Show and Tell…Visuals that $ell

by Sandy Dixon, Interior Arrangements, Inc. ©2005

Most buyers have difficulty envisioning how a home could look with their furnishings in it. Many will cross a house off their list simply because of terrible photos in ads, MLS and on the virtual tour footage. They may even think that the home is in poor condition and not worth the asking price.

For years, builders have known the value of setting up model homes in their developments. They elicit a positive and emotional reaction from prospective buyers. Similarly, creative window and store displays (visual merchandising) generate interest and increased sales for retailers.

The same applies to property photos when marketing real estate…'you are never given a second chance to make a first impression'. The first glimpse they have of a property will be a lasting one---whether they are viewing it firsthand or from looking at a photo or virtual tour.

Exactly what turns buyers off when viewing a property is as varied as the individuals themselves. It can be anything from clutter, cleanliness, lack of storage or size of rooms to the color of paint or wallpaper in a room. A Realtor's mission is to eliminate as many reasons for these excuses as possible--up front! The goal is to elicit positive feedback and ultimately result in a sale. This begins with the visuals that you produce of the property.

Paying attention to detail when taking photos of the property is an essential ingredient to creating a good first impression with potential buyers. Reasons for poor quality photographs include lighting conditions (too much or too little sun), photo equipment that either isn't used properly or is outdated, or a lot that is not conducive to getting a good shot of the property.

A few simple guidelines can help showcase your listings and make them stand out from others in the same price range:

Techniques for Photo Shots

• Open drapes, blinds and doors for maximum light. Make sure light is behind you when you shoot. Use a flash.

• Use a wide-angle lens, if possible.

• Shoot diagonally across the room from each corner. If applicable, also shoot looking down from an upper level, as more of the room will be visible.

• Take photos of individual aspects of the home that might not be clearly visible in the room shots. For instance, a room's focal point, bookshelves, alcoves and nooks, built ins, views, etc.

• Do not have people in the pictures.

• If using a digital camera, double-check your shots for correct positioning and brightness.

• Look at the home through buyers eyes and set up your shots accordingly, showcasing the positive aspects of the home and the areas where time is spent the most.

• For exterior shots, make sure that the yard is clutter free and manicured. Walk around the perimeter of the house to determine the most appealing angle and interesting focal point. Include trees, colorful landscaping, water features, views, etc.

• Eliminating clutter or removing one or two pieces of furniture from a room creates a more spacious and airy feeling.

• Have the home staged prior to taking photos, filming the virtual tour or holding open houses. The home will feel more spacious and inviting, and the photos will capture this.

A picture is worth a thousand words. Using visuals (photographs and video footage) to create visibility for properties and prompt showings is a powerful marketing tool. Take a close look at the photos of your current listings… what impression are they leaving on potential buyers?? Make them lasting, not lacking.

About the Author: Sandy Dixon is a former Realtor® and sales, marketing and training executive. She teaches people how to start, market and grow their own real estate staging and interior redesign businesses. Visit www.interiorarrangements.com for information on her PR and marketing products and her training and mentoring programs.