Show days have not evaporated into modern air, and that begs the question, are show days relevant, and are they an effective way to market a property?
Richard Gray, Harcourts SA CEO, says he can remember as a child how his parents would often drive through the suburb where they lived and pop in at a few of the houses on show. "I always found it incredibly exciting, the opportunity to peek into other people’s lives. Needless to say, I was an inquisitive young man.
"The show day ultimately allows potential buyers the chance to walk through the home for sale, get a feel for it, smell the fresh cut grass in the back yard, slide their hands across the kitchen counter, essentially the opportunity to imagine themselves living there," says Gray.
That sort of intimate engagement with the home s an integral part of the process. Investors tend to be less sentimental, but still like to cast an eye. So, can buyers not just view by appointment then? Definitely, but show days have the ability to create a sense of urgency and excitement thereby attracting a market in the immediate proximity that were not necessarily browsing online. In addition, the show day also gives the buyer an opportunity to get face time with the agent, and this discussion could potentially clarify obstacles in the sale.
READ: How to get your home ready for a 3D virtual tour
Some agents have raised the issue around safety and that show days put an unnecessary target on their backs and at times lure unsavory characters who have no interest in purchasing the home. This is a valid concern and I believe should be dealt with on a case by case basis. Stringent safety measures should be put in place and contact with local security companies to patrol during that time can even be arranged.
The third point is show days give the agent a fantastic opportunity to engage with buyers and get honest feedback on the property, there is nothing quite like insight from the market. Many times these show days can guide both seller and property professional to a sale.
Last but not least, it depends on location. Some estates do not allow show days at all and that solves the conundrum, other suburban areas have a high hit rate on show days, especially in a region that is within a popular school district.
READ: The 3D tour difference | Visual tailoring to drive property sales success
Taking all these points into consideration it seems that show days still make a strong case in the property market, and even though we’re focused on digital solutions, good old-fashioned face-to-face chats remain invaluable to the property selling and buying process.
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