Gone are the days when you would search for the real estate properties in magazines and newspapers. In today’s digital world, the internet has enabled and accelerated new forms of searching, giving more control to customers. According to the study titled “The Digital House Hunt: Consumer and Market Trends in Real Estate” done by Google and the National Association of Realtors (NAR), real estate related searches on Google.com have grown 253% over the past 4 years. This indicates how vital it has become for real estate businesses to have a strong and attractive online presence.
However, branding a property with an effective marketing plan can be like putting together different pieces of a puzzle. With more and more brands catching onto the power of visual communication with the rise of digital and social media marketing, professional photography is becoming an essential puzzle piece for stepping up the marketing game. As a result, it is more important than ever for real estate businesses to create photos that actually stand out and deliver results.
Why professional photography matters?
The saying “A picture speaks a thousand words” has never been so true as it is when you are talking about the web content. With the huge volume of content being shared online, marketers have to do everything in their power to catch the attention of their target audience. When you consider that 90% of information that comes to the brain is visual and that coloured visuals increase people’s willingness to read a piece of content by 80%, it makes sense to invest in visual content creation.
The use of captivating photographs can help brands emotionally connect with customers by clearly communicating your brand message. According to a 10-year study, brands that evoke a stronger emotional response sell more, enjoy stronger loyalty and can charge more. Using original photos of real-world property environment is the cornerstone for building trust with customers as it adds a much-desired personal touch to your brand.
What is real estate photography exactly?
Each property has a story to tell and the best way to tell it is through photos. The goal of real estate photography is to appealingly show off all the features of the place through capturing each space in the best lighting and from just the right angle.
Making your property look more ‘Instagrammable’ may not seem like it is worth it, but when it is viewed by a potential customer, exterior and interior photos make all the difference. Putting the best shots of your property can help your customers imagine themselves living in your property before even walking through it. So how to go beyond traditional real estate photography and step up your visuals game?
Aerial photography is the best way to let the customers see the “big picture” by highlighting the property in relation to its surroundings. It helps to emphasise the advantages of the property location and draw attention to nearby amenities, such as supermarket, shopping centre, park within walking distance and transport services. With the use of aerial photography, you can communicate to your target audience that they are not only renting or buying the building itself, but also receiving extra benefits.
The good news is that you no longer need to hire a helicopter or plane to capture the property from bird’s eye view. Nowadays, with the use of Unmanned Aerial Vehicle (UAV), also called a drone, you can more easily showcase the breathtaking pictures of your place and make it stand out.
Move beyond traditional ’empty room with furniture’ shots to more lively photos that evoke resonance in your target audience. Lifestyle photography can help your potential customers build an emotional connection with the property. Capture special moments and invite your viewers to imagine living the lifestyle that your property has to offer.
As stated by Nikon Ambassador, Dixie Dixon, “lifestyle photography is about creating a mood”. It means that you should showcase such an environment where people would like to be. This involves selecting models, setting up the layout and capturing moments in a well organised photo session.
If you want to give your potential customers a feeling of being on your property without actually them stepping foot, you should forget about the two-dimensional images from the 20th century and consider adding virtual tours on your website.
With the use of virtual tours, you allow viewers to navigate through property from anywhere and at any time. This is especially useful if you want to attract potential customers from overseas.
As Google recommends, utilize your mobile-friendly websites and optimize images to meet the growing demands of mobile audiences. According to studies, more than 70% of people use smartphones or tablets to learn more about properties via an app or website.
Millennials, along with Generation Z, make up the fastest-growing group of renters in the real estate industry. These two generations are twice as likely to use a smartphone or tablet as baby boomers and expect pages, images and information to load immediately, in 2 seconds or less. Therefore, optimizing images for your website will ensure better appearance in search results and improve your customer experience.
The ultimate goal of real estate photography is to show off the features of the property and tell its story in the best possible way. Exploring new formats, including virtual tours, aerial and lifestyle photography can make your property stand out and maximize the interest of your potential customers.
When it comes to turning your photography ideas into reality, remember that you don’t have to do everything on your own. As your creative partners in business, we offer “New Perspective & New Media” services such as virtual reality tours & drone shoots among others, that will help you step up your real estate marketing game.