Professional Photography, Worth it?

Is professional real estate photography worth it?

The short answer? Yes, it’s worth it. As with many things in this life, you get what you pay for. You wouldn’t buy a knock off iPhone because you know it just won’t be the same quality. The same thing can be said for different categories of photographers. Today, we’re specifically talking about real estate photographers.

Advertising

One of the most significant factors to think about when creating a listing for a home is how you’re going to advertise it. Forty years ago you’d think about getting an ad in the newspaper – today you’d think, “What's the most effective way to get my business onto the stupid little device everyone always has in their hand?”

The numbers vary depending who you ask, but the average American spends more than 5 hours a day on their phone. This means effective online media and branding are essential when it comes to marketing your business, real estate listings or rental units.

During the pandemic, real estate photos didn’t really matter as much as they do today; houses were flying off the market faster than they could get listed, often selling for fifty thousand dollars above asking price. However, that’s not the case anymore — and the slower the market is, the more important real estate photos are.

The home search

According to the National Association of REALTORs Research Group, 97% of all home buyers used the internet during their home search in today’s market. You don’t want your home to be listed online with cheap photography — you want something professional and eye-catching to stop their scrolling, especially when the average attention span is only around 8 seconds.

“I know someone who can do it cheaper”

Cheaper usually doesn’t mean better. Cheap photographers often mean a subpar product, as they might not know the best angles, heights for the camera, lighting, editing techniques and more.

A good photographer also means professionalism, good communication, attention to your needs as a client and meeting deadlines as efficiently as possible. Cheap photographers and businesses don’t always have that same attitude.

With subpar photos, your home won’t be as appealing to buyers. More importantly, it won’t look like it does in real life. Professional photography means a more accurate representation of your property.

Airbnbs and short term rentals (STRs)

According to data from Airbnb, owners of short term rentals with professional photography for their listings will see several improvements. Hosts with professional photos generally tend to earn more than competing hosts in their area, to the tune of a 40% increase in revenue and a 24% increase in bookings. In fact, photos are one of the top three reasons that guests choose to book one property over another. With an increase in earnings and bookings, short term rental owners are able to generate up to a 26% higher nightly price after upgrading or updating their photos.

Professional photos make sense for Airbnb owners; revenue from a few nights of bookings will often recover the cost of photography. It’s an investment with a large ROI for hosts.

Additionally, professional photographers have an eye for their kind of work and are able to showcase it in a way others aren’t. Guests often pick their home away from home based on unique features that draw them to the property. We want to make those key features stand out and show your property in its best light!

A good photographer is also a good story teller. Visually appealing photos can help create a sense of adventure for your guests, as well as help give them an idea of what it would be like to stay at your property (3D Tours are also great for this). Along with a story, you can generally ask a professional photographer to showcase the local area of nearby attractions, restaurants and activities that guests can enjoy during their stay in your home.

Moral of the story

I’m not saying that cheap photographers are always terrible. I’m saying to weigh your options and be wary of who you give your business to. Generally speaking, a well paid photographer is your best option for everyone involved. Ultimately, it comes down to what you’re looking for and willing to pay to represent your property.