It’s crucial that every real estate agent form a strong working relationship with at least one outstanding real estate photographer. In 2020, NAR reported that 97% of prospective home buyers turn to the internet to search for their first or next home.

Once online, the quality and composition of the photographs these home shoppers encountered were “make or break” factors in terms of their interest in a property. This translates into properties that either fly off the market in days or languish for months, losing market value as the weeks tick by.

Today, we’re discussing strategies that will streamline the process of hiring a top-notch photographer for your real estate listings.

Vetting a Real Estate Photographer

You will encounter an endless number of photographers who tell you that they are great at capturing real estate photos. Your job is to sift through these eager beavers until you find the candidates whose body of work, experience, reviews, and fees back up their claims. 

From there, you may decide to hire more than one of them, but our experience leads us to suggest forming a solid relationship with one preferred photographer. This professional may very well end up being your one and only, becoming a partner with whom you are allied for years to come.

Examine Their Portfolio

The photographers who assert that they are great at real estate photography likely do believe they are up to the challenge. However, this type of photography is quite niche, presenting unique challenges that make it difficult for even the most seasoned photographers to do well.

As a real estate agent, evaluating their portfolios will be a fairly simple task. You are looking for photographs that capture your attention and show each property’s strengths while skimming over flaws.

You aren’t looking for someone to mislead potential buyers. Instead, you want a photographer who can create flattering images of properties, just as a portrait photographer must be able to make their subjects look their very best.

Does This Photographer Have the Right Stuff?

And by stuff, we mean specialized real estate photography equipment. A suite of lighting equipment, a drone for aerial photos and video, and lenses for working in tight spaces are the core components of a well-prepared real estate photographer’s setup.  

Liability insurance is likewise a must, so find out whether theirs is current and adequate.

Does This Photographer Understand Your Business?

Your photographer should understand the basic heartbeat of the real estate market in your area. Which type of photographs are moving properties like magic? Which types accompany homes that have been listed week after week?

Their photo editing strategies should likewise be tailored to your target market. Photos should not be presented to you unedited, nor should they be edited to such an extent that they will create false expectations in the minds of potential buyers.

Do they already understand the rules MLS will put on your listing photography? Do they know to avoid capturing your real estate signage in their photos?

Questions like, “What is an example of a rule that only applies to real estate photography?” will probe their level of understanding of how the two industries mesh.

Will They Assist with Staging?

Usually, a skilled real estate photographer will be able to walk through a property and understand what is needed in terms of staging. The proper staging will elevate even the best photos.  

If the home will be occupied throughout the sale process, encourage the homeowners to take as many of your photographer’s suggestions as possible on board. Clutter, awkward furniture placement, unattractive light fixtures, and overpowering window treatments are just a few changes homeowners may need to address to secure top bids for their home.

Ideally, you and the photographer will work together to create a “staging checklist” for the homeowner to work through before listing photos are scheduled to be taken.  

Communication Is Key

As in so many aspects of life, communication is crucial in your ability to work well with a photographer. A photographer’s skill level, market knowledge, staging abilities, and high-end equipment array won’t be worth it if you encounter repeated (and frustrating) problems stemming from poor communication.

Your ideal photographer will respond to your texts and emails promptly and politely. They will remain professional in all interactions with your clients and will work smoothly with your stager.

You also want a photographer who can make clear, concise recommendations without stepping on a homeowner’s toes; despite their desire to sell, they are undoubtedly emotionally attached to their décor and design choices. It’s important that your photographer communicates in such a way that reassures your client that all changes are merely being made to create ideal photos. These recommendations are never to be presented in a way that comes off as a critique of your client’s taste or housekeeping abilities.

Ask Your Colleagues 

Should you reach the end of your applicants without finding the one that feels like a fit, it’s time to ask for help. As a Parks Realty agent, you have access to a staggering number of colleagues who likely have recommendations for photographers they trust. Don’t be shy about asking around! 

The Takeaway

A savvy and skilled real estate photographer is not optional in today’s market. Don’t be tempted to skimp here - or to take listing photographs yourself. Remember: your photographer will pay for their services many times over when your properties routinely generate quick, impressive bids rather than lingering on the market interminably.