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Why aren’t your sellers paying for professional photography?

By Michael Cole

Services for Real Estate Pros with CPG Tours

July 02, 2008 05:23 AM

I’ve seen a zillion blogs about whether or not to use a professional photographer. And more times than not, the consensus isn’t about whether or not a true professional takes better photos, it’s about justifying the added expense.

On one side it’s things like: Can’t afford it. It’s fine for high-dollar homes. My photos are good enough. Only if you bill me after it closes. Etc.

And on the other side it’s more like: It will set your listing apart. It will help the home sell faster. Buyers are savvy these days and expect quality photos. Amateur photos can be a detriment. Etc.

All of which are true.

So, if this real issue is EXPENSE, and not QUALITY - why not just get the seller to pay for it?

I know, I know. Sellers feel like they’re already paying enough in commission. But agents seem to be able to convince them that in order to sell their home for top dollar, they need to pay extra for things like staging - which costs a whole lot more than professional photography.

Heck, even recommending repainting their kitchen could cost as much as what a professional photographer might charge. And agents make those kind of recommendations all of the time.

Even on a $100,000 property, with a 6% commission, another couple hundred dollars seems like a drop in the bucket. And it could even get credited back to the seller on close, if it would be easier to convince them they need to do it.

So, I’m curious… why aren’t the sellers paying for professional photography directly? Or, maybe they are and I’m just totally clueless on this.

Thanks in advance for your comments and input.

For the record: We do NOT offer any photography services.

Comments(21)

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Michael Cole

CPG Tours - Corona, CA

Hi Fred: Thanks for the comment and for your perspective on this. I know what you mean about those folks that just don’t get it. But I guess I was referring more to the people who do get it, but are just reluctant because of the expense. And the point I was trying to make was that maybe it could be dealt with in the same manner as repairs, staging, or things of that nature.

Thank again!

Jul 02, 2008 10:36 AM

Michelle Finnamore

Toronto GTA, Alliston, Newmarket - Vaughan, ON

Preparing your property for sale

HI Michael,

I am a Home Stager and I offer different levels of service to the Realtors that I work with.

Staging services

Staging services with photography

Staging services with photography and video movie to market property, with 50
DVD's to give out at open houses etc. The homeowner receives on DVD in a custom case. All DVD's have the image of the property burned into the disc so that the buyers remember which house they loved. (The Staged one of course! ;)

This allows the Realtor to market their commission structure differently for how much effort the home seller is willing to put in to get their property ready for sale. It's very hard for the Realtor to justify spending alot of their hard earned money to market a property not ready to be seen.

The Realtor also has the choice of not paying for the home staging consultation or the extra professional photography by letting the homeowner know that they will receive preferred pricing on these added values if they hire that particualar Realtor.

Hope this gives Realtors a sense of how to differenciate themselves from the pack.

Any feedback would be appreciated.

Jul 02, 2008 11:34 AM

Michael Cole

CPG Tours - Corona, CA

Hi Michelle: Thank you for the comment. I think you are definitely doing it the right way. After staging the property, photography is a natural adjunct. And wrapping it all into one package is a great way to go for everybody.

Jul 02, 2008 11:59 PM

* Rate A Home

Rate A Home - Saugatuck, MI

Michael, good point, there's a place to cut cost and the presentation shouldn't be one of those.

Aug 02, 2008 04:46 AM

Barbara-Jo Roberts Berberi, MA, PSA, TRC - Greater Clearwater Florida Residential Real Estate Professional

Charles Rutenberg Realty - Clearwater, FL

Palm Harbor, Dunedin, Clearwater, Safety Harbor

I feel that as a realtor it is my job to handle the marketing and that includes the photos. If I choose a professional photographer, it is my expense. Personally I think I do a fine job with the photos.

Aug 02, 2008 05:17 AM

Michael Cole

CPG Tours - Corona, CA

Duane: Thank you for the comment. I agree completely. I spent many years running an ad agency, and there's no question that the photo shoot was as critical to the success of a campaign as anything else. In fact, probably more important in a lot of cases.

Barbara-Jo & Bill: Thank you for the comment. I think many agents do an excellent job doing their own photos. Some even better than some of the pros. But I guess my point was - if there is a need for higher-end photos, why not give the seller that option? Agents recommend staging, paint, new carpet, all kinds of things (the seller pays for) that may be needed to help sell their home quicker. So, why not professional photos too?

Aug 04, 2008 12:45 AM

Jeremy Blanton

Myrtle Beach Homes Blog - Myrtle Beach, SC

Myrtle Beach REALTOR®- myrtlebeachhomesblog.com

Michael- I have always taken my own photos and had no problems with it. I think they are just as good as the pros...

Aug 04, 2008 06:21 AM

Michael Cole

CPG Tours - Corona, CA

Hi Jeremy: Thanks for the comment. I appreciate it. But I guess I need to apologize, as I apparently I haven't been very clear here. : )

I'm not talking about agents taking their own photos. Which is why in my last response I said, 'I think many agents do an excellent job doing their own photos. Some even better than some of the pros.'

This is directed to those cases where professional photos are needed, but are not being done for reasons of cost. And my question is simply, why not have the seller pay for them, just like they would pay for their staging, painting, or whatever else they may do to help sell their property.

Thanks, again.

