What Today's Buyers Look for in Online Listings

Here's a stat that should change how you think about selling your home: 97% of home buyers start their search online. Your listing isn't competing with other homes on your street—it's competing with hundreds of other listings in search results.

So what makes a buyer click on your listing instead of scrolling past? What makes them save it to their favorites? What convinces them to schedule a viewing?

After analyzing thousands of buyer interactions and interviewing real estate professionals across Canada, we've identified exactly what today's buyers are looking for. Here's your blueprint for creating a listing that converts browsers into buyers.

The Buyer's Decision Journey

Understanding the three stages buyers go through:

1. The Scroll: 3 seconds to catch their attention in search results
2. The Click: 30-60 seconds reviewing your full listing
3. The Commit: Deciding whether to save or schedule a viewing

Your listing needs to win at all three stages.

Stage 1: Winning the Scroll (The First 3 Seconds)

When buyers browse search results, they make split-second decisions. Here's what catches their eye:

1. The Thumbnail Photo

This is your make-or-break moment. Your primary photo needs to be:

Bright and inviting: Dark, gloomy photos get skipped instantly
Exterior shot (usually): 78% of top-performing listings lead with curb appeal
Well-composed: Straight lines, no clutter, professional-looking
Shows the best feature: If you have a stunning kitchen or view, lead with that

2. The Price

Buyers filter by price range, so your pricing strategy matters:

Just below thresholds works: $499,000 appears in searches under $500K (catches more buyers)
Competitive pricing gets clicks: Overpriced homes get ignored, even with great photos
"As-is" pricing attracts investors: If selling below market, be transparent about condition

3. The Quick Stats

Buyers scan these numbers immediately:

Bedrooms: Most buyers have a minimum requirement (usually 3+)
Bathrooms: 2+ bathrooms are a major selling point
Square footage: Buyers compare $/sq ft to gauge value
Location: Neighbourhood name matters (mention popular areas)

Stage 2: Winning the Click (The Full Listing Review)

They clicked on your listing. Now you have 30-60 seconds to convince them it's worth a viewing.

What Buyers Look for First

A. The Photo Gallery (20-25 High-Quality Photos)

Buyers view an average of 15-20 photos per listing. Here's what they want to see:

Must-Have Photos:

✓ Exterior (front): Buyers want to see curb appeal and condition
✓ Kitchen (multiple angles): #1 most-viewed room in any listing
✓ Living room/family room: How they'll spend most of their time
✓ Primary bedroom: Size, light, and closet space matter
✓ Bathrooms (all of them): Condition is critical
✓ Backyard/outdoor space: Increasingly important post-COVID
✓ Basement (if finished): Extra living space is valuable
✓ Unique features: Home office, walk-in closets, laundry room

Photo Red Flags That Make Buyers Skip Your Listing:

❌ Fewer than 10 photos (looks like you're hiding something)
❌ Dark, poorly lit photos (makes spaces look uninviting)
❌ Cluttered, messy rooms (buyers can't envision themselves there)
❌ Missing key rooms (no kitchen or bathroom photos is suspicious)
❌ Low-quality/blurry images (looks unprofessional)

B. The Description (Clear, Honest, Detailed)

Buyers read descriptions to answer specific questions. Here's what they're looking for:

1. Property Condition

Age of major systems (roof, HVAC, water heater)
Recent updates or renovations
Known issues or "as-is" aspects

2. Functional Details

Parking: Garage? Driveway? Street parking only?
Storage: Closet space, attic, basement storage
Appliances: What's included? Age and condition?
HVAC: Central air? Heating type? Energy efficiency?

3. Lifestyle Features

Natural light ("south-facing", "large windows")
Outdoor space ("fenced yard", "deck", "patio")
Work-from-home potential ("home office", "dedicated workspace")
Pet-friendly features ("large yard", "pet door")

4. Location Benefits

School districts and ratings
Proximity to transit, highways, downtown
Nearby amenities (parks, shopping, restaurants)
Neighbourhood character ("quiet street", "family-friendly")

Description Do's and Don'ts:

✓ DO:

Be specific and factual
Mention recent updates
Highlight unique features
Use descriptive language
Answer common buyer questions

❌ DON'T:

Use vague terms ("cozy" = small)
Overhype or exaggerate
Ignore obvious issues
Write novels (keep it scannable)
Use all caps or excessive punctuation!!!

C. The Full Property Details

Modern buyers are research-obsessed. They want complete information:

Lot size: Especially important for buyers with kids or pets
Year built: Helps assess maintenance needs
Property taxes: Affects affordability calculations
HOA fees: (if applicable) Major decision factor
Utilities costs: (if you can provide) Helps with budgeting
Zoning: (if unique) Some buyers look for home business potential

What Buyers Value Most (2024 Trends)

Buyer priorities have shifted. Here's what matters most to today's market:

1. Move-In Ready Condition (Top Priority)

Modern buyers want homes they can move into immediately. They're willing to pay more for:

✓ Updated kitchens and bathrooms
✓ Fresh paint and clean finishes
✓ New or well-maintained systems
✓ Minimal deferred maintenance

2. Home Office Space (Post-COVID Essential)

Remote/hybrid work is here to stay. Buyers actively search for:

✓ Dedicated office room or den
✓ Quiet workspace area
✓ Good natural light
✓ Separate entrance (bonus)

3. Outdoor Living Space (Increasingly Valuable)

Backyards, patios, and decks are no longer "nice to have"—they're expected:

✓ Fenced yard for pets/children
✓ Deck or patio for entertaining
✓ Privacy from neighbours
✓ Low-maintenance landscaping

4. Open Floor Plans (Still Trending)

Buyers prefer bright, flowing spaces:

✓ Kitchen open to living/dining areas
✓ Natural light flow between rooms
✓ Sight lines for families with kids
✓ Spacious, not choppy layouts

5. Storage and Organization (Practical Priority)

Buyers notice storage immediately:

✓ Walk-in primary closet
✓ Pantry or kitchen storage
✓ Garage (2-car preferred)
✓ Basement or attic storage

6. Energy Efficiency (Growing Concern)

With rising utility costs, buyers ask about:

✓ New windows and insulation
✓ Energy-efficient HVAC systems
✓ LED lighting throughout
✓ Smart thermostats and appliances

Stage 3: Winning the Commit (Getting That Viewing)

After reviewing your listing, buyers decide: save for later, schedule a viewing, or move on.

What Pushes Them to Schedule a Viewing:

Competitive pricing: They feel they're getting value
Complete information: No unanswered questions or red flags
Emotional connection: They can visualize living there
Sense of urgency: Other buyers are interested (social proof)
Easy contact: Simple, responsive communication

What Makes Them Move On:

❌ Overpriced compared to similar homes
❌ Poor quality or insufficient photos
❌ Vague or incomplete description
❌ Obvious maintenance issues
❌ Difficult to contact seller/agent
❌ Listing feels stale (been on market too long)

The Bottom Line: Give Buyers What They Need

Modern home buyers are informed, cautious, and detail-oriented. They're making one of the biggest financial decisions of their lives, and they want to feel confident.

Your listing should answer every question, show every angle, and remove every doubt. When you give buyers the information and transparency they're looking for, you:

✓ Stand out in crowded search results
✓ Build trust before they even visit
✓ Attract serious, qualified buyers
✓ Reduce time on market
✓ Maximize your final sale price

Think like a buyer. What would you want to know? What would make you click? What would convince you to schedule a viewing?

Answer those questions in your listing, and you'll win the scroll, the click, and the commit.