Digital marketing continues to transform every business, including real estate. People don’t think twice about using a QR code or watching a YouTube video on the go, via their phone. We’ve come to expect these, but like you, we’re discerning and endeavor to set the standard with digital storytelling that captures the essence of the homes we list for sale.
Chad Larsen shares his thoughts on why our team continues to invest in technology and digital marketing that help our clients buy and sell their homes.
Data + Digital
Various sources like Zillow, Realtor.Com, ColdwellBankerHomes.com, and Redfin help people see a multitude of homes for sale. In Minnesota, Realtors participate in NorthstarMLS, one of the best Multiple Listing Service (MLS) systems in the county and the envy of other communities due to its data integrity and employment of the latest data trends. This data helps us review cost per square foot, previous sales, and for upper-bracket homes, we look at “relevant” sales instead of the typical “comps.”
“Good data equals better decisions. It’s important for home sellers and buyers to have accurate information to make informed decisions about listing price, which properties to tour, and ultimately, which one to buy,” says Chad.
Homes are a Visual Medium
While data helps guide decisions, it’s only part of the formula. A home’s digital expression helps home buyers and sellers connect to the properties that are the best fit. Chad says, “We work with clients to build content that draws attention to a property and creates an emotional connection with a buyer.”
Digital communication transforms data by creating a visual medium. It creates a strong draw and a heartfelt attachment as people seek to find the right house. We aim to help present properties in the best light to the most people to find the right fit.
Pictures, Pictures and More Pictures
Photos are integral in telling a home’s story, and it’s common to see upwards of 50 photos on a listing these days. However, Chad cautions that too many photos are a detriment. Showing an excessive amount of photos is not only overwhelming, but it causes people to lose focus on what’s important.
“We focus on showcasing photos that will interest buyers in taking the next step,” he says.
3D Walkthroughs are Here to Stay
Another excellent digital option is using virtual tours to showcase a home for sale. These virtual tours allow buyers to take a 3D walkthrough of a property on their own time. These became necessary during the pandemic and have evolved to become an invaluable medium for tours. A 3D walkthrough is as popular with locals as it is with people relocating to the Twin Cities.
Digital Floor Plans are the Latest and Greatest
In addition to virtual/3D walkthroughs, digital technology now includes devices that capture the size of the property and layout, providing another way to experience a property. Digital floor plans offer a sense of flow and help prospective buyers understand how the space works.
We are using QR codes more frequently to direct home buyers and home sellers to digital content, including single-property landing pages, and digital brochures, instead of producing hard copies. For example, we have QR codes posted in homes for sale that direct to seller disclosures, a digital brochure, floor plans, and other additional information.
“Now you have access to all of a home's information via your phone and help save the environment as well,” says Chad.
Staying On Top of Technology
The Berg Larsen Group updates our video tech capacities regularly. When we look at the difference in images from two years ago compared to today, it’s a marked improvement. The quality gets better and better.
We strive to set the standard by adopting digital trends and leading with technology to best present our listings to the marketplace. From analytical to emotional to video, we know pictures, 3D tours, video, and floorplans are key elements to present properties for sale.
These allow home buyers to narrow their choices and reduce the number of showings for sellers before a final decision is made.
Over the years, we’ve grown from property campaigns towards integrating technology to tell our property stories. Guiding our technology focus is Brandon Vasquez, our digital marketing manager. He joined our team in 2013 and is the guru and creative brain for our integrated technology use with social, video, and digital. Our primary channels include Facebook, Instagram, and YouTube.
Brandon also earned his FAA 107 commercial drone pilot license, allowing him to shoot aerial video and still images. Drone footage provides an additional sense of space and place that was previously unattainable, further amplifying property listings and our industry-leading website.
In our February newsletter, Brandon is our team spotlight, so you’ll get to learn more about him.
2023 – Progress and Excellence Continue
Technology will continue as a Berg Larsen Group priority. Coupled with our market and property knowledge, we are committed to combining digital platforms to tell stories about the homes we list for sale
“Our team always says, ‘Real estate isn’t business; it’s personal,’” says Chad. “We thoroughly enjoy and appreciate helping clients navigate the decision-making process with the help of digital storytelling.”
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Coldwell Banker Realty | Minneapolis Lakes Office
3033 Excelsior Boulevard, Suite 100 Minneapolis, MN 55416
Office: 612-925-8411 | Fax: 612-924-4308 | GetInfo@BergLarsenGroup.com
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