Click, bid, sold! The power of photography in today's property market

Click, bid, sold! The power of photography in today's property market
17th May 2024

Today, where the majority of buyers and renters begin their property search online, the importance of high-quality photography can’t be overstated. Visuals have become the make-or-break factor in capturing the attention of potential customers and enticing them to engage further with a listing.

Great property photos and videos have the power to stop scrollers in their tracks, showcase a home's best assets, and ultimately lead to more inquiries, viewings and successful transactions. On the flip side, poor-quality, uninspired imagery can cause a property to be overlooked or even written off entirely before it’s even been viewed. So, if you want to maximise your chances of a speedy sale in today’s property market, visuals are the key.



The impact of visuals in the property market

Studies have shown that property listings with poor quality images, not enough photos or problematic videos can put off buyers and renters alike, with 82% of those surveyed saying that anything less than 10 images is too few. The reason visuals hold such sway is simple – they allow buyers and renters to envision themselves living in a space and quickly determine whether a property aligns with their needs and preferences.

Striking, well-composed photographs and compelling video content can bring a home to life in a way that dry listing details simply cannot. This is especially true for properties that have been meticulously prepared and styled to showcase their best assets. Ultimately, in an environment where competition for attention is fierce, prioritising photography is no longer optional. But it’s an investment that really pays off – professional photography and videography can help your property sell faster and often at a higher price, increasing your profits in less time.

Images have the power to build an emotional connection much faster, which can often be the key to selling or letting a home faster. Finding the right property is an emotional decision for many of us, and being able to connect with the character and style of a property through visuals helps viewers imagine themselves creating their own memories within a space.

While you can list out the unique features of a property in the description, people tend to gloss over the details and may miss out on what makes a home special. Images make it much clearer what a property has to offer, whether that’s a spacious back garden, a contemporary kitchen or a stunning ornate fireplace. It makes the home more memorable to a potential tenant or buyer, and sets it apart from other homes on the market.



Optimising your property for great photos

Preparing the property for photoshoot

Before a professional photographer even arrives on the scene, it's crucial to ensure the property is in pristine condition and showcased in the best possible light. The first step is a thorough decluttering and staging – begin by removing any excess personal items, furniture and decor that could distract from the property's key selling points.

Aim for a clean, cohesive look that allows potential buyers or renters to easily envision themselves inhabiting the space. Thoughtful placement of accent pieces, fresh flowers and other stylish touches can further elevate the visual appeal.

Open all curtains and blinds to let in as much natural light as possible, and consider strategically placing lamps and other lighting sources to create a warm, inviting ambiance. Lighting makes all the difference not only to the ambiance but to how big a room appears, so pay close attention to any dark corners or shadowy areas that may need extra illumination.

Finally, don't overlook the importance of kerb appeal. Make sure the exterior of the property is just as tidy and welcoming as the inside; that the landscaping is well-maintained and any unsightly elements like rubbish bins or gardening equipment is neatly tucked away.

By taking the time to meticulously prep the property before the photoshoot, sellers and landlords can be confident that the resulting visuals will showcase their asset in the most compelling and effective way possible.



Taking the best shots

Capturing the perfect property photos and videos requires a strategic, technical approach that goes beyond simply pointing and clicking. The most skilled property photographers understand how to leverage the right equipment, framing techniques and compositional elements to really bring a home to life.

Experienced photographers also know how to play with angles to showcase a property's best features and optimise the feel of more space. For example, shooting from a slightly elevated position can lend an airy, open feel to a space, while carefully angled shots of architectural details or unique design elements can create a sense of intrigue.

Capturing a variety of perspectives, from wide-angle overviews to close-up vignettes, helps tell a more complete visual story. You want to build a narrative and evoke a certain lifestyle from your visuals – a rural period home, for example, evokes a very different feeling from a sleek, modern apartment in the heart of the city. The visuals you create should sell this way of living; it should let people know what they’re investing in and how it aligns with their own lifestyle.

In addition to technical mastery, an eye for composition is critical. Take the time to arrange each shot to draw the viewer's gaze to the most compelling aspects of a room or exterior, using techniques like the rule of thirds, leading lines and strategic use of negative space. The result is visually striking imagery that makes an impactful first impression and makes your property look its best.

Ultimately, the goal for you and your agent is to make it as easy as possible for prospective customers to envision themselves living in your property. Thoughtfully curated, high-impact visuals can mean the world of difference between a property sitting on the market for months, to achieving a swift transaction from keen buyers or tenants. Great property photography doesn't just complement the listing process – it's a non-negotiable component of effectively showcasing a home in the digital age.

This post was written by guest blogger, Annie Button.

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