Why Your Position in Online Search Results Matters
Your property’s position in search results decides how many people view your listing, which can make or break the sale of your property.
Realestate.com.au, Australia’s #1 real estate website, claims 48% of their website visitors don’t click past the first page in search results when looking for property. That’s an insane amount of buyers to miss out on if you’re not on the first page, so it’s important to keep a close eye on your listing’s position in search results.
At buyMyplace, we strongly believe in giving you access to all the same advertising capabilities as agents do. Listing Upgrades are a crucial real estate advertising tool, especially when it comes to competitive property markets. They allow you to maximise your advertising exposure and outshine your competition by boosting your property’s listing in search results.
Not only do Upgrade Listings boost your property’s position in search results, but they also enhance your listing’s visibility with larger ad sizes and photo carousels. We don’t mean to spell out the obvious, but the more people that see your listing, the more property views and enquiries you’ll receive. In fact, Realestate.com.au’s highest level Upgrade Listing, the Premiere Listing, is known to generate 5.5 x more email enquiries and help properties sell up to 49% quicker than default-level listings.
As you’ve probably guessed by now, there are different levels of Upgrade Listings. Both Realestate.com.au and Domain.com.au have respective hierarchies, however, they follow the same ranking classifications, it’s just the category names that change.
Since Realestate.com.au is the most popular real estate search engine in Australia, let’s review their hierarchy in more detail. Before we begin, a Standard Listing is the listing type you automatically receive when advertising your property online, otherwise known as the default-level listing.
- Feature Listings are the first upgrade available from a Standard Listing. This option will ensure your property always appears before all Standard Listings in your area. Feature Listings have interactive photo carousels, allowing potential buyers to easily scroll through your images. This gives buyers the opportunity to see more of your property before deciding to click through to find out more. Feature Listings tend to receive 1.5 x more email enquiries and help properties sell up to 10% quicker than Standard Listings.
- Highlight listingsgive your property priority before both Standard and Feature listings in search results. These upgrades also include photo carousels, but what’s more is your advertisement increases in size, capturing a larger share of the webpage. Highlight Listings are known to receive up to 3.9 x more email enquiries and sell up to 32% quicker than Standard Listings.
- Premiere listings are the crème de la crème of Realestate.com.au Upgrade Listings. They appear above all other listings in suburb, state, and region search results. Premiere Listings are double the ad size of a Standard Listing, which demands attention from potential buyers. Premiere listings are known to receive up to 5.5 x more email enquiries and sell up to 49% quicker than Standard Listings.
Upgrade Listings are available to purchase in either 30 or 45-day campaign lengths. The exceptions are Feature Listings, as they are also available for 90 days.
We wish we could give you a set price list for each upgrade, however, Realestate.com.au and Domain.com.au generate prices based on a number of variables including your property’s suburb location, campaign length, and current market conditions. As prices vary on a case-by-case basis, we’d be more than happy to help provide you with a quote for your property upon your request.
To Upgrade, Or Not To Upgrade?
Upgrade Listings aren’t necessary for every property on the market. To figure out if they’re the right move for you, start by searching your property’s suburb on Realestate.com.au or Domain.com.au. Is there heaps of competition? If Standard Listings don’t start appearing until the 7th or 8th page in search results, your property’s landscape is quite competitive. Given that 57% of people don’t click past the first two pages in search results, let alone the 48% that don’t even click past the first page, an Upgrade Listing is certainly a good idea.
If the competition in your suburb isn’t fierce, then you could likely do without upgrading your listing for the moment. However, keep in mind that real estate markets are always changing. New properties are listed every day, which means your listing could get pushed further and further in search results as time goes on. Make a habit of checking your property listing’s position in search results every week to ensure you’re in a prime position to capture buyers attention.
The thing to remember at the end of the day is that your property’s marketing campaign is yours to control. All the advertising tools and assistance you need is available at your fingertips, it’s just a matter of knowing when and how to use them to your advantage. If you decide to sell your property privately with us at buyMyplace, we’ll be there every step of the way to ensure you’re on the right track.