The Advertisement Is Getting Lots of Views But No One Is Calling: What Information Is Missing?

Views are not the same as purchase intent. One person may simply have looked at the photo, whilst another may be researching the area. Therefore, rather than drawing definitive conclusions from a high number of views, find out which questions the reader has left unanswered.

Does the headline convey the same message as the image?

Exaggerated adjectives may spark curiosity; however, they do not specify the number of rooms or the benefits of use. If the headline emphasises the view, explain from which room it is seen. If the garden is highlighted, ensure the intended use of the space is clear. The first image should not lead the reader to have false expectations.

Information gaps that could deter enquiries

Layout: The connection between rooms may not be clear. Include an explanatory floor plan or a more organised sequence of photographs.

Current use: It may not be clear whether the property is vacant or how it is currently arranged for viewing. State the known situation clearly; do not make assurances regarding dates that have not yet been finalised.

Day-to-day life: The functioning of the car park, building entrance or balcony may be unclear. Use brief and verifiable descriptions.

Try the contact process

Is the message option easy to find on a mobile screen? Does the link work? Are unnecessary personal details being requested without first providing basic information in response to an enquiry? Test the flow from start to finish from the user’s perspective. Ensure expectations regarding response times are clear.

Compare figures on the same basis

Viewing metrics across different platforms may not be equivalent. Track views, qualified enquiries and bookings separately on each channel. Do not interpret repeat visits or different time periods as yielding the same result.

A small experiment: Improve the first photo and the most frequently asked information section. Then look at the quality of the subsequent enquiries. The aim is not to achieve the highest number, but to initiate a meaningful conversation with the right buyer.

Further reading

How to Read a Flat for Sale Advertisement? Floor, Facade, Heating and Title Deed Status guide, where you can find further information on the subject.