Is a picture worth a thousand words?

Mahameru Estate, Labuan Sait, Pecatu on Bali’s Bukit Peninsula. Image courtesy of Mahameru Estate

The short answer to that question is ‘yes.’

Just look at the pictures I’m using throughout this post. They’re all from the Mahameru Estate in Labuan Sait, Pecatu and a great example of how professional photography works!

I think most people would agree it’s important to present well. From going to job interviews and attending business meetings to pitching a product or selling a villa – presentation is key.

Welcome to paradise! Yours for a cool couple of million. Image courtesy of Mahameru Estate

Food is a great example of this idea. Chefs, food writers and most importantly, diners, will eat with their eyes before they let their taste buds have a go. That’s why plating is so important. A great dish, cooked with the freshest of ingredients and sold in the most exclusive of restaurants isn’t going to be very popular if it’s all thrown together in a big mess and served on a dirty plate.

But good presentation is a combination of many things.

There’s no doubt when it comes to selling property, professional photography will draw potential buyers in and make them look twice. Literally. But if the words don’t work there’s no story. And if there’s no story there’s no engagement. And if there’s no engagement I’m going to swipe left and look for something else.

Picture yourself enjoying the sunsets from this lovely location. Image courtesy of Mahameru Estate

Story telling is all about engagement. That engagement may start with a fantastic image, which is why the old adage a ‘picture is worth a thousand words’ has been used in the advertising industry for almost a hundred years. But we also need good content to support the image and tell the story.

What we really want to do is trigger emotions so you can identify somehow and feel as if the story is about you. But because everyone is different, what’s good for some, doesn’t work for others and this balance isn’t such an easy thing to get right.

In our business we see dozens of examples every day of poor quality images and cookie-cutter language being used to market and sell property in Bali. Vendors get frustrated their villa isn’t getting the interest they think it deserves. And agents are generally too scared to tell vendors they need quality materials to work with.

Phrases like ‘wow factor,’ and ‘location, location, location’ and ‘below market value’ simply don’t work well because they’re not engaging and they’re not telling a story. They’re not making me feel like, ‘you know what, this villa really is for me!’ It’s painfully obvious these kind of agents and vendors are just trying to get me to buy.

With views like this, why get out of bed? Image courtesy of Mahameru Estate.

But here’s the thing … I don’t want to buy just because you want me to. I want to buy because I want me to.

It’s the same when we get presented with ‘amazing Indian Ocean sunset views’ in a description, but no images of these fabulous sunset views! There’s an immediate disconnect right there!

I’m feeling cheated somehow.

This is an important part of the sales process. Both buyers and vendors want to feel as if they’re getting a good deal. The deal has to have value for both parties and there’s no room for feeling cheated.

Imagine someone expecting a million dollars (or more) for a luxury villa. It’s the best villa in Bali (of course!) And it’s in the most prestigious location. You built it yourself with love and care and spent a fortune on the details. Your garden is lush and mature with a spectacular infinity-edged swimming pool overlooking exceptional ocean or mountain or rice field views.

Image courtesy of Mahameru Estate.

Sounds great! I’m interested.

But then, for some inexplicable reason you go and blow it all by sending the agent or whoever is trying to help you sell, a handful of poorly framed, badly lit WhatsApp photos you took yourself one bright and sunny midday! They’ll do, right?

Sorry. No they won’t.

You’re expecting a lot of money, and sure your villa may be worth it, but you can’t even be bothered to hire a professional photographer to show your pride and joy in the best possible light?

What’s up with that?

What message does that send?

What’s the story here?

What else couldn’t you be bothered to do?

What else aren’t you taking seriously?

What other details did you forget to look at?

And all of a sudden the story I’m creating with these questions is leading me down the road to someone else’s villa.

It doesn’t seem to matter too much if we write great copy when the images aren’t there to support it. And vice-versa, when we have top-of-the-line photography wrapped up in crappy content.

In both cases opportunities are wasted.

Agents want a property to stand out on the platforms they use. This is largely driven by images (photography and video) but also by catchy headlines with emotional triggers. They’re both critical if you’re serious about selling your property.

And if you are serious you’ll spend the time and money to present it correctly. Just like the owners of the Mahameru Estate, who have kindly allowed us to use their pictures here.

