Category Archives for Business Strategy

Don’t Hire a Real Estate Photographer for Your Vacation Rental Listing

What percentage of vacation rental listing photos have been taken by a professional photographer? 50%? 30%? 20%?

Precise statistics are hard to come by, but one survey with a LARGE sample size that says it’s only 15% !! 

That seems low. If 85% of owners were all learning excellent vacation rental photography skills, I'd understand. Would that it were true. 

Everyone who has ever searched for a vacation rental knows that photos are the most important factor in choosing a place.

Price, description, reviews, etc. all make a difference too. But could any of those factors convince you to stay somewhere if the photos are blurry, or dark, or messy?

It’s not just that you’re not getting to see the place in it’s best light (literally). It’s about trust. If the owner/manager hasn’t put effort into this crucial element, what are the chances that they will be ultra-responsive to your other needs? Not so great.

If you’ve spent any time on this website, you’ll know that Kati and I are big proponents of “DIY” vacation rental photos. We certainly recognize that hiring the right pro can work out well too. But the key word is “right”.

If you had to hire a photographer to take pictures for your vacation rental listing, what would be your process? Do you already know someone who you think could do a good job? Would you ask friends/family for referrals? If so, would you have any criteria? Would you use Google? If so, what words would you use? “vacation rental photography”?

Amazingly, there wouldn’t be an abundance of direct hits in any particular area. My guess is that most people would assume that as long as they hire a “pro”, the result will be good. But as with most things, once you look deeply at a discipline, you begin to see subdivisions that turn out to be very meaningful.

Perhaps you'd choose a “real estate photographer” over a “portrait” or “wedding photographer”. On the face of it,  that sounds like a good move. 

Here are 2 major reasons why that may not be a good idea:

1. Goal of the photos

I spent many hours one week, reading a discussion centered around real estate photography.There were many comments from dozens of photographers AND dozens of real estate agents.

Wide angle lenses was a particularly controversial topic. It seemed to highlight a much broader philosophical issue. Many photographers don’t like using ultra-wide lenses because they think they distort rooms (we agree, by the way). The agents would typically counter that the photographer’s job is NOT to be accurate, it’s to be ENTICING. In other words, the agent would say “your job is to take a photo that makes a potential buyer want to come see the house. It’s MY job to deal with any complaints that the potential buyer has when they see that the living room isn't as large as the photos make it look.”

Now, contrast that with vacation rental photography. A tight fit between the look of the photos and the experience of staying in the home is critical. First of all, almost no one buys a house without seeing it in person.

But almost EVERYONE pays hard-earned cash BEFORE seeing their vacation rental in person. So there’s no turning back once you see that the photos weren’t accurate. You’re stuck there for the duration. At that point, what’s your only recourse as a dissatisfied guest? Bingo. Write a bad review.

The quickest way to get bad reviews is to over-promise and under-deliver. And a few bad reviews can tank a vacation rental in a hurry. So, finding a photographer that can make your place look appealing, while being very careful not to oversell it, is absolutely vital.

2. Purpose of the photos

The purpose of real estate photos is to open up a world of possibilities to the potential owner. “See this nice big beautiful room? That could be your home office. Or a playroom for the kids. Or a man-cave. Whatever you want”.

Vacation rental photography is very different. As competition escalates, it’sever more important to define a niche for your rental. Who is your ideal guest? Why is your place perfect for THEM, but not necessarily everyone? It’s much more directive. It should tell a story, in which your guest is the star. “See that hammock with the book in it? That could be YOU, for as long as you like. See those kayaks down by the lake’s edge? Those are for you too. Gliding across that pristine water is going to be something to remember”. 

Pretty different. If the photographer doesn’t take on that role as writer/director, your vacation rental listing will be short-changed.

So, what’s a poor vacation rental owner/manager to do if there aren’t any local photographers that specialize in vacation rentals?

There are at least 2 viable options -

a) Interview potential photographers about their experience

Do they have a sense for the special considerations they would need to keep in mind if you hire them? Are they open to reading some “homework” AKA a few well-chosen posts from this blog?

b) Learn to do it yourself

This one pays a bunch of extra dividends (which we detail here). Eventually, there will be more than enough free resources available on this site for you to piece together a game plan that will put you in good stead.

Or, you may want to take our video course on optimizing vacation rental photos. After all, who knows more about the assets of your vacation rental home than you?

Thoughts? We’d love to hear’em.