Before we jump into this, I just wanted to let you know, this is not a “how to” blog, but rather my opinion about how best to work with realtors when hired by one.  As a professional photographer, you need to know about how wonderful most realtors are and how they tend to do business. Knowing this will probably keep you from losing or leaving thousands of dollars on the table…

I’ve been around and in the real estate business for quite some time. My wife has been a commercial/residential realtor for about 20 years as well. There are some really really great realtors who are true professionals and a joy to work with. That said, they probably represent a small percent of realtors out there. Based on my experience, most realtors have traditionally been very tough to work with. You need to understand that many realtors lack the understanding of how important high quality photographic assets are for their business. Many of them either choose to shoot their own photos or employ some “bozo idiot with a camera” who is willing to shoot their jobs for next to nothing. The good news is those bozo’s never are able to deliver quality work. The bad news is these poor realtors end up with photos that lack what it takes to grab a buyers attention and worse represents their marketing abilities and decisions as poor. This is were the professional photographer holds the answer…

I actually found the answer by accident. Naturally, I have for years shot my wifes photos for her listings:)))) Sometimes, I would get in a hurry  or lazy and just do the minimum amount of work to get the photos done for her. One day she comes back at me and asked that I reshoot one of her listings. Man was I offended! Does she not realize who she is married to? I’ve shot for Life Magazine, not to mention NGS. How dare she demand a reshoot…LOL. Before I could say a word she explained to me that she has been observing when I delivered great photos for her to use, her showings were much higher than when I gave her the same images those “bozo idiots with camera” deliver. SMACKDOWN!  She had humbled me! Funny how we see things much better from a humble perspective.

This got me thinking about the power we photographers have to offer to our realtor clients if we do our jobs right. After researching this further, I found the  data out there shows a direct correlation to great photography and sales. In fact, six months after starting work as the Photo Editor for Texas Highways Magazine, both the Editor and the Publishers came into my office, closed my door and proceeded to tell me that the Newstand  and  subscription sales for the mag were up at the same time. They also informed me it had never before happened in the history of the magazine and all their surveys pointed to what I had done with the photography (which was hire better photographers and run fewer photos bigger). I asked for a raise and they laughed at me as they left my office. Notice I no longer work there:) My point is thousands of properties are for sale by realtors and buyers are not going to read about every single one, they will scan their selection visually. A realtor has a nano second to grab a buyers attention to entice them in. That is what great photo assets do, grab the attention of buyers long enough to decide whether or not to explore further or visit the property in person. Thats the big fight realtors have, getting buyers to personally view their listings!

So, the first thing photographers need to do when bidding a job for a realtor is explain why the professional photos  you offer will not only catch the buyers eye, but draw them in to want to see their property. They also need to understand that sure, they can save a buck by choosing the “bozo idiot with a camera”, but current studies show that “Joe Public” has become a lot more sophisticated photographically because of the digital age. So, J.P. is no longer impressed by mediocre photography and is actually driven away by poor photography. Also helpful for realtors to know is the quality of the photos they use reflects on their marketing quality as a professional realtor to potential sellers. Today, in the digital photography age, everyone notices. I’ve had many of my friends come to me complaining about the photos their realtors were using. I always recommend the next time you interview a realtor to sell your home, require they hire a professional photographer of your choosing and put that in the listing contract!!! If you’re a Pro Shooter yourself, require they hire you. Remember, they are requiring you to hire and pay their rates. Part of what realtors are hired to do is provide what should be great photos that represent your property as best as possible for marketing purposes, why not hire you if you’re up to it.

Ok, now that you have educated them or at least tried, you need to understand what is really a fair market value. Now, when I shoot architectural photos for builders and architects, I tend to base my price off a day rate plus expenses only. In this economy, that is down from 5k per day to 3k per day. However, realtors are independent business people like photographers and can rarely afford to pay for a day rate shoot plus expenses. Although, they can afford to pay a decent rate. Realtors are one of the few professionals I’m willing to offer my hourly rate to, which currently is $400 per hour. The vast majority of jobs, I’m in and out within an hour. There are the jobs that do require more time, so I’ll offer a $50 discount per hour if they purchase 5 hours of time and a $100 discount if they buy 10 hours of time. What I want them to understand is that they are not buying photos, but rather my time to make photos for them. You will find many realtors who will not value what you bring to the table unless you educate and require them to do so financially.  I suppose that is true for anyone. Yup, most will promise to get back with you, never to be heard from again. Trust me, it’s ok, let them go, you do not want to do business with them! Oh yes, be sure to get paid up front. I’ve been stiffed by many smooth talking realtors. If they balk, don’t just walk away, RUN!!!

So you are probably asking where do you find the smart realtors? Most realtors are used to paying the “bozo idiots with a camera” $25-$75 and will never hire you. They also tend to need photographers the least because they have a tough time selling properties and they attract just a few buyers/sellers and then wonder why. Then there is a small group of realtors who seem to understand the importance of their photographic assets and are willing to pay for the best photos they can afford. I personally find those realtors by looking at their ads and listings. I also checkout their websites, etc. and when I find one who seems to get it, I introduce myself and my work to them and begin the courting process that will eventually open the door for me to impress them with great, uniquely styled photography and superior customer service.

Realtor’s I work with who are willing to pay my rates and treat me like a professional are like feather pillows, fresh coffee, dark chocolate, pure joy, etc. They are hard to find but well worth the search! I leave you with a smile on my face just thinking of them. In fact, I’m now heading out the door to shoot a job for one of them now.

Kevin v