‘The Jam Study’, and Visual Marketing for Real Estate.
‘In a California gourmet market, Professor Iyengar and her research assistants set up a booth of samples of Wilkin & Sons jams. Every few hours, they switched from offering a selection of 24 jams to a group of six jams. On average, customers tasted two jams, regardless of the size of the assortment, and each one received a coupon good for $1 off one Wilkin & Sons jam.’
‘Here’s the interesting part. Sixty percent of customers were drawn to the large assortment, while only 40 percent stopped by the small one. But 30 percent of the people who had sampled from the small assortment decided to buy jam, while only 3 percent of those confronted with the two dozen jams purchased a jar.’
How does the Jam Study relate to Visual Real Estate Marketing? When potential Home Buyers are presented with too many choices, photographs, videos, 3D graphics- they check out… literally. Click fatigue sets in, and their brains realize that they’re being made to WORK MORE, and they begin to look for an out.
In this case, that ‘out’ being the next listing. If given the choice between blankly staring at 50-70 mediocre photos, a three minute video, and a virtual realty tour, or 15-25 well crafted, well thought out photographs that promote a way of living, and create a portrait of that potential new way of life, consumers are almost always going to choose the latter. But don’t take my word for it- check out this article from The Marketing Insider Group: Why Less Is More
‘2018 doesn’t have to be the year you adopt every new marketing innovation. That’s not what will give your customers the best experience. Pay attention to what people are begging for – it’s space and simplicity. That doesn’t mean your customers want to be ignored, far from it. But they want to focus on what matters, so make your brand fit into their idea of what’s essential.’ Michael Brenner, author of The Content Formula
In 2018, we’re at a point of over-saturation. Consumers are moving towards a more minimal approach to their lives. Why don’t we take advantage of that in our marketing approach, and create something that compliments this? As always, thanks for reading, and we hope to see you soon!