Keating Estates


Photography sells houses

Simple, No? Well you would be forgiven for thinking this an obvious statement in our world of wall to wall advertising but many agents still ignore the importance of photography in a successful sale (or let).

Our research shows that professional photography more than doubles click-through rates on online property listings, potentially doubling the number of would-be buyers looking at your property. We have therefore come to regard this as the starting point for all our marketing offerings.

It may seem self evident, but a quick glance across the listings on any major portals will show you it is far from being ‘accepted wisdom’. As its importance is so vital to the success of our work and of your transaction we thought it worth briefly running through the why’s and how’s.

Why's & How's

To get buyers... focus on your property over the other few thousand out there, you need to stand out from the crowd. Photography is one of the best weapons in your arsenal; people do not buy without viewing, and people do not view without being enticed to, and your window of opportunity is very limited as doubts set in very quickly in estate agency - our experience is that the general public usually think along these lines:

"e;if this property has been on the market for 3 weeks, why has no one snapped it up? What do the others know that I don't? Everyone else must be as desperate as I am to find a new home but they have rejected it - Why? 'Note to self: be wary of this property.'"e;

This quickly leads to less interest, far fewer viewings, and therefore fewer offers and less competition. In short: a probable slower sale (or let) and a lower price achieved. If the market is rising, all the while, the type of property you may wish to move to will continue to rise in price.

Photography is the weapon that gives you the advantage; that gives you the chance to collect all interested parties at the infancy of your property's listing, when it is still at its most desirable - thereby eliminating the risk of doubt in the viewer and creating all-important competition.

You only get one shot.

With so many online tools available to property hunters these days, everyone can see how long a property has been listed for, whether the price has had to be dropped, whether the property was listed previously, for how long and for how much. The net outcome of poor photography (and therefore a poor listing) is the property sits on the market - and this crucially can create doubt in the minds of viewers now, and in the future. The evidence we see day-in, day-out has shown us a simple ‘how to’ that anyone photographing a property for a market listing can use. The houses photographed in this section demonstrate the point perfectly: through the right photography and marketing Keating Estates sold three out of four of them for over guide price in the first week (the other being sold by a large competitor with a household name - well you can’t win them all).

The wrong way:

Marketing property is always a highly emotive affair for the owner and rightly so, being the primary asset they own and the subject of their love and care. As such people see it as different from say the sale of a new BMW car: after all the work I’ve done on it, the house will sell itself; it is the nicest in the street; and all these and many more reasons will undoubtedly contribute, but not without getting all the right people through the door. BMW would, of course never publish poor photographs of their latest model, and neither should you. Here’s what to avoid:

The right way:

Get it right and half the work is done: you will have the the vast majority of applicants currently looking, that best fit your property contact your agent very quickly - usually in the first week of listing and it is almost always from amongst these applicants that the real buyer emerges. Combined with the large number of applicants already registered, there will already exist an inevitable sense of competition. Now there remains only the simple task of selling your property to the best buyer amongst them. That’s what we thought: simple, no?

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