How To Win With Print

How to win with print

Print-marketing-tampa-bayWith the perpetual Internet (r)evolution, we’ve moved from print articles to blogs, from paper advertising to Google Ads and from magazine-featured spots to Facebook Pay-Per-Click.   However, when done well, print can bring a powerful message the Web can’t.  Gone are the days when mainstream buyer browsed classifieds in the paper for real estate deals.  Placing ads in local well-known publications in Altanta or Marietta will help you with your personal branding and name recognition, but probably won’t do much directly to sell your listing, or will it?

Today expensive print ads in glamour magazines are almost a requirement for high-end luxury real estate agents.  Thousands of dollars every month for one or two glossy pages.  Understandably, magazines are eye candy to behold while relaxing in your favorite chair.  But without proper call-to-action, “pretty” is all they will remain.  On a shelf.  On a coffee table or in your bathroom.  So, should you still use print ads?  Yes, but be smart.

So how do you do it right?

If you plan to continue investing in print ads, think about how you can maximize your return.  It’s not cheap, so do yourself a favor: stand out.   In fact, be stunning!  Standing out in amazing ways can actually be very simple.  Here are a few suggestions:

–          A good rule of thumb – don’t overdo it, stay simple and to the point.

–          Make your images pop but not so much as to appear fake.

–          Keep your wording concise and creative.  You can have a little fun, but don’t be silly.

–          Less is more, so keep your personal glamour to a minimum.  Remember, the ad is about your services and your clients’ homes, not so much about you.

–          Don’t show off your 17 designations, only a doctorate degree is worthy of presentation.

–          Hire a professional photographer to do your magazine shots.

–          You can’t go all out on print but cut production quality.

And Now A Few Big Points

1)      Showing off your social media in print. 

I’ve seen print ads with Facebook and Twitter buttons but no address next to them.  Think!  I can’t click on paper!  And if I find your YouTube channel and you have no videos there – you are disingenuous.  Sorry, that’s how clients think.  Give them a “why” (remember previous post?) to connect with you.  If you are open, list your personal Facebook address and say: “friend me on Facebook and see me share the best real estate deals downtown”.   Don’t just show your phone information, say “my real estate advice is free, call me any time”. And how about “Subscribe to my YouTube channel.  You will love my home videos!”

2)      QR-codes.  Yes or no? 

Meh…  Leave those to for an instance when you can’t have much wording or where the only thing you can fit in is a QR-code with just a few words.  Possibly on your window at eye level. Think like a consumer: where and why would you scan it?  For me it’s when I am on-the-go, in the street, in a hurry, holding a postcards near a restaurant, a perk on a window, a special deal, etc.

I’ve tried to love QR-codes, but they are just plain ugly.  Another important note – always explain what the client will see or get once they scan the code.  “Scan and see a list of all upcoming waterfront listings in Snell Isle”, “Scan and watch exclusive video walk-through inside this home”, “Scan to get 2 free martinis – no joke!” – and so on, be creative!

3)      Bleed-through is hot!  

I’ve seen some hideous frames and graphics around images in magazine ads that absolutely make no sense.  Editors allow you to do this because, well, because you pay.  But look at magazines’ covers and pages, what do you see?  Images often bleed-through (no framing) with words posted over the image.  The fonts are beautiful, often custom made.  Images are crisp and shot from perfect angles.  A lot of this is subtle but little things like that can create a million dollar look without big expensive.  Simply watch the style trends, or have custom templates created by a cutting-edge web design company.

4) Call to action.

Perhaps you are a successful agent and you have several luxury listings you’d like to show off in a slick local magazine.  You have beautiful images, but you can’t possibly give ALL the information about every home on one page.  (FYI, If you’re trying to do this your ads are ugly.)  So, lead them to your website where they can see more photos and learn more details.  Also consider the general appearance of your site.  Do you have dedicated pages for each property you listed?  How about buying a custom URL with something like www.oldnortheastbungalow.com and if that one is taken, you can use something simple like www.1234MapleStreet.com .  Then place that web address over the picture in bold font, and say “see more photos, description and video interview with the owner on this site”.  What interview, you say?  I know, it’s scary, but you can do it.  Record yourself interviewing the owner about why they bought this home and what they love about it.  Make a short 2 minute video and place it on your site.  Buyers love it! Oh, and that one homeowner browsing through the pages of a magazine, they just might like your creativity.  You never know where your next listing will come from.

What now?

So, you made it look good, you made it smart and creative and you have a great call-to-action layout.  Now who pays for your ad?  I’ve heard of agents who hardly pay for their print advertising because their vendors love to pick up the tab for them.   So you never know…

Otherwise, this is when you can partner with other service providers. Put their name on your ad and give them business that comes from your print advertising.  Be sure to follow the legal guidelines.

It’s going to be a while before (if ever) print advertising will go out of style in Atlanta or anywhere else.  Why? You can roll a huge glossy page and put in your pocket – something you can’t do with a tablet or laptop.  And a two-page magazine spreads can be impressive and hard to beat. Computers and mobile devices are making a huge footprint in our history, but paper and magazines still bring about feelings and emotions that our digital friends never will.  Print is here to stay, so make your print ads a powerful tool.

Geographical Area of Services

Where Do I Offer Real Estate Photography In Atlanta

Currently I service all areas of Atlanta and Metro Area. After 13 successful years in Florida my family and I moved to Atlanta, which has been our dream for a while. I also travel as far north as Canton, Milton, Alpharetta and even Chattanooga without additional trip charges. I’ll be happy to work on projects beyond Atlanta Metro, please request a quote. My services include Architectural Photography, Real Estate Photography, Twilight Photos, Real Estate Videos (Video Tours), Drone Photos and Video and Headshots.