If you don’t … well, you may as well be looking for Unicorn tears in the magic forest full of fairies.

Adapted from an original blog posted on Gapura Bali.

 


Harcourts Seven Stones is a property company headquartered in Bali, Indonesia, with a mission to help people who are interested in buying and selling residential and commercial real estate.

If you’re thinking about property, ROI, capital gains or lifestyle investments in Bali, Jakarta, Surabaya, and Indonesian’s Eastern Islands and need some friendly advice and guidance then why not email hello@sevenstonesindonesia.com or check out Seven Stones Linkedin  and Seven Stones Facebook

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Andrzej Barski

Director of Seven Stones Indonesia

Andrzej is Co-owner/ Founder and Director of Seven Stones Indonesia. He was born in the UK to Polish parents and has been living in Indonesia for more than 33-years. He is a skilled writer, trainer and marketer with a deep understanding of Indonesia and its many cultures after spending many years travelling across the archipelago from North Sumatra to Irian Jaya.

His experience covers Marketing, Branding, Advertising, Publishing, Real Estate and Training for 5-Star Hotels and Resorts in Bali and Jakarta, which has given him a passion for the customer experience. He’s a published author and a regular contributor to local and regional publications. His interests include conservation, eco-conscious initiatives, spirituality and motorcycles. Andrzej speaks English and Indonesian.

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Director of Seven Stones Indonesia

Terje is from Norway and has been living in Indonesia for over 20-years. He first came to Indonesia as a child and after earning his degree in Business Administration from the University of Agder in Norway, he moved to Indonesia in 1993, where he has worked in leading positions in education and the fitness/ wellness industries all over Indonesia including Jakarta, Banjarmasin, Medan and Bali.

He was Co-owner and CEO of the Paradise Property Group for 10-years and led the company to great success. He is now Co-owner/ Founder and Director of Seven Stones Indonesia offering market entry services for foreign investors, legal advice, sourcing of investments and in particular real estate investments. He has a soft spot for eco-friendly and socially sustainable projects and investments, while his personal business strengths are in property law, tourism trends, macroeconomics, Indonesian government and regulations. His personal interests are in sport, adventure, history and spiritual experiences.

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Ridwan Jasin Zachrie

CFO of Seven Stones Indonesia, Jakarta

Ridwan is one of Indonesia’s top executives with a long and illustrious career in the financial world. He holds several professional certifications including being a Certified Business Valuer (CBV) issued by the Australian Academy of Finance and Management; Broker-Dealer Representative (WPPE); and The Directorship Certification for Directors and Commissioners, issued by the Indonesian Institute of Commissioners and Directors.

His experience includes being the Managing Director at one of the top investment banking groups in the region, the Recapital Group, the CFO at State-owned enterprises in fishery industry and the CEO at Tanri Abeng & Son Holding. He’s also been an Independent Commissioner in several Financial Service companies and on the Audit and Risk Committee at Bank BTPN Tbk, Berau Coal Energy Tbk, Aetra Air Jakarta as well as working for Citibank, Bank Mandiri and HSBC. His last position was as CFO at PT Citra Putra Mandiri – OSO Group.

Ridwan has won a number of prestigious awards including the Best CFO Awards 2019 (Institute of Certified Management Accountant Australia-Indonesia); Asia Pacific Young Business Leader awarded by Asia 21 Network New York USA (Tokyo 2008); UK Alumni Business Awards 2008 awarded by the British Council; and The Most Inspiring Human Resources Practitioners’ version of Human Capital Magazine 2010.

He’s a member of the Board of Trustees of the Alumni Association of the Faculty of Law, Trisakti University, Co-Founder of the Paramadina Public Policy Institute and actively writes books, publications and articles in the mass media. He co-authored “Korupsi Mengorupsi Indonesia” in 2009, which helps those with an interest in understanding governance in Indonesia and the critical issue of corruption. Ridwan speaks Indonesian and English.

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Per is the Managing Director of the Seven Stones Indonesia (SSI) Jakarta office and has more than 25-years’ experience in Indonesia, China, and Western Europe. He previously worked in senior management positions with Q-Free ASA, Siemens AG, and other companies in the telecom sector. Over the last six years, he has been the Chairman of the Indonesia-Norway Business Council (INBC) and recently become elected to be on the board of EuroCham Indonesia.

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