Are you using a professional photographer to shoot the pictures for your listing?- If you answered NO to this, then forget about ever competing at a high level- it’s not going to happen- period. You are now in the position of leaving a lot of money on the table and losing valuable time with days on the market- and will likely end up selling for less than you hoped for- and quite possibly not selling at all.
"IT'S TOO LATE TO BLAME THE SELLER ABOUT "LIST-PRICE" ONCE YOU'RE 5 MONTHS INTO THE LISTING AGREEMENT AND ALL YOU'VE DONE IS UPLOAD SOME MEDIOCRE IPHONE PICTURES. MAKE SURE BEFORE YOU SIGN YOU HAVE A GAMEPLAN REGARDING PROFESSIONAL PHOTOGRAPHS"
- If you ARE using a professional photographer to shoot your home- Do you have any experience with Staging? The photographer’s job is to point and shoot a professionally framed and focused photograph of a room- but in general they often know very little about staging-and aren’t being paid to “stage”. Staging is the difference between having decent pictures and having showroom quality presentation.
- Professional staging includes: having a plan for each shot and executing it to perfection. This could be as simple as removing items from the top of the dresser, bathroom counter, hiding wires from electronics, and as in-depth as adding things such as a stylish comforter to the bedroom, fresh flowers, and also re-arranging furniture if necessary for the optimal shot."
"CORRECT STAGING ALSO REQUIRES A PRE-SHOOT VISIT WHERE DETAILED NOTES WILL CREATE THE GAME-PLAN AND ACTIONS NEEDED ON THE SHOOT DAY."
- If you've already completed Steps 1 & 2 and have (or are planning) to shoot professional photos while taking the time to stage it correctly- then you’re already light years ahead of the competition- CONGRATULATIONS! But you're not at the finish line yet, especially since we’re not just looking to compete- Our aim is the #1 spot!
The quantity and order of the photos is perhaps just as important as steps 1 and 2, and at this point many realtors swing and miss.
- QUANTITY: Beware of “click fatigue”- That’s right, more is NOT better… Too many photos will confuse potential buyers or overwhelm them and they’ll be gone. According to a study by StreetEasy, the sweet spot is between 11-14 quality photos (although you could require more on a larger property) https://streeteasy.com/blog/ideal-number-listing-photos/ (and this will leave them wanting more and wanting to see it in person)
ORDER: The order of the photos is extremely important for online engagement and some agents are just better than others when it comes to this. It takes practice but you need to invest the time to also creating the right story through the order in which your photos are placed. "ALWAYS LEAD WITH THE MOST ENGAGING PHOTO AND THEN USE A LOGICAL STORYTELLING ORDER TO HIGHLIGHT THE MOST IMPORTANT FEATURES OF YOUR HOME"
Not all properties are as nice as the others- but a less attractive home that is thoughtfully staged with professional photos will often outshine a more desirable home with iphone pictures. Another benefit- your attention to detail as an agent will show to the buyer's agent and they will know you mean business when it comes time to present an offer!
WILLIAM B MCCLAIN, P.A.
BROKER ASSOCIATE, MBA
CERTIFIED LUXURY HOME MARKETING SPECIALIST®
MILLION DOLLAR GUILD®
About the author: William McClain is a Miami Native with a Bachelor's Degree in Hospitality Management as well as an MBA from the University of Miami. He specializes in luxury condos and upscale waterfront homes in some of South Florida's most prestigious neighborhoods including Miami Beach, Bal Harbor, Sunny Isles, Brickell and Coral Gables to name a few. In 2018 he earned the CLHMS (Certified Luxury Home Marketing Specialist) along with the coveted MILLION DOLLAR GUILD® designation from the The Institute for Luxury Home Marketing.