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When is professional photography worth it?

The agent-with-a-Canon can usually take a good snap, but when should you use a professional photography service? We asked an expert, Ray Dowling of Dowling Jones.

professional-photography-benefitsTHE NEG:

How do you help agents?
Ray: The service Dowling Jones Design offers is that with one phone call, email or online booking form, the headache of gathering marketing collateral for properties is taken care of.

In a tough market, speed in particular is of the essence and the quality of brochures or even online particulars is crucial to securing new instructions and receiving offers. We also o er local area photos, assisting agents in illustrating the surrounding areas showing more than just the property. We also take agency office interior and staff photography to be used in pitch packs and their own general marketing literature.

AMAZING!!!!!!!!! You and your lovely team are brilliant!!! All sent o to the client now so thank you very much!” Rosie Campbell, Local Marketing and PR, Knight Frank, Kensington



Which properties really need the star treatment?
Ray: Professional photography and presentation is important for the most stunning houses – modern new builds, refurbs or oozing regal splendour – as well as derelict unmodernised buildings in various states of disrepair.

professional-photography-inIt’s the excitement of seeing the property of your dreams on a website or in a magazine; the dream home that’s a major project or a lavish mansion. Buyers want to see what the properties look like and what potential they offer. Houses on the same street can differ hugely in asking prices; maybe due to a dug out basement or a hidden gym or health spa in the garden. These features are hugely important in differentiating a property and its value – so they need to be highlighted through professional photos.

Hi everyone, thanks for a great job done, the brochure looks beautiful. The colours are magnificent.” Mariam Rafiee, Director Chasemoor Property


What about the cost, can an agent charge the client for professional shoots?
Ray: It can be quite difficult at times for agents to pass on charges for the professional photography to their vendors and landlords. It depends on the location, the completion and ultimately the fees agreed between the agent and their client.

professional-photography-beThere are occasions, on specific developments, where the agent acts solely as the seller and the marketing material is compiled and generated by the vendor or landlord. Usually, this is a cost that gets passed on to the agent’s client. We do get a lot of commissions from owners who wish to have some input into how their property is marketed. We often produce the photos, plans and brochures that our clients pass on to their selling agents even if it usually forms part of the agent’s service level agreement.

The photos look great and the service is exceptionally fast, so thumbs up! Will be in touch soon with the next order. Wouldn’t hesitate to recommend you to others.” Martina Casey, Associate Partner, WA Ellis.


June 16, 2013

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