Real estate agents know how important it is to have the best support team around them. Even though an agent might work largely on their own, they still have other people do various tasks for them. This might include researching home sales data, dealing with legal tasks, marketing tasks or sales related tasks. One of the most important people in this support team is the real estate photographer. Why is the photographer so important?
According to the National Association of Realtors, most home buyers and home sellers begin their research online, and when they go online they are looking at property listings, which includes property characteristics and information about the real estate agent. And one of the things which dominates this research is the photography. When a home buyer is shopping they are scrolling through the results of their search, and the photography must grab their attention and really excite them, or they will move on to the next listing. This may also mean they move on to the next real estate agent too. Choosing a real estate agent and choosing a home are dependent upon many things, but also very much having great photography to represent the attributes of the home and the impression of the real estate agent's expertise.
Real estate agents are very busy people and don't have much time to research and analyze new support team members. And they want to get it right the first time. Because working with the right professional photographer can really ease some of the real estate agent's burden. They would like to work with a photographer who can help them get more listings and sell more properties. So then, considering these concerns what should a real estate agent consider when trying to find the right real estate photographer.
I will share 10 important things which can be very helpful to real estate agents in assessing whether a particular photographer is a great fit for a particular agent. Let me know in the comments others which you find very helpful or important.
Contents
#1 - Does the quality of the photographer's work match the needs or requirements of the real estate agent?
There is not a one size fits all approach to real estate photography. There are a variety of cameras with different qualities (lots of megapixels or fewer), different methods for capturing the images (HDR vs lighting), and different approaches to post processing the image. There is also the ability of an individual photographer and what effort they are willing to apply to the job. It is not just about the value of the property, but that does also impact requirements.
Some photographers may be focused on quick solutions to the requirements and the results may be adequate for certain agents, their needs, the property, and the amount of money available from the eventual sale. Other photographers may be focused on more involved solutions which takes more time, utilize higher end equipment and techniques which result in much more valuable images. This may be regardless of the size or value of the property, or how many pictures are needed. Both examples are helpful and appropriate, but for different situations. Consider that an agent may operate in a different real estate market than another agent may operate in, or may have a different approach to sales, and therefore, has a need for a different type of image and photographer.
The bottom line is the agent must find a photographer whose method, price, quality, and timing fit best with their specific approach and needs. The agent must look carefully at the quality of the photography, not the dollar value of the listings, and think about whether those images match up with what the agent wants their clients to perceive. High-end agents, working in high-end markets, needs to use the high-end photography service that is the best fit. If your real estate market is full of lower priced homes, and fewer photographs are being used by the competition then maybe a lower quality photograph may be all that is needed. But most importantly, consider what your competition is doing. Then do something better.
#2 - Does the photographer understand the real estate market?
A photographer that really understands the ins and outs of the real estate game and how real estate marketing works is extremely valuable to a real estate agent. If they also know what’s currently going on in the real estate market in your area, and what features of a home are most appreciated by buyers, then they are going to be able to create imagery that best captures those features within your listings.
#3 - Is the photographer a small, local business?
You’re probably aware of the large real estate photography companies that operate nationwide, but what you may not be aware of is that some of them pay low wages to their staff, resulting in a high turnover of people. You often never know who is going to turn up, and the photographer that does arrive is often working to a cookie-cutter approach, and they have little investment in ensuring that they deliver a high-quality product to you. Since they aren’t being paid very much, and they just want to get in and get out as quickly as they can.
On the other hand, the photographer that owns and runs their own business obviously has a lot more to lose, a lot more to gain (with quality work) and they will work hard to make sure their clients receive the very best service. This photographer then becomes someone you can work with long-term, and they will get to know your specific needs and preferences. This is the kind of partnership that is valuable to you, and you’ll benefit from having someone that is committed to delivering a great result for you because they know that when you win, they win.
#4 - Does the photographer provide clear and informative agreements, including services to be provided, and licensing terms?
