Take better listing photos, or don't take them at all
Realtor Notebook
By Teresa Boardman, Thursday, January 13, 2011.
Flickr photo by Eran FinkleLast month I was asked if I would give a presentation on photography for Realtors with tips on how to photograph homes. I decided to look at the photographs in the MLS to get some ideas on where to start.
It did not take long to find a blurry partial dining room picture taken in a dimly lit, half-million-dollar home and a picture of a family room with part of a human body and an entire dog in it representing a $300,000 home.
A recent study by Redfin estimated that only 15 percent of listings are marketed with professional-quality photographs, and found that the homes featured in those listings sold for closer to their asking price than those shot with point-and-shoot cameras.
If professional photography is not being used to market a home, it isn't really being marketed, Redfin's Michelle Broderick concluded in publishing the study's findings.
There are many photography sites that give instructions on interior photography, exterior photography and architectural photography of all types. There isn't a lack of information on the topic online or offline. The manuals that come with cameras contain a wealth of information.
Here are some instructions that I wrote on how to improve property photographs that struck a collective nerve and started a conversation among real estate professionals and home sellers.
Photography tips for listing agents
You will need: A camera, a towel, a table or sturdy flat surface, a hammer, a phone and a room that needs to be photographed.
1. Remove camera from case.
2. Remove battery from camera and put it in your pocket.
3. Place towel on flat surface.
4. Place camera on top of towel.
5. Fold towel over camera until it is completely covered.
6. Pick up the hammer and hit the camera at least 10 times. When the camera is flat you have hit it enough times.
7. Use the phone to call a photographer.
8. Carefully pick up the towel and keep it folded and toss it in the trash (this part may take some practice).
9. Take the battery to a recycling center.
If these steps are followed I promise that the end result will be better property photos.
I really don't want anyone to smash their camera. I just want them to be used responsibly by real estate professionals.
The post got a lot of comments. One seller sent a note with a link to the pictures of his home and stated that he was going to contact the agent and ask for new photos. I looked at the photos and thought to myself that I would fire the agent because I would question her judgment, marketing ability, commitment and professionalism based on the photographic evidence.
Another seller commented that she wanted to send my instructions to her agent but decided not to because her agent used an iPhone for the photos and the seller did not think the agent should be encouraged to take a hammer to her iPhone but should -- as the seller put it -- "buy a camera."
I have seen articles on how to take property shots with an iPhone. It can be done but the built-in camera has some limitations. Most notably, it lacks a wide-angle lens, and it cannot take commercial-quality photographs.
If a seller sees an agent taking photos with a phone, he/she may think the agent isn't a serious professional. The photographs may turn out OK, but they will never be good, great or amazing.
Photographs of the homes we list should be amazing, not just good. Photography sells real estate. Buyers use photographs to decide which homes to see in person. Homes with poor photographs are often screened out of the selection process.
Amazing or even great cannot be accomplished without the right kind of equipment and a commitment to the idea that real estate photography is not about taking quick snapshots to document a property. It is about creating marketing pieces that will cause buyers to fall in love with the home.
No one wants to admit that they have taken poor listing photos for their listings, but everyone agrees that there are plenty of examples of bad property photos in every MLS in the country.
There is an interest among agents in learning more about photography, which is a step in the right direction, and maybe one person will leave my presentation and decide to either hire a photographer or use a wide-angle lens and put the toilet seat down before they take a photo of the bathroom instead of after.
Teresa Boardman is a broker in St. Paul, Minn., and founder of the St. Paul Real Estate blog. She is an avid photographer and her work is featured on her blog.
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Submitted by marlene goldstein on January 13, 2011 - 3:03pm.
Hi Teresa,
Absoloutely correct.
Since home buyers use the internet for the selection process, photography is key.
i don't think though that in every case a realtor needs to hire a professional photographer. A good eye, some photo editing software coupled with a sense of placement and design can achieve professional, enticing photographs.
Marlene Goldstein
Berkshire Country Homes
berkshirecountryhomesrealestate.com
Submitted by Kyle Ketchel on January 13, 2011 - 3:58pm.
Any serious Agent worth their weight doesn't have time to take the required quality photographs of a property. Love the article though and holds true in any market, good or bad.
Submitted by Mike McCutcheon on January 13, 2011 - 4:11pm.
Right on! I can't believe the number of out of focus photos on MLS. Even at the $1M price point. And how about taking pix of toilets with set up! I think every listing has a toilet, so don't believe that picture adds any value. Maybe in a mega bath, but a regular 100 sq ft room?
The old saying about a picture being worth 1,000 words can be reinterpreted, sometimes, to "this picture is worth $10K off the list price.
Submitted by Glenda Cherry on January 13, 2011 - 5:04pm.
Teresa, I love the step-by-step instructions. If more agents followed your advice, they would find their listings selling much faster! There are more and more buyers who are doing their home shopping through photos on the internet and not setting foot into a home until they find the "perfect" one online. Listings with crappy photos usually don't make the "short list" ...
Submitted by Andew Hurst on January 13, 2011 - 6:36pm.
I have always been intrigued why a vendor would want to have their agent spend "any" amount of time taking photos. Vendors employ their agents to connect buyers to the property listing. If agents want to improve their photography from using point and shoot and iPhones, then this will only increase their time in producing images that are getting closer to professionally shot images, further reducing time contacting buyers on their contact lists, doing the real marketing and getting the house sold.
