5 Myths About Real Estate Visual Marketing, Busted

It’s no secret that quality visual content helps sell homes faster, boosts selling price, and attracts better-quality leads.

So why don’t real estate agents put down their iPhones and call a pro?

In talking with prospective customers, we’ve discovered that misconceptions are often to blame. Here are some of the most common myths we encounter, and why you shouldn’t let them hold you back.

Myth 1: Video and 3D are only for luxury listings.

One misconception is that higher-end visual marketing, such as video and 3D, is only for luxury listings. Agents who fall for this myth believe that small homes and fixer-uppers don’t have the “look” needed to show well on video or 3D.

But if you want to reduce wasted showings – and who doesn’t? – video and 3D are effective marketing tools for any listing. They allow potential buyers to pre-screen the home so they don’t take up your time or the seller’s unless there’s serious intent to purchase.

Plus, using video and 3D on all properties adds clout. If you were an average seller, which agent would you choose: the one who markets every property with the latest technology, or the one who only goes the extra mile for the fanciest homes? We’d pick the cutting-edge agent, every time.

Myth 2: Professional photography/video/3D is really expensive.

We’ll admit: some professional options are expensive. A movie-style “lifestyle” video, for instance, will cost thousands or even tens of thousands of dollars.

But most visual marketing professionals charge very reasonable prices. Quality photos are available in most markets for $100-200. Photo-and-video packages, or 3D models, are available from HouseLens and other vendors for just $200 and up.

When you consider that professional visual marketing helps homes sell for up to $11,000 over asking price, it’s a small price to pay.

Myth 3: DIY photos are good enough.

DIY photos actually may be good enough, but professional photos are measurably better.

Here’s some data to consider. When compared to homes marketed with DIY photos, homes marketed with professional photos:

• Sell up to three weeks faster
• Sell for up to $11,000 more
• Are up to 44% more likely to sell above list price
• Are up to 17% more likely to sell within six months.

(Source: “Look Sharp: Professional Listing Photos Sell for More Money”)

So do you want to settle for “good enough”? Or do you want to sell your listings faster and for money? The professional advantage is clear!

Myth 4: All video is created equal.

Here’s another myth busted by data. According to Comscore, professional video outperforms DIY video as a marketing tool by almost 30%.

Put another way, DIY video boosts marketing effectiveness by 19% – but professional video boosts it by 25%.

Why the difference? Video is complicated to produce. Compared to photography, it has far more moving parts, so to speak.

Making those parts work smoothly together is much easier when you have pro-level equipment, software, and expertise. The end result is more polished, and viewers can tell the difference.

Myth 5: Video and 3D only reach a niche audience.

It’s true that 3D can prove challenging for an older audience. The video-game-style navigation, especially, may seem unfamiliar and confusing.

But at least in our experience, the “wow” factor of professional video or 3D crosses all boundaries. Video alone is so effective that it boosts lead acquisition by 403 percent.

So whether you’re talking about photos, video, or 3D, quality visual marketing is your key to winning more listings, selling homes faster, and attracting better-quality leads.