In the fast-paced and highly visual modern real estate market, investing in high-quality professional media isn’t just a luxury – it’s a necessity. Michael Smith, a seasoned broker and leader of Bluefield Realty Group, shared invaluable insights into how professional photography, videography, and other media services play a pivotal role in elevating a real estate professional’s success. With more than 200 agents under his wing, Smith knows the importance of media in attracting clients, solidifying reputations, and ultimately closing deals.
This article breaks down the key lessons from his experience to help brokers, agents, and property managers understand how to leverage professional media effectively to win more listings, build their brand, and outshine competitors.
Why Professional Media is a Non-Negotiable in Real Estate
Michael Smith emphasizes that professional photography should be the baseline for all property listings. For Smith’s brokerage, it’s not merely a recommendation – it’s a requirement. Why? Because the photos and videos of a listing don’t just represent the property. They represent the agent and the entire brokerage.
"When you use professional media, you’re not just marketing the home. You’re marketing yourself and building your reputation", says Smith. Skimping on professional media, such as opting for DIY cell phone photography, can diminish an agent’s credibility. Sellers often research agents and compare their listings before deciding who to work with. Poor-quality photos can leave an impression of carelessness or lack of expertise.
The Real Payoff of Quality Media
While some agents may hesitate to invest in professional media for lower-priced listings, Smith advocates for a consistent approach across all listings. Even modest investments in photography and videography can bolster an agent’s image and set them apart from competitors in the long run. Smith’s philosophy is clear: "Professional photos may cost you upfront, but they’re a long-term investment in building your brand, attracting future clients, and earning referrals."
Moreover, high-quality media increases the likelihood of securing showings. As Smith notes, "The listing photos are your first impression. If you don’t grab a buyer’s attention with great visuals, they’ll just scroll past and never schedule a showing."
Building a Strategic Media Plan for Listings
Every listing is unique, and the decision to expand beyond standard photography – adding drone footage, videos, or 3D tours – depends on the property, the market, and the agent’s individual strategy. According to Smith, luxury listings naturally warrant more extensive media coverage, but newer agents can use additional media across all price points as a way to differentiate themselves.
Media as a Conversion Tool for New Agents
For newer agents, leveraging professional media can be a game-changer. Smith explains, "When I was a new agent, I did as much media as I could for every listing because it helped set me apart, build my brand, and secure future opportunities." By showcasing properties with high-end visuals, even at lower price points, agents can make an impression on sellers and buyers that pays dividends long after the property sells.
The Importance of Vendor Relationships in Real Estate Media
One of the most overlooked aspects of a successful listing process is the relationship between agents and their media vendors. Smith highlights that having a reliable, go-to real estate photographer – or even a team – is essential for agents at all levels. "It’s not just about quality photos; it’s about having a photographer who can deliver consistently, communicate effectively, and adjust to your timelines."
What Makes a Great Photography Partner?
Smith outlines several key traits agents should look for in a photographer:
- Consistency in Quality: Agents need assurance that every shoot will meet high standards. Inconsistent quality – where "one out of every five shoots doesn’t look right" – can damage both the agent’s brand and the client relationship.
- Fast Turnaround Times: In today’s market, next-day delivery for edited photos is the expectation. Smith notes that delays in photography can derail an entire timeline and even jeopardize a listing’s success.
- Flexibility in Scheduling: Agents often operate on tight timelines to meet client demands. A photographer who can accommodate last-minute requests is invaluable.
- Professionalism and Communication: From arriving on time to interacting respectfully with homeowners, a photographer represents the agent and must act accordingly. "Anything your vendor does – whether it’s great or disappointing – reflects on you as the agent", Smith stresses.
The Broader Role of Media: It’s More Than Just Photos
In addition to photography, Smith advocates for offering a complete suite of media services – either directly or through partnerships – including aerial drone footage, 3D home tours, floor plans, and even staging consultations. A one-stop-shop approach not only saves agents time but also simplifies the process of prepping a house for the market.
The Untapped Potential of Staging Consultations
While not as common in certain markets, staging consultations can make a measurable impact on how a home presents in photos and showings. Smith explains, "Having someone come in to advise on decluttering, furniture placement, and other minor tweaks can significantly improve how the home photographs." He adds that involving a third party for staging advice also allows the agent to avoid being the "bad guy" in awkward conversations about tidying up or depersonalizing spaces.
Navigating the Listing Process: A Behind-the-Scenes Look
The process of listing a home involves far more than scheduling a photographer. Agents must coordinate a variety of steps, including repairs, staging, media production, and marketing. Smith outlines a typical timeline:
- Pre-Listing Prep: This includes minor repairs, landscaping, decluttering, and any necessary painting to ensure the home shows well.
- Staging (Optional): Bringing in a staging professional to maximize the home’s appeal.
- Photography and Media Production: Scheduling the photographer and ensuring quick turnaround of edited media.
- Data Collection for MLS: Gathering details such as room dimensions and materials used in construction.
- Marketing Launch: Inputting the listing details into the MLS and scheduling the home’s debut – ideally on a Friday to maximize weekend interest.
The entire process may take only a few days for a home ready to market or several weeks if the seller needs to complete significant prep work.
Key Takeaways
- Professional Media is Non-Negotiable: High-quality photos and videos elevate not just the listing but also the agent’s and brokerage’s reputation.
- Brand Building Through Consistency: Whether for a $50,000 property or a luxury estate, investing in professional media builds trust and sets an agent apart.
- Vendor Relationships Matter: A go-to photographer with proven quality, fast turnaround times, and consistent communication can make or break an agent’s workflow.
- Think Beyond Photography: Adding services like drone footage, 3D tours, and staging consultations can help agents stand out while simplifying the process for clients.
- Convenience Is Key: Agents value photographers who can offer a one-stop-shop for media and related services.
- Timeliness Affects Deals: Delayed media can impact a listing’s market launch, which may cost an agent the listing altogether.
- Staging Drives Visual Appeal: Pre-photography consultations or light staging can improve photos and increase buyer interest.
- Media Drives Buyer Decisions: Photos are a buyer’s first impression. Great visuals lead to more showings and faster offers.
Conclusion
In today’s competitive real estate market, professional media is more than just a tool – it’s a cornerstone of success. By understanding the expectations of agents, honing relationships, and offering a comprehensive suite of services, photographers and media professionals can position themselves as indispensable partners in the listing process. For real estate professionals, committing to high-quality media isn’t just about marketing a home; it’s about building a personal brand that wins more listings and earns long-term trust.
Source: "Why Professional Photos are a Must – A Broker’s Perspective with Michael Smith" – Pixlmob, YouTube, Jan 1, 1970 – https://www.youtube.com/watch?v=HKjUEvC00mk
Use: Embedded for reference. Brief quotes used for commentary/review.
