Media Commentary On The Quality Of Photography Used To Market Real Estate
While preparing for my class Photography For REALTORS, I spent a considerable amount of time reading comments made in the media about the quality of photography used to market real estate. Most of the articles I came across were positive in tone, but made the point that as an industry we have set the standard rather low with regard to “marketing” photography. The theme, over and over, was that nearly all consumers start their search for a home on the internet; photographs are the primary tool they use to narrow their choices; and that the quality of photographs being used had a big impact on the outcome of the listing. Nearly every writer played on the words “In real estate, a picture is worth (more than) a thousand words.”
Here are a few examples:
Making Every Pixel Count by Vivian S. Toy in The New York Times
“In real estate, a picture can be worth more than a thousand words. Much, much more. When viewing properties online, the pictures buyers see of houses for sale are often the first – and sometimes the only – chance for the seller to make a good impression. Less than flattering photos can turn buyers off and lead to lonely open houses.”
“It’s so important to have photos that are professionally presented. If things look shoddy or unprofessional, not only are the buyers going to find the proprty unappealing, they’re going to associate the agent with being shoddy and unprofessional.”
Taking Photos That Will Draw Buyers by Dana Mattioli in The Wall Street Journal
“Photographs are powerful bait. Good ones can lure buyers; poor ones can turn them away.”
The Pix That Get The Ciicks by Ann Brenoff in The Los Angeles Times
“A picture may be worth a mere 1000 words in other circles, but in real estate, it enters the realm of deal or no deal.”
“With an estimated 80% of home buyers starting their search on the internet, photos are to home sales today what curb appeal used to be: the place where first impressions are made”
“If you can’t get them in the door, you can’t sell the house.”
Don’t Take That Shot by Andrew Gmerek in The RE/MAX Times
“Lousy photos can ruin a listing’s online appeal.”
“Taking good photographs isn’t easy, but in the internet age, with nearly 80% of consumers starting their home-buying experience online, well-planned, well-executed photographs can easily mean the difference between “For Sale” and “Sold.”
During the course of my class I also review some of the comments made by consumers in response to these articles. While a few are on the blunt side, they too seem to feel that it is no longer acceptable to market $300,000 products with quickly-taken snapshots.
My goal in starting this blog was to do more than attract clients to my business. Although I hope that will happen, the greater purpose is to raise awareness of the need for better photography, regardless of who does it. If you haven’t had an opportunity to attend my class, I hope you will in the future. You may have the ability to raise the level of your marketing photographs considerably without spending a dime!