I’ve blogged before about how important the Internet is as a tool for home sellers.  Why?  Simply put, because a huge percentage of buyers look to the Internet first when they’re starting their home search. 

ABC News the other day did a story about how “A Good Web Listing Can Help to Sell Your House During this Down Market.”  While the authors do admit -- rightly, I think -- that the most important factor determining whether or not a home sells is the price (price relatively high, forget about it; price relatively low, you’ve got a hot potato), they agree that the sellers’ web listing is a big factor now, too.

“’Sellers used to have to worry about curb appeal: How does the grass look, etc.,’ said Spencer Rascoff, CEO of Zillow.com. ‘Now a seller needs to worry about Web appeal: When a buyer is browsing on the Web, what is their first impression.’”

Here are some tips to create that great web listing:

1) A picture is worth a thousand words.  Zillow.com’s advice: “Lots and lots of beautiful photos. I’m talking 30-plus.  And make your main display photo the one that best represents your home. Take photos of the things people care about - the kitchen, bedrooms, bathrooms, and even the closets! Photograph all of the unique features your home has to offer - a large soaking tub, a wrap-around porch, a big backyard.  Let the photos tell your home’s story.”

2) But the words matter too.  Write a short-but-sweet description of why your house is someone’s dream home.  Make sure that the story you tell with your photos is complemented by, and complements, the story you tell with your words.  I asked Molly Castelazo, who recently launched cmrealestatemarketing.com to rewrite the following Internet listing:

1234 Main St., Anywhere, US 12345

·         4-bd, 2.5-ba, 2600 sq. ft.

·         Custom tile throughout

·         Updated kitchen w/ stainless steel appliances

·         Gorgeous backyard w/ built-in grill and pool

Here’s what Molly did:

1234 Main St., Anywhere, US 12345 – low-maintenance luxury with room to grow

·         Sized just right with room to grow – 4-bd, 2.5-ba, 2600 sq. ft. – so you won’t have to move again in 5 years

·         Easy-to-clean luxury that’s kid- and pet-friendly – custom tile throughout

·         The perfect kitchen for rainy-day cookie baking – updated w/ stainless steel appliances

·         Enjoy endless days of budget-friendly summer fun in the easy-maintenance backyard with built-in bbq and pool

“The first listing lists the home’s features.  The second talks about the home's features, too, but pairs those features with benefits that the home offers the prospective buyer.  After all, today’s choosy home buyer doesn’t care about the features of a house; she cares about the benefits – why that house would make a great home,” Molly writes in her e-book, How to Win Clients in Today’s Tough Market (written for real estate agents but great for sellers, too).

3) Add in some action with videos.  From ABC News: “Some people are so bent on increasing their home's Web appeal that they shoot their own videos. If you give it a try just be sure not to pan too fast or zoom too much. Why? Because that can be annoying to watch.”  That said, if you can do a good job (or hire a professional), a virtual tour of your home can be even more enticing than 30+ great photos.

What do you think?   What’s been your experience marketing your home for sale online?  Click on the “Comments” link to join the discussion!