Every major estate agency group is reporting that sales generated by the internet are increasing at a spectacular rate.

At Rawson Properties, says Tony Clarke, MD of the group, the figure has been rising by 35 percent per month for the last six months — and all the indications are that this rise will continue and a marketing meeting with the client to discuss how to stage the home is now an essential part of the sales process.

Some agents and clients, says Clarke, still have little idea of how to present their properties on the internet in such a way that they awaken interest and attract the right buyer.

No concept of presenting on the internet

"Agents, who understand only too well how important kerb appeal in a home is, often have no conception of how to present a home on the internet.

"The first thing to get clear," says Clarke, "is that there is no point in trying to make the home appealing to everyone — you have to identify your buyer upfront.

"This means not only recognising what income bracket you are trying to hit but also understanding the dreams, the lifestyle and the needs of your potential purchaser. Every home to an extent is a dream fulfilment — try to understand to what the buyer aspires, what he yearns for and you will know how to present the home online."

Have at least 10 photographs

The website should, says Clarke, have at least ten photographs but, he stresses, these have to be of a professional quality. Care should be taken to see that they are light, bright and sun-filled. There is no point in photographing mundane objects such as kitchen sinks, toilets or storerooms but if a house does have bonus features such as a pool, attic, rumpus rooms or a laundry, these should be made much of.

In interior shots, it is advisable to have bowls of flowers and other decoration, like a picture, at strategic points — and, again, to avoid any hint of darkness or shadow.

In some cases, the text to accompany the pictures, says Clarke, is poorly written and this will deter many buyers. In other cases, a good seductive text is expected to compensate for poor photos — but this is almost never possible.

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