{"id":1364,"date":"2019-07-26T01:14:36","date_gmt":"2019-07-25T15:14:36","guid":{"rendered":"https:\/\/theonsitemanager.com.au\/news\/?p=1364"},"modified":"2019-08-07T18:45:41","modified_gmt":"2019-08-07T08:45:41","slug":"feature-listing-upgrade-value-quantified-a-case-study","status":"publish","type":"post","link":"https:\/\/theonsitemanager.com.au\/news\/feature-listing-upgrade-value-quantified-a-case-study\/","title":{"rendered":"Feature Listing Upgrade Value Quantified &#8211; a case study."},"content":{"rendered":"\n<p>As we explained recently in <a href=\"https:\/\/theonsitemanager.com.au\/news\/upgraded-listings-do-not-cost-money-they-save-it\/\">this article<\/a>, the net benefit of upgraded listings is greater than their cost, meaning they actually save owners money rather than costing it. <\/p>\n\n\n\n<p>Well, we\u2019ve now sat down with RealEstate.com.au who have painstakingly reviewed our listing data and composited a beautiful 30 page report quantifying EXACTLY how much that net benefit equates to, and the numbers are staggering. Even I was surprised &#8211; EVERY onsite manager needs to read this article. Lets break it down!<\/p>\n\n\n\n<p><strong>What is a Feature Listing<\/strong><\/p>\n\n\n\n<ul><li>Feature listings appear ahead of Standard listings<\/li><li>Interactive photo carousel highlights the best features<\/li><li>Receive 1.6x more Average Views than a Standard listing. <\/li><li>Receive 1.6x more Email Enquiries than a Standard listing. <\/li><\/ul>\n\n\n\n<p>For this case study &#8211; REA took a collection of our STANDARD rental listings &#8211; chosen at random, and compared them to an identically priced and appointed feature listing in the same location posted on the same day. Here are the results &#8211; brace yourself&#8230;<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>Brisbane CBD<\/strong> (Upgrade Cost: $162)<\/p>\n\n\n\n<p>First stop is Brisbane CBD, this is our capital, so what better place to start?<\/p>\n\n\n\n<p>Based on similar 2 Bedroom, 2 Bathroom properties in Brisbane City: <\/p>\n\n\n\n<ul><li>The Feature property received <strong>138% more <\/strong>average views per day <\/li><li>And was leased <strong>29 days faster<\/strong> <\/li><li>Based on the rent of the Feature Property of $560 per week, the Feature listing minimised the lost of rental income and saw an extra <strong>$2,320 <\/strong>put back into the landlord&#8217;s pocket.  <\/li><\/ul>\n\n\n\n<p style=\"text-align:center\" class=\"has-large-font-size\"><em>&#8220;This landlord lost $2158 in potential rent (after expenses) because they didn&#8217;t upgrade.<\/em>&#8220;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"584\" src=\"https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/Brisbane-1024x584.jpg\" alt=\"\" class=\"wp-image-1366\" srcset=\"https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/Brisbane-1024x584.jpg 1024w, https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/Brisbane-300x171.jpg 300w, https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/Brisbane-768x438.jpg 768w, https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/Brisbane-420x239.jpg 420w, https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/Brisbane.jpg 1302w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Wow, that&#8217;s a huge loss&#8230; Perhaps that was just a freak incident? So we ran the data again, this time in Teneriffe.<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>Teneriffe<\/strong>   (Upgrade Cost: $162).  <\/p>\n\n\n\n<p>Based on similar 2 Bedroom, 2 Bathroom properties in Teneriffe:<\/p>\n\n\n\n<ul><li>The Feature property received <strong>321%\nmore <\/strong>average views per day<\/li><li>And was leased <strong>22<\/strong><strong> days faster<\/strong><\/li><li>Based on the rent of the Feature\nProperty of $470 per week, the Feature listing minimised the lost of rental\nincome and saw an extra <strong>$1,477 <\/strong>put back into the landlord&#8217;s pocket.<\/li><\/ul>\n\n\n\n<p class=\"has-large-font-size\"><em>This owner lost over $1300 while trying to save $162.<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"584\" src=\"https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/teneriffe-1024x584.jpg\" alt=\"\" class=\"wp-image-1370\" srcset=\"https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/teneriffe-1024x584.jpg 1024w, https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/teneriffe-300x171.jpg 300w, https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/teneriffe-768x438.jpg 768w, https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/teneriffe-420x239.jpg 420w, https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/teneriffe.jpg 1302w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Well that\u2019s all good and well for the inner city \u2013 but what about in the outer suburbs? We ran the data again, this time in Northlakes <\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>North Lakes<\/strong>  (Upgrade Cost: $124.20)  <\/p>\n\n\n\n<p>Based on similar 3 Bedroom, 2 Bathroom properties in North Lakes:<\/p>\n\n\n\n<ul><li>The Feature property received <strong>177%\nmore <\/strong>average views per day<\/li><li>And was leased <strong>7<\/strong><strong> days faster<\/strong><\/li><li>Based on the rent of the Feature\nProperty of $350 per week, the Feature listing minimised the lost of rental\nincome and saw an extra <strong>$350 <\/strong>put back into the landlord&#8217;s pocket.<\/li><\/ul>\n\n\n\n<p class=\"has-large-font-size\"><em>&#8220;After the upgrade cost, the owner would have been $225 better off.&#8221;<\/em><\/p>\n\n\n\n<p>Sure, it&#8217;s not thousands like the inner city ones, but that\u2019s still a couple of weeks worth of fuel in their car, groceries for their family, that they now have to go without.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"584\" src=\"https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/NorthLakes-1024x584.jpg\" alt=\"\" class=\"wp-image-1369\" srcset=\"https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/NorthLakes-1024x584.jpg 1024w, https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/NorthLakes-300x171.jpg 300w, https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/NorthLakes-768x438.jpg 768w, https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/NorthLakes-420x239.jpg 420w, https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/NorthLakes.jpg 1302w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Well that\u2019s pretty definitive for Brisbane, how about the Gold Coast?