Submitted by Ruthmarie Hicks on January 13, 2011 - 8:54pm.
Love the instructions. I spend a great deal of time on photos and use a 10-22mm wide angle lens - which is essential when photographing properties. I even see photos flopped on their sides or in rooms so dark it looks like the bat cave in a batman movie. I'm not a pro and not as good as you - but I'm still better than about 90% of what is out there.
Submitted by James Northen on January 16, 2011 - 7:52am.
Great Article ..... as a professional photographer I could not agree more with what you are saying.
M. James Northen
Submitted by Ian Whitehead on January 16, 2011 - 10:18am.
I am a professional photographer in Sedona AZ and I am surprised at how few listings are shot by professional photographers. I have heard the same reasons for not hiring photographers being partly due to the current state of the economy. I feel when you consider how affordable a professional shoot is and the difference in results, the economy can actually make an argument for hiring the professional and putting your listing ahead of the crowd. When you have a combination of accurate pricing, staging and professional photography the data shows that it is money well spent. The photography, in most cases with marketing these days, is the first line of offense that an agent has for getting the house to be seen and if the photography is somewhat lacking the agent is not only limiting the number of people who view the photos but how many of those viewings that are converted in viewings of the house in person. Find a photographer that has a passion for what he does and you cannot go wrong.
www.southwest-architectural-photography.com
Submitted by Fred Light on January 16, 2011 - 8:37pm.
"Web Appeal" is the "Curb Appeal" of ten years ago.
Period.
Submitted by Josette Skilling on January 16, 2011 - 8:47pm.
Love the instructions! Even if my pictures are not bad someone who does this for a living is much better than I am at providing big, luscious pictures that buyers want to see. My photographer is worth every penny.
Josette Skilling
http://bethesdabuzz.com
Submitted by Robert McLean on January 17, 2011 - 5:50am.
As soon as I read the headline, I thought to myself "NO! Just hire a professional photographer!" Nice twist and I agree 100%.
Not only do I use a professional photographer to get far better results for my clients but also to differentiate myself at listing appointments.
My photographer photoshops the pics when required (no more angled walls), creates stunning feature sheets and just listed/sold cards, a 360 virtual tour and uploads everything to the MLS for me. I spend 1 minute to book the appointment, under $200 for his services and then get back to prospecting for new business and finding buyers for my clients homes...that's my job.
Robert McLean
http://www.robertmclean.ca
Submitted by ArtfulMind.Biz | Vincent Medina on January 17, 2011 - 6:35am.
It is critical for you, the Realtor® to do your job exceedingly well as it is critical for me, the Creative®, to do mine.
Creative Marketing for Realtors® in Los Angeles is my primary focus and PHOTOGRAPHY is a HUGE part of my focus. ;)
At the very least, insist on an ultra wide angle lens.
Vincent Medina
Managing Director
http://ArtfulMind.Biz
Submitted by J. L. Winn on January 17, 2011 - 3:29pm.
I had the pleasure of attending the 10th annual CyberStars Summit in Arizona last week and was on a couple of panels related to photography and video for real estate marketing. The 200+ CyberStars (www.cyberstars.net) are all top producing agents from all over the U.S. and beyond.
I found it interesting that the majority of the CyberStars either take their own photos or have a full time team member who does so for them (not a professional). And of course, some of these professionals do use third party photographers - especially for high end listings.
Those who take their own photos truly enjoy doing so and have integrated this into their presentation and branding.
We had lively discussions on everything from camera equipment to editing applications to maximizing marketing results.
I do find it curious when an agent decides that professional photography is a must, and then creates profile videos with a phone or Flip.
One answer doesn't fit everyone.
J. L. Winn
VisualTour
Submitted by Paul Meleedy on January 27, 2011 - 11:19am.
Bad photos are a real pet peeve of mine. It is getting worse with all the REO and Short Sale listings on the market now. Here's a very funny group on Facebook - REALLY BAD MLS PHOTOS - http://www.facebook.com/group.php?gid=146553387152
Submitted by John Stapleton on January 27, 2011 - 2:40pm.
The photos are the marketing.
The buyer already has an agent. Agent forwards listing. Buyer looks at photos - do or die moment for your home.
Submitted by Bill Ruff on January 28, 2011 - 12:46pm.
Great article, too bad so many agents just don't get it. I agree with Josette's post: "My photographer is worth every penny".
My photgrapher shoots (and will always shoot) every listing, period.
Submitted by Bill Petrey on January 28, 2011 - 1:10pm.
Don't forget the tripod and a professional strobe flash. Built-in flashes just don't put out enough light to fill a room. They're just good for close subjects, like portrait shots. You'll never light up a dim room without a professional flash mounted to the camera. Also, a tripod allows you to use longer exposure time settings to take advantage of existing light.
I also recommend a wide-angle lens, but you must make sure that the camera is perfectly level before using it otherwise you'll see lens effects that look like serious foundation damage the further off level you shoot.
I have an article with more tips on my blog that may tie in with this article. http://blog.agentharvest.com/selling-your-house/great-pictures-sell-hous...