Property Photography Manchester

The crucial role of photography within the property industry

At REMM, we’re committed to delivering the best possible integrated marketing service for our clients working in real estate. For us, a full-service approach is the best one because it ensures all communications can be progressed coherently and collaboratively. 

One such aspect of marketing that can often be overlooked is photography, and it absolutely shouldn’t be – it’s one of the strongest assets a company can possess.

We recently sat down with our Visual Content Director, Oliver Kersh, to discuss his process of creating exceptional property photography and how it aids marketing and sales efforts for our clients.

Tell me a little bit about the kind of photography you do.

It varies so much, which is one of the things I love about working at REMM. Photography in the built environment can be split into many different categories. We create photography for different audiences, such as developers and estate agents, all for varying purposes. 

Estate agents ask for a lot of wide-angle shots to demonstrate the size of rooms and the flow of a property, because that’s what potential buyers are interested in. Alternatively, developers tend to be looking for photography that will appeal to investors and owner occupiers, meaning rooms are often dressed or staged before I come in and shoot. 

One of the benefits of working at REMM is being involved in a project from the early stages. With this, I take pictures of empty properties to get them out to the public. With these briefs, I take photos of every view, sometimes even when apartments aren’t built yet. I shoot empty rooms, external surroundings, and impressive external views, then go back and shoot showrooms and internal shots as the scheme progresses. 

Part of our brief is to sell a lifestyle, rather than just a property. With this, I focus on interiors, often where homes are staged, and focus on creating lifestyle shots, as well as videos of the local area.

Why is specialist photography so important in the built environment?

Ultimately, photography is a key part of marketing and an essential sales tactic. Developers should engage with photographers early to ensure they obtain the visuals required to support sales. 

Specialised videography has also become so much more important in recent years. For example, walk-throughs for homes and apartments need to be available online to encourage sales, and they are best obtained by a professional photographer who can make the most of the space. Drone work, especially for bigger complexes, also works well and has come more important in recent years.

Which types of photography are considered the most important?

Without a doubt, lifestyle shots are the most well-received by our clients. That’s because part of REMM’s job is to successfully sell a vision – something that people want to attain. Although this isn’t the case for all audiences, such as estate agents, who ask us to profile the size of a house and opt for imagery of empty rooms and neutral palettes. 

However, most developers want to sell a dream, and this kind of photography is what resonates with all stakeholders throughout the development lifecycle, from acquisition to sales.

How does photography support sales and marketing strategies?

Property photography is not just about images, but it’s how you deliver them. When I first began working in property, I used to take so many photos and share them all, but soon found this was bombarding clients. 

A good photographer will take fantastic images, but a great photographer will work with the sales and marketing teams to determine which of the fantastic images are the best ones to run with. Having a specialist photographer in-house at a marketing firm helps to streamline this process and ensure digital assets are created alongside photography.

Are approaches to property photography changing?

Although the fundamentals are the same, approaches and attitudes do change. An obvious one is the increase in videography needs. Videography is very much a necessity, rather than a ‘nice to have’ in 2023.

At present, budgets are tight because the market is quite stagnant, so this has resulted in developers prioritising other things and bringing photographers in at a later stage. However, developers still need to bring photographers in earlier as part of marketing efforts – it’s a key part of the selling process and a small investment when selling a property.

What does property photography success look like to you?

It very much depends on the client and audience. For estate agents, it’s images that perfectly accentuate the size and structure of a property. They want to offer up a blank canvas that will enable people to visualise themselves living in the space.

For developers with empty apartments, being able to offer virtual staging is great for the early stages of the development process. This means audiences obtain an idea of what a property is like before developers engage with interior designers etc. 

And for those developers at a pre-construction stage, success lies in high-quality CGIs, which are imperative for large-scale developments. They help to increase initial interest, which is essential for those hoping to sell off-plan.

For more information on how to elevate your marketing and photography work, get in touch with us today at info@realestatemarketingmedia.com.