THE KEY
PHOTOGRAPHY TIPS FOR EFFECTIVE MARKETING
By Erin Breier, Events & Communications Coordinator at LandlordBC and Monika Sosnowska, Marketing & Communications Specialist at LandlordBC Over the past decade vacancy advertising has moved to a predominantly online model. This has its benefits as it allows you the luxury of longer descriptions and the use of photographs, and you know what they say, a picture is worth a thousand words. When it comes to marketing your rental property, a little goes a long way and photos are likely to be the first thing that prospective tenants will see. In fact, most renters won’t even look at an ad that doesn’t include photos, and since you want to give a great first impression, putting a little thought and effort into the marketing images will help you get better results when advertising your rental property. SO WHERE DO YOU START?
Begin by studying listings from other landlords. Visit various classifieds websites and study the photos used to advertise rental properties. Pay attention to the photos that appeal to you and the ones that do not. This will give you an insight of what your competitors are doing and will help you distinguish between strong and weak photos. Don’t worry if you don’t have a fancy camera, that’s OK! Today’s smart phones have excellent cameras and can produce photos that are almost indistinguishable from those taken by single-lens reflex cameras (SLR). If you have an SLR camera, this is a great time to use it. SLR cameras take professional quality photos and give you greater control, especially in low-light situations. The best camera is the one you feel most comfortable with.
LIGHTING
Lighting is everything when taking photos so consider the time of day you want to photograph your property. Utilize natural light as much as possible and avoid taking your photos after sunset. Open all window coverings and turn off incandescent overhead lights because they can give photos a yellow-ish tone. You can use some selective artificial light such as floor lamps to add a little ambience and warmth to the photo but make sure it does not overpower the natural light coming in.
WHAT DOES THE UNIT LOOK LIKE?
If you are photographing a furnished unit, ensure that the space is clean and free of clutter. Some simple staging can also make a big difference in how the unit photographs — a vase of fresh flowers, a cozy throw blanket on the couch are just a few items that are often forgotten but can add an inviting quality to your property. You want prospective tenants to be able to picture themselves, and their belongings, in the unit.
SOME TIPS FOR TAKING PHOTOS
• Ensure that your camera lens is clean as smudges can lead to blurry photos.
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• Take many photos, you will not use them all, but it is good to have options when deciding which ones to post. • Take your photos in natural daylight and do not use your flash! • Take photos of all rooms and from many different angles, both vertically and horizontally. Photograph each room with a wide angle but get closer if there are any unique features or finishes that a prospective tenant would want to know about and see. For example, does your property have a unique bathroom faucet or light fixtures that make it stand out? Make sure you include those in your advertisement. • Keep your hands steady or use a tripod to prevent blurry images. This is especially important in low-light conditions. • Photograph all outdoor spaces (yard, balcony, etc.). If the suite has a nice view, make sure to capture that as well. • Don’t forget to photograph building amenities such as a community room, gym, or pool; ensure you have at least one photo of each of those spaces. • If using an SLR camera, set your camera to a raw image format which will give you a greater control in the post-processing.
EDITING
Now that you have all these photos what should you do with them? Editing photos before you post them is an important part of this process. Look through the images and select those that most accurately depict how the suite looks. Remember to include at least one photo for each room and outdoor space. Once you have narrowed down to the photos you wish to use, it is time to edit. If you are using a smart phone, avoid using filters that are already on the phone, they can make photos look heavily edited and unnatural. Using a free photo app like Lightroom is a great option for quick and simple edits. Turning up the exposure slightly (adding light) will make the space look brighter. Play around with the options and see what looks best. You want photos to look bright, clear, and not heavily edited. If you need assistance, there are plenty of tutorials on YouTube to help you get started. A quick tip:
