The Three P's of Real Estate Marketing

Carl Scott • April 11, 2018

How to be successful marketing your client's property

While this is a blog about photography, the REALTOR in me occasionally wants to expand upon the content, for the benefit of our clients. So, I thought I would tell you about my three P's of real estate marketing - Price, Presentation, and (market) Penetration.

Pricing - I think anyone who has worked in real estate more than a few years would tell you that any property will sell, if it's price right. It's a fact that price is ultimately the single factor that brings a buyer to your seller. If you're priced too high, they will look for something else that suits their needs at a lower price. If you're priced too low, however, they might suspect something is wrong with your property listing. If priced right at the number at which it's likely to sell, the possibility of multiple offers and a sale within a few days is always more likely. It's a good idea to work with an experienced agent, who understands principles of appraisal, and always apply them to your prospective listing, before your listing appointment. If your client will not accept your advice on pricing, then it's often best to let them find someone else to sit on their overpriced listing. Remember, your seller's expectations don't set the market. Your competition is what sets the market, in both price and presentation. Speaking of which . . .

Presentation - Now, here is something that any marketing expert knows is absolutely essential to success. In real estate, it means having the best possible photos in your listing, and providing descriptions that entice a buyer to come look at your listing in person. Since most buyers are swiping photos on their phone or scanning photos on their PC, photos are the number one driver of both online views and showings. I have no faith that fancy videos or virtual tours are worth the expense, except in rare circumstances, because people simply don't take time to look at them. If they like the photos, they will want to come see your listing, whether you have other bells and whistles, or not. If the photos don't look good, they will typically move on, and no one will request a showing, unless a realtor happens to think your listing might be worth a shot. Even an ugly home looks better with nigh quality professional photos! (don't be tempted by cheap photography offers - they simply don't put in the effort to give you good work)

In your descriptions, be sure to highlight the lifestyle that a buyer can experience with your listing. An outdoor kitchen or pool means family fun and great social activities in their new home. Nearby recreational facilities means they and/or their children can always have something fun and healthy to do. Huge closets mean they have plenty of space for everyone's favorite clothes. Don't miss this opportunity to get their minds working!

Penetration - Penetration, you say? Yes. It's a highly valued concept in marketing, and it means getting your message or product in front of as many potential buyers as possible. In real estate, it means publishing your listing on as many forms of media as possible, putting a sign in the yard (where permitted), broadcasting it in e-mails to other agents, posting to social media, etc. The more people that see it, the more your odds of finding a buyer will be.

Remember, if things are not going as expected, there is always a reason. Never give up or become complacent. Look for the answers, and do everything you can to get your client's listing sold, even if it means investing a little money or changing your marketing strategy. Remember, if anything priced right, it will sell. If presented properly, it will sell more quickly. Houston Real Estate Photography can help with the presentation part, and the rest is up to you!

Tough Markets Need Tougher Marketing

By Carl Scott • December 4, 2019
Residential real estate sales are always slower in the fall and early winter months, as there are fewer buyers in the market. Many buyers turn their attention to the holidays, school, etc., and postpone moving until the spring and summer months. So, that means a real estate professional wanting to sell a home in a short time period needs to grab the attention of every buyer in their market. Otherwise, their listing can languish on the market for months, until the spring buying frenzy begins. So, how does one attract my buyers to their listings? One way is to use high quality professional photos, of course! This is not the time of year to cut costs and use a budget photographer, or your brother-in-law who just bought a nice camera. Your photos are the most important aspect of your listing and other marketing materials, and they should be the best money can buy. There are just a handful of photographers in the Houston market that we can recommend for that, with our staff being among them. Once you have your beautiful photos, think about other marketing channels that might reach people who are not actively searching in the usual multiple listing services. Examples are social media and ads on other web sites that potential buyers in your market may be viewing often. A slide show video works great for social media, as one click can give them a quick tour of your listing. Good luck, and stay warm until the spring!

3D Virtual Tours - Are They Worth It?

