Quality Photography Works: Image is Everything in Real Estate
by Tom Pitera
Whether the housing market is at its peak or struggling, quality photography in real estate marketing is of the utmost importance. Why? With the growing popularity of online house-hunting, potential buyers may only ever see photos of the house.
Simply put, first impressions do matter, and quality photographs of a piece of real estate can generate interest in potential buyers or turn them away. A listing can have wonderful copy, but if it doesn't make a strong visual impact, it won't be as effective in drawing in a potential buyer.
Many sellers or Realtors are intimidated by the task of producing professional-looking photos of homes. And to be truthful, it's not an easy or inexpensive undertaking. If you opt to do-it-yourself, professional-grade equipment, including an entry-level digital SLR camera, wide-angle lens, photo editing software, and lighting equipment can easily run you $2,500. Not to mention the learning curve.
Let's consider what goes into creating a professional and effective photo for real estate marketing:
- A clean and orderly home, with all distractions removed
- A wide-angle lens to capture the largest portion of a room
- A front exterior shot that exhibits curb appeal, an orderly yard, etc.
- Bright interior shots, with plenty of lighting
- Keep straight lines absolutely straight (no crooked doorways or slanting walls)
- Set the appropriate white balance to avoid unsightly color casts
- Avoid blown-out windows by lowering shades to reduce natural light or by shooting around twilight
So why are so many real estate agents and sellers hesitant to enlist the services of a professional real estate photographer? It's certainly more cost effective, if you shop around, and the process is much quicker and easier.
The bottom line: setting aside a portion of your budget for professional and quality photography is a wise marketing move.
