How to Hire the Right Real Estate Photographer (Even If That’s You)

Selling season is upon us. It’s time to hire a real estate photographer for your property listing.

Is hiring a pro worth it? According to a Redfin study, professionally shot homes were up to 20% more likely to sell; they sold for a higher price—up to $11,000 higher sale—and sold 35% faster than homes.

Most professional photographers charge about $250 per project for their basic package. Will you get an extra $250 for the house you just flipped if you hire a pro? The answer is categorically Yes. But did you maximize your sale price?

The Cost of a Photographer

Here are the median prices for real estate photographers on Thumbtack or Snappr across the U.S.:

Not every photographer is going to help maximize your profits. The photographer your real estate agent recommends will likely do a decent job. After all, good photos make an agent’s life easier. But that photographer may be booked up for weeks. Even then, when a photographer has the chops, do they have enough time? 

Speed Bumps

If there’s one essential in professional real estate photography, it’s speed.

Consider that your photographer who charges $150/$200 for the gig, has to do 500 shoots per year minimum to make it as a pro. Then factor in not just the time they have for the shoot itself, but also travel, image selection, and image post-processing and you see they have to move fast.

And if they’re not cutting a few corners, maybe they’re still a rookie.

In short, you get what you pay for. 

Photographer Hiring Questions

You also get what you ask for. If you are hiring a photographer, here is a checklist of things you ought to know as the project lead – even if it is something that ultimately your agent will handle.

• How many photos will I get?
• How long is the shoot time? When?
• What can I do to prepare, to optimize that time?
• What equipment/lighting do they use?
• What post-production work will they do/do they offer?
• Additional services (virtual tours, aerial, video) and costs?
• Do they put the images in order when delivering to the agent?
• How quickly will they turn the job around?
• What happens if I’m not satisfied?
• Can they provide samples of work?

Red Flags

Their answers have to work for you, and if they don’t, it’s okay to negotiate. Keep an eye out for responses that might raise a red flag. For instance, if your photographer is not providing at least 20 images, that’s already suboptimal, because data shows 20-25 images is the ‘Golden Zone’ in for successful listings. Also, a good photographer will take 10 minutes simply to get to know a house, so if yours is planning to be in and out in 20 minutes, that’s something to consider. An hour is usually a fair amount of time to shoot a regular-size single family home. And if you know your house will look great in the morning, when the sun falls on the front door, ask for that time—as well as anything else you or your agent need.

Extras

Next, think about the extras your photographer is offers. Here are some standard prices:

Aerial photography

Most decent photographers will offer drone shots as an add-on. Often it’s a nice to have; but it could be crucial if your house is located on a lake or other setting that is a selling feature.

Video

Is video worth several thousand dollars for a shoot? Maybe for a big-ticket home. But it’s not the most cost-effective selling tool. That goes to…

Virtual Tour

Based on Zillow data, listings with a 3D Home tour got, on average, 43% more views on Zillow and were saved by buyers 55% more that those without. That could be a huge impact, for not a lot more.

Virtual Staging

The price of virtual staging ranges from $20 to $60 per photo, and in itself can impact sales price and days on market, as buyers get to envision themselves in their new home. That’s hard to do in an empty house.

Is it a Bad Idea to Shoot it Yourself?

What about NOT hiring a professional photographer? After all, real estate investors are natural DIYers. But before you start snapping away, know the cost-benefit equation is probably not in your favor. There are many details to educate yourself on. And the MLS is a of amateur errors. Like this:

However, if you want to DIY your photography, and you have a decent eye, the equipment (a tripod, computer), and have done the research, there’s no reason not to try it out for yourself. Indeed, here’s a few reasons why you might decide to go for it:

1- You can be there at the perfect time

While a photographer can usually only stay for a short amount of time, flexibility is one of the biggest pros when doing your own photography. If there’s a perfect shot at the golden hour of sunset, you can be there to capture it. If the property has a spectacular view, you can be there when the sky is clearest. You can even try for the fabled Twilight shot, if you’re ambitious. Whether you prefer to shoot when it’s sunny or when slightly overcast, you have the ability to be there at the perfect time.

2. You know your place and its best features (including surroundings)

Nobody knows the property like you do! You know the key selling points and what makes the house worth buying. If one of your selling points is that the house gets great natural sunlight in the morning, make sure you showcase that in your images. Take note of these selling features if you want to do your own shoot, and spend as much time as you can before you pick up a camera to scope out if you’ll be able to really capture it to its full extent.

3. Everything’s easier nowadays

With Youtube and Google to consult for tips and insights, as well as consumer software like Matterport (the app for 3D mapping), Adobe Lightroom (for post production), and apps like Camera Pro4 that allow you to level up your camera’s phone, you are fully empowered. If you love photography, there’s no technical reason (at least) why you can’t go for it.

The Upshot of Real Estate Photographers

In short, when it comes to selling your property, investing in professional real estate photography is undeniably worth it. The data speaks for itself. By asking the right questions, scrutinizing potential red flags, and considering the added value of supplementary services like aerial shots and virtual tours, sellers can ensure they’re making the most of their investment. And while DIY photography may seem like a tempting option, the benefits of professional expertise, equipment, and post-processing capabilities cannot be overstated.

And when hiring a photographer, or even deciding to take the photography on yourself, do consult with your real estate agent before getting started – after all, they are the ones selling your place!