Many more agencies now listing properties with video content

Rightmove is reporting a big rise in the proportion of properties listed with video content.

It says rental listings with either a video or virtual tour increasing from one per cent in January 2020 to 17 per cent now. In the sales sector the rise is even bigger - from two per cent in January 2020 to 34 per cent this month. 

The portal says there are now over 400,000 properties with an online viewing label added by agents, while the functionality provided by its tool to send an interested tenant or buyer a video has been added to some 68,000 listings.

Engagement with the automated email that an interested buyer receives is high, the portal claims, with 62 per cent of people opening it and 80 per cent of those going on to watch the video.

Rightmove cites Marc von Grundherr, director at London agency Benham and Reeves, saying: “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.”

The portal also quotes Laura Gittins, marketing manager at Farrell Heyworth Group, saying: “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.”