Aug 04, 2008 06:32 AM

* Rate A Home

Rate A Home - Saugatuck, MI

Michael, I agree. I think a lot of agents look at this as being a waste of money, but they would do the same on their calling cards I would have to guess...

Aug 05, 2008 02:32 AM

Michael Cole

CPG Tours - Corona, CA

Hi Duane: Thank you for stopping by, and for the comment. Wait... shouldn't you be looking after your mom? (just teasing) I'm just glad to hear she's doing well. Please tell her our prayers are still with her.

Aug 05, 2008 11:16 PM

Michelle Minch

Moving Mountains Design Home Staging, Pasadena, CA - Los Angeles, CA

Home Staging Los Angeles and Orange County, CA

Michael: As a professional home stager, I encounter the same issue when talking to some REAs. They feel that the staging they do is good enough, very good, or great, but in most cases their client's purposes would be better served by bring in a professional home stager who really knows how to make a home ready for the market or a professional photographer that really knows how to make the home sing in photos. If they allowed a good professional home stager the opportunity to help them, they would never go back to doing it themselves.

The most successful REAs "get it". They understand that when they bring in the "big guns" (professional photographer and home stager), it gives them an advantage over their competitors and it give the client the sense that they are getting the best of the best in marketing their home.

The funny thing is, most of my company's staging jobs are paid for by the client. It is no money out of the REA's pocket. I don't understand the resistance.

Aug 08, 2008 05:13 AM

Anita Beach

RE/MAX Select Real Estate - Maple Valley, WA

Real Estate Assistant - Maple Valley, WA

I have always taken my own photos as well. Most of the time they are just as good as a paid photographer would do it and to date - I haven't had any sellers tell me they didn't turn out good - hopefully I won't :)

Aug 08, 2008 05:29 AM

Michael Cole

CPG Tours - Corona, CA

Hi Michelle: I really hadn't thought about agents also doing their own staging, but I'm sure they do. And no doubt, some of them do a good job. But they already have so many different hats to wear, why would they even want to take on something else they have to do.

I remember years ago, when I was in the ad business, and I was talking to the founder of the largest ad agency in our area. His agency was larger than the next 4 largest agencies combined. Anyway, I asked him what he did different than everyone else. What his secret was. Without hesitation, he looked at me and said, "Hire people that are better than you, at whatever they do, and stay out of their way." That little pearl of wisdom has stuck with me ever since.

Hi Anita: Thank you for stopping by and for the comment. As I said above, I have no doubt a lot of agents can shoot as good as some of the pros. But I guess one of the key questions is, why would you want to? Especially if someone else might be willing to pay for it. Unless, photography just happens to be one of your passions. Then that's a different story.

But I was meeting with a managing broker yesterday, who has about 150 agents in his office, and he was saying how he felt very strongly that an agent was wasting their time if they were doing their own photography, creating their own tours, etc. He said, that if they're not in front of clients, they're not making money. Just another perspective.

Again, thank you both for the comments.

Aug 08, 2008 12:25 PM

Margaret Mitchell

Coldwell Banker Yorke Realty - York, ME

Seacoast Maine & NH Real Estate

Mike - I completely agree with you about professional photography. Every home has a marketing budget and I prefer to allocate more towards professional photography, which sells homes, and less towards print ads, which do not really sell homes in this internet age.

Aug 20, 2008 02:40 AM

Michael Cole

CPG Tours - Corona, CA

Hi Margaret: Thanks for stopping by and for the comment. I just think that they way the market is these days, agents need to do whatever it takes to present their listings as professional as possible. And if need be, let the homeowner make the decision whether or not they want to pay the difference. I know I certainly would.

Aug 20, 2008 07:37 AM

Sharon Alters

ONE Sotheby's International Realty 904-673-2308 - Jacksonville, FL

Realtor - Homes for Sale Fleming Island FL

Michael - Professional photos are essential in some homes and mandatory if the agent isn't capable of doing a decent job themselves. While we take photos lots of times and we are comfortable with doing so because of our backgrounds, certain homes demand professional photographs to maximize the architectural features, fit and finish, special lighting, landscape, views, etc.

While I have staged some homes and done it well, and while I take photographs and do them well, that is not my primary job and there are definitely times when it pays to pass it along to another person. I guess I have to figure what is the highest and best use of my time.

Fred - you are so right about so many agents. Here I am, an older baby boomer, and now I'm on facebook! My 15-year old chided me, "Mom, you can't be on facebook!" But guess what, I need to be on facebook if I'm going to keep up!

Sep 23, 2008 10:31 AM

Michael Cole

CPG Tours - Corona, CA

Hi Sharon: I think you said it best. The real question should be, 'What's the highest and best use of your time?'

Thanks for the comment.

Sep 24, 2008 10:59 AM

Michael Cole

CPG Tours - Corona, CA

Hi Jerry: Thanks for the comment. I don't know why you don't see more classes specifically for agents. Whether an agent takes their own photos, or hires someone, it's just too important in today's market not to do it right.

Sep 26, 2008 11:24 AM

Bryce Mohan

Bryce Mohan Photography - Bellevue, WA

I've got the 100% accurate answer:

Because they are krazzzzzzzzzzzzzzzzzzzzzzzzy.

I'm not biased at all. Really. ;)

-B

Sep 26, 2008 11:41 AM

Michael Cole

CPG Tours - Corona, CA

Hey Bryce: Aren't we all? : )

Sep 27, 2008 06:41 AM