Glen Williams of Ray White Surfers Paradise has seen a massive uptick in the number of buyers interested in the ‘Glitter Strip’, despite many of them never having left their hometowns for inspections. We sat down with him to hear how COVID has changed the way he markets properties and why he’ll insist on virtual tours beyond lockdown.
LH: Why did you decide to add virtual tours to your marketing activity?
GW: Lockdowns have prevented many buyers from near and far from physically inspecting properties over the past year, but technological advances like virtual tours have helped to underpin sales results regardless. Whether they’re from Melbourne or Mudgeeraba, virtual tours enable potential buyers to assess a property without ever setting foot in it. On top of that, the tours provide the opportunity for buyers to recap on its features after they have inspected it, which is always a valuable refresher for them.
LH: What made you choose Little Hinges?
GW: Little Hinges came highly recommended by Ray White.
LH: How have your results changed since adding virtual tours?
GW: We have seen a significant increase in the number of qualified buyers. In addition, I’ve sold 10 units over the past three months, with average days on market of just 34 days, with one of the most recent sales taking only two weeks. Compared with the average time on market for Surfers Paradise apartments of 180 days, this is a significant result.
The unit market in Surfers Paradise is the best I’ve seen since about 2002 or 2003, with plenty of interest from interstate buyers – even though many aren’t physically on the coast. I have been able to track almost 2,300 groups through my last 10 units via virtual tour inspections, including a significant proportion from interstate.
I have been able to track almost 2,300 groups through my last 10 units via virtual tour inspections, including a significant proportion from interstate.
LH: What do you say to vendors to get them excited about adding virtual tours to their marketing mix?
GW: Vendors are really willing to trial new technology in the face of potential lockdowns, and I’m also able to demonstrate the excellent results we’ve had with sight unseen buyers via the Little Hinges portal.
LH: What has been the feedback from vendors since adding virtual tours to your marketing mix?
GW: They love them!