marketing prime properties: making a lasting impression
Modern abodes illuminated anew: Exploring current trends in residential photography
Selling a high-end property demands a strategic approach to presentation, especially in today's online world where potential buyers often make snap judgments. To grab attention, professional photography is non-negotiable—amateurs and phone snaps don't cut it.
Charlotte Hall of Knight Frank's Country Department explains the importance of strong first impressions: "For brochures, we typically feature the best angle of the property on the cover to create immediate impact. On the inside front cover, we use a striking aerial or wide-angle image that highlights the property's setting, including any key features such as a tennis court, pool, or surrounding land."
During the winter months, consider refreshing the photos to create the illusion of launching a brand-new property. Oliver Custance Baker, head of National Country House Department at Strutt & Parker, advises: "A new set of visuals helps create a fresh impression and catch the eye of someone who might have previously overlooked the property online."
agents like Blue Book have achieved success by emphasizing the unique qualities of their listings. "Our relaunched properties, which had previously been marketed with other agents, sometimes take on a new identity under our approach," says Lindsay Cuthill, co-founder of Blue Book. "The new photography might show the property in a completely different light, surprising buying agents that haven't seen the property before."
Historically, country-house photographers followed a standard formula—a well-framed facade and brightly lit interiors, taken during optimal weather conditions. However, newer agencies like The Modern House and its sister site Inigo challenged this norm by focusing on architectural details and "smaller vignettes." Their use of natural light and an avoidance of conventional bright lights encourages a shift in conversation from just bricks and mortar to the romantic, intangible aspects of what makes a beautiful home.
Embracing imperfections is a key aspect of the Blue Book approach. According to Lindsay Cuthill, being less-than-perfect actually enhances a home's appeal. "The more immaculate the house is, the less forgiving the photographs," she explains. "We keep the lights off in photographs and prevent each bed from having crisp hospital corners."
In London, agencies like House Collective value the emotional appeal of the homes they represent and use photography to do them justice. "We believed that selling a home is about more than measurements and floor plans—it's about emotion," says Jonathan Brandling-Harris, co-founder of House Collective. "We wanted imagery that captured the softness of light through a Crittall window, the curve of a staircase, the stillness of a walled garden at dusk."
A collaborative approach between client and agent is essential when it comes to putting together a brochure. Clients might have specific requests, while photographers provide expert insights and suggestions for an optimal presentation. "Clients know their own homes best," says Georgina Grunfeld, head of Prime at The Modern House & Inigo. "Some prefer having a bit more creative control, while others are happy for us to take the lead." Be sure that the photographer captures aspects of the home that are most loved, adds Oliver Custance Baker. "Whether that's the view of the house from a certain part of the garden or how the light comes in through the windows in the spring."
Blue Book employs a variety of photographers with expertise in different areas, including Georgina Preston, a fashion photographer, and interiors experts like Boz Gagowski. "We've thought long and hard about photography at Blue Book," explains Lindsay Cuthill. "We eschew the wide-angled, bright lights approach. Although having said that, I firmly believe that it has a place—sometimes you need that level of pazzazz for a particular type of house. It just needs to be property appropriate."
Decluttering is essential, but don't remove the atmosphere from the room. "Small touches like fresh flowers add color and warmth," advises Charlotte Hall. "We always advise smoothing out creased bed sheets, or better still, using a bedspread for a polished finish." Ahead of the shoot, it's a good idea to ensure each room has a clear, defined purpose and to tidy away trailing wires from lamps or chargers.
By understanding the emotional and practical aspects of property photography, agencies can help prime properties stand out in an otherwise crowded market, attracting the attention of potential buyers who appreciate not just the bricks and mortar but the experience and sense of belonging that a home offers.
- To effectively showcase historic houses and create a lasting impression, professionals might employ a collaborative approach between clients and photographers, focusing on capturing intimate details, natural lighting, and the unique character of the home, rather than just architectural features.
- In the pursuit of capturing a desirable lifestyle associated with high-end properties, interior-design aspects, such as the softness of light through a Crittall window, the curve of a staircase, or the stillness of a walled garden at dusk, play a significant role in the photography process, providing buyers with a sense of home and garden aesthetics that goes beyond mere measurements and floor plans.
