Point2 Agent Real Estate Marketing Blog » Real Estate photography

From Photograph to Advertisement: Enhancing Your Visual Marketing

Bryan — Tue, 26 Jul 2011 19:44:31 +0000

Back in 2007, the US spent an estimated $149 billion dollars on advertising in an effort to increase brand recognition, move product, and sell services. The process of attracting consumer attention is big business, and it’s never been more competitive. Of the average 5.8 hours of leisure time people have each day, there’s hardly enough room for all 24 million companies in the US to capture a consumer’s undivided attention, but it’s not for lack of trying.

Advertising has become so integral to our daily lives that very few of us even question it. Love it or hate it, we all know when we see an ad, as they tend to have those surreal qualities – those fundamental ingredients in the recipe for desire.

For real estate agents, marketing tends to work on two fronts: market your listings and market yourself. Both feats require a substantial level of planning and effort, but if done right, you can quickly separate yourself from the pack. Of all the things you can do to enhance your marketing, improving the core photographic elements should be at the forefront.

Turning photographs into advertisements

In terms of marketing yourself, a proper portrait is a must. For real estate agents, your face is as important as your brand, and having an archive of four or five quality head shots will help you to advertise yourself as an industry professional. Take these sample photos of real estate agent, Eric Billingsley, that compare a photo taken by a friend and a photo taken by a professional fashion photographer:

The five professional photos Eric received cost $200, but he assures that the “photos have more than paid for themselves.” I know who I would choose if the two photos above were competing agents. Quite simply, professional photos resonate that above average quality that attracts consumers when purchasing products or services.

The same idea needs to be applied when marketing your listings. A home is one of the biggest purchases a consumer will ever make, yet the visual marketing used to sell homes does not always stimulate a sense of desire. Photos have always been an important feature when marketing real estate, and even more so now as the majority of people shop online. Here’s another comparison put together by Papilios Real Estate Photography that shows an amateur and professional photo of a listing.

The bottom line is that quality visuals attract buyers, please sellers, and enhance your visual appeal. If you haven’t already, take the time to critique the photos you’re using to market yourself and your listings, or better yet, ask others to provide honest feedback for you. Ask yourself what the images say about you and your business, and determine if they can they be improved.

Photo & Video Resources for the Creative Agent

Bryan — Wed, 06 Apr 2011 15:00:53 +0000

There’s some huge advantages for real estate agents who possess the technical prowess required for photo and video production. Sellers love to know that high quality visuals are being used to attract buyers, and having the reputation of being the agent who creates notable marketing material never hurts.

Graduating from beginner to pro takes a lot of time and patience, but it’s truly never been easier to get busy at getting good.

The main advantage nowadays is that with a single instrument you can create both high-quality photo and video. No need to dump money into both fields as most new DSLRs are now equipped with HD video and photo resolution that handles pretty much any job.

If you’ve decided to go out and purchase a new camera and are looking for ways to develop your skills, there are countless resources on the web. Online training doesn’t need to cost a thing, and the pool of informative resources continues to grow by the minute. Here’s a list of just a few of the great places to start learning:

Vimeo Video School
Vimeo is no longer just YouTube’s classy little brother, they’ve began compiling and sorting training videos for the videographer in all of us. The lessons range from absolute beginner to pro, so there’s something for everyone. It’s growing constantly, and worth a look. Go to Vimeo Video School.

Adorama TV
What a stellar collection of videos here for photographers looking to learn. Adorama has seriously outdone themselves producing this epic pile of awesomeness. New episodes come out regularly, so keep checking back. Go to Adorama TV.

Photography for Real Estate
PFRE surfaces a ton of valuable information for real estate agents who are looking to up the ante of their photo and video creation. This blog has been running for a long time, and it’s difficult to search for information that hasn’t already been discussed. Go to PFRE Blog.

Pop Photo
Slightly more on the advanced side, Pop Photo has created a worthwhile “How To” section for photographers looking to gain an edge in their productions. Pop Photo is not real estate focused, but there are numerous tips and tricks that will assist in any genre. Go to Pop Photo’s “How To”.

