Is It Really Worth It? A Closer Look at Real Estate Photography’s Bottom Line

Services for Real Estate Pros with RealSupport Inc.

Due to the marketing power of the internet and the fact that 87%+ of buyers use this as their source for finding a home; it becomes clear that having eye catching photographs is vital!

According to a study on Point2, the argument for real estate photography is clear.  After monitoring listings for a 30-day period the results showed that the listings with 20+ photos brought in over 15 times more views and nearly 10 times the leads as those listings with a single photo.

An additional study showed that the average Days on Market had direct correlation to the number of photos posted:
- 1 photo = 70 DOM
- 6 photos = 40 DOM
- 16-19 photos = 36 DOM
- 20 photos max – 32 DOM

The price of the home is also affected by this marketing medium:
- 1 Photo = 91.2% of Original Price
- 6 or more = 95% of Original Price

These percentages will increase even more with a high quality photo. 

Your Options:

Take The Photos Yourself – Of course this is the less expensive option.  However, this option is more than simply grabbing a digital camera and conducting a quick point and shoot as you move throughout the house.  As a real estate agent, you understand the importance of marketing and the amount of time and energy that goes in to promoting a home with excellence. 

As we have seen in the above statistics- quality images of a home are a big deal!  If you choose to take the pictures yourself; don’t get intimidated- get motivated!  I recently saw a prelist presentation where an agent dedicated an entire page to photography.  She laid out the value of great photographs and ensured her seller would have nothing less.  At the end she included the photography certification she had received from a local photography school!  Talk about impressive!

Understandably, the real estate industry is non-stop and you’re probably wondering “what agent would have time to take a class?”  I would encourage you to do a quick search online for Real Estate Photography Classes.  What you’ll find are a number of online courses- which are sometimes FREE- as well as an overwhelming amount of articles giving helpful tips.  Run this search locally and see what art schools or community colleges offer a single photography course.

You’ll be amazed at the difference in your pictures after a single course.  Even dedicating a few hours of reading articles online or reviewing your cameras’ user manual can have a profound affect.  The more familiar you become with your camera and the process- the more captivating your photos will become- turning the online audience into interested leads!

If you want the high quality photos, but aren’t interested in taking them yourself; there’s always another option…

Hire a Professional- Search for local professional or freelance photographers to ensure the best quality of photographs.  Be sure to check out their online portfolios in order to get a good idea of their style and level of skill.

As Virtual Assistants, we’re here to help!  We enjoy sharing new ideas or tips to make your life easier.  Have a photography tip to share?  We’d love to hear your feedback!

Need more advice?  Ask your Real Estate Virtual Assistant today?

Allie Hlad
Listing Coordinator


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Show All Comments
Jeff Craig
Hang Me Up Photos - Jamestown, NC
Greensboro Area Real Estate Photography

Great photos are indeed critical to a listing, but in this digital age, no one should really need to go to a professional photographer.

Dec 15, 2009 05:49 AM #1

I disagree wholeheartedly! Have you ever seen professional real estate photography? Astounding photographs that cannot be had from a point and shoot digital camera. If the house warrants it, spend the money and hire a professional. If you would like an example of what a professional real estate photographer can do email me.



Dec 15, 2009 07:45 AM #2
Joel Prince
The Principle Group, Inc - Hixson, TN
Hixson/Soddy Real Estate Broker

Thanks for the post and the stats.  I do see the benefit of pro photography--especially for higher end homes.  Just look at "homemade" photos vs what you see in Architectural Digest.

Dec 15, 2009 11:05 AM #3
Lori Kim Polk
Premiere Home Staging : Home Staging Services - Roseville, CA
Home Stager - Roseville, Sacramento

I would say that your average buyer searching on the net is more in the 90 percentile range and because of this, we hire a professional photographer for this so important tool in real estate marketing to the public and for our clients.

Dec 28, 2009 03:54 PM #4
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