The Unconditional Blog

The impartial voice of the industry


One relevant property picture is worth a thousand words

Posted on: December 2nd, 2007 | Filed in Agent Tips, Online marketing

With 92,000 properties on the website at this time, the question is as ever how to find what you are looking for? – whether it is a classic 50’s bach on the shores of lake Rotoiti, a city pad in Christchurch or a slice of rural lifestyle in Cambridge. The fact is there is no science to searching for property – it involves the right balance of “heart and head”, however there is one element without which no search can be complete – images.

Given the criticality of images as part of a property search it never fails to amaze me the number of properties that get posted on our site (and other property websites) with either no photo or photos bearing no relevance to the property.

I speak to what is sometimes thought of as “innovative marketing” by some real estate agents. The photo of a dog to highlight that his “master and mistress” are moving and “Ben needs a new home!” – or a 6 year old perched on the suitcases – “We’re off to OZ – the house needs to be sold!” or worse still a photo of the Taj Mahal – “Our home is a temple, it can now be yours”.

Such innovative marketing misses the key point about the internet – it satisfied a functional need, people want to efficiently and quickly peruse the equivalent of every real estate office window and filing cabinet – all from their home PC or office desk – what they want is relevant photos of the property, lots of photos, and lots of relevant photos. If an agent tries to be clever it can be damaging and counter productive as people skip the property and move on down the list of properties.

Agents please note the public are speaking!

Article Discussion

  1. Matt says:

    I can only agree. Arty shot of a property do not help either. We want to see it all, not from behind a bush or any thing farty like that. Open curtains are a must. “Why are they closed” is often asked.

    Be up front and honest with the images and you will go a long way. Forget innovative and let it speak for itself.

  2. seumas says:

    If photos are important today, how important will high quality video online be in the near future?



  3. Seumas
    I could not agree more, over the past few months we have been seeing a greater number of videos appear on listings – here are a few on the site at this time (they may be withdrawn in the coming weeks – if they sell!):

    2 bedroom in New Plymouth area

    New sections for development in the Bay of Plenty

    Magnificent inner city living in Ponsonby

  4. […] and presentation. This is a subject that has been covered before on this blog – specifically “one relevant property picture is worth a thousand words“, “Thinking of putting your house on the market, don’t be afraid of being a tall […]

  5. Lori says:

    Our right of way home.Sold same week we Painted the tired looking Skyline garage doors after 22 yrs.Little things make a big Difference.

  6. Lori

    Thanks for that valuable personal feedback – first impressions can make a big difference.

  7. Alex says:

    I just lloking around and found out this topic. I’m looking for an apartment in the center of Auckland at the moment. Maybe i will repeat everything what was said above, but i really tired of looking property without any photos or property that has more than 2 rooms and they dont have photos of these rooms. What kind of dumbass should be agent to give such photos. Just giving photos of building, am i going to live outside? i need photos of each room, not just bushs and trees…
    Anyway thanks for reading my comment and sorry, i was too angry while was writing it.

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