By Carl Scott • June 24, 2018
Wondering what the most effective home selling tools are? According to the Texas Association of Realtors, virtual tours are near the bottom of the list.

Winter Photos

By Carl Scott • February 2, 2018
It's early February, as I write this post, and there is a lot of brown grass in South Texas right now. So, when you see a new listing with super green grass, the B.S. meter goes off big time. Is having your photographer put green grass where there is none the right thing to do? Like any attorney would tell you, it depends. If you and the photographer can clearly see that there is a healthy lawn present, then maybe turning it green does not misrepresent the character of the property. However, if there are weeds, bare spots, etc., or even a question as to whether that lawn will look lush and green by April, then I would have to suggest you are asking for trouble by colluding with the photographer to make the grass look green, as has clearly been done in the photo above. Yes, misrepresenting the character of a property listing you have is a violation of the Deceptive Trade Practices Act, and trying to make the lawn look lush, when it is not, would seem like misrepresentation, to me. As a photographer, I am always careful to not do any manipulation of photos that I think would result in misrepresentation of the property my clients are selling. Yes, I get asked to repair lawns more often than I wish, and I have to explain to the realtor why I must decline, when I cannot accommodate their request with a clear conscience. So, realtors, please think carefully about any requests you make of a photographer to "Photoshop" your images. You just might be asking for trouble!

Holiday Photos

By Carl Scott • February 1, 2018
So, it's early December, and your client wants to sell their home. Do you have it photographed with their holiday decorations in their full glory? Well, it depends. If your client is prepared to price aggressively, so that you can be relatively certain of a quick sale, the answer might be yes. If, however, your client has high expectations of value and is wiling to wait for a great offer, then maybe not. You see, people seem to tire of outdated holiday decorations pretty quickly, and having Christmas decorations in your listing photos in February could actually hinder your efforts to get showings. So, what should you do? You can either have the home photographed, while moving holiday decorations out of the way, or you can be prepared to have it photographed again, if it does not sell by mid-January. Yes, it might cost a little money for the latter option, but it can keep your listing looking fresh, even if it's been stagnant on the market due to pricing issues.

When Are Aerial Photos Worthwhile?

By Carl Scott • July 29, 2017
Aerial photos are all the rage these days, with drones (aka unmanned air ships) being used commonly in real estate photography, but when is it really worth the investment to have your property photographed from the air? Well, it all depends on what you can see from up there! Homes with acreage are nearly always a good candidate, because aerial photos allow you to get a better feel for how much space there is, and how the property is laid out. It's more difficult to convey that from the ground. Home with huge yards, swimming pool, etc. are also good candidates. Sure, ground level photos can look great and entice you to want to go and see the property, but the aerial view, again, really puts it into perspective and makes many of these homes look more like mansions. Finally, homes that are adjacent or near green spaces can benefit greatly from aerial photos. This includes homes on a golf course, homes on a lake, homes near a park, etc. Only an aerial view can allow a viewer to fully appreciate how the home is situated relative to these features. So, next time you have a listing that meets these criteria, or if there might be some other reason why photos from ground level simply don't tell the story well enough, call Houston Real Estate Photography, and let us make your property shine! P.S. Whenever you are considering hiring a photographer for aerial photos, make certain that they have a pilot certificate and are endorsed for UAS operations. Failure to ensure this could expose you and the property owner to potential liability. HREP has a certified pilot with an endorsement for Part 107 UAS operations.

