"A property may seem perfect on paper, but if the photos don’t do it justice many buyers will simply keep on scrolling"
A survey of recent UK homebuyers, commissioned by Barrows and Forrester, asked what the most influential tool was when it came to forming an opinion of a property that has been put up for sale.
39% of those surveyed stated that the online property photos were by far the most influential factor, while the floor plan ranked second for 23%, followed by the property description and details.
The research by Barrows and Forrester also suggests that in cooling market conditions, top-quality photography is a sure way to stand out from the crowd. In fact, as many as 80% of homebuyers said that they would click on a listing purely because the initial image shown on the advert was appealing.
In contrast, those listing with a poor initial first image could struggle to sell, as 59% of buyers stated they would bypass a listing due to an unappealing first photo.
Once they have clicked through to the full property advert, 71% of buyers admitted that the full range of property images was the first thing they flicked through before checking out the rest of the advertisement.
However, 49% also admitted they wouldn’t even bother with the rest of the listing if they didn’t like the look of the property from the photos alone.
Further analysis from Barrows and Forrester shows that neglecting to take a good range of photos could not only prevent you from attracting a buyer, but you could sell for less.
An analysis of current Rightmove listings by Barrows and Forrester found that homes with one photo or less were listed at an average asking price of £210,805, 48% cheaper than those with multiple photos (£312,785).
Managing Director of Barrows and Forrester, James Forrester, commented: “Property photos are by far the most important asset of any digital listing as they act as the initial eye catcher for many buyers, before giving a more in-depth visual tour of your home once they do decide to click through to your listing.
"A property may seem perfect on paper, but if the photos don’t do it justice many buyers will simply keep on scrolling. That’s why it’s imperative that you opt for an agent who takes pride in producing professional photography and won’t just run around in 10 minutes with a smartphone.
"This aspect of selling service has become all the more important in cooling market conditions, where buyers no longer have a queue of buyers lining up to make an offer.”
