Visuals Are Key: How To Market Your Listings

Home buying is an extremely emotional process. More often than not, buyers’ hearts make decisions, not their minds. With this in mind, consider utilizing every possible resource available to establish an emotional connection between your listings and your targeted buyer. Creating aesthetically pleasing visuals is just one of many ways to do this. Since nearly every buyer will preview a home online before they step foot in the door, shouldn’t you focus primarily on what buyers see online? Pictures!

ALWAYS HIRE A PROFESSIONAL PHOTOGRAPHER

If you aren’t hiring professional photographers to shoot your listings, shame on you. The above pictures showcase the difference between one of our recent listings (shot by our photographer) and the same exact house listed 8 years prior (without professional photography). The improvement is more than dramatic!

THERE IS A BIG DIFFERENCE BETWEEN YOU AND A PRO

  • Superior equipment (lenses and ultra-high resolution camera bodies).
  • Professional eye for the selling points (notice how our photographer showcased the vaulted ceiling and large window and the other picture did not)
  • Better lighting (equipment brought in as well as Photoshop)
  • The addition of fires to fireplaces, content to TV screens and furniture arrangement

OUR EYES PHYSIOLOGICALLY AGREE MORE WITH DOCTORED PICTURES

The human eye has the ability to readjust quickly between light and dark, giving us the "full picture" of light in the room. Guess what? Cameras cannot. Photographers have to take multiple pictures using different exposures and then layer them to capture the image our cameras are unable to without help. That is why the lighting looks so different in the two pictures above. 

THERE IS NO EXCUSE – BUT HERE ARE THE COMMON ATTEMPTS

Excuse: It is too expensive.
Response: It is only a small fraction of your commission. In the long run it is more expensive to brand yourself as unprofessional.

Excuse: I only hire professional for my expensive listings.
Response: That is both disrespectful to your sellers and arguably is in conflict with your fiduciary duties to your clients.

Excuse: I take the pictures myself, I am a good photographer.
Response: Really? You have been professional photographer for decades, own $25,000 of camera gear, professional lighting, software and are a master at Photoshop? Because that is what my photographer brings to the table.  

PICTURES MARKET YOU AS MUCH AS THEY MARKET THE HOME

Our industry is very unique in the fact that it is publicized to the general public, i.e. potential clients. If I do my job well marketing and the property looks great, I look great. If the property looks messy, unprofessional and pixelated, so do I.