Despite the low cost of photography and a highly competitive market, estate agents are typically using fewer photographs when marketing cheaper properties, says Benham and Reeves Director Marc von Grundherr (pictured).

Four photos

Research carried out by the London-based estate agency reveals that homes marketed with four photos or fewer carry an average asking price of £200,000, compared to £280,000 for properties benefiting from five or more images – a gap of almost £80,000 on average.

There are wide regional variations, with homes marketed with more comprehensive photography priced around 93% higher in the South West, between 60% and 83% higher across the South East, North East and West Midlands, and around 31% higher in London.

Commenting on the findings, von Grundherr said: “Marketing has always been of the utmost importance when it comes to attracting a buyer, but good marketing has grown all the more important, as the market has shifted to a buyer-led dynamic with an over supply of stock over the last year or so.

In the digital age of selling a home, the photographs used to market your property are often the very first thing a buyer will see.”

“In the digital age of selling a home, the photographs used to market your property are often the very first thing a buyer will see and, in many cases, they can determine whether a listing is even clicked on in the first place.

“However, it seems that not all agents are approaching the importance of marketing with the same dedication and consistency, with a notable gap in asking price between homes marketed with varying levels of photography.

“Of course, you could argue that lower priced homes may be smaller in size and provide fewer photo opportunities, however, price point and property size simply shouldn’t come into it. There’s a strong argument for lower-priced homes actually needing stronger marketing to stand out in a competitive landscape.”