Video for Real Estate
These guys seem to be riding on the wake of success of the PFRE blog mentioned above. Although there’s plenty of room to grow, VFRE has begun to compile a strong body of content designed to educate and encourage. The bonus here is that they are real estate focused, so the techniques discussed are completely relevant. Go to VFRE.

There’s plenty more out there, and if you have any great resources to add, feel free to leave them in the comments area below. Happy Shooting!

Choosing the Right Tool for the (Photographic) Job

Bryan — Thu, 13 Jan 2011 20:01:33 +0000

On a balmy, autumn day in the mid-1990s I started my first “real” job selling consumer electronics at a local department store. My favourite items to sell were, of course, the cameras and I did a pretty decent job of hawking them. I didn’t know much about cameras at the time except that lots of zoom had to be a good thing, and that store-brand film was cheaper, but surely just as good as that Kodak stuff. At least, that’s what the guys in the ties told me.

Over the past fifteen years I’ve spoke with a lot of people about photography, and heard a lot of interesting stories and aspirations. There’s one thing I continue to hear regularly that still bugs me though, and it usually starts off with someone saying something like, “I want a camera that takes good pictures,” or “your camera takes beautiful pictures – which one is it?”

The issue here is that the tools of the trade are being confused with the knowledge held by the user of those tools – quite like attributing a quality paintbrush to the creation of the Mona Lisa rather than the exquisite skill of Leonardo da Vinci.

It’s a harmless misconception, but one that leads many people to believe that great photographs result from expensive gear, not knowledgable, intuitive, and patient photographers.

The truth is, great photography is not limited to a certain camera. Cameras are tools and they need to be selected based on the job at hand. To put it in perspective, a landscape photographer like Peter Lik (depicted below) can be seen using equipment like the Linhof 617s ($9000), and a Hasselblad H4D-50 ($30,000).

However, he chooses this equipment because his style demands the best equipment available, he’s tremendously skilled, and because he can sell photos for up to one-million dollars each. That being said, there are countless amazing photos out there that were taken with inexpensive equipment, or even homemade pinhole cameras. A great idea, clever ingenuity, and/or rich knowledge can make great pictures out of any camera.

As for real estate photography, it is a very specific photographic job that I believe benefits more from experience than it does equipment. That being said, there are the “right” tools for the job, or at least ones that will give you the proper control required to create eye-catching photos. So if you find a listing photo that you love, don’t praise the camera – seek out knowledge and guidance from those who have learned effective shooting methods so you can produce similar results.

If you’re keen to share some of your own work, feel free to submit them to the Point2 Agent Flickr Group.

How to Shoot Listing Photos at Dusk

Bryan — Thu, 18 Nov 2010 22:07:45 +0000

When I’m scrolling through a library of listing photos, I find myself most attracted to those shot at dusk or dawn. There’s something about the warm glow of a house contrasted against the cool sky that is not only punchy and attention-grabbing, but wholesome and safe. I’m no anthropologist, but I’d be willing to bet it has something to do with our instinctual attraction to a warm fire glowing from within a comfy cave.

Even though these types of photos are arguably more attention-grabbing than daytime ones, there are good reasons why most real estate exteriors are not shot this way. For one, dusk shots are harder to execute – they require higher level camera knowledge. Secondly, they involve more elaborate setups often involving powerful fill lights, not to mention the task of turning on every light in the house prior to the shoot. Lastly, these shots require accurate planning, as the window of opportunity is extremely short (dusk generally lasts about 30 minutes).

When to Shoot
The trick is to shoot your photos at the time when the sun is just rising or setting which, of course, varies depending on the time of year. For dusk shots, aim for the time when the sky is a deep blue but has not yet faded to black. If you arrive to the house at dusk, you’re already too late. Always allow yourself at least a half-hour to prepare for the shoot – that is, turning on the necessary lights and setting up your camera equipment. If you have extra time, you can always shoot a few interior shots.

