A chat I had recently with a client indicated that fiscal reality was biting and potential listers were increasingly looking for opportunities to trim costs. The most popular item to excise? Professional photography. Hopefully the reasons outlined below will help you persuade vendors that good photography underpins all visual marketing efforts.
Are property photos needed at all?
I’m going to go out on a limb and say, “Yes!” Real estate marketing media reflect the fact that our primary sense is visual. Hands up anyone considering advertising on the radio! (edit: I did recently hear a radio ad for a new subdivision!).
Professional photography is expensive.
No. No it’s not. Real estate photography must be the bargain basement of all commercial photography, costing around 1/1000th the price of even a $200K home. If your property is worth more than this, then the ROI is even greater.
Can I get away with ‘OK’ photos?
There are two reasons why I feel it is false economy to not use pro photography.
- The photos will end up appearing across all marketing efforts – internet, in-store TV, window card, signboard and property press, so do it once and do it right.
- A listing is in competition with every other listing that meets the buyer’s requirements. It needs to stand out. Whether a potential buyer is flicking through homes in the newspaper or on the internet, it is the lead photo that will give them cause to pause and read further. Also, the great majority of listings ARE shot professionally, so a listing with so-so photos stands out for the wrong reasons and may be quickly passed over
I made both the photographs below; the first with a ‘point-and-shoot’ using its built-in flash, and the second with my DSLR and four (4!) off-camera flashes. Which one would you rather have advertise your home?
Typical image from a 'point & shoot' camera.
Professional interior photo.
While trimming photography costs from the marketing budget might help land a listing, is it in the vendor’s best interests?
Good photography moves product and is the lynchpin of visual marketing media. Poor photography blights every marketing effort.
