The Benefits of Hiring a Professional Real Estate Photographer
I hear a lot of agents questioning the need for professional photography, especially when the market is hot and "the home sells itself". I'm not going to deny that thousands of homes sell with poor photography in every market, every year. Especially in the Kiama & Gerringong, Wollongong and South Coast NSW markets.
The difference professional photography makes is how long is it on the market for, and is there enough interest in the property to have people compete against each other to maximise the sale price.
As a home owner, the only way to achieve a top sale price is with a great real estate agent and a fantastic marketing campaign. If you want to give yourself every opportunity to get a premium result, then you have to start with the one thing that impacts upon almost everything else in your marketing campaign – the photography of your home. You want to know when it's all said and done that you did everything possible, to make sure you got the best price for your home.
As a real estate agent, you need it because you want the house sold quickly, for the highest possible price, and because you want more homes to sell and to make more money, but we'll get to that.
The main thing you need to know is that if your listing doesn't look good online people aren't even going to bother coming to see it. Nobody wins in that scenario.
FIRST OF ALL, WHAT DOES THE RESEARCH SAY?
A study by Old Dominion University at Norfolk (you can read it here if you REALLY want to) that tracked the eye movements of participants as they reviewed listings of a home online:
“Overwhelmingly (95.1%), participants first look at the picture of the home. After focusing on the photos, participants next turn to the property description section where the number of bedrooms, bathrooms, size, etc., are displayed."
Finally, the real estate agent’s open remarks section is viewed. Very little emphasis is placed on this section. In fact, over 40% of all participants (20% of homebuyers; 62% of students) do not even look at the real estate agent remarks section when viewing the first page of the home tour.
In our experiment, participants comply by viewing the remainder of the home, but in an actual setting, one has to wonder if the agent remarks would ever get read if the home searcher does not like the initial photo of the home.”
SECONDLY, DOES PROFESSIONAL REAL ESTATE PHOTOGRAPHY ATTRACT A HIGHER SALE PRICE?
The Wall Street Journal wrote a few years ago that: “… listings with nicer photos gain anywhere between $934 and $116,076–as measured by the difference between asking and final price" when compared with listings where professional photography was not used. (WSJ Article here)
If you want to see a vendors eyes light up start talking numbers like this to them and they’ll get pretty excited about what you have to offer as a real estate agent who delivers a top quality marketing campaign.
THIRDLY, AGENTS WHO USE PROFESSIONAL PHOTOGRAPHY SAY IT HELPS TO BRING MORE BUYERS AND A HIGHER PRICE.
A survey of 600 real estate agents in Australia found that 89% say great photography brings in more interested buyers, and 52% say it helps them to achieve a higher sale price for the homeowner.
This is backed up by homeowners themselves, in which 25% of those surveyed (you guessed it, another study) said that the photography led them to purchase their current home.
DOES ALL OF THIS HELP REAL ESTATE AGENTS LIKE YOU?
We all know the scenario. You get a phone call from a potential vendor to come and speak to them about selling their house. They're deciding between you and one of your competitors. Your competitor shows them photos they have taken themself or with the cheap photographer in town and you show them your professional marketing with high end images from the best real estate photographer in the area.
You know the home owner has an emotional connection to the home and it's their highest value possession. When comparing the appraisals and marketing on offer from you and your competitor who do you think they will trust to make their property look it's best and get the best sales figure?
Assuming all else is equal, the owner is going to choose the real estate agent who hires the professional photographer. It's a given.
SO THERE YOU HAVE IT!
So there you have it, better photos mean better results, better results lead to more listings, more listings lead to more commissions. I haven't met an agent yet that doesn't like the idea of making more money every year.
HOW MUCH MORE YOU MIGHT WONDER?
According to this research it’s twice the amount per transaction. That tells us that agents who use a professional photographer are selling more expensive homes, because owners at that level are used to things being done well and at a high standard. They simply would not choose to list with an agent who tries to do it all themselves because that’s not how they do things and those vendors are educated and know that's not how great agents operate.
HOW DO YOU FIND A GREAT REAL ESTATE PHOTOGRAPHER?
Well that's easy. If you're in the Kiama & Gerringong, Wollongong or South Coast NSW markets you click on the book now button here and give me a call.