Heather Conley, Heather Conley PhotographyCommercial real estate needs curb appeal, period. Curb appeal is a broker’s responsibility and a phone with a camera in it won’t do the job, and isn’t designed to do the job. The old adage, “Owning an expensive camera makes no one more a professional photographer than owning a Viking oven makes one a professional chef,” was never more true. Sorry to break it to you, but amateur photography almost always looks amateur.
Quality at all levels of your business
If you hold your firm to a high level of standards, why would the visual representation of it not be at those same standards? When the imagery that represents your business is inferior, it subconsciously tells potential clients that you and your business are inferior. The first impression of your listing is secured by your images. According to Institute for Behavioral and Experimental Real Estate at Old Dominion University at Norfolk, it’s the first thing viewed when looking at online real estate listings. We are all scanners, scanning images.
Being short on time is commonplace and it’s likely your listing may even be skipped if there are no images. The listing copy is secondary to the photography. So consider how much weight you’ve given your photography decisions until now. Professional images are an investment in your business that can and will provide a return on your investment.
In a recent study, researchers tracking the eye movements of subjects who looked at online real estate listings found that more than 81% of users viewed the first photo for a total of 20 seconds. Research also proves you have 2 seconds, of that 20 seconds online, to grab a viewer’s attention, like you would a billboard on the side of the highway. This is why professional images are essential to your strategy right now. A good product won’t always sell itself.
What professional architectural photographers offer
Properties with images sell at a higher rate than those without them. Can Airbnb.com be wrong? They turned their failing startup into a billion dollar success story by using professional photography. Professional photography is playing a key role in the rise of social media and is further proof of this fundamental shift on the web.
Demand higher asking prices
Why lower your listing price on slow-moving inventory? Instead, consider using better images to move that inventory, generate more interest and book more showings. If your listing is worth the investment in professional photos, you’ll probably ask more money for it, and remarkably the tactic works. Not all professional photography has to break the budget; there are ways to save money working with a professional.
Why a professional?
A professional will focus on the best features of your property, giving them emphasis and capturing their differentiators in a way that is second only to experiencing it first-hand. It’s a professional photographer’s job to make your listing stand out above the noise of the competition. Well done images motivate the potential buyer want to look at that specific property more than any others, and visually convince them to see themselves, and their business, operating and thriving there. Although it’s tempting to ask someone you know to shoot images for you, or to use your phone purely out of convenience, be strong, I have some advice.
What to look for in a professional photographer
An experienced architectural photographer specializes in your industry, works with high-end gear and specialty lenses (they know how to use), has knowledge of lighting, creates strong image compositions, and works with the best in editing software. Photography retouching skills are important, but only when working from a strong image out of the camera. Most importantly their images will keep your listing visually captivating and informative, while maintaining the integrity of your property. Beautiful shots that effectively communicate the best aspects of your property will help it sell or lease it more quickly.
In the end, synergy and creative collaboration with the right photographer adds value, and saves you time in the process. What would you give for more time to focus on sales & client relationships? Commercial brokers are hired to sell homes, not take photos.
I challenge you commercial brokers – consider hiring professional photographers to sell properties for your clients. What an amazing differentiator, showing your clients that level of standards and commitment. After all, your clients are paying you to do it right.
Heather Conley is a commercial architectural photographer for Heather Conley Photography, Suffield, Conn.