8 Reasons Professional Real Estate Photography is Important to a Realtor by Lance Selgo | Cobourg Photographer | Dave Powers

1. How many buyers searched the Internet for a home?

In 2006, 80% of home buyers searched the Internet when looking for a home. Four years later, in 2010, the percentage of home buyers that searched the Internet when looking for a home jumped to 89%. Consumers are purchasing and becoming competent with more technology devices such as laptops, iPods, iPads, tablets and smart phones. These consumers are home buyers, and they want to shop online. Their trend is showing us that they recognize how useful technology is and therefore they are going to be better at noticing professional versus point-and-shoot photos.

With all of the competition on the market, it is important to have professional photos because they are your first, and maybe only impression, to the majority of buyers who are searching for homes on the Internet.

1 National Association of Realtors Profile of Home Buyers and Sellers

2. How many more clicks do professional photos receive?

Using professional photos can draw more attention to your listings and result in more clicks by potential buyers. Papilios Real Estate Photography examined listings that used their photos and compared the click rates to listings both in the same MLS area and Zip Code. They found listings that utilized professional photos generated an average 139% increase in clicks compared to similar listings.

Although more clicks do not guarantee a sale, it does mean more potential buyers are viewing your listing. Reaching more buyers with your listing betters your chance of finding the right buyer.

3. What percentage of homes sold were sold with photos from a professional camera vs point-and-shoot?

The Wall Street Journal published a graph to show that in the majority of price brackets, more homes sold that had photos from a professional camera compared to photos taken with a point-and-shoot. A professional camera can affect how a buyer looks at a listing and the benefits can be seen starting in the $300K price point. This data was obtained in bulk and therefore the image data was examined to see if a professional camera was utilized to take the photo. No consideration was taken to determine if a professional photographer was controlling the camera. Most likely if the data represented photos taken by a professional photographer, not just an image taken with a professional camera, the benefits would be even greater.

3 Published in The Wall Street Journal utilizing data presented by Redfin Corp.

4. What percentage of active listings use professional photos?

Unique Exposure Photography researched local MLS listings for Dallas, TX and Fort Worth, TX and made note of listings utilizing professional photos and listings that were represented with point-and-shoot photos. Overall, Dallas, TX is more progressive and about half of the local listings are marketed with professional photos. Around 32% of Fort Worth, TX listings are marketed with professional photos. As expected, the higher the listing price, the more likely professional photos are utilized.

If you are listing a home in a higher price bracket, you need to use professional photos to match the rest of your competition. If you are listing in a price bracket with little professional photography being used, take advantage and stick out from the competition by embracing professional photography.

4 Unique Exposure Photography examined 512 active MLS listings in the Dallas, TX area between July 30, 2011 and August 3, 2011. Also examined were 184 active MLS listings in the Fort Worth, TX area between July 30, 2011 and August 3, 2011.

5. Make professional photography part of your brand.

As a realtor, you may have to compete with your peers to obtain listings. Professional photography is a great way of improving your marketing portfolio when meeting with potential sellers. If a seller has to choose between a realtor that uses professional photography versus a realtor that uses a point-and-shoot, they are more likely to go with the realtor that uses professional photography. Their home is a big investment and they want it marketed to the best of your ability. Using professional photography, you are solidifying your marketing and showing the seller you mean business.

A lot of real estate business comes from referrals so it is important you give your clients something to talk to their friends and family about. Show your clients you operate professionally and they will bring you more business.

6. Save time and stress, have a professional photographer handle the photos.

Taking photos takes time. As a realtor, you have to drive to the property and go room by room snapping photos. But your work does not stop there. Once you get back to the office you have to pull the images off your camera and place them onto your computer before you can upload them to the MLS. It is easy to get stressed when something goes wrong with your computer and your photos do not download correctly. If you happened to take a blurry photo, you have to decide to discard it or go back to the property to retake the shot. Otherwise you risk posting a photo to the MLS that does not meet your standard of quality and you end up advertising your brand in a poor manner when potential clients view your listing online.

A professional photographer will not only take the photos, but they will re-size them and send them to you over email or through their website. All you need to do is download the image files and upload to the MLS.

7. A professional real estate photographer might be your best all-around marketing teammate.

Ask your real estate photographer if they can help in other areas of marketing so you get the best exposure possible for your listing. Ask if they can help you print brochures or fliers. Having them design and print marketing materials gives you a unique product to represent your listing, allows you to spend your time on something more important and guarantees the photos you paid for are going to be crystal clear on your print materials. Have you ever used a two-sided brochure where one side is a full 8.5” x 11” photo of the property and the other side has smaller photos plus supporting features? Wow your clients – ask your photographer to design your print material.