Equipment Needs
1) Camera & Lens: A DSLR camera with a wide or mid-range zoom lens. At the very least, a camera where you can control the shutter speed.
2) External Flash(es) (Preferably Wireless): You can shoot exteriors at dusk using ambient light in some instances, but I would recommend having at least one extra flash to act as a fill light on the front of the house to balance the exposure – two flashes are even better. The built-in flash on your camera is NOT powerful enough.
3) Tripod and Light Stand: A sturdy tripod that is capable of being set up on uneven terrain, and a flexible light stand or two so you can properly place your flash(es).

Comparison
Before we move on, lets have a quick look at two images of the same building taken by Tony Owen Partners. It’s interesting to compare these images, and it shows just how different the look and feel changes when a listing is shot at a different time of day. Both photographs are superb, and the design of the building is extraordinary, but if you’re like me, you’ll be drawn more to the dusk shot:

Process
Camera/Scene Setup: Start by turning on all the house lights (inside and outside) and make your way around the property seeking out the most interesting angles. Next, set up your camera and take a couple test shots to ensure your framing and focus are spot on. Aim for a slow shutter speed (from 1/3 second to 2 or 3 full seconds) – keep in mind that you will need to make constant changes to your shutter speed to accommodate the fast change in available light. Keep your ISO low (200-400), and open up your aperture, but not necessarily fully open (f4 or f5 should do – just try to find a point where you get a pleasurable depth of field). Keep the camera on a tripod at all times.

Lighting Setup: Set up your flash (if required) at a distance and crank it up to 1/2 or full power. You will need to know how far your flash can fire – the Nikon SB-900, for instance, maxes out at about 20 meters (66 ft). Try to get the light to wash over the front face of the house. If you are shooting at an angle, you may need a flash angled at both the front and side of the house. Take a couple test shots to ensure proper placement. A second flash can also be used to lighten foreground objects. If you are getting enough ambient light, you may not need a flash at all.

To trigger your flashes wirelessly use whatever method you prefer. Check out this old post for more information: How to: The Off-Camera Flash.

Shooting Method:
If you have a remote for your camera, use it. If not, use the self-timer so that you don’t have to touch your camera while the photo is being taken. Even little bumps of the camera can lead to camera shake during long exposures. Keep an eye on your exposure and try to maintain a balance between interior and exterior light. Cool blues and warm yellows are a good sign.

Ideal Listing Styles
Houses with swimming pools, reflective patios or sheer entranceways are extra good, as you can play with reflections, further enhancing the property. Properties that have numerous large windows help to invite the viewer inside, and further enhance that glowing attractiveness. Luxury properties, or those with interesting design styles shoot very well. Houses during the Christmas holiday season can be fun if they’re decorated.

The real trick is to practice, and take time to perfect your skills. Happy shooting, and as usual, feel free to add in any additional tips in the comment area below!

Correcting Barrel Distortion (Part III of Series)

Bryan — Mon, 04 Oct 2010 15:06:51 +0000

Have you ever tried photographing a room, but couldn’t fit it all into one shot? Have you ever had sellers ask you to make their house look as BIG as possible in the listing photos? Have you ever felt cramped for space when shooting interior photos?

Of course you have – it’s all a part of photographing real estate.

If you’ve been confronted with these problems enough, you may have broken down and purchased a ultra-wide angle lens or fisheye lens to extend your field of view. These lenses work great for real estate purposes, but your photos may inevitably suffer from barrel distortion. For example:

Listing Interior with Barrel Distortion

So this is where I’m supposed to start explaining how to correct barrel distortion in Photoshop, and it’s true – you can. Personally though, I find the Photoshop filter does a poor job of correcting barrel and pincushion distortion in comparison with other options. If you want to try it out, refer to Part II of this series and toggle the “Remove Distortion” tab in your “Lens Correction” filter until your vertical lines are straight. You may find it works well for some photos, but terribly for others.

