3 questions to ask for better real estate headshots

In March’s Marketing and Branding Month, we’ll go deep on agent branding and best practices for spending with Zillow, Realtor.com and more. Top CMOs of leading firms drop by to share their newest tactics, too. And to top off this theme month, Inman is debuting a brand new set of awards for branding and marketing leaders in the industry called Marketing All-Stars.

This article was last updated on Mar. 6, 2023.

It’s that time of year for renewing, refreshing and re-evaluating your branding and marketing. As part of that, you may be reconsidering that tired, old headshot.

Too many real estate agents and brokers have the classic real estate headshot: arms folded, 3/4 view, blazer and collard shirt poppin’. Let’s see if we can make a choice this year not to do that.

There’s nothing like a new, better pic to make you — and your branding — look rejuvenated. If you’re trying to decide how to rev up your image, here are some questions to ask yourself.

Does it look like you?

We all want to live in our heyday: 50 pounds thinner and 10 years younger. Take a look at your headshot and see if it still resembles you. If not, it’s time for a new one.

Can’t tell and don’t have anyone around who’ll give you an honest opinion? Take a selfie and hold it side-by-side with your business card or online image. If they look like two different people — maybe distant cousins or a mom and her daughter — it’s time for a new one.

Who took it?

If you had your photo taken at one of those lineups at your brokerage with 20 of your closest friends and coworkers, consider looking for someone with a new perspective. Check out local photographers and look at their online galleries to see if you find someone whose portraits are a little more interesting and inventive.

If you live near a city with a vibrant film and theater community, look for someone who specializes in actors’ headshots. They know how to make you look your best and how to help convey the image you’re trying for in your marketing.

What does it say about you?

If all your headshot is saying is “I own a blazer,” you need to rethink. What do you offer clients that’s unique or special?

• Are you a nurturing personality who guides first-time homebuyers like no one else?
• Are you a tough negotiator who knows how to get the big deals done?
• Are you a well-connected luxury real estate broker who hobnobs with the rich and famous?

Your headshot should convey something that matters about you and your business.

Revisiting your branding and the image you project should be a regular part of your marketing. If it’s been a while since you checked out your business cards, website or social media platforms, it may be time for a reboot!