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  • Michael Hawley

An Agent’s Take: How Important is Professional Photography in Real Estate?



I would not be going out on too far of a limb to say there has been a noticeable slowdown in the local real estate market over the past several weeks. And while I’ll let the experts debate on if there will be a house crash or not, one thing I am sure of is this: agents who are best able to market their listings are the ones who will continue to be successful no matter the market conditions. You would probably expect the owner of a real estate media company to say that, right? But don’t just take my word for it. I asked agents from across the US their thoughts on how important professional media services were to their business even as the market is starting to change.

Question 1: How important would you say professional photography is to your business?


Samuel Hernandez (eXp, Chicago, Ill.) “It is a must for anything that is going to represent my business.” Kimberly Ann Zeidner (The KZ Group, Central Florida) “Professional photography is CRUCIAL to my business! I use professional photographers for all of my listings, as well as my branding and lifestyle photos. In today's digital world, having photos that stand out are incredibly important.” Laura Sheehan Harmon (Texas Triad, Dallas, Texas) “The utmost of importance.”

Are you currently incorporating video of any kind in your marketing? If so, how?


Samuel: “Yes, currently only using walk-through videos.” Kimberly: “Yes, most of my listings have video tours done, either professionally or in the form of a Reel or TikTok. In my opinion video and photography goes hand in hand in helping all buyers experience the home before ever setting foot in it. Videos also show potential sellers what they can expect when working with you. Laura: “I will be. Reels, walk throughs.”


What real estate media service (i.e. photos, video, floor plans, 3D tours…) do you think gives your marketing the biggest bang for your buck?


Samuel: “Definitely the photo's, that's what everyone who is looking to buy actually gets to see first online.”


Kimberly: “I think they all work together in providing an experience for the buyer. 3D tours are especially helpful for out of state or international buyers.”


Laura: “Reels for organic social. For the niche I want to serve, I’d like to use video floor plans but haven’t found a service yet. I’m going to specialize in out-dated interiors for sellers and minor Reno’s for buyers.”


Do you see yourself increasing or decreasing your real estate marketing budget in the second half of 2022 and into 2023?


Samuel: “Increasing and adding more types of videos.”


Kimberly: “I don't designate a specific marketing budget each year; I base it off of the listings that I have. But I definitely won't be slowing down when it comes to marketing! In my opinion, the marketing and branding an agent does is what sets them apart from other agents in the area. The better your marketing, the more business you'll have!”


Laura: “I don’t really have an answer for this because I don’t really have one. BUT, as a former marketing executive I will definitely advocate for more video as it is the main form of communication late Millennials and GenZ consume.” When it comes to listings, it is a numbers game. The more eyes you can get on your listings, the more chances you will have of attracting a buyer for your sellers. This, in turn, leads to more offers and fewer days on market. Professional media also has the added benefit of helping you win more listings when you are able to show potential sellers your marketing plan for getting their house the most money, in the shortest amount of time.


I started Harber Media with the idea that affordable, high quality real estate media should be available to all agents. If you would like to discuss different options for helping your brand get more exposure, contact me today at: michael@harbermedia.com.



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