Why Real Estate Agents Need Professional Photography: 3 Key Reasons
The primary objective of enlisting a skilled real estate photographer is not to market the house itself, but to promote the real estate agent who is responsible for selling the property. Although this notion may seem peculiar, it is the fundamental principle that justifies the necessity for agents to engage professional photographers for every photoshoot, even when homes are being sold at an incredibly rapid pace. Here are three reasons why real estate agents will always need pro photography.
Reason #1. Your brand is defined by your marketing.
When discussing the brand of a real estate agent, we are referring to how potential clients perceive them. For instance, if a prospective client comes across an agent’s marketing for a property in their neighborhood, they will make assumptions about the agent based on that marketing material. Therefore, the quality of the marketing material plays a crucial role in shaping the client’s perception of the agent. Although using substandard photos may not affect the sale of a property in a thriving market, it can lead to negative assumptions about the agent. In contrast, an agent who uses high-quality photographs in their marketing material is more likely to attract clients who are looking for someone who can showcase their property in the best possible light. Hence, it is important for agents to use top-quality photographs in their marketing material to make a positive impression on potential clients.
Reason #2. It’s not for now but for later.
The real estate market currently experiences a high demand where homes can sell very quickly after being listed. However, it is inevitable that the market will eventually undergo a transformation, whether it is a gradual or abrupt one. At that point, the process of selling homes will take a significantly longer time and there will be a shortage of listings available. In this scenario, home sellers will be more cautious in selecting an agent, recognizing that a competent one is crucial for selling their property within a reasonable timeframe, such as 60 days or 6 months.
When sellers are searching for an agent, they tend to use online platforms to find local agents. The first aspect they consider is the agent’s sales history by scrutinizing the previous listings, photos, and videos. For some sellers, the decision to choose an agent is solely based on the agent’s past marketing strategies. They ask themselves whether they want their homes to be marketed the same way based on the agent’s past performance. If the agent’s photos are not visually appealing, the answer is likely to be negative.
Some homeowners may take a more thorough approach by examining the statistics, such as an agent’s sales track record, the time it takes to sell a property, and the selling price. In a competitive market, these figures may appear quite similar, so homeowners may focus on the marketing techniques used by each agent. They may consider whether they prefer to sell their home through one agent’s approach or another’s. Therefore, it is essential to have high-quality photographs that make the listing stand out and avoid losing potential sellers to other agents.
Reason #3. Sellers talk.
Imagine this conversation happening between a recent seller and their neighbor:
Sara: Congratulations on the sale of your home! How did things go for you?
Jill: It was great! I mean, obviously the market is super hot at the moment so it was no surprise that we sold in three days. Even so, we were really impressed with our agent.
Sara: Wow, that’s fantastic! Which agent did you use?
Jill: We went with Amanda Jones and she was fantastic right from the start. Even though it would be easy to cut corners in this market, she went all in, even spending hundreds to hire a professional photographer to shoot the photos and do a video for our home.
Sara: Agents still do that?
Jill: Some do and some don’t. I looked at some other listings in our town and they were obviously taken by the agent, but I was really impressed by the photographer Amanda used, and the quality of the photos was amazing! But again, it was Amanda’s willingness to hire a photographer to present our home in the best possible way that really impressed me. I’d recommend her to anyone.
If the agent had taken their own photos, the conversation surrounding Sara’s home sale would have been different. Although Sara would still have sold her home, the emphasis would have been on the fast-paced market rather than the real estate agent’s skill. Amanda Jones, the agent, would have received little recognition in this scenario. After the sale, the sellers may only boast about the speed of the sale instead of the agent’s decision to hire a photographer.
