23 Jan 5 Reasons professional photography improves property sales
5 Reasons professional photography improves property sales
If you are selling your home, looking to rent out your investment property or are a local estate agency that is struggling to get viewers across the threshold, read on to find out – 5 Reasons professional photography improves property sales.
The property market is very competitive. A buoyant market and a growing number of online vendors coupled with a shortage of housing stock increase pressure to compete for the attention of prospective customers.
1. 95% of your customers are online
Whether you are selling or letting your property, the majority of people do their initial research online. Most professional photographers won’t just take photos that make rooms look bigger and brighter; they will also take care of the little details that make your properties stand out and increase sales.
This is a quote from an old article, but the practice of putting out poor images of properties for sale or let is still, unfortunately, going on today.
“95% of all property searches happen online. You might think estate agents would do their best to make homes stand out by taking top-notch photographs. But some of the property pictures on portals such as Rightmove and Zoopla suggest that too many agents and vendors do not bother.” The Guardian
2. First impressions count!
This is the main reason individuals and estate agents should use a professional photographer. Potential buyers don’t want to see a building site, a dirty carpet or the remnants of last night’s dinner – they want to imagine themselves moving up in the world, and your property is the first step.
This article on the aptly named site – terriblerealestateagentphotos.com – highlights terrible property photography from actual listings online.
The moral of the story is this: If you don’t give your property photographs proper care and attention, potential clients won’t give them a second glance – reducing your chances of a sale and its value.
3. You have 7 seconds to make an impact
We all live such busy lives. Mostly we manage to cram an awful lot into quick checks of our phones throughout the day. The food order, get stuff from Amazon, social media, arranging the weekend, buying that house…
The average visitor to your website will decide in only 7 seconds if they want to stay or leave. The key to keeping visitors engaged on your estate agency website is high-quality property photography. So, unless you already employ a specialist property photographer or use a freelancer, you should engage the services of one right away.
“Consumer lives are as full and fast-paced as ever. Constant technological innovation has the potential to add increasing layers of complexity or to simplify decision-making and help consumers better navigate their busy days. ” khni.kerry.com – consumer lifestyle trends
Make it easier for your visitors by adding great images to your listings.
“Good photos engage users for longer, and result in more enquiries.” Propertypal.com
4. Attention to detail
Attention to detail is crucial when marketing a property. Your photography needs to communicate the feel of the place before the viewer has even set foot inside. Visitors should be captivated and being able to visualise life in a new home is a big plus for potential customers.
The decor, furnishing, and finishes should reflect the lifestyle and aspirations of your target audience. Working with a professional photographer who has a proven track record in property photography will help achieve your specific goals.
This post by Key Agent highlights the best property photographers in the UK, and I was lucky enough to be featured at number 8 on the list!
5. Use video to drive online traffic and increase conversions
Video also drives visitors to your site and will encourage them to respond.
“…website visitors are anywhere from 64% to 85% more likely to buy a product after watching a video about it.” SocialMediaExaminer.com
High-quality video production costs more than photography alone, but for high value or feature properties video is the perfect high-impact solution.
I have used video to great effect to help clients market their properties; here’s an example of a recent property video I produced for Edinburgh construction firm DCM Construction.
Solicitors, estate agents and letting agents use online marketing tools, so using high-quality photography to make a strong first impression is a smart move. To get the best possible results, work with a professional photographer to increase the number of site visits, improve engagement and drive more profitable sales.
If you are marketing a property for sale, long-term or short-term let, please get in touch. I’ll bring out the very best features of your property and maximise its potential.