Are the photographer’s terms explicitly laid out in a contract specifying what you can and can’t do with the photographs they are providing you with? Who owns the rights to the photographs? What type of license are they giving you on the photographs?
You should have something in writing prior to commencing the shoot. A written agreement is a sign of professionalism and protects both you and the photographer. Agreements should include clear information explaining terms, image ownership and payment terms. The agent is paying for the onsite shoot, quality and quantity of images, and the licensing of certain rights to use the images. In the photography industry the photographer retains the copyright control of their work, unless otherwise agreed to something different.
#5 - Do they charge more than other photographers in your area?
A photographer at or near the bottom of the pricing scale is there for a reason – either they don’t really know what they are doing when it comes to photography and feel they should charge accordingly, they don’t know their business very well and don’t understand their cost of sales (and probably won’t last long as a business), or they are new at what they do and are still experimenting. When you hire a photographer that charges more than the lowest fees, then you are more likely to have a photographer that is experienced, and knows how to handle agents, difficult homeowners, and a tough photographic situation. That’s who you want on your team.
#6 - Can the agent work well with the photographer?
Like any business, coworkers or team mates need to be able to work well together. This is often the problem which occurs between a photographer and an agent. A difficult business relationship and then a particular problem will result in a search for a new photographer, or a new real estate agent, or both. It’s all very well to have a photographer that is excellent at photography, but if they are difficult to work with, or arrogant, or poor communicators, then that can make for a difficult business relationship. To avoid these problems the agent should make sure the photographer they work with is compatible, and the agent can easily work with. An effective way to avoid communication issues is to make certain the photographer is very clear about their policies and procedures. A photography agreement should be clear and inclusive and be reviewed and signed by all parties.
#7 - Can they handle difficult situations?
We all know that real estate sales and photo shoots don’t always go to plan. Sometimes the homeowner isn’t ready, or the weather doesn’t cooperate, or the home is arranged or laid out in a difficult way. Some photographers can handle easy situations just fine, but when the sun is streaming in to the dining room, there’s a dark area around the corner and a stunning view outside, not all photographers can cope with that kind of problem. This leaves you as the real estate agent with less than optimal images. Make sure your photographer is not overly challenged when things go wrong, and they’re simply able to make things right.
That’s not to say that the answer to every situation is, “just Photoshop that out”, because sometimes that doesn’t work either (sometimes it’s not possible to remove a great big mess in Photoshop). But what it does mean is that they are willing to work hard and they know how to handle situations when they aren’t perfect.
#8 - Do they respond promptly?
There are times when you’re being pushed to get things through quickly, or you’re currently with an owner and you need to get that photo shoot booked. That’s when you need a prompt response from your photographer, and if they aren’t good at getting back to you and keep you waiting for days and days then that makes your job a whole lot harder.
Just remember, though, that photographers are people too, and they can’t always reply within three minutes. They have other clients, they have families, and sometimes they even sleep, so be understanding of their needs as well.
Setting and managing expectations is required by both Realtor and photographer. How will you get the assets? Is it downloaded from a website? How quickly can you expect your images? What sizes do they offer, and can you pick multiple sizes for download? What other services do they offer, such as floor plans, virtual tours or video. Do you only want photos for the internet or do you need to print photos also?
Does the photographer offer additional services? This can make it easier for the Realtor. Consider if the photographer also includes floor plans, 360-degree virtual tours, videos and still photography.
#10 - Can the photographer counsel the Realtor and the home owner about house staging?
As you no-doubt know, preparing to show a home can sometimes be a “less is more” situation. Declutter, declutter, declutter. Does the photographer offer anything that you can provide to a homeowner to assist them in preparing their house for selling? Will they be able to provide you with input about how to make your photographs stand-out even more?
To avoid time constraint issues, this should be done before the photographer is onsite. A photographer which provides recommendations, in advance, and not during the shoot relating to things as varied as cleaning a window, replacing a lightbulb, removing family photos, moving pieces of furniture, and other oft-overlooked things can help create a more successful shoot. The photographer should provide a written guide or checklist before the shoot.
