Winning in the home

We asked homemovers after shortlisting agents, what factors would make them decide who to instruct. They told us the top three influencers were – how the agent intended to market the property, the local knowledge of the agent and the agents’ fee.

Let us explore these three key factors:

1. Marketing of the property

85% of homemovers say that Rightmove is the ONE site they would want their property advertised on so make sure you pull together the ultimate listing every time. This attracts and maintains the attention of eager homebuyers, and showcases a consistent and professional image of you and your brand to sellers and landlords.


Remember listings on Rightmove centre around photos. Photos are key to grabbing buyers attention and recently on mobile we have increased their size to emphasise them even more. The optimum amount of images is between 5-9. If you take more, hold some back and refresh them every few weeks. Always include floorplans in all of your listings. Almost four out of ten people said they would be LESS LIKELY to enquire about a property without a floorplan. Always upload these in the floorplans section.  Finally, utilise all of the text fields to describe all of the great features of a property. Most properties have a kitchen and bathroom, so talk up other features the buyer can fall in love with eg- stained glass windows, the distance to the nearest train station, the local deli etc. For more helpful tips on the ultimate listing sign up to one of our free webinars on the Ultimate Listing.


2. Local Knowledge

We saw throughout the seminar that homemovers want an agent that can demonstrate strong knowledge of their local area. Dedicate a section of your website or microsite to showcasing this, and include testimonials from your customers. Update these on a regular basis to show positive feedback is always being given about you. In your property descriptions on Rightmove talk about local schools, parks and transport links as well as nearby cafes and restaurants- this helps bring out a compelling flavour of the local area and community and shows that you are the agent that knows the local area best.


3. Fee

For the first time in a number of years homemovers indicated that agents fee was a deciding factor in who to instruct. Many agents choose to not enter fee wars, instead include additional services such as floor plans, professional photography and service level agreements within their fee. They believe that they can charge more but offer more to their customers.


Independent research identified that the majority of homemovers would be willing to spend more on additional marketing if it would help sell or let their property. We’ve seen agents capitalise on this by selling additional marketing, such as premium listings or featured properties, onto the vendor which they believe helps achieve both a better asking price and buyer.



Next Time…

We will look at ways to cement your relationship with the homemover during the final, selling stage, of their journey to make sure you receive that all important recommendation.


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