New figures. Finally. Already two years ago I did an analysis on how well prospective buyers can inform themselves visually about properties on the internet. The result was devastating: Barely 10 per cent of the offers contained acceptable real estate photographs. 320 ads on Germany’s leading real estate sales portal Immobilienscout24 where used for this analysis, limited to my home market Berlin from a purchase price of EUR 750,000. In this high-end segment I had expected significantly better results.
Now, exactly 24 months later, I investigated this market again. The number of offered properties in this range was 313 – ie virtually unchanged. The most expansive property was offered for almost EUR 13 million. The following development was observed:
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Photography needs light. But too much light or the wrong kind of light may damage a strong real estate photograph. Luckily there is daylight saving time.
As questionable the time shift may be, as benefitial it is to the work of real estate photographers. This is because of the quality of light and ofcourse of the preferenced shooting times for real estate photography during a day.
The best exterior photographs are taken when the sun is close to the horizon, that means in the early morning or evening during the Golden Hour. This is about one hour after sunrise or before sunset. Then the light is warmer and there are less hard shadows caused by harsh light from above (like during noon sunshine).
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In the course of the last weeks real estate agents and photographers who are active in powerful overseas‘ real estate markets had intensive discussions on if and how professional real estate photography does support the sales‘ process. We have pointed at the importance of powerful photos for sales multiple times at this website: Properties sell more expansive and faster when presented professionally.
But there is a more important reason for professional photography. Renowned architectural photographer Scott Hargis says, that professional images will rather help to sell the next one, the one after next and many more properties of a single agent.
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Right with the beginn of the new year PrimePhoto startet with its photo workshop for real estate photography. RE agents, home stagers, architects, interior designers and contractors learn this way how to get more powerful images of their properties.
We provide this workshop in three variants: as a one-day event for 6 to 10 students either near our headquarters in the Berlin, Germany area, or at the business location of the participands (also suitable for larger companies) and as a two-day personal coaching for single RE professionals. All the info on the workshop you can find here.
Also Larry Lohrman, wo operates the world wide leading portal on real estate photography PhotographyForRealEstate in the north-west of the U.S. showed some interest and wanted to know more on this workshop. This concerned the contents as well as the target audience and the objectives to be achieved with that workshop. He published an article over on his blog and added Oliver to his international directory of coaches. We feel honored about this.
In the same context PrimePhoto had announced that an English version of the workshop will be available soon.
In the end the first pre-reservations have already come in. Thus the first workshop will happen soon.O
Real estate photos are walking a fine line between documentation and artwork, with limits for creativity.
But a real estate image also has a purpose – it is supposed to advertise for a property. At the same time it has to follow a policy of truth. Any potential client should not be provided with a wrong optical impression. But Photoshop and others could make this so easy for us. If a property is beautified afterwords it may be seen as an offense of misdirection and causes disappointment on the client’s side.
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