While not all land is created equal, the art of presenting land or rural property for sale follows the same general rules—whether it’s a farm for sale amidst an endless sea of Iowa cornfields or multi-million-dollar ranch perched in the shadow of the Rocky Mountains.
If you think of your property listing as the equivalent of a seller’s open house, then you need to impress your prospective buyers the minute you catch their eye from the road and bring them through the front door; i.e., when they click to view a property page via Google search or through the search-results pages on Lands of America, Land And Farm or LandWatch.
- Make the right first impression: Lead with your best, most impactful property photograph as your property thumbnail and first image on the page. This will be the first thing a buyer sees and could be the difference between them staying on the page or clicking on. [Read more: Seven Hallmarks of a Great Property Listing]
- Include plenty of photographs to help tell the story about your land listing. Think about how you organize your photo selection to guide a buyer through the experience, including captions to help describe what they are looking at and removing duplicate images to allay any confusion. [Read more: How to Take Land Listing Photos that Wow]
- Take your land buyers on a 3D virtual property tour. Add a 3D virtual tour to your listing and let your land buyers explore your property from wherever they are. A professional virtual tour helps provide a clear view of your listing layout and gives your prospective buyers a realistic walk-through experience. In addition, you can easily share the tour on social media, by email and via many other online communication channels. Land.com Network sellers can embed a Matterport 3D Tour to their listing and elevate its sort order in search results. [Read More: How to Add a Virtual Tour to Your Listing]
- Show off the best of your listing with a video. A well-produced property video can effectively bring your listing to life and capture the attention of land buyers. Your video may include a tour of building interiors, drone footage of the exteriors and acreage, and views of the surrounding landscape and neighborhood. As a Land.com Network seller, you are able to upload a YouTube or Vimeo video of your listing and receive a higher placement in search results. [Read More: How to Upload a Video to Your Listing]
- Quality matters. Higher-resolution photography and videography will make a better impression than blurry shots snapped on your smartphone. Professional photography and aerial footage for larger properties can be worth the investment. [Read more: 5 Easy Tips for Taking a Great Land Listing Photo]
- The details matter, too. Use the property description to “set the table” regarding everything the buyer needs to know about the land, its attributes, surroundings, and more.
- Location, location, location. If you are able to disclose, buyers want to know where the land is located, and out-of-town buyers will want to learn about area amenities and attractions. Use our custom-mapping solution and other third-party tools to plot the property boundaries and any other amenities you want to share. Don’t assume buyers will know the area, so inform them via your property description as well. [Read more: How to Map Your Property Listings]
- Make it unique. You can include a custom title for your listing, which will make it stand out from the crowd (note: without this, property titles will default to a systematic string based on acreage and county name). The more unique content the better, as search-engines preference original content over duplication. [Read more: How to Optimize Your Land Listings for SEO Success]
- Market yourself. As the listing broker, customers will get a better feel with whom they are interacting if you upload a headshot and company logo. Call it the personal touch. [Read more: How to Upload Your Headshot and Company Logo]
In short, the more unique and complete your property listing, the better chance you have of capturing that buyer lead for you or your seller. Good-quality content talks, so focus on all aspects of your land listing in order to help tell the complete story—from evocative, carefully curated imagery to well-written descriptive detail that goes beyond the “wow” to the whys, hows, whats and wheres of buying that particular piece of land.
More Reasons Why Quality Content Counts
In addition to making the best impression on prospective buyers, sellers should note that we factor content quality into our sites’ proprietary sort algorithms. Listings receive a ranking boost based on the following key factors, all of which you control:
- Does your listing include a description of at least 100 words? We recommend describing the property in at least 200 to 300 words.
- Does your listing include at least 5 photographs? We recommend including between 15 and 20 images.
- Do you have a video of your listing? We recommend including a professional video depicting your listing’a highlights, to inform and engage buyers.
- Do you have a 3D virtual tour of your listing? We recommend featuring a high quality Matterport virtual tour to showcase the floorplan, spaces, and details of your listing for buyers.
- Is your property mapped? Knowing the location of land for sale is one of the buyer’s first questions.
- Have you signed up to receive text notifications from interested buyers? We consider this a signal that buyers will get the information they need quickly.
Our three sites are aligned to look at all of the factors above, but each site weighs the components differently in order to return results that are most relevant to buyers on the respective sites. In short, our goal is to deliver the best search experience that will connect land buyers and sellers—and we recommend taking the above steps to ensure your property gets in front of the most prospects as possible!
Learn more tips and tricks about creating and managing your land listings by visiting our Seller Knowledge Center.