Dear Real Estate Consultant: What Your Photos Tell to Your Clients?

Imagine you’re browsing the internet for a property in your area. Suddenly, you come across one that piques your interest—but the photos leave much to be desired.

The interior feels dark, making it hard to see key details, and the windows are flooded with light, obscuring the outside view. The house seems presentable, but not perfect—it’s an average family home with toys scattered across the floor, documents on the living room table, a somewhat messy kitchen, and bedrooms where the beds appear hastily made.

What impression do these photos give you?
What message are the estate agent or seller sending with these images?

Even if the house is priced well, would you immediately compare it to other properties in the same price range, or would you question whether the agent is asking too much for a property with such a presentation?

If you were a buyer, would you feel compelled to contact the agent, eager to schedule a viewing before someone else does?
Or would you think you have time to wait, planning to see it later if anything else catches your eye?

When considering making an offer, would you propose the full asking price, or assume you could offer less, believing the seller might be open to negotiation?

Based on these photos, would you think the agent doesn’t consider professional photography worthwhile, assuming the property will sell regardless?
Or, worse yet, would you and other potential buyers assume the seller might accept a lower price, ultimately resulting in the property being sold below market value or taking longer to sell?

Think Like a Buyer

When reviewing property photos, it’s essential to view them from the buyer’s perspective and understand the subtle messages they receive from what they see online.

Estate agents should also consider the message these photos send about their services:

Do poor-quality photos make the property appear more valuable than others in the market?
Do poor-quality photos attract buyers quickly before the property is sold?
Do poor-quality photos give the impression that the estate agent is the most experienced and professional in the area?

I believe most people would answer ‘no’ to these questions. In fact, poor-quality photos don’t benefit a property marketing campaign at all.

Some estate agents may use poor-quality photos simply because they struggle to distinguish between a good photo and a bad one.
There’s no shame in that, but it’s crucial for agents to understand what makes real estate photography stand out. After all, the visual aspect of a property marketing campaign is one of the most important factors in its success.

Thank you for reading.