Staging For Success

By Carl Scott • July 9, 2017
I think most of us have heard of staging, but what is it? Well, staging is a term, when used in real estate marketing, that describes the process of adding and/or arranging furniture and decorative items in a home or business property in a tasteful manner. The idea is to make the property appear ready for immediate use by the most sophisticated of users, but not "lived in". An occupied property may need the expertise of a staging professional to advise the owner on de-cluttering, cleaning, or simply arranging things in a more appealing way. In a vacant property, it would consist of adding carefully selected furnishings to increase the appeal of the interior, as well as to help a buyer understand how their furnishings might work in a home. Some people simply cannot visualize how the interior of a home can be used, without some assistance. How important is staging? It is, in my opinion, extremely important. It can turn a vacant or cluttered house into a home that people are craving to live in, instead of something that they simply cannot see themselves in, or find unappealing or uninteresting. So, before you put a property on the market, and before you schedule your photographer, you might want to consider getting some expert advice from a professional stager. We can suggest some professionals for your budget and area, if you wish. Most brokers have stagers that they have used in the past, so ask around your office for a reference, too. Having a property staged for photos, and for showings, can make a big difference in the number of showings you get. We all want the maximum number of showings, right?

Why Are Dusk Photos So Cool?

By Carl Scott • July 4, 2017
We've all seen those beautiful dusk photos of homes in magazines, on billboards, and on real estate web sites. So, just why do they look so cool to us? Goodness knows, they work exceptionally well for getting folks to come look at homes for sale! Well, I'm no psychologist, but I have a theory. When we see a home at dusk, with the lights glowing from within, I'm thinking it makes us think of our warm home - our safe place. That train of thought gives us a peaceful feeling that makes us want to walk inside and curl up beside the fireplace, right? Or could it be that we don't often get to see a house in this fleeting state, and we are simply mesmerized by the view? Whatever the root of our fascination with dusk photos, I think we all agree that they are just plain cool. Realtors also know that they are pretty much expected with their luxury home listings, and they always help to get attention to any listing. So, next time you're getting ready to put a new property on the market, think about whether a dusk photo is right for your listing.

Why Do Real Estate Listings Expire?

By Carl Scott • June 26, 2017
As a real estate professional, have you ever prospected on expired listings? If so, then you may have noticed one consistent theme with these listings - poor quality photos. Today, I pulled the expired report for our market. Out of 13 expired listings, only 2 had what I could believe were photos taken by a hired professional (and one of those was suspect). While several factors can contribute to a listing expiring without a sale, having poor quality photos clearly does not help your chances of getting a sale. Why take chances, when a professional quality photo package typically costs less than 2% of your average commission on a sale? Let us help you with stunning photos that make people want to see your listings!

What is the best time of day to photograph a home?

By Carl Scott • June 21, 2017
Ask any outdoor photographer what time of day they get their best images, and most will tell you it's the early morning hours, or the very late afternoon hours. That is because light is generally less harsh, and the angle of the sun creates more interesting photos. However, is the same true for real estate photography? I would say, not necessarily. In my experience, the low angle of the sun in the early morning hours or late afternoon can be problematic for interior photos. Strong light streaming through a west window in the afternoon, for example, can wreak havoc on a photographer's effort to get a balanced photo of a room (you end up with a "hot spot" in the room, where the sun's rays hit). Early morning sun would do the same. Of course, if there are no east-facing or west-facing windows in the house, this might not create a problem for that specific home. Exterior photos in the early morning can turn out very nice, though the late afternoon sun does not seem to flatter most homes. So, depending somewhat on which way the house faces, the short answer is that I can generally get the best balance of exterior and interior lighting from around 9 AM until 4 PM. Before, or after, those hours, things can be a bit dicey. Besides, what realtor do you know that wants to meet a photographer at 7 AM?

What is HDR Photography?

By Carl Scott • June 18, 2017
We’ve all heard of HDR photography, but do you know what it is? HDR = High Dynamic Range. Our eyes can effortlessly see the darkest shadows to the brightest light in a single scene, without us even realizing that it is making major adjustments to the amount of light entering our eyes. However, a camera can only capture a scene with one such setting at a time. HDR allows us to merge different exposures of the same scene, such that the shadows appear properly exposed, as well as the middle and brightest parts of the scene. It’s no easy task, but some cameras can do an “OK” job with the click of a button. A truly good HDR image, however, requires highly specialized software, along with further detailed editing by an experienced person. It probably takes 10 times as long to merge and edit a group of images, than it does to take them. So, the next time you see good HDR photos, think about the time the photographer has invested to get them just right.