What 98% of Home Buyers Think of Real Estate Photography

Ninety-eight percent of buyers list real estate photography as “most important” when searching for a property. We know that almost all buyers today begin their home search online. That means a home’s “first showing” is online.

So, how does that explain this photo that I came across on the Park City MLS last week? This home is listed at over $5 million.

According to a study by Redfin, homes shot with a DSLR* sell for over 10% more.

Is a High End Camera Enough?

Even if an agent owns a high end camera, that doesn’t mean he or she has the expertise to use it properly. Shooting architectural photography is an art and a science. The skilled professional knows how to use composition, color and lighting to make a photo more appealing. The photos used to market a home must not only be high quality, but “inspirational”. They have to connect with the buyer on an emotional level so the buyer will click through the tour and make an appointment to view the home.

The Agent’s Role in Real Estate Photography

At Summit Sotheby’s, we are the only Utah brokerage to employ in-house professional real estate photographers on staff. First, I work with my sellers to ensure their homes are decluttered and ready for photos. Second, I usually meet the photographer at the home to make certain the special features and highlights of the home are reflected in the photographs.

Next, the photos are edited by the photographer and only the best are included in the photo tour. Before the photos are published, I go through the tour myself to ensure the photos are displayed in a logical order. I want the best features of the home at the front of the tour and I want the photos displayed in a logical order so the buyer can understand the flow of the home.

Below is a photo from one of my high end listings. How does this one compare to the photo above?

Photos are a critical component of a marketing plan. Buyers can tell the difference between a home that was photographed by an agent using an iPhone versus a home that was prepared for photography, professionally shot, and painstakingly edited. And buyers will pay more for the latter.

*DSLR stands for digital single-lense reflex, a digital camera that combines the optics and the mechanisms of a single-lens reflex camera with a digital imaging sensor, as opposed to photographic film.