We can’t quite figure out why some dealers do not include photos in their online listings.
Buyers are always going to want to know what a piece of equipment looks like before they buy it, and they deserve as much if they are going to spend a decent amount of money on a machine. But providing photos is not only a seller best-practice for ethical reasons, it’s also better for business.
Boosting sales with images relies on a pretty simple aspect of human nature: We are visual beings. According to digital solutions provider Treefrog, the “human brain deciphers image elements instantly, while language… [takes] more time to process.” In fact, “visuals are processed 60,000 times faster in the brain than text.” When photos are added to listings, your sales pitch begins instantaneously, occuring at the most basic levels of human perception, making it more likely that a consumer notices your listings and gives them further attention.
It’s also important to keep in mind that today’s buyers like to do almost all of their research online, and come as close as possible to making a purchase decision, before they ever reach out to a dealer. This means that adding photos helps dealers’ listings fit into the prevalent sales path of online shoppers who want those images up front as they conduct their research. Dealers who don’t add pictures are likely to miss out on connections and sales, as listings without photos are more likely to be unnoticed or ignored.
We consistently see this play out on Equipment Trader. Listings with lots of pictures lead to more connections and sales than listing with few or no photos. The more you can use images to generate interest and inform consumers about your inventory early on, the more likely it is that you will come into greater contact with high-quality connections who are looking to make a specific purchase.
And of course, high quality photos will always be better than low quality pictures. Treefrog again points out that “Since first impressions are formed within seconds, and since most of the information we consume and interpret is visual,” quality images can make your listings and your dealership “stick in the viewer’s mind as professional and credible.”
At the end of the day, it’s simply a fact that listings with photos have more buyers looking at them, more buyers clicking to view additional information, and more buyers contacting dealers to pursue a purchase. There is no better way to attract interest, boost engagement, and generate connections than adding photos to your listings!!