Your Lead Listing Photo Must be a “Wow”

Marketing luxury real estate is just as much an art as it is a skill.  In this article series, we will cover the key principles of the art of photographing luxury real estate.

For the vast majority of luxury real estate marketing professionals it would be unconscionable to submit a listing to the MLS without photos. Recent studies have proven that adding photos can increase the sales price of a home by 3-5%.  Yet, far too many luxury agents provide mediocre photos that fail to capture the attention and the imagination of prospective buyers.

The lead photo in the presentation of your listing must be a “WOW”! Great first impressions can raise expectations about the value of a home. “WOW” photos can add thousands of dollars to the final sale price of a property because they can trigger positive emotional responses in the buyers’ minds.

Whenever possible, the composition of your lead photo should tell the entire “story” about the property, and also about the lifestyle the buyer can expect when they move in.  You should think of what the home would look like on the cover of Architectural Digest.  Not every listing will qualify for a cover story, but you should treat all of your listing as if they deserve to be on the cover!

The magnificent property featured in this article, 14 Sunrise Cay in Ocean Reef, (Upper Key Largo) Florida actually did appear in Florida Architecture magazine.  Offered at $14,500,000 by Mary Lee, owner of Mary Lee Presents Ocean Reef Properties, this stunning custom built six-bedroom family retreat has over 100 feet of frontage on the Atlantic Ocean in one of the world’s finest private clubs. 

We personally toured this exquisite home. Both of us were deeply moved by the atmosphere created by the warmth of the impeccably designed living room with its barrel ceiling and the fine craftsmanship of its furnishings, juxtaposed to the expansiveness of the ocean before us.

In Part 2 of this series we will take you to the “American Riviera”, in Santa Barbara, California and will discuss the art of conveying the local lifestyle in your listing photos. 


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