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There is a problem in the real estate industry. Despite the vast amount of resources provided to buyers through organized real estate databases, photos are being randomly ordered with varying quality on MLS listing websites. MLS listings websites are important because they lead to a higher probability of a shorter sale (Hendel et al., 2009). Random ordering has been negatively impacting both buyers and brokers because real estate agents are failing to market listings to their maximum potential. A possible cause of this problem is the recent emergence of online databases and lack of visual research. MLS listings have only recently become the industry normality for real estate agents, leading to buyers and sellers having more power in the industry (Gee, 2010; Crowston et al., 1999; Saber & Messinger, 2010). Since MLS listings are have only recently become popular, there has not been a vast amount of time for research to be performed. Perhaps a study which investigates the specific ordering sequence of listing photos through an explorative survey would remedy this situation.

How does the order of MLS listing photographs affect first-time homebuyers’ interest in Washington real estate?

The research was conducted using a non-experimental, descriptive design. Quantitative data was collected as a result of this design. Three different quantitative surveys were designed and distributed using a complex model. Raw quantitative data was the only data collection method necessary to investigate perceived visual preferences. Specifically, one of three surveys was randomly assigned to each participant, with the only difference being the order of the visual stimuli. Since this was not an experimental design, because a change was not being studied over time and there is no control group, there were still manipulated and responding variables. The manipulated variable served as the three different arrangements of photographs. The responding variable was homebuyer’s interest operationally defined for this study as one’s willingness to seek more information on the real estate observed. Due to the overwhelming lack of knowledge on the subject, the aim was to explore a generally new topic, and determine whether or not the effect of ordering photographs exists and is noteworthy. Pre-existing research on this topic does not exist; therefore, the questionnaire method is necessary to understand the topic.

    This study is oriented towards exploring a largely unexplored niche in research and therefore creates many areas to expand on. The cohort can be increased to include other states besides Washington State. Also, instead of just comparing orders with three different images, the number of images can be expanded to simulate a professionally marketed MLS listing more accurately. Additional questions can also be included asking specifically which order the participants prefer instead of comparing orders after inquiring about the house. Added questions would allow for comparing unconscious and conscious favor for the order of MLS listing photographs. It would also be beneficial to adjust the survey viewing portion to look more similar to an actual MLS listing website. On a more elementary level, pre-existing research never indicated if the serial-position effect (recency and primacy effects) can be implemented in regards to interest. It would be beneficial to potentially prove this relationship and incorporate the serial-position effect into studies on the real estate industry since this specific study assessed ordering effects as a whole. Also, eye-tracking technology could be implemented to analyze differences in focal point based on the order in which the images are presented.