IMOTO surveyed 248 real estate photography users about their usage of professional real estate photography. The study asked respondents for their opinions on 4 topics:
1. The most important photo in a real estate photo shoot
2. Products that help win-over sellers
3. The importance of professional photography to sellers when they are choosing a real estate agent to list their home
4. The benefits of professional photography for Realtors
The results from the study were overwhelmingly in the favor of professional photography usage. Statistical highlights include:
- 72.18% of Realtors who use professional photography believe that professional photography helps them win more listings.
- 88.71% of Realtors who use professional photography believe that professional photography increases online listing views.
- 88.31% of Realtors who use professional photography believe that professional photography increases showings.
- 69.76% of Realtors who use professional photography believe that professional photography decreases days on market.
- 68.95% of Realtors who use professional photography believe that professional photography helps their personal brand.
- 52.02% of Realtors who use professional photography believe that professional photography increases sales price.
The study also concluded that the majority of Realtors who use professional photography believe that professional photography usage is Important (31.05%) or Critical (61.29%) to sellers when they are choosing a real estate agent. However, when asked about what supplementary products Realtors should use to win more listings, respondents had mixed opinions, with a slight preference for Interior Videos (43.15%).
On a more granular level, respondents were asked which photo is the most important shot in a real estate photo shoot. The results were overwhelmingly in favor of the front of the house (81.05%). A minority of respondents believe that the kitchen is the most important photo (14.11%), while a very small group believe that the living room (2.28%) and specialty rooms (1.61%) are the most important photos. No respondents believe that the bedroom, bathroom, or backyard are the most important photos in a photo shoot.
Based on the findings, we've compiled 5 important takeaways for Realtors.
Takeaways:
1. Using professional photography can help Realtors win more listings. Therefore, Realtors should leverage their use of professional photography when meeting with potential clients at listing presentations.
2. Professional photography is not only a tool for marketing listings, but it can help Realtors develop a more professional brand for their business. Realtors who use professional photography should promote it on their websites and social media pages to take advantage of this benefit.
3. Supplemental products, such as videos, can help win-over new clients. When Realtors are trying to win a high-valued listing, they should motivate sellers to list with them by leveraging supplemental media products.
4. Professional photography helps Realtors sell their listings. Increased online views and showings lead Realtors who use professional real estate photography to sell their listings faster and for higher prices.
5. Realtors and photographers should give extra attention to the front photo of the listing, as it is deemed to be the most important shot in the entire listing photo shoot. Using the front shot as the "hero image" in marketing is a great way to get significant value out of your real estate photo shoot.
For the full results from the study, click here.
