It was a great experience being invited to display our product, Tally Dashboard CRM application during the recent staging of the Realtors Association of Jamaica (RAJ) EXPO held on October 17, 2017.
Before a potential buyer actually comes to see a home you’ve listed, they have to WANT to see the home you’ve listed, and the only way to do that is with top-flight photos with the listing. You can have the most gorgeous write-up and the absolute best price in the market, but if someone can’t see what the home looks like, they’re moving on.
Alas, you went to business school, not photography school. How is a busy real estate agent supposed to go all Ansel Adams on each and every house they list? It’s easier than you might think:
Here’s some of the best advice we could find.
Hire it out
This solution should be a no-brainer, and is an acceptable option for almost any agent. Chances are there are talented photographers all over your town willing to take photos for your listings – you can likely connect with them on social media (Instagram is understandably a hotbed for fledgling photogs), Craigslist or an odd-jobs site like upwork.com. If you can afford an established photographer, all the better.
Pro tip: Pay these people, even if their experience is minimal, and make sure there’s a contract and 1099 for tax purposes. This professionalizes the relationship. They’ll do better work, prioritize you as a client, and spread good word of mouth about you as a business person.
Work with the sellers
This may seem obvious, but if the sellers are still living in the house while it’s on the market, they’re going to need to do their share of the work. Before the photographer arrives, you need to do a walk through with the homeowners and make sure each space is optimized for photographs. That means clutter-free, clean, and well lit (visit several times in the course of a day to see when the light is best in each room, or better yet have your photographer come with you). Pay special attention to the rooms that sell homes, especially master bathrooms and kitchens. A little personal flair in bedrooms is understandable, but by and large the house needs to look as pristine – and anonymous – as possible. The same rules go for showings.
A pro photographer will know most of this, but if you are trying to take photos yourself, you may need to invest. Your iPhone X takes great selfies, but for the best real estate photos you need a little more to work with.
The most important thing to think about is lighting – ideally it’ll be natural light at the right time of day, but you’re also probably going to want to have a flash (and a backup!) in your pack to make sure the lighting is just right. Practice in your own living space, or a friend’s, before you do it for clients.
The second most important thing to have is a wide-angle lens. Ever wonder how real estate photographers make a 10×10 room look like the master chambers at Versailles? A wide-angle lens is how.
Finally, use a tripod. Please. Especially for video (which is a whole other article). No Blair Witch-esque living room shots allowed.
More is More
Now, this is purely our opinion as folks who have spent our fair share of time surfing through home listings, but it’s hard to overdo it on photos, especially if they’re good. Post too few, even if they’re good, and clients are left wondering why there weren’t more, if that’s all there is to see… or worse, what you’re covering up. Just make sure the photos you do put up aren’t redundant and show the best features of the home from different angles. And don’t neglect quirks and more mundane areas like storage.
Focus on Turnaround
One thing to stress with your photographer (or yourself) is turnaround. There will be editing to do – sorting through the shots for the best and then brightening and cropping them – that can be time-consuming. But, every day you wait to get a home on the MLS is a day before it’s off the market, and time is of the essence. Consider building a mandatory turnaround of 24 hours into contracts.
Speaking of Editing…
You’ll need software. Most PCs have the basic Microsoft Office Picture Manager in the standard package, and that’s often all you’ll need. Photoshop is a little more expensive, but worth it once you get into the finer aspects of photo editing. If proper editing is a technical or time barrier for you, consider it another reason to hire this job out. You’re busy enough, don’t be ashamed.
We found this article, from SLRlounge.com, a site for photographers, very helpful. The author addresses things like insurance, which you’re going to want to make sure any contractors have in place before you let them loose in a client’s home.
HGTV always does a good job covering the basics. We particularly like the advice to not make a home look like something it’s not. Keep its character even while you minimize the clutter.
Sometimes the best way to learn is by observing what NOT to do. Adorama.com has you covered by dissecting some photos that make your mom’s selfies look like Annie Leibowitz took them.
Simply HAVE to use your iPhone? Brush up on maximizing you’re the camera in your pocket…
Or find an app that will work for you
When the National Association of REALTORS®’ Chief Economist Lawrence Yun was attending the University of Maryland College Park in the early 1990s—only about 10 miles from the U.S. Capitol—murder rates were published on the front page of the newspaper every day. Washington, D.C. was considered the murder capital of America back then.
But the story has changed. Properties that were once valued at only $50,000 are going for $700,000 today, just 25 years later. Yun said it underscores the significant impact real estate professionals can have when they’re “willing to take a risk in development.” Investment can truly transform a city.
Every real estate market has a story to tell, and William Doerner, senior economist at the Federal Housing Finance Agency, wants to help you tell yours with numbers. During a forum on rising home prices at the 2017 REALTORS® Conference & Expo in Chicago on Saturday, Doerner highlighted a helpful tool located at fhfa.gov/hpi. The site is full of free data and research nuggets, including graphics, interactive maps at ZIP code and county levels, and city rankings. And if you’re a real data geek, you can download FHFA’s Excel files, look up your hyper-local appreciation rates, and play around with the data first hand.
The house price index motion chart and summary tables are especially helpful tools for showing price changes over a set period of time at the state, city, and regional level. For example, if you search all HPI metro area rankings, you’ll find Mount Vernon-Anacortes, Wash., at the top, followed by Seattle-Bellevue-Everett, Wash., and Deltona-Daytona Beach-Ormond third for the second quarter of 2017. However, if you look at metro house price index rankings going back to the first quarter of 1991 through today, you’ll find big picture trends putting areas like Boulder, Colo., Denver-Aurora-Lakewood, Colo., and Portland-Vancouver-Hillsboro, Ore.-Wash. areas on the top of the list. That wider angle tells a tale of economic development, migration, income, and pricing.
Another FHFA data story can be told looking at home price variations locally. News stories for the last decade have credited millennials for a renaissance of urban centers. But when Doerner narrowed in at the ZIP code level and removed inflation, he found that “it’s a trend that’s been going on longer.” Properties in downtowns across the country have been consistently increasing in price for the last 25 years, including such areas as Atlanta, Boston, Chicago, Denver, Houston, and Minneapolis.
Cited from http://speakingofrealestate.blogs.realtor.org/2017/11/05/data-will-help-tell-your-markets-story/