Property listing syndication 101: don’t make this viral portal mistake

Picture this: you’re scrolling through property listings online, expecting to find your dream home, and instead, you’re greeted by something that looks straight out of a horror movie. That’s exactly what happened with a video of a 'creepy’ apartment listing on Property24 that left South Africans utterly shocked and confused.

Going viral in late 2024, its dim lighting and cluttered decor made sure the apartment’s photos were anything but appealing. The listing quickly made the rounds on social media, garnering millions of views and raising eyebrows everywhere. It became a textbook example of how NOT to present a property online and highlighted the far-reaching impact, good or bad, that property portals have.

There are plenty of good lessons to learn from the incident. Here’s a breakdown of why getting your listings right is crucial and some practical tips to ensure your next upload doesn’t become an internet sensation for all the wrong reasons.

Property portals are powerful

Property portals like Property24, Private Property, and Zoopla are more than just digital noticeboards; they’re the backbone of modern property marketing. With their extensive reach, these platforms connect property practitioners with thousands, if not millions of potential buyers and renters daily. When done right, listings on these portals can elevate your brand, generate leads, and close deals quickly. When done poorly, well, let’s just say they can tank your reputation in record time.

This apartment listing that went viral in 2024 is a stark reminder of this power. What should have been an opportunity to showcase a property’s best features instead became a cautionary tale of neglect. The apartment showed dirty dishes, scattered clothes, and disorganised rooms, which were far from reasonable rental expectations. And in today’s fast-paced, digital-first world, bad publicity travels even faster.

The importance of first impressions

Real estate is a highly visual business. The first thing potential buyers or tenants see when they visit a listing is the photos, and as the saying goes, you only get one chance to make a first impression. A poorly chosen or unprofessional image can immediately turn people away — or worse, make your property go viral for all the wrong reasons.

In the case of the infamous Property24 listing, dimly lit rooms, questionable staging, and an overall lack of attention to detail made the property appear uninviting and unappealing. While it’s easy to blame the photographer, the responsibility ultimately lies with the practitioner. Ensuring that images are high-quality and showcase the property’s best features should always be a priority.

Tips for creating winning property listings

• Invest in professional photography: A professional photographer knows how to capture a property’s best angles, use lighting effectively, and create images that grab attention. It’s an investment that pays off in more clicks and better leads.
  
  
• Stage the property: Empty rooms or cluttered spaces don’t photograph well. A little staging, such as adding furniture, decor, and even pops of colour, can make a world of difference. If the property is occupied, ensure the space is tidy and clean before the shoot.
  
  
• Use natural light: Photos taken in natural light are universally more appealing. Schedule your photoshoot during the day and open up curtains and blinds to let in as much light as possible.
  
  
• Choose the right angles: Wide-angle shots can make rooms appear larger, but don’t overdo it. Keep it realistic and focus on highlighting unique features like fireplaces, large windows, or built-in cupboards.
  
  
• Edit, but don’t overdo it: While it’s tempting to go heavy on editing, over-saturated or overly edited images can feel misleading. Aim for clean, bright, and true-to-life visuals.
  
  
• Write clear and honest descriptions: While this isn’t about photos, your listing copy should match the quality of your images. Describe the property’s features honestly and avoid embellishments that could lead to disappointment during viewings.
  
  
• Preview before posting: Always review your listing before hitting publish. Check the photos, descriptions, and overall layout to ensure everything looks professional and cohesive.

Why your brand depends on it

As a practitioner, every property you list is a reflection of your brand. A poorly done listing doesn’t just hurt the property owner, it damages your reputation as well. Buyers and sellers want to work with practitioners who demonstrate professionalism and attention to detail. If your listings look careless, potential clients may assume the same about your service.

The viral Property24 fiasco is a wake-up call for practitioners everywhere. It’s a stark reminder that in the age of digital marketing, there’s no room for mediocrity. Every listing you upload has the potential to go viral, so make sure it’s for the right reasons.

Property listing syndication is a powerful tool, but it’s not without its pitfalls. The reach of platforms like Property24, Private Property, and others means that every listing is an opportunity to attract the right buyer, or inadvertently entertain the entire internet. By investing in high-quality visuals, thoughtful staging, and professional-level attention to detail, you can ensure that your listings shine for all the right reasons.

Syndication is made simple with our services

While putting together the perfect visuals for your listing takes effort, the syndication process doesn't need to cause stress. With Prop Data Exchange, you can capture your listings once and then publish them automatically across all the major local and international property portals and publishers. Our feeds management system gives you status updates to easily monitor and manage your feeds. Plus, our analytics provides access to listing views, lead type synopses, property alerts stats, engagement stats, and click stats at a glance, so you know exactly how your listing is performing. Reach out today and our team will be in touch to walk you through your new favourite marketing solution.