Zillow provides us with raw data to back up the fact that your image does nothing to sell you, or the home. But it does make for a damn good Sexiest Realtor contest.
From Zillow’s Blog:
Zillow makes money by selling ads on the site. But, to be a successful media company, we need to make sure our customers are realizing success with their ads. To help our customers do this, it is important to look at what the best-performing ads look like, and the lowest performing, because ad content is crucial to performance. Actually, these findings can apply broadly to any advertising campaign, not just those on Zillow.
The #1 takeaway:
LISTING ADS PERFORM A LOT BETTER (in terms of “click-throughs”) THAN AGENT HEAD SHOT ADS.
Observations from the Top 50 ads on Zillow:
-100% were ads for listings
-45 of 50 ads were an exterior home shot, 3 were interior, 2 were aerials
-42 of the ads mentioned a specific area (neighborhood, city or address)
-8 central messages revolved around Short Sale, Foreclosure or price reduction
-2 were Open House ads
-0 photos were renderings (illustrations), all were actual photos
-0 ads promoted a specific person, business or brand
-22 of the ads had a specific price visible
-7 had a phone number visible
-50 had photos that were taken on a sunny day
Observations from the Bottom 20 ads on Zillow:
18 of the ads promoted an agent/broker/brand
1 did not have a photo (and no clicks)
1 had some type of call-to-action on the ad
There you have it. The mugshot does nothing, the public wants details about the real estate, not how you look or whether you’re a “Top Producer”. We vote to remove agent mugshots from all marketing in the future on all media. You with us?
–Why are Realtors so arrogant and such assholes [theFrontSteps]