ZOOPLA, RIGHTMOVE, ONTHEMARKET and their digital brethren dominate. Every Tom, Dick and Harriet looking to buy bricks and mortar heads straight to one of the big property portals to see what’s on offer.
This is mainly a good thing. Especially if you’re an independent estate agent. Because once a buyer is on, say, Rightmove, looking in a particular area, within a defined price range, they’re just as likely to click onto a property you’re selling as one being sold by an agent with offices right across the country.
Level’s best
In this sense, online property portals help level the playing field between big and bijou estate agents.
So far, so good for indies.
The downside of buyers looking online is that it is incredibly easy for them to click away from properties that don’t immediately appeal.
On a screen, properties don’t need kerb appeal. They need keep appeal. They need to keep buyers on your page.
Despite knowing this, many independent agents take photos with their iPhones. This – so I’ve been told more than once in the last couple of weeks – is to keep costs down.
But keeping costs down is a false economy if it:
- means potential buyers click away from properties online
- leads to fewer viewings
- results in lower offers (because buyers don’t feel they’re competing with others on a particular property)
Pro photos – why they’re a no-brainer
Any property that sells for even £1000 less than its potential makes professional photography a no-brainer. What every seller wants is the full asking price, or as near to it as they can possibly get. Coincidentally, that’s also what every agent wants.
So, the next time a homeowner asks why they should pay a little extra for professional photography, you could simply answer that it will help them sell their property – more quickly AND for a higher price.
Lights, camera, kitchen… decluttered diners are buyer-magnets
Let sellers choose
Of course, all agents should give homeowners the choice. Let them know you’re happy to use your iPhone to market their biggest asset if they think that makes sense.
Or, if they’re prepared to have some professional shots taken, you could tell them they’ll improve online retention which often results in a quicker sale. You’ll also want to advise them that their property is more likely to attract offers nearer or at its asking price. They could, in other words, pocket thousands of pounds with professional shots of their home.
Mind the gap
Of course, professional property shots also boost estate agents’ profiles. As mentioned above, higher quality images close the gap between smaller and bigger players. Which means more homeowners preparing to sell will choose a small, local set-up if that agent’s property photography
is as good as those displayed by bigger players. Homeowners need to be confident you will get the job done. Quickly. And for the best price possible.
Quick – smart
A quick glance at some of the most successful estate agents in the UK – Savills, Fine & Country, Knight Frank, Strutt & Parker – and you’ll notice they all have one thing in common: professional images. It can’t be a coincidence that smart sellers, with smart properties, are smart enough to sell through agents with smart websites (full of smart property photos).
Please drop me a line if you have any questions. I’d be happy to chat to you about capturing properties in the best possible light.
Let’s create content with even more kerb appeal.
– Lucas