|Who Took That Photo?|
July 31st, 2012
It’s been a while since I’ve added any significant newspaper articles to my list of real estate photography links on my Delicious page but Dave Williamson sent me a link to a recent article By Mary Umberger in the Chicago Tribune and I added it to the list of important links.
Mary asks a key question:
Companies that sell products tend to be meticulous about the photography of the merchandise they’re advertising — the pictures are almost always crisp, detailed and attractive. So why is real estate photography so bad?
She suggests some reasons and solutions and points out that things are getting better:
You’re starting to see more progressive real estate firms saying this is important, and they’re having their listings professionally photographed. But it varies a lot, regionally, and the number of professionally shot houses is small, maybe 10 to 20 percent of the market.
I think she is partially right, there is much more and better marketing for homes than there was just a few years ago just because there is more exposure of the benefits. But “real estate firms” are not the ones making marketing decisions. Individual agents make their own marketing decisions. That’s how this industry works. The real answer to why is real estate photography so bad is that real estate agents are all independent contractors and they each get to make their own marketing and spending decisions themselves and there’s nothing forcing them to make good marketing decisions except their home owner clients. It’s like expecting to get a bunch of cats to do the right thing. Some will, but most won’t and it’s impossible to make the do anything as a whole.
The message for real estate photographers in this is you need to convince each one of your agent clients individually. Except for a few minor exceptions there is no “real estate firm” you can go to market. Of course there are also some strategies to educate and market to home owners.
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Professional Real Estate Photos are Worth Anywhere from $1,000 to $116,000 in a Home Sale
June 12th, 2012
Pennsylvania real estate photographer Joanna Michl was lamenting that:
“The problem with agents is they just don’t get it. Most are still taking their own “lousy” photos and hoping it gets the job done. Maybe they just don’t care enough to shell out a few bucks to get professional photos and maybe they don’t think it matters. They all seem to recognize that their photography sucks but they continue doing it themselves anyway. As photographers we need to convince agents of the importance of having professional photos accompany their listings.”
Yes, I would say Joanna’s statement is pretty accurate. Joanna was looking for a convincing argument to help her convince agents in her area that investing in professional professional photography is worth the investment.
As I told Joanna, I think the strongest, most compelling argument real estate photographers can present in their marketing is the 2010 Redfin study. At the time it came out I covered it on PFRE and linked to the WSJ report of the study (which will probably carry more weight when talking to some people). The great thing about this study is it isn’t just about the benefit photos, it proves that listing photos shot with DSLRs (which implies they were done by professional photographers or agents that have professional equipment) sold from any were from $935 more for the low end to $16,076 at the high-end ($1,000,000 or more list price).
Redfin apparently did this study to promote the fact that they use professional photography for all their listings but professional real estate photographers can use it in their marketing prove to potential clients that professional real estate photography has a significant, measurable return on investment.
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We all know how hard it is to get most agents to pay for professional photos and some of my agents in a certain area have started asking their clients to pay for photos and offer to reimburse them at closing. I'm thinking about suggesting this to other agents who are reluctant to fork out the money to have me do them. It seems like a win-win-win situation. I get their business, the agent doesn't have to pay unless/until the house sells, and the seller gets the advantages of professional photos even if they have an agent who otherwise wouldn't pay for them. What do you all think?
from Follow Marilynn
Owner, Marilynn Kay Photography
Asheville, North Carolina Area
The entire link on the subject:
Picture this: The buzz of people and the hum of electricity. A bright glow emanating from a virtual army of lighting, stands and umbrellas. Two days of planning, test-shots and hard work to produce the perfect photograph. Finally a photograph worthy of the subject - a $2 bottle of aspirin.
That's right, friends - a bottle of aspirin. A colleague of mine who is now a real estate agent used to make a living in Hollywood as a studio lighting technician. He explained to me how they would spend hours or even days, not to mention a lot of money, lighting something as insignificant as that bottle of aspirin. "How funny," he said, "that people don't think high-quality professional photography of even a $200,000 home is absolutely necessary to make it a competitive offering in today's market."
I'm sure we've all seen the rushed "iPhone photos" looking through the various online or print ads for real estate. How can a multi-thousand dollar home not be worthy of good photography at least as much as a $2 bottle of aspirin? The answer -- it is! With a little bit of training, a lot of practice and some basic equipment you can have as much fun as I do making a beautiful photograph. A photograph that captures the attention of a real estate agent or future buyer while they blow right by the dozens of other photographs of homes that nobody cared about enough to make them stand out.
This is what I love to do. To take something ordinary and make it extra-ordinary. Perfect? - Far from it!! I simply hope that by sharing my experience with others, I can not only enrich their lives and businesses, but can also add value to the industry as a whole. Value that will ultimately help generate more revenue per photo and more business overall as we learn to take our photography and virtual tour marketing to the next level.
|New York Times Real Estate|
Left, Lucie Thompson; right, Robert Bradley
PLAYING THE ANGLES
Lucie Thompson, an agent at the Corcoran Group in Palm Beach, Fla.,
photographed a house on Jupiter Island, left.
The company later hired a professional photographer, Robert Brantley,
to shoot the same house. The results, right, speak for themselves.
