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Real Estate photography – why is it crucial to the success of a campaign?

Real Estate Photography - Vendor Marketing

Real estate photography is crucial to the success of a real estate campaign. Photos are used on brochures, flyers, the board, in display advertisements and on the internet. Real estate photography forms the first impression for almost all potential buyers. Yet all too often real estate photography is done poorly and without sufficient thought.

I’m a strong advocate of the use of professional real estate photography, no matter how inexpensive the property. It will make a difference to the sale price.

Having said that, the quality of real estate photography can vary widely depending on the skill of the photographer. Just because they take a great portrait shot doesn’t mean they know anything about real estate photography. You should identify the work of the photographer your real estate agent is suggesting. There is no shortage of them and they operate in a price-competitive market.

Good real estate photography takes time and preparation. It’s no point frantically trying to rustle up a few flowers out of the neighbour’s garden when the photographer is already there. Props need to be large and colourful to be visible in a photo unless taken at close range. Remember a camera distorts a picture. By this I mean the foreground looks big and the background correspondingly small. Therefore a camera should be mounted on a tripod in the chosen position and the furniture and props arranged to suit.

One key with real estate photography is to try not to put too much into each photo. It’s better to have a picture of a beautiful lounge, than half a lounge and half a dining room dominated by a dividing wall. Furthermore the camera must be set up straight or the walls will appear to bend in or out.

Lighting is less important these days with digital photography. Therefore most real estate photography nowadays is scheduled for late afternoon to incorporate twilight shots.

It’s important to remember with real estate photography to think what images you are conveying to potential buyers. For instance, the relationship between a level garden and the back of the house is extremely important. A bathroom is not, however beautiful and proud of it you may be, and it implies that this is the most important feature of the house. Likewise if you fail to include a picture of the front facade buyers may think it’s not worth contemplating.

What is critical with real estate photography is linking the content of the photo’s to the message you’re conveying in both the heading and copy of the advertisements. Finally, you’re looking for what photographers call the ‘hero shot’ to be used at the lead photo. This is the shot that works fantastically well photographically, and sums up the core attraction of the property. It will be the image that spearheads your marketing campaign.

Vendor Marketing – Melbourne’s most qualified vendor advocates specialises in both property marketing and real estate agent selection for home sellers within Melbourne, therefore we can assist you with real estate photography.

Comments (3)

  1. Linda

    Great article Craig, Not sure I agree on the lighting is less important, here in Brisbane the homes being given Twilight Photography marketing are normally undertaken on homes over the $700,000 price range and in higher socially economic area’s so photographers photographing in the suburbs really need to know how to work with light and those that do are the true professional photographers, in saying that even Twilight Photography without additional strobe lighting needs an experienced photographer that can work a home over quickly given the short time frame of available good light and work with the existing lighting to produce the best images, this comes from experience and knowledge.

    Keep up the great work about Vendor Paid advertising it makes so much sense.

  2. Josh

    In my opinion lighting is still quite important but yes as you said, with digital photography and great equipment, we can certainly cover up. Real estate photography is really growing and becoming key aspect of the industry! Thanks for the article and looking forward for more..

  3. David Baird

    As a professsional photographer on the north coast, Clarence River and Northern Rivers in NSW, I’ve learned that every home is different and every lighting situation is different too. I shoot from 8am to 5pm and use professional editors to get great end results. We do simultated twilight shoots at a fraction of the cost of a “real” twilight and just as realistic.

    Since most of my clients are agents that sell properties in the “median”market, who work on volume turnover, I give them checklists and e-books to give their clients on de-cluttering and readying their home for photography with varying degrees of success.

    But you’re right photography makes SUCH a difference. Now if REA would only ban DIY images by agents and vendors… LOL

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