8. How do you choose a professional real estate photographer?

  • Examine what they offer. Ask them if they are willing to work with you to create additional marketing materials.
  • Develop a relationship. If your photographer is shooting home after home and doesn’t have time to talk, they are more interested in getting paid. Find a photographer that wants to improve your business and is willing to listen to your ideas.
  • Look at their portfolio online and make sure you like the work they have posted.
  • Ask them what they wear. Your photographer is an extension of you and your business and they will be representing you at the property. If the seller is present, make sure your photographer dresses appropriately.
  • Decide what is more important to you. Cheaper up-front cost with inconsistent results, or a little more money up front with consistent, personal service and ultimately a better valued product.

What to avoid when choosing a professional real estate photographer:

  • Inconsistent results. Choosing a big photography company will most likely save you money, but you will not know who is shooting your properties and the results will not be consistent.
  • Distorted architectural features. Homes are built with vertical walls. If wall joints and ceiling joints are curved, the photographer is using a wide-angle lens incorrectly. Make sure all horizontal and vertical lines are straight.
  • Poor compositions. If the photographer is in a hurry, they will make poor composition choices. Your photo should not be of the back of a sofa. Your photographer should take enough time to examine the space and find the best compositions. Using composition correctly, a photographer can omit items from the home such as a dog kennel.
  • Fake “painting” photos. HDR (High Dynamic Range) is a process used to merge multiple photos together to create a great exposure. Although this process can be done correctly, many real estate photographers end up with a product that looks painted and fake. If their photos look painted, cartoon-like or “too good to be true”, you will want to avoid that photographer so buyers are not greeted by a home that does not appear to be like the photos they saw online.


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Top 10 photographic ‘crimes’ agents commit | Article by Teresa Boardman

Real estate agents take snapshots to document homes for sale as if to say, “This home has a dining room.” What their photographs should be marketing is the dining room as a great space to spend time dining with friends and family.

Photography can be used for marketing real estate, but often agents just take a few quick snapshots instead of hiring a pro. I have never seen poorly photographed shoes on the Zappos website. It’s also rare to see poorly photographed products on Pinterest, or in the Target store flier that comes with the Sunday newspaper.

When are we going to have standards in the real estate industry for photography? Why do we allow our MLS to watermark and publish bad photographs for all to see? Don’t we have an ethical and moral obligation to do everything we can to make our clients real estate look fantastic instead of frightening?

It isn’t unusual to see the logo of a major real estate brand right next to a poor property photograph. Photography is one of the least expensive and easiest ways for agents and brokerages to really stand out.

What do poor photos say about real estate brands? Doesn’t better photography create a better user experience on our websites?

It seems so simple and obvious. Yet photography is rarely even mentioned at real estate conferences or offered as part of continuing education. Video has been a hot topic in real estate for years — it’s been the next big thing since about 2004 — but still isn’t used much in real estate.

Cameras keep getting better, and so does the technology we use to process images. My phone is capable of taking better pictures than the digital camera I had 10 years ago. Technology keeps improving, yet we still have poor photographs in the MLS.

Some pictures are too dark and others are too light. Some show the top half of the room while others show the floor or a small corner of the room.

I should not have been surprised when our state association of Realtors recently published an article about using Instagram for real estate photography.

In doing so they are supporting and encouraging the use of camera phone photography and square photographs that only show part of a room. They are helping us maintain our low standards when they should be helping us raise the bar.

Our MLS has all sorts of rules about data and data accuracy. We are fined if we don’t follow these rules. There is a rule that says that each listing has to have at least one photograph.

If, as an industry, we were at all serious about raising the bar, brokerages would insist on better photographs. Our MLS would have stricter rules for photos, and perhaps fines.

Here is a partial list of photographic crimes that agents should be fined at least $100 for:

1. Photographs with date stamps. The fine should be doubled if the stamp has a date that starts with 19 (as in “1998″).

2. Partial room shots where the agent either zooms in and just gets the corner, or takes the picture with a phone or lens that covers only a small area.

3. Blurry, out-of-focus photographs.

4. Rooms with people or pets in the shot.

5. Interior photographs with an orange or yellowish tinge because the camera’s automatic white balance setting got it wrong.

6. Exterior shots taken into the sun.

7. Crooked photographs.

8. Interior photographs taken at night.

9. Pictures with open toilets in them.

10. Pictures with mirrors or windows that show a flash of light or an agent with a camera.

We market our listings all over the Internet, and we need photographs to do it.

Those pictures not only market listings, they market real estate agents and brokerages.

Agents obsess over mobile technology and having “responsive” websites that look good on those devices. Yet some of those same agents don’t care how terrible the real estate photographs on their website look, regardless of the device that’s used to view them.

An MLS won’t accept inaccurate data. Why do they accept bad photographs and watermark them for all to see?

Why do brands spend a ton of money on marketing their brand yet allow agents to market real estate under the same brand with marginal photos taken with a camera phone from a moving vehicle?

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