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Why is professional photography
important when
marketing a home?
Professional photography
can be seen as a luxury extra that is tacked on to the
end of a marketing programme. Our clients, however, say
that the photography is a critical part of the marketing
of a home. A common scenario we encounter goes something
like this:
Real estate
agent Lisa lists a property for sale with owners
Mr and Mrs Walker. Lisa then has the task of
convincing the Walkers of putting a few thousand
dollars into advertising the home in the Courier
Mail real estate section, the local paper, a
signboard, and online. After convincing the
owners of the need for all of this advertising,
the marketing budget hits its limit. There's
just no room for professional photography, so
Lisa gets her little camera out of the car and
takes a few shots around the home. Those shots
are then used in all of the marketing for the
home - the newspapers, the signboard, and
online.
The marketing
generates very little interest, and after 60
days the Walkers decide to go with another
agent. Lisa has missed out on her commission,
the Walkers still haven't sold their home, and
no one has benefited from the situation.
What if things had
been done differently? What if it went something
like this:
After listing the
home of Mr and Mrs Walker, Lisa talks about the
importance of good marketing. Given that the
photographs will appear in all of the marketing
material, Lisa emphasises the importance of good,
professional photography. After being shown the
difference between the photographs produced by
Highshots and those produced by Lisa, the Walkers
agree.
The Walkers'
home is styled and photographed by Highshots
Photography, and looks fantastic. With a very
professional looking print and online marketing
programme, Lisa is inundated with phone calls
from buyers that have seen the advertising for
the home. Lisa is able to negotiate the sale of
the home for a great price, and everyone is
delighted with the end result.
The photography
used in the marketing of a home is important because
the images are used everywhere. The entire marketing
campaign makes use of the photos, so in order to
maximise the effectiveness of costly newspaper
advertising, it makes sense to utilise the very best
images available. And when it comes to producing
images of the highest quality, Highshots Photography
know how to deliver.
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