All real estate photography is marketing photography. I state the obvious here because I think we sometimes lose sight of the forest for the trees. You don’t get listing photos to prove to buyers that the house has rooms, as I’ve said previously. You get listing photos to market the home. I’m even gonna say that without listing photos you don’t have marketing. Your photos are the foundation you build the rest of your marketing on.
Don’t think so? Imagine Amazon or Zulilly or Wayfair as text-only. Imagine buying your clothes or your furniture (or you name it) online sight unseen. Now, picture your marketing in that ocean of photography-driven marketing and tell me your listing photos aren’t critical.
Every real estate photograph should be a marketing photograph. That’s the approach we should take in the real estate world. Not just the front main or the one best room. Every. Single. Photo.
But what does that mean? What makes something a marketing photograph?
- A marketing photograph has a job to do. There is thought and intention and expertise behind it. Yes, there’s also art and passion, as well as that ephemeral quality we call “the eye.” But professional real estate photographers take photos specifically to convey the home’s features. They’re not just taking “pretty pictures.” They’re specifically aiming to convey what’s desirable and special and appealing about the home.
- A marketing photograph’s purpose is to captivate and persuade. It’s about evoking an emotional response but not just any response. It’s a response that leads to action, like, “I want to see this house in person, book me a showing.”
- A marketing photograph establishes a relationship between the buyer and the home. You know how marketing is all about setting yourself or your product apart? Making you, say, a face with a name and a personality that people remember? That’s exactly what marketing photographs do. Instead of just another house, your marketing photographs say “home” to the buyer. The buyer moves from emotional response to emotional bond.