Professional Real Estate Photos Sell Homes

Anyone that has been on the market to purchase Real Estate in the last thirty years can attest that most MLS and Real Estate photos look Horrible! At best, they are taken with a $50 point-and-shoot camera, and at worst consist of a grainy and out-of-focus Camera phone photo. What is the deal?

I'm not going to steal photos from real MLS listings just to show you an example of horrible photos taken by realtors, but I will put up This Link if you want to see some shining examples!

A good Real Estate Agent will do everything in their power to sell a home as quickly as they can for as much as the market will allow. At one point in time, years ago, it seemed like there were more Real Estate buyers than homes on the market. People still considered residential real estate as being a safe investment, and would often purchase a second or third home simply to sell it a couple of years later for profit. Agents could get by with grainy photographs, and some didn't bother with taking pictures of the homes at all. Buyers were willing to set aside the time to visit every home available within their budget and criteria.

The world of Real Estate has changed drastically in the past few years. The mortgage crisis has shifted the scales for the benefit of the buyer. Banks would take over once families could no longer afford to pay for their homes. After a bit, the banks couldn't keep up with all of the foreclosures and repossessions that were happening around them. The vast abundance of properties for sale has driven prices down to a fraction of what they were just 5 years prior.

Buyers today are more educated, pickier, and tighter with their wallet. Properties are judged for long-term merit rather than a quick flip. Real Estate agents are having to work harder for much less, cutting their commissions so close that they are almost working for free. The poorly written descriptions and VGA photographs are quickly turning into professionally written prose and interactive three-dimensional tours and walk through videos. Any real estate agents and home sellers that don't provide the maximum quality and quantity of information end up being left behind.

We are all very visual creatures. Aesthetics and presentation are very important in establishing a connection with a property. Comfort and emotion are the only thing that turn an empty shell into a vision of what life will be like for the next 30 years. That first impression is the ‘inception point’ of the emotion, and the best time to differentiate your listing from the myriad of other homes on the market. The term ‘buyer’s market’ is on the lips and minds of anyone even remotely associated with real estate. If a few lines of text and a blurry photo aren’t working for you, then it is probably time to start considering bringing in a pro.

Tim Ellis of Redfin was able to provide yet more proof that home listings with ‘pro’ level photographs do better in today’s market. Check out his detailed article for specifics!

He was able to utilize the EXIF data embedded into property photos identify listing photos that were taken with a DSLR. To be true, there are some real estate agents that are beginning to use DSLR’s, but most make do with a point-and-shoot or a camera phone (unless they are hiring a pro, of course!).

He compiled his data, and saw some very interesting results:

1. Homes with ‘professional’ photos received an average of 61% more views than those with without –  across all price tiers!
2. These homes generally had a 47% higher asking price per square foot.
3. Are more likely to be sold in the > $300,000 price bracket.
4. For some reason, stay on the market an average of 10 days lo (for all price brackets)..

One thing that the geek in me found interesting in all of this is that the methodology and inspiration behind the script used to mine all of this data came from the dating site OK Cupid. I wonder if people with ‘Pro’ photos get more hits on their site as well?

Also – a big thanks and shout-out to another great Real Estate Photography resource: PhotographpyForRealEstate.net

Though Real Estate Photography is a fairly limited niche, the expanding demand for photographers is making professionals much easier to find. Most major cities have at least 3 ‘dedicated’ pros, along with a sprinkling of portrait/wedding photographers that will dabble on the Real Estate side for a fee.

The personal style and touch may be a bit less visible in Real Estate Photography than in portrait or maternity photography (for example), but the equipment and execution will vary from one professional Real Estate photographer to the next. Some photographers may use 100% natural light, while others will bring along a mobile lighting studio to minimize their post-production work. There are multi-media wizards that will offer virtual tours and video walkthroughs.

Determine your specific needs, and stick to a budget that makes sense. Costs can go overboard, as with the $200,000 five-minute YouTube video walkthrough of a home in Australia. Granted, in this case the home was listed for $20million, and the realtor felt that they could afford overpaying for something that could have been done for much less. If you feel that your budget is that flexible, by all means – feel free! For the rest of us, plan out your entire marketing/listing budget and set aside exactly what you can afford.

Does the photographer provide Home Staging or editing services? Even the most beautifully decorated house may not quite look ‘homey’ behind the lens of a camera. A professional eye (and set of hands) can view each shot as a scene and adjust for maximum effect.  Everyone wants their home to look its best, especially during such a difficult time in the market. Clients will often be happy to have a professional eye go over the layout of their furniture and accessories. Some photographers include the services of a professional interior decorator, while others bring along (or play the role of) a Creative Director to handle these portions of the shoot.

The price is one of the major differences between a hobbyist and a professional. Prices for a professional will range from $150 to $1000's. Make sure that the photographer's TOTAL price for a session is in your budget. Some less reputable 'professionals' will set a low base price, but will nickel and dime you into spending much more than you planned. Most will have various packages and options available, but take the time to agree on what you want and set a price before you sign on the dotted line.

You can also look for Real Estate Photographers on Craigslist.com or local classified/photography forums online. There are many photographers looking to branch out into Real Estate Photography, along with those wanting to expand their portfolios. Prices will be less than a tried-and-true professional photographer, but the standard risks with using less-than-experienced talent do apply.

There are entire articles on how to choose a photographer for various needs. As always, go through their portfolio (including other non-RE work that they’ve done) and look at their use of focus, lighting and composition. When discussing the job, make sure to mention any features of the property that you would like to draw attention to. Bring a list of the photographs you would like to see, but allow the photographer a bit of creative freedom to work within the confines of your guidelines.