Creating a Strong First Impression
In a saturated property market, where potential buyers often scroll through dozens of property listings in a short span of time, the first impression matters.
The main image (used on the listing page) is critical here as this is the image that will dictate whether or not the prospective buyer will click through to see more information. Portal research suggests that the most important aspects of a main image are not what you may think.
First off (for buyers at least), external images are more appealing than internal images. This is an investment for many years and while a buyer can change the inside, they can’t change the look of the building. Secondly, more important than the look of the building itself, is blue skies and greenery. The more blue and green you can get into an image, the more chance you have of having a hit.
Take a look at the images below. A property currently on the market with an attention grabbing external vs how not to do it (yes, an agent is genuinely - as we speak - using the second one as a lead image!)
A listing with dark, blurry, or poorly composed photos is likely to be quickly overlooked, regardless of the property’s actual quality or potential. On the other hand, listings with bright, well-composed, and professionally edited photos immediately stand out, drawing attention and generating interest. High-quality photos can create an emotional connection with prospective buyers, enticing them to click through the listing for more details and increasing the chances of a property being viewed in person.
Highlighting Key Features and Selling Points
Every property has unique features that can set it apart from others on the market—be it a spacious kitchen, a luxurious bathroom or a breathtaking view. Professional photographers have the skills to capture these selling points effectively, using techniques such as proper lighting, angles, and framing to showcase a property's best attributes. They can also employ advanced editing techniques to ensure that colors are vibrant and that rooms appear bright and welcoming. These elements are crucial for conveying a sense of space, comfort, and luxury, helping potential buyers or renters to visualize themselves living in the home.
Building Trust and Credibility
In real estate, trust is everything. Potential buyers need to feel confident that a property is worth their time and investment. Poor-quality photos can create a sense of doubt and suspicion, causing viewers to question what the images might be hiding. Are there issues with the property that low-quality photos are masking? Are the photos taken by an amateur who might have omitted crucial details? On the other hand, high-quality, professional images signal transparency and credibility. They suggest that the seller or agent is serious about the property and committed to providing potential buyers with an honest and accurate representation of the home.
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Maximizing Online Engagement and Click-Through Rates
Online platforms like Zoopla, PropertyGibraltar and Idealista are the primary tools that potential buyers use to browse properties. Listings with professional photos receive significantly more clicks, views, and engagement than those with amateur photography. According to Zoopla, homes with high-quality photos sell 32% faster than those without, and they are also more likely to sell at or above the asking price. This increased online engagement not only translates to more viewings but also to more competition among buyers, which can lead to quicker sales and higher offers.
Influencing Perceived Value
Professional photography can significantly influence a property’s perceived value. High-quality images that highlight a home’s best features can make the property appear more luxurious, spacious, and desirable, even if it is similar to others on the market. This can lead to a higher perceived value in the minds of buyers. When buyers perceive a home as valuable, they are often more willing to make an offer closer to or even above the asking price. Conversely, poor-quality photos can devalue a property, causing it to appear less appealing and possibly leading to lowball offers or longer time on the market.
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Reducing Time on Market
Time is money in the property market. Properties that linger on the market for extended periods often become "stale," leading potential buyers to wonder if there is something wrong with them. This can result in price reductions, which ultimately affects the seller's return on investment. Professional photos can reduce the time a property stays on the market by generating more interest and viewings right from the start. The quicker a property sells, the better it is for both the seller and the real estate agent, as it allows them to move on to the next opportunity.
Using 'Stock' Images
Many agents will have a bank of images for certain buildings that they have used previously, or are using for other properties at the same time. The use of stock images, leads to 'screen burn' on the back of a buyer's retina. There could be a property that has just been listed on the market, but if the buyer has seen that image time and time again, they will scroll straight past subconciously assuming they have seen it before. Using fresh images for new listings increases intrigue which increases those all important click through rates.
Spot the difference, the same stock image on 5 separate properties
Leveraging the Power of Floorplans
In the digital era, professional photos often go hand-in-hand with other essential marketing tools like floorplans. These allow buyers to see how they will actually use the space. Afterall, the interiors can be changed by the buyer and probably will be, the layout however can't be changed without considerable work. A floorplan will also show a buyer how they could make alterations if they wished to. Research suggests that buyers spend 5 times longer looking at floorplans than they do looking at images.
The power of a strong floorplan
Conclusion
This tried and tested method of attracting buyer interest is backed up in the stats too. According to PropertyGibraltar.com, Richardsons has 87% MORE unique visitors to our properties on average per month than the average property listed on the site. Assuming these numbers are repleicated on Idealista, Zoopla, PrimeLocation et al, then that is a huge number of eyeballs looking at YOUR property. Marketing is key in estate agency these days. If you want to see how our approach could help you, get in contact now.
