While many have viewed the NAR settlement as disruptive, savvy real estate photographers recognize it as one of the greatest opportunities the industry has seen in decades. It’s no coincidence that 74% of agents already hire a professional photographer for every listing—and that number is only growing.
Every agent is now scrambling to prove their worth. They’re competing harder than ever for listings, and they know that stunning visuals can make or break a property’s online appeal. We’re seeing photographers who’ve been in the game for years suddenly booked weeks in advance, and newer photographers are breaking into the market because demand is so strong.
As agents face increasing pressure to justify their commissions, they’re actively investing more in the tools that give them an edge. And at the top of that list? You guessed it: professional real estate photography.
How the Landmark Settlement Has Boosted the Need for Real Estate Photography Services
The NAR settlement brought a push for greater transparency in the real estate industry. Historically, real estate commissions have often been a point of contention, with buyers and sellers frequently unclear about how much they’re paying and why.
Under the amended NAR framework, agents must now clearly demonstrate their value proposition to both buyers and sellers, ensuring that consumers have a better understanding of commission structures and their options during the negotiation process.
While transparency is always appreciated, the shift hasn’t just impacted agents and brokers—it has changed how properties are being marketed and the effort required to get a listing sold.
For agents aiming to attract prospective buyers, the importance of visual marketing is more critical than ever. Platforms like Instagram have changed the game, with walkthrough videos offering potential buyers an immersive experience right from their feed.
These videos not only showcase the property in a dynamic way but also give buyers a sense of what it feels like to walk through the space. As a result, agents and brokers are now incorporating more creative and engaging content, which demands extra time and resources.
The Increasing Importance of Quality Visuals
Agents are more under the spotlight, which is why many are choosing to rebrand or rethink their strategies for listing and selling homes in 2025. While the NAR framework has certainly had an impact in this regard, the housing market has also become increasingly digital in the last decade.
In fact, 43% of buyers in 2024 started their home-buying journey by searching for properties online. On top of that, most buyers interviewed only contacted one agent before making their decision—77% of repeat buyers and 67% of first-time buyers followed this trend.
So, what does this mean? The agents who leverage high-quality visuals will have the edge, and photographers are seeing a rise in demand as a result. Real estate photography services, like HDR photography, video tours, drone footage, and virtual staging are becoming important tools for enhancing a property listing’s appeal and attract discerning buyers.
Why This Matters for Real Estate Photographers
For real estate photographers, the new NAR framework has represented a golden opportunity:
Increased Demand: As agents strive to stand out, they’ll increasingly rely on photographers to deliver exceptional content that enhances their listings.
Higher Standards: With greater scrutiny on commission structures, agents will need to prove their value by presenting properties in the best possible light. This means a growing emphasis on quality over quantity—a win for photographers who pride themselves on producing top-tier work.
Broader Collaboration: Beyond traditional photography, agents may turn to photographers for comprehensive marketing packages, including videos, 3D tours, and more. This opens the door for photographers to expand their service offerings and increase their income potential.
Expanding your Real Estate Photography Services
As the market evolves, so must you as a photographer. This year, we’re seeing trends gaining significant momentum—trends that are poised to remain relevant for the foreseeable future. One standout strategy is the use of drone footage, particularly dynamic aerial shots that begin by capturing the property from a high vantage point before zooming in on the agent standing at the front door.
This dramatic aerial perspective not only adds a captivating and cinematic feel to the video, but it also immediately grabs the viewer’s attention. The agent’s presence at the forefront, ready to highlight key property stats, further enhances the viewer’s engagement and sets the stage for a deeper connection with the listing.
Clients are also leaning toward shorter, more engaging walkthrough videos or Instagram Reels that highlight a property’s layout and atmosphere. Unlike longer virtual tours, these videos are easily shareable and align perfectly with the way audiences consume content online. With the growing popularity of social media platforms, these bite-sized videos make it easier for potential buyers to connect with a listing on the go.
Here are some insights from a fellow professional real estate photographer on 2025 market trends:
Position yourself for success in 2025
The real estate industry will continue to evolve under the new NAR framework, yet it’s evident that photographers have become indispensable for agents. The growing demand for visuals, both photography and videography, won’t ease up.
The shift to digital-first marketing means agents are increasingly focused on making their listings stand out. Stunning imagery, immersive videos, and engaging social media clips are essential elements of this strategy, all designed to capture the attention of today’s tech-savvy buyers.
As a photographer, now is the time to adapt, innovate, and offer content that will not only meet but exceed agents’ growing needs. By staying in tune with market trends and cultivating stronger relationships with agents, you can position yourself as an invaluable partner. This not only enhances your service offerings but also ensures you remain competitive as the real estate industry grows and evolves in 2025 and beyond.
