Real Estate Story

5 Ways Professional Real Estate Photographers Make Your Listing Shine

Harry Lim photography before

This house languished on the Orlando, Florida, market for 224 days, until professional real estate photographer Harry Lim re-shot the exterior and interior. It proceeded to sell in just eight days. Photos: Harry Lim

This month, there’s a story that’s gone viral by Orlando professional real estate photographer Harry Lim. His post, After Nearly 8 Months, Photos Help Sell Home in 8 Days, is remarkable because it shows the unmistakable difference professional photography makes in the marketing of a house (his before-and-after photos above make that clear!).

Here at Candy’s Dirt, we could not agree more! In 2013, contributing writer Karen Eubank wrote an interesting series for us, Outside the Frame, which looked at the importance of professional real estate photography and offered the insights of Dallas’ leading real estate photographers (see parts one, two, three, and four).

Today’s real estate buyer is doing their home searches on the Internet, with 90 percent searching online and 89 percent using a mobile search engine. What they find first in their searches are photographs, and the quality of those can make or break a listing.

So today, we’ve made a list of five ways professional real estate photographers bring value to the marketing of a house.

1. The pros know which shots offer value to potential buyers

In the average MLS listing, you’ve got around 25 shots to “sell” a buyer on your property. Poorly planned or executed photography might result in redundant shots (multiple angles of one room where no new visual information is presented), unnecessary photos (you don’t need a photo of the toilet—people know it’s in the bathroom), or just plain bad photos that make the property look boring at best.

A professional real estate photographer understands which shots matter and why, and can make judgment calls based on the features of each individual property.

“Normally I don’t waste a photo on a laundry room, but a condo unit that has a washer/dryer when the neighboring ones do not might be of great importance compared to the average property,” said Lance Selgo of Unique Exposure Photography.

Evan Godwin before

Here’s a good example of how perspective can change how you perceive a room. The photo above is shot straight ahead with no color correction, while the photo below is shot at a wider angle with color correction.

Here’s a good example of how perspective can change how you perceive a room. The first photo is shot straight ahead with no color correction, while the second photo is shot at a wider angle with color correction.

2. They bring experience and expertise to the table

In this age of digital camera and Photoshop, many people fancy themselves a photography expert. But real estate photography is an art and takes real skill and experience to be done well. From lighting and angles to cropping and perspective, it takes a pro to do the job right.

“Shooting property is a fine art and not be taken lightly,” said Richard Sharum of Shoot2Sell. “One inexperienced person can actually make a property look worse than in real life, resulting in no interest and a bad reputation for the listing agent.”

3. They know how to make a great first impression

There may be 25 or so shots of your property in MLS (and showing up on popular sites like Zillow and Trulia), but the money shot is the first one, which is usually the exterior. An amateur often ends up with a too-bright sky, under- or overexposed façade, and poor framing of the photo.

“That single shot is the identity of the home to EVERYONE!,” said Evan Godwin of Chateau Shooters. “It’s the first thing people see when the pull up and usually the first photo that is presented when on MLS.”

Selgo explained why a good exterior shot is essential.

“When buyers are looking at properties online, they are looking at a list of 10-20 that match their search criteria, and all they see is one thumbnail of each home,” he said. “That thumbnail is the first shot that is listed on the MLS, so I think it’s the most important as that is the shot that is going to grab their attention and get them to dig deeper to see more.”

Harry Lim

Two more photos by Harry Lim that show how lighting and what's in the frame make all the difference. Photos: Harry Lim

Look at what a difference lighting and framing make in these two photos of the same living room. Photos: Harry Lim

4. They understand lighting

To our eyes, a room may look perfectly fine, but a professional real estate photographer knows that bright and light spaces look bigger and more appealing. For example, they know to turn on every light and are able take the shot so that light from windows or other rooms don’t trick the camera into creating an underexposed interior. They also know how to adjust your photos in software editing programs to get the color levels just right. Look at the before-and-after photos above of a living room to see the difference lighting makes. It’s the same room, but which one would you want to visit?

5. Using professional photographs offers sellers and Realtors an edge 

Getting a house ready for market has some sellers spending thousands for upgrades and updates, professional staging, landscaping, and storage for extra junk that needs to be out of sight. Competitive real estate photography companies charge about $100-$150 per listing, which is pocket change when you consider the cost-benefit ratio and how much more quickly the property might sell.

For Realtors who pay out-of-pocket for professional photography of their listings, the benefits are there, too, even in our hot market.

“While increasing virtual and in-person traffic (and subsequently shorter DOMs) being the most obvious, having all of your homes professionally photographed provides a consistently high level of service to your clients,” said Godwin. “With professional photography becoming increasingly more accessible and affordable to agents that specialize in all markets, the last thing you want is to not be competitive with your fellow agents. All of these things assist in building your brand as an agent and leads to more referrals and business down the road from clients that felt you went above and beyond.”

We’d love to hear your thoughts on professional real estate photography, whether you’re a seller or Realtor. Leave us a comment and let us know your thoughts!

 

 

9 Comment

  • excellent article, Candy!

  • Worth. Every. Penny.

  • mm

    Amen to all of this! Great advice for those who still think they can get away with amateur photography even in a hot market.

  • mm

    In my book, any “Best Realtor” uses professional photography!

  • I have been hoping to post pictures of my home online because I really need to get it sold. I think it would be really great for me to get professional photos taken like this. Then my home will look a lot nicer online. Now I just want to find a good place to post all the pictures of my home. Thanks for posting!

  • Great article.
    So many agents underestimate and even under value real estate photography

  • I am glad that people are starting to realize just how important real estate photos are.

  • My sister wishes to sell her house and she wants to post the house online, and I didn’t think that there was any other option other than having my sister just list the address of the house, but since you mentioned that real estate photographers know what shots offer value to potential buyers, I think it’s better to hire one instead of having to do it by yourself especially if you want your post to look really professional. It’s also true that as opposed to having to just take pictures by yourself, they enhance the look of the rooms of the houses because they know how to make a great impression. Because they bring experience and expertise to the table as you said, they will produce great results if we hire them since their shots will bring interest to buyers, which is something we definitely want.