Making Every Pixel Count
In real estate, a picture can be worth more than a thousand words. Much, much more. When selling properties online, agents and Web designers say that the pictures buyers see of houses and apartments for sale are often the first — and sometimes the only — chance for a seller to make a good impression. Less-than-flattering pictures can turn buyers off and lead to lonely open houses.
Top, Meredieth Maxfield; bottom, Lauren Brown
MORE DEPTH AND CONTEXT Meredith Maxfield, a sales associate with the Briggs-Freeman Real Estate Brokerage in Dallas, took the top picture of this dining room. Then she brought in Lauren Brown, a professional photographer, who stepped back to show the archway and staircase in the adjoining hall.
“Good photos will grab people’s attention and help you sell a home,” said Jacky Teplitzky, an executive vice president of Prudential Douglas Elliman Real Estate in New York. “Bad pictures will absolutely give you trouble, because you won’t have any calls on it, and nobody will come to see it.”
Eighty percent of people across the country who bought a new home last year used the Internet while house hunting, and they rated photographs as the most useful tool in their search, according to a survey of buyers and sellers by the National Association of Realtors. The survey also found that 24 percent of home buyers got their first glimpses of their new homes on the Web, up from a mere 2 percent in 1997.
In many cases, it is the agents themselves who are snapping the pictures and posting them on the agency Web site. Because of this, it is important that sellers choosing an agent know who will take and pay for the pictures and whether a professional photographer is available.
“It’s so important to have photos that are professionally presented,” said Rosalind Clarke, a senior sales associate with the Corcoran Group in Palm Beach, Fla.
She added that she uses only pictures taken by professional photographers, because “if things look shoddy or unprofessional, not only are buyers going to find the property unappealing, they’re going to associate you with being shoddy and unprofessional.”
Real estate agents who represent large and expensive homes say that virtual tours, which to provide a 360-degree view of a room, are another crucial tool for attracting buyers. “They’re a really great way of seeing a property without actually being there,” said Meredith Maxfield, a sales associate with the Briggs-Freeman Real Estate Brokerage in Dallas. “Buyers use them to narrow out the properties they would absolutely not want to see.”
The Realtors’ association survey found that when it comes to Web features that buyers considered “very useful,” 83 percent cited pictures, 81 percent cited detailed property information and 60 percent cited virtual tours.
New York City is something of an anomaly in this case. Real estate agents here generally agree that floor plans are more useful than virtual tours, because understanding the way rooms flow within an apartment’s limited space is often more important than getting a panorama of any single room.
But there is little point in having good photographs or beautifully written prose describing a home if you don’t have a Web site that is easy to find and easy to use — and this holds true whether you’re using a broker who will list your home on an agency Web site or you’re trying to sell your home yourself and are creating your own Web site or listing your home on a site like Craigslist.
“The key to any successful Web site is to make it easy to find what you want; otherwise, the user will just go away,” said Staci Roberts Beam, the director of Web communications at Northwestern University. “So in the case of a real estate site, make sure the architecture of the site tells you that even if it takes three or four clicks, you’ll eventually get to see an affordable house in a place where you might want to live.”
Unless you are selling your home yourself, your real estate agent will ultimately decide which photographs will go up on the agency’s Web site, but agencies vary greatly in their policies on pictures. Some send their agents and brokers out armed with digital cameras, but others use only pictures taken by professionals. Still other agencies let brokers decide whether to take their own pictures or pay a fee to use the agency’s recommended photographers.
All of which explains why there is such a wide range in the quality of photos found on real estate Web sites.
“When you look at the difference between professional photos and ones taken by brokers with digital cameras, it’s not hard to see that you get what you pay for,” said Lauren Cangiano, a senior vice president of Halstead Property in New York.
Halstead uses only professional photos, and its agents reimburse the agency from their commissions after the properties have sold. The same pictures will be used on information sheets, in the agency’s storefront windows and in advertising brochures.
An article by Jeff Kent called SHOW and SELL
If a property’s photography isn’t exciting online,
it’ll never lure potential buyers.
Good lighting and HDRi
90% of all business originate from online listings.
Proper staging and HDR imaging will turn high-end
I. Watson is quoted in the article
“ My approach is to show in the best possible light.
Most real estate photography just documents the
property. I want to create an emotional attachment
that spurs people to want more”.
HDR imaging is especially suited for high-end properties.
Realtor’s Guide to Using Photos in Real Estate Marketing
Photographs are a central component of marketing a property. The primary function that photos perform is to get prospective buyers to come look at the property. In today’s market where 87% or more home buyers start their home search online a little thumbnail of the front of the property becomes the first reason buyers choose to look at more photos of your listing over the 20 others at the same price and location. Great interior photos in turn become the reason a buyer chooses to come look at your listing instead of the others. As pointed out by Vivian Toy, in her classic February, 2007 New York Times article, Making Every Pixel Count,“a picture can be worth more than a thousand words, much, much more.” But there are even more compelling reasons for using great photography to present your listing:
This work is licensed by PhotographyForRealEstate.net under the Creative Commons Attribution-Noncommercial 3.0 United States License.