A Property Data API would probably not be as captivating a video as someone standing in the shower with their clothes on. But it could be.
What are we talking about?
The National Association of Realtors recently released several humorous video ads targeted at Millennial home buyers.
They are funny…and do grab your attention.
In one scene, a potential buyer stands in a shower fully clothed, enjoying the soothing effect of a rainfall shower head.
A real estate agent is in another room staring out the window.
The buyer in the shower yells out, “I really like this shower.”
The agent replies, “Nice isn’t it? Take your time.”
In another video, a young child stares up at the ceiling as her dad keeps switching the lamps on and off to light up a beautiful, modern kitchen.
One of the funniest scenes is a young couple lying on a wood floor with giant grins on their faces.
An agent walks in and says, “That’s real Brazilian walnut.”
“Yes, we know,” the couple smiles and laughs in glee.
But as a commercial, they work.
And the commercials make this point, “Get an agent who gets you.”
The idea is to persuade Millenials to use the services of a real estate agent to help them find homes that put smiles on their faces.
Obviously, you can’t spell out ALL the benefits of using a real estate agent in a 30-second commercial. Plus, you have to use much of that time for a visual message with a hook.
And, as you can see, these video ads are appealing to the emotional side of home buying – as buyers fall in love with a modern kitchens or wood floors.
Property Data API helps with rational part of buying equation
But what about showing a video addressing the rational side of purchasing a house? The rational side of helping a young couple with the biggest financial decision of their lives.
That’s where a Property Data API comes in.
Another video could show something like this:
The scene opens with an agent sitting at a table with prospective buyers.
She opens up a laptop or iPad to her website.
With a few clicks, she shows a couple the couple the property they are interested in.
Here comes the clincher.
The couple has already seen the property, expressed a strong interest and love the kitchen/backyard/den.
But perhaps they are gun-shy about committing. Or maybe they are too picky and found a few flaws they can’t overcome.
At this point, the agent can use their Property Data API to access a ton of local real estate market data.
That data can be tied into the MLS listing she pulled up on her website.
The camera can then zoom in on the web page showing Recent Home Sales in that neighborhood.
Then go to another page showing Home Prices Trends.
The charts can show that sales and prices are going up in that neighborhood. Other buyers are obviously finding that area a nice place to live.
Then, the agent can pull up a map showing the MLS listing and related amenities.
The agent starts with schools.
She pulls up a page showing detailed school data about the local elementary and middle schools. Great student/teacher ratios and other positive data about schools in the area.
The agent can also point out School Attendance Zones showing how that property fits in that zone and here are the schools their children will attend. The couple, who plan to start a family, glance at each other knowingly, acknowledging the value of that information.
It’s not just the home, but the neighborhood too
Next the agent asks them about their interests.
The woman likes to exercise.
On the map, the agent can show the relative distance of a great gym near the property.
The husband likes to golf.
The agent can point out that popular golf course two miles away from that property.
She can also show parks, restaurants, stores and other neighborhood amenities.
Because as we all know, people don’t just buy homes, they buy neighborhoods too. Why not use a Property Data API to illustrate neighborhood amenities as well? (Something they don’t do in the NAR videos).
Finally, the agent can use the Home Valuation Tool to show how that property is positioned in the market.
The valuation tool not only shows an estimated value of the home based on recent property sales and other data, but also shows comparison data.
For example, the tool might show that this particular property is in the upper 80% for square footage in that neighborhood, but the Price per Square Foot is actually in the lower 20%. Big house with a low price.
It’s hard to make numbers exciting on a commercial. One way to illustrate the impact of the data would be to keep cutting away to the couple and watch as the smiles glow on their faces.
Or perhaps they exchange looks at each other, as if to say, “Yep, this is the house to buy.”
When it comes to buying a house, there’s emotion. The NAR has that covered in those commercials.
And then there’s also hard data. Facts that help the brain rationalize decisions, especially when that decision involves a $450,000 purchase paid over three decades.
With a Property Data API from national aggregators such as Home Junction, you will have that rational part covered and can witness those smiling faces in person right now, and maybe some day on a video.