One third of properties for sale now have video content available
Agents report Rightmove’s online viewing tool helps cut down on wasted viewings
New Rightmove data out today shows more agents using video content has led to the number of listings for sale with either a video or virtual tour increasing from 2% in January last year to 34% this month. In rental, the proportion has increased from just 1% in January last year to 17% now.
Last year Rightmove moved quickly to create a way for agents to highlight an online viewing being available, and to date agents have added this online viewing label to over 400,000 properties. We also launched an automated online viewing tool as a way for agents to automatically send an interested buyer or renter a video when they send a lead through Rightmove. The innovation is designed to help agents cut down on physical viewings and better prioritise leads.
There are now over 68,000 listings with this functionality added, and agents report it is helping them cut down on wasted viewings.
Agents have the benefit of having their branding and contact details featuring prominently on the same page as the video when the home-hunter is watching it, and the person can give instant feedback with the click of a button, to help agents prioritise leads. Engagement with the automated email that an interested buyer receives is high, with 62% of people opening it and 80% of those going on to watch the video.
Marc von Grundherr, Director at Benham and Reeves, said that his staff have found Rightmove’s online viewings tool to be really useful. He said: “We’ve been taking videos of our properties for the last five years to aid applicant journeys. Of course, with Covid, online tools have become even more important and we have found that Rightmove’s new online viewings tool is really useful. It helps everyone save on unnecessary journeys to unsuitable properties, allowing our team to easily show applicants around properties from the comfort of their own homes. In the last week alone, five viewings were avoided as they weren’t suitable which clearly saved everyone time.”
Laura Gittins, Marketing Manager at Farrell Heyworth Group explained that virtual services have become more important than ever over the past 12 months. She said: “During the first national lockdown in 2020 our virtual services became vital to our customers, allowing us to provide online valuations, virtual viewings and more. We were very pleased to see Rightmove quickly made virtual viewings available via their platform; helping us to promote our virtual service, enhance the marketing we are able to provide to our vendors, and providing a valuable service to home-seekers. We were amongst some of the first agents nationally to use this functionality. We currently host short ‘teaser’ versions of our virtual viewings on the site and prospective buyers are encouraged to contact us directly to arrange access to the full virtual viewing. This process has allowed us to keep our staff and customers safe by minimising unnecessary viewings, whilst improving the marketing we provide to our customers.”