Recently, I was asked to justify the use of a professional photographer for real estate photographs. This discussion came about when the realtor questioned why a current listing of theirs with professional images has had no serious interest. Whereas other of their listings has had good interest and offers, even when they used their own photos. Why spend the money on professional photographs they ask?
Since I have my realtors’ license (referral), I know there is much more than the quality of the photograph. Location and price have much more to do with generating interest in the home by prospective home buyers. However, beautiful photos can help a home buyer to short list the homes they wish to visit when there are many available choices. Dark photos, cluttered rooms and distracting objects, poor angles or the typical leaning & distorted walls present your client’s home in a poor light (pun intended). The prospective buyer may not feel a sense of eagerness or motivation to view your client’s home and may choose another with better photography (assuming the same location and similar pricing). Decisions of like and dislike often are based on unconscious feelings when viewing the listing details. You may be losing prospects without even knowing that there was a prospect.
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Examples of poor real estate photographs.
However, there is a much bigger reason for a realtor to use a professional photographer for their client’s home, their own brand and reputation.
There is often an emotional attachment with one’s house. When looking for an agent to market their home, the prospective client wants someone that demonstrates that they care about their home, that you will feel equally emotional in the marketing of their home. Does the homes look loved and well-maintained, especially if they are high-end homes? Prospective home sellers will look at your other listings and marketing material, and may decide you aren’t the professional they seek if the photographs are of poor quality. Other factors also play a part in their decision including your experience, your success rate and referrals by others.
High quality photographs, I believe, can help enhance the realtor's own brand, creating a reputation as a true professional in this competitive field. Once again, you will never know if a prospective home seller bypasses you, selecting instead a competitor.
Professional photography can enhance your marketing and increase the value of your brand. If you want to be a top performer, act like one. High quality photography will not sell the home, but will help create motivation and excitement among your potential buyers and your prospective clients.
I provide professional NJ Real Estate Photography for realtors and FSBO.
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