the space and three other images that, carefully chosen, will attract the eye.
Less is more.
So why is four or by extension up to 10, optimal?
Most property images do not “sell” the listing – FACT!
By all means contend this, but our experience has shown that only very carefully selected imagery will carry weight for presenting the property. We get it — photographers and even vendors feel that more is better but the actual heavy lifting is done by a very small range of images.
Some properties thrive on the external hero image. Street appeal or drone footage can display the property very well; but in many cases, the real hero image is an internal shot.
We are currently marketing a property for an agent with the most stunning Bar. That is a fantastic hero image, a differentiator, even though the street appeal of the main external image is still great.
So we are believers in curating the 5-10 best images of a property to use those to do the heavy lifting of a listing, and in promoting our Portal, we will be using four images as the Shop Window, to keep it very simple.
Less is more!
