We all know we are at first a visual being. Read any sales book and even dating reference guide and they will state the first impression we provide to another can make or break a deal. For the majority sales people dress conservatively, business attire, using the old mantra “dress for success.” This is true in all aspects of life and so it surprises me when I research properties and find on the various listing sites photos of properties that do not “dress for success” and shockingly sometimes no photo is even provided.
We live in a very visual world and in an age where high-resolution cameras are relatively inexpensive, there is no excuse for not having a photo of your property. In today’s post, I will give some dos and don’ts that I have found over the years that could help your marketing efforts when listing a property. All the photos taken and shown in this post were taken with my Canon Rebel XS which I purchased for $500.00. This is a relatively low cost for taking quality photos of your properties and showcasing your listings.
With Winter fast approaching, it is inevitable that we will acquire a new listing during the snowy months. Sometimes my clients do not have quality photos of their properties so I have to take them myself. Being the Winter I am not going to get great shots. There will be barren trees/shrubs and likely snow and ice covering the ground and building. This is fine for the Winter months, but with that said, come Spring I better be out there taking new photos with the freshly blossomed flowers and green grass. There are many times I search properties in the mid-Summer months to find a photo of a property covered in snow. I usually ask myself, “what does the Landlord think of this”? “Do they even know?” To me this illustrates that the broker is not on-top of their property and not doing all they can to market it.
Just as with Winter photos, brokers should take new photos of their properties if the Landlord had any upgrades done. A new monument sign, new light fixtures or as with one of my properties my Landlord actually re-painted all the buildings, upgraded the landscaping and seal-coated the parking lot. As soon as this was completed I was out taking photos. It is in my best interest to showcase these improvements to the market. This helps me in my sales pitch as I can clearly state that this Landlord decided to do all this work even in a down economy with 90% of the property leased. Prospects like to hear this as they can actually see this is a Landlord that cares.
CREATE THE ENVIRONMENT
We market buildings; office, retail or industrial. Nothing usually fancy as we all don’t represent Class A properties in a park setting – we usually have a handful of ‘rough’ properties with no real interesting features. That doesn’t mean we cannot exploit what little we have to work with. The trick I use is to find a tree, bush or plant where I can capture a piece of it into my shot of the building. Take a photo from a different angle as to create uniqueness. Straight on photos of 30,000 SF properties are not eye-catching… add the branch of a tree and it gives off that park-like setting. My flyers are usually one page front and back. The front page is a full bleed photo of the property and this photo includes the most unique and eye catching angle I could take. I know it grabs people’s attention because as I have gone door to door pitching my properties and people have started conversations because of the photo. I have even landed Landlord Representation assignments from an owner being impressed with the flyer I have created. Now this is exactly why we take our time with every aspect of our marketing!
So in short try to push the boundaries when taking photos of your listings. Think outside the box. You need to do all you can to grab someone’s attention in the first few seconds you are pitching them your property. Take your digital camera and take 25 pictures… there is no film to waste, no added costs, so have fun and use your imagination. Remember this is the first impression to selling or leasing your property!
Photo Credit: “Mannequin” by digitalart FreeDigitalPhotos.net