<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>Ashmore<\/strong> (Upgrade Cost $125.55)<\/p>\n\n\n\n<p>Based on\nsimilar 3 Bedroom, 2 Bathroom properties in Ashmore:<\/p>\n\n\n\n<ul><li>The Feature property received <strong>37%\nmore <\/strong>average views per day<\/li><li>And was leased <strong>33<\/strong><strong> days faster<\/strong><\/li><li>Based on the rent of the Feature\nProperty of $550 per week, the Feature listing minimised the lost of rental\nincome and saw an extra <strong>$2,592 <\/strong>put back into the landlord&#8217;s pocket.<\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"584\" src=\"https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/ashmore-1024x584.jpg\" alt=\"\" class=\"wp-image-1365\" srcset=\"https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/ashmore-1024x584.jpg 1024w, https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/ashmore-300x171.jpg 300w, https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/ashmore-768x438.jpg 768w, https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/ashmore-420x239.jpg 420w, https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/ashmore.jpg 1302w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Wow\u2026 just wow\u2026 <\/p>\n\n\n\n<p class=\"has-large-font-size\"><em>This owner lost two and a half thousand dollars trying to save a hundred and twenty. <\/em><\/p>\n\n\n\n<p>This is utter lunacy, it probably didn\u2019t help that the manager used a blurred and crooked picture of an old cupboard door shot on a smart phone as their main marketing image either. They clearly haven&#8217;t been reading our articles about <a href=\"https:\/\/theonsitemanager.com.au\/news\/professional-managers-use-professional-photographers\/\">marketing like professionals<\/a>. <\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>Newstead<\/strong> (Upgrade Cost: $162)<\/p>\n\n\n\n<p>Based on\nsimilar 2 Bedroom, 2 Bathroom properties in Newstead:<\/p>\n\n\n\n<ul><li>The Feature property received <strong>150%\nmore <\/strong>average views per day<\/li><li>And was leased <strong>38<\/strong><strong> days faster<\/strong><\/li><li>Based on the rent of the Feature\nProperty of $485 per week, the Feature listing minimised the lost of rental\nincome and saw an extra <strong>$2,632 <\/strong>put back into the landlord&#8217;s pocket.<\/li><\/ul>\n\n\n\n<p>This is no\nsmall number. Again, this is serious money being thrown away by owners\/managers\nto save a few pennies. It doesn\u2019t make any sense to be doing this!&nbsp; <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"584\" src=\"https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/Newstead-1024x584.jpg\" alt=\"\" class=\"wp-image-1368\" srcset=\"https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/Newstead-1024x584.jpg 1024w, https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/Newstead-300x171.jpg 300w, https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/Newstead-768x438.jpg 768w, https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/Newstead-420x239.jpg 420w, https:\/\/cdn.theonsitemanager.com.au\/news\/wp-content\/uploads\/2019\/07\/Newstead.jpg 1302w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>I think the data so far speaks volumes: No matter what your location, or the demand in your market, It is financially reckless NOT to upgrade owner\u2019s rental listings, particularly if they have sat for longer than a week. <\/p>\n\n\n\n<p>Join me\nback here again next week and we\u2019ll explore the outcomes of higher level\nupgrades.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As we explained recently in this article, the net benefit of upgraded listings is greater than their cost, meaning they actually save owners money rather than costing it. Well, we\u2019ve now sat down with RealEstate.com.au who have painstakingly reviewed our listing data and composited a beautiful 30 page report quantifying EXACTLY how much that net benefit equates to, and the numbers are staggering. Even I was surprised &#8211; EVERY onsite manager needs to read this article. Lets break it down! What is a Feature Listing Feature listings appear ahead of Standard listings Interactive photo carousel highlights the best features Receive 1.6x more Average Views than<a class=\"more-link\" href=\"https:\/\/theonsitemanager.com.au\/news\/feature-listing-upgrade-value-quantified-a-case-study\/\">Read More &rarr;<\/a><\/p>\n","protected":false},"author":1094,"featured_media":1373,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mbp_gutenberg_autopost":false},"categories":[6],"tags":[],"_links":{"self":[{"href":"https:\/\/theonsitemanager.com.au\/news\/wp-json\/wp\/v2\/posts\/1364"}],"collection":[{"href":"https:\/\/theonsitemanager.com.au\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/theonsitemanager.com.au\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/theonsitemanager.com.au\/news\/wp-json\/wp\/v2\/users\/1094"}],"replies":[{"embeddable":true,"href":"https:\/\/theonsitemanager.com.au\/news\/wp-json\/wp\/v2\/comments?post=1364"}],"version-history":[{"count":2,"href":"https:\/\/theonsitemanager.com.au\/news\/wp-json\/wp\/v2\/posts\/1364\/revisions"}],"predecessor-version":[{"id":1387,"href":"https:\/\/theonsitemanager.com.au\/news\/wp-json\/wp\/v2\/posts\/1364\/revisions\/1387"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/theonsitemanager.com.au\/news\/wp-json\/wp\/v2\/media\/1373"}],"wp:attachment":[{"href":"https:\/\/theonsitemanager.com.au\/news\/wp-json\/wp\/v2\/media?parent=1364"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/theonsitemanager.com.au\/news\/wp-json\/wp\/v2\/categories?post=1364"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/theonsitemanager.com.au\/news\/wp-json\/wp\/v2\/tags?post=1364"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}