92 percent of consumers want brands to make ads that feel like a story .
“ Show ”, Don ’ t “ Tell ”
Whenever someone comes to your website or social media , your main goal is to grab their attention quickly . On average , users look at a page for 15 seconds or less — this is how long you have to grab their attention .
The best way to do this is through photos and videos . The rate at which the brain processes images is 60 times faster than words . This means you are more likely to hook renters faster with images on your website rather than a lot of text .
As well , photos engage your viewers , give them an authentic look at what their possible new home has to offer and help them remember your community . In fact , if an image is paired with text , a user will remember 65 percent of the message three days later compared to 10 percent without it . Additionally , Papilios Real Estate Photography found that listings with good photography generated an average of 139 percent increase in clicks .
Hiring a photographer can be overwhelming and expensive ; luckily , we live in an age where your average smartphone is equipped with a high-tech camera that can capture beautiful images . However , we do suggest investing in a point-and-shoot camera that will provide higher-quality images than a phone but is more budget-friendly than a professional photographer .
With a little research on how to create good lighting , you can take some pretty compelling photos of your property that will engage prospective renters . Here are a few quick tips for taking great property photos :
• Use as much natural light as possible
• Take photos from multiple different angles and positions
• Stage the space but don ’ t make it look fake
• Take more photos than you think you need for options
• Use a tripod for steady and level photos
• Take shots low to the ground
• Shoot from the corner of the room
• Do not use a wide-angle lens
• Keep the flash off , even in low-lighting settings
In regards to your story , rather than using text to tell it , use video . Record clips of your leasing team and current renters talking about the community . This is something not only should you use on your apartment website , but on social media as well !
Share Resident Reviews
It ’ s no secret that online reviews are increasingly affecting residents ’ purchasing decisions . Maximize on what ’ s already out there and share positive online resident reviews of your community .
48 | TRENDS MAY 2022 www . aamdhq . org