To sell properties effectively, your estate agent’s digital property display needs to look good. Your properties sell because they look great. When a property looks the part, potential buyers are more likely to see themselves living there or can visualise a project they have in mind. This process starts from the moment the potential buyer sets their eyes on the house or apartment. Whether it’s on their mobile phone, in a brochure, or in your window, first impressions are everything. If your properties are not presented nicely, potential buyers will lose interest.
Showing off properties on the market in the window has been a trusted channel for estate agents for many years now. This has often been achieved through light pockets. This is where individual property cards are placed into illuminated sleeves in the window of an estate agent. However, in recent years, more estate agents are switching to digital property displays. These digital-based displays have given estate agents more functionality when displaying properties in the window. With that being said, it is more important than ever to make sure your digital window display looks the part.
With more estate agents adopting digital technology. The window display’s success stems from the content on your digital property display. In this blog, we take you through 4 design tips for your estate agent digital property display.
Want to learn more about how estate agents are using digital signage? Read our complete guide to digital estate agent window displays.
1. Strong Branding
Branding is frequently referenced as a highly important feature for any business. This extends to estate agents. With successful branding, customers are able to connect with your agency on an emotional level. In addition to this, good branding helps you stand out from your competition, setting you apart from the others.
Extending your branding to your digital estate agent window display is an absolute must. It helps potential buyers recognise that the content on screen relates to your estate agents. From this, the potential buyer will apply the values and trust levels they have for your estate agent’s brand. If your branding is strong, these levels are likely to be higher and potential buyers are more likely to engage with the screen.
To ensure your screen has strong branding, make sure your content consists of the correct:
- Brand colours.
- Correct Logo.
- Brand Fonts.
- Brand Mascots (if applicable).
2. Apply A Strong Call To Action To Your Digital Property Display
If you’re familiar with marketing, you’ve probably heard of a call to action (CTA). A CTA essentially tells the user/viewer what they need to do next. CTAs come in the form of buttons, text, or audio. They typically direct users to make a phone call, purchase a product, scan a QR code, or visit a website. To ensure your digital estate agent window is successful, it is crucial you include a CTA. Without a CTA users may not know what to do with the information they see on your screen and may just walk away.
Including CTAs is also a great way to help you measure the success of your digital window display.
A CTA can be as simple as including text on your designs such as “Call an agent on XXXXXXXX to ask about this property”. Some estate agents have taken the technology to the next level with QR codes. With a clever integration, each property you display can feature an individual QR code. When the user scans the QR code, it can take them to an individual webpage made for that property. From there the user can learn more, or book a viewing, etc.
Want to learn more about QR integration with digital screens? Read our guide on how to use QR codes on digital signage displays.
3. Using The Right Amount Of Text
As humans, we have quickly grown impatient regarding seeking and digesting information. Now everybody has the world at their fingertips, people don’t want to read big chunks of text. Instead, we prefer easily digestible bullet points and short sentences. When we see big blocks of text we can be quickly put off and lose interest in seconds.
This logic also applies to your estate agent’s digital property display. Your screen may look great and catch the eyes of potential buyers, however, when they come in to look at the property closer they may see huge detailed paragraphs of text. The potential buyer is likely to not have time to read this and will walk away. To remedy this it is better to highlight each property’s main selling points in bullet points or through the use of icons.
The properties that you sell are likely to have lots of important information that buyers need to know before they buy. It is also likely that all this information won’t fit into bullet points on your digital window display. That’s why it’s important to include a CTA. From here the user could download a property brochure or be directed to a dedicated web page to learn more.
In our example below, you can see the difference between two screens. One makes use of less text. The other screen has too much text. Which screen do you think is easier to read?
4. Using Icons On Your Digital Property Display
Making the information about your properties on your screen easily digestible is a number one priority. There are many ways to reduce the amount of text on your property display and make your designs look more appealing. Through the use of icons, text can be massively reduced. Instead of having individual sentences for each room type or property feature, they can be represented by smart-looking icons.
Many high-end estate agents are using icons to concisely display a property’s top selling features. For example, the number of bedrooms can be represented by an icon of a bed. The distance to the nearest station can be represented by an icon of a train, etc.
When using icons on your digital property display, it is vital that you maintain your branding. If possible this also means finding an icon family that meets your brand guidelines. In many cases, however, you may only need to change the colour. This can easily be done in Photoshop. If you’re looking to add some icons to your property screen design arsenal, Flaticon has hundreds of thousands of options on its website.