For now, I’m going to talk about some small-scale software solutions that I feel do a much better job. More than likely, these more advanced algorithms will eventually be integrated into Photoshop. Until then, here’s some alternate options:

One of my favorite alternatives is actually a third-party plugin for Photoshop called PTLens that works on both Macs and PCs. PTLens has a free trial that’s limited to ten photos, and can be purchased for $25 US if you like it. If you shoot a lot of real estate photos with a fisheye lens and spend a lot of time correcting them this plugin is a must. Here’s the result that I was able to achieve on my first try, in less than a minute:

Barrel Distortion corrected with PTLens

The interface is easy to use, and it previews your changes live. The plugin can also correct keystone distortion, but in this case it looked unnatural with perfectly vertical lines so I left it alone. I did lose some detail in the books/shelf on the left, but that may be because the photo I used was low resolution.

If you’re a Windows/PC user, you may alternatively like RectFish, a standalone application that is restrictively free. In other words, the software is free, but unless you pay for a license you will be restricted to a small export size or watermarked images. A full license costs $30 US. I really like RectFish, but I found it wasn’t capable of correcting the barrel distortion on horizontal lines, although it did easily perfect the verticals. Here’s a screenshot: It’s a great solution if you don’t own Photoshop, and are looking to keep your software expenses down. At $30 it does a pretty fine job. Just make sure the photography equipment you use is supported – more details here.

If you search around, you’ll discover a number of similar applications. One you may come across is Panotools, which is a very feature-rich and accurate tool for photographers. I recommend you avoid Panotools as it’s still in development stages, and takes some advanced knowledge just to install.

Feel free to share any tips, ideas, or additional solutions in the comments below. Happy edits!

Getting Your Listing Interior Photos Straight (Part II)

Bryan — Mon, 27 Sep 2010 15:17:19 +0000

In my last post I discussed how you can adjust your camera setup to ensure perfectly vertical lines in your listing interior photos and I believe that the technique is essential for any real estate photographer. But what if you have photos that are already distorted, or you have no choice but to shoot from a position that results in a distorted photo?

Well, that’s simple. You digitally modify it to make it look perfect, of course.

Before I get into how to correct distortion, let’s quickly take a look at some terms and definitions:

Keystone Distortion - when your photo has converging vertical lines that result from your camera being tilted downwards or upwards during the shoot. Although the lines converge, they will still be straight, showing no signs of bowing/curving.

Barrel Distortion – when the vertical and/or horizontal lines in your photo appear to be bowing outwards as if inflated. Typically results from using wide angle and fisheye lenses.

Pincushion Distortion – when the horizontal and/or vertical lines in your photo appear to be bowing inwards as if pinched. Typically results from fully “zoomed-in” telephoto lenses.

Alright, now that we’re all pros at understanding what causes photographic distortion, let’s look at some ways you can correct it in Photoshop. If you remember this old post about lighting listing interiors, you’ll likely recognize the photo below. You also might remember how Sara Maclennan of edmonton-homes.ca kindly commented on my apparent keystone distortion.

Interior listing photo with keystone correction.

Modifying verticals so that they’re parallel is not a complex edit in Photoshop, and like most edits there’s more than one way to do it. So, here are the two most common ways:

1) Distort
The distort function can be found from your main menu at this directory: Edit > Transform > Distort. If you can’t access it, it’s because the “background” layer is locked by default. What you need to do is create a free-floating layer that can be distorted. To do this, go to: Layer > Duplicate Layer. Once you have a free, unlocked layer, then activate the distort feature.

Correcting keystone with the "Distort" function.

Essentially, what you are doing is pulling the corners of the photo outwards to counteract the keystone distortion. You may want to use guidelines to ensure that your vertical lines are parallel.

2) Lens Correction
The lens correction filter can be found here: Filter > Lens Correction in Photoshop Cs5, here: Filter > Distort > Lens Correction in Cs2 – Cs4, and if memory serves me, was not available in previous versions.

Using the Lens Correction filter to correct keystone distortion.

Using a grid overlay helps to determine when your verticals are parallel. You simply need to toggle the “Vertical Perspective” until your image looks squared off. Hit “OK” and then crop your image appropriately.

In my next post, I’ll discuss how to counteract barrel and pincushion distortion. Until then, happy edits!