T
hree Key Takeaways:

    1. Showcase as much visual information as possible through photos, videos, virtual tours, and floorplans.

    2. Offer a digital walkthrough via Zoom, FaceTime, or other similar platforms to give buyers a sense of the property.

    3. Maintain open communication and transparency about any known issues on the property.

    The COVID-19 pandemic has drastically changed the way people buy homes. With many federal and local mandates making in-person property visits impossible, more buyers are now purchasing homes sight unseen. According to a survey conducted by LendingTree in 2022, nearly half of all buyers in the past two years—47%—bought a home without an in-person tour of the property. This trend is expected to stick.

    The appeal of buying a home without an in-person tour is not new, but the pandemic has made it more common. Salesperson Stephanie Mallios of Compass in Short Hills, N.J., has seen this trend firsthand. She recently sold a property in Union, N.J., where both the buyer and their mother visited in person. The contract was signed shortly after.

    Broker Tia Hunnicutt of Oakland, Calif.-based Proxima Realty has also observed more buyers forgoing in-person property visits due to other commitments or preferences. She's also noticed that millennials and Gen Z buyers are comfortable buying almost everything online, which has contributed to this trend. Second-house buyers who live far away and cannot afford frequent trips to look at properties in person have also adopted this approach.

    Chicago-area salesperson Lela Theriault decided to relocate to Florida three years ago with her husband Cliff. They worked with a local real estate salesperson who showed them several houses before they could even step inside. On their way back to the airport, they spotted a possibility online. Lela called the salesperson who gave them a FaceTime tour of the property as they walked through it. The couple liked what they saw and asked her to write an offer over the asking price due to multiple bids. They signed a contract when they got off the plane in Chicago.

    To succeed in this new landscape, real estate professionals should invest in technology and a robust online presence. Hunnicutt advises bringing your A-game to the marketing process for online buying.

    Photos are crucial: Professional photos showcase a house in its best light, according to Hunnicutt. All key rooms should be photographed, including overviews and close-ups of features like fireplaces, closet interiors, light streaming in, and outdoor spaces. Staging is also important because space doesn't translate well to camera. Hunnicutt recommends taking photos at the "magic hour," when dusk is setting in and the sky is beautiful.

    Virtual walkthroughs are key: Providing a digital walkthrough via FaceTime or Zoom gives online shoppers a sense of being present, says broker Jennifer Ames of Engle & Volkers' Chicago office. She often sets aside an hour to conduct a FaceTime tour during the pandemic.

    Other visual materials are helpful: Floor plans reveal how rooms are arranged, their measurements, features like fireplaces or bookcases, window and door locations, and more. A survey highlights how the property sits on the site and if there are outbuildings like an accessory dwelling unit.

    Hunnicutt also recommends using Matterport software—a 3D platform that helps users see spaces interactively—a Google map, and drone imagery to show the neighborhood area surrounding the home.

    Consider narrative style for descriptions: Use this style to tell a story and give potential buyers a sense of what it's like to live in a house. Cohan suggests a narrative description might read, "When you live in this house, you might find yourself drinking coffee on the back deck or having friends over for a game night in the great room."

    Include financial facts: Real estate taxes, special local taxes, HOA fees, and other costs associated with a purchase are helpful for online shoppers. Include whatever cost information you have so buyers can make an educated decision about the expenses they will incur. Theriault advises taking the same care for a transaction as you would for a buyer right in front of you.