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Why Have Professional Photos & Video For Non-Luxury Homes in Atlanta

Spend Your Marketing Dollars Smartly

Dining Area St Petersburg HomeI was just looking through listings online.  Majority of luxury real estate is featured with good photos and virtual tours.  Very few have home video tours.  The trend is picking up though, I get more and more orders for video alongside a photo-shoot.

To Go Pro Or Not, and Why

The sad part is that homes listed slightly below luxury level, say in the rage of 200k-450k almost never have a video tour.  Quite often even the photos are not professionally done.  There could be many reasons for that: the home is not showcase worthy, needs updating or the real estate agent doesn’t believe spending money on professional photography is required for a successful sale.  All are legitimate reasons (but if you are just being cheap – that’s not cool).

I believe, however, most agents should try and discuss with the owner bringing the home to a showcase state.  Often the sellers just don’t know how, they need some guidance.  Rarely will the sellers turn down an offer to help stage their home, or decline advice on quick updates.

Master Bath home in St PeteYes, sometimes good photos are good enough.  Even if you take them with your iPhone or Android, as long as you know a little bit about taking real estate picture, such photos will be ok for, say, a bank-owned property, or a home where staging or repairing is not feasible or in case of any other distressed or high-risk situation.  Though, good photos, videos and blogging can help you generate leads, but that’s a story for a different post.

Inventory is still low but, if you haven’t noticed, the sales have slowed down just a little in the past few month.  It’s normal, the market will fluctuate.  Yet, you have to remain steady and competitive with your marketing and avoid slacking when times are good!  You can’t afford to cut your marketing dollar just because.  Let me give 3 reasons why professional photos and videos matter during any time:

1) They make your SELLER look good.

Will neighbors Google your listing address to see how much it is? Do they want to see what it looks like inside? Yes and yes!

2) They will make YOU look good.

You have to think beyond one sale. Every listing is a door to a few more. Your listings online are like your business cards, they are also your reputation, what people can expect working with you. Will the potential clients check out your other listings? Will they want to know a little about your marketing plan? Yes and yes!

3) They will bring you BUYERS.

Because buyer not only shop with their wallet, they also shop with their heart, with their feelings. Buyers love to connect with their future home. What could be easier than helping them do it with photos full of character and a video that perhaps will make them smile and then click “Contact Listing Agent”?

Spending Smartly

I’ve filmed a few home video tours of homes that are not considered to be in the luxury or high-end category, yet they also deserved a well-made presentation.  The sellers and the listing agents were happy to have these extra marketing tools.  Smaller homes take less time for video and photos, bringing the cost of the shoot down too.  Providing the luxury level services when selling mid-end properties will pay off in the end.  Why?  Because such marketing services are affordable and sought after by your clients.  Spend your marketing dollars smartly.

Shooting Condo on Peachtree Rd

Peachtree Condo Photoshoot In Buckhead

In the summer my family and I moved to Atlanta area. We are OTP, as they call us here. 🙂 But we very much enjoy it. After 14 years in the middle of the city life in Florida we are now enjoying a little peace and quiet of Atlanta massive suburbia.

I’ve started working with some very good people and talented agents. Had a great shoot with Emmett Carr at his listing at 2828 Peachtree Rd. What would be the tallest building in St Pete, Florida here is just normal average building. Yet the place was full of nice amenities and the floorpan of the unit we shot was very desirable with great city views.

Here’re some shots from our session.

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Virtual Tours and How To Use Them Correctly

When I shoot real estate in Atlanta agents often request a virtual tour.  I always suggest doing a full-motion video tour instead but virtual tours are still popular and they are less expensive than video tours. A virtual tour is an online slideshow often provided with background music and some property info.

Here are 6 observations I made in regards to virtual tours and things you need to be aware of when using virtual tours:

1) Quality. If you use crappy photos, you will have crappy tours. The quality is often reduced even further because some brokerages use automated virtual tour providers who pull the photos from MLS where they’ve already been reduced in size and quality.
2) Number of photos. If you are using an automated tour, all your clients will see is a slideshow of photos they have already seen. Offer value to your clients, edit your tours separately and add more high-quality photos to it.

3) Music is cheesy. It take only a couple minutes to login to your tour and change the music, don’t go for preset cheesy tracks. Some providers will allow you to upload your own song.

4) Load time. I’ve only found a handful of VT providers where photos load quickly and with good resolution. Most of the tours will be turned off before they load by the potential buyer.

5) Your listings go to Realtor.com, Zillow, Trulia and other outlets. Check at least these 3, make sure your virtual tour link shows up.  Your virtual tour will not upload to Realtor.com automatically. VT vendor has to be approved by PicturePath and Realtor.com and they have to upload manually. Some big vendors who might have a contract with your broker are able to upload them from MLS to Realtor.com immediately but remember, login to your tour and upload high-rez photos. If your broker has such agreement with a vendor and you decide to use your own, the broker’s vendor’s tour will have priority and will show up on Realtor.com, Zillow, Trulia – you have to make sure you place your own link on MLS and then update it on Realtor.com.
6) You can plug it in (embed it) VT tour vendors provide with HTML code of the tour, so you can copy/paste it on your blog easily. A little harder with social media, though. You can post a link on Facebook, for example, but it will open a new window when you click on it. It won’t play directly on your Facebook wall, like YouTube videos do. Facebook doesn’t like when people leave their site, so I can bet you that your exposure will be limited. Much better to post a photo or a video. Fortunately you can convert a virtual tour into a video format and host it on YouTube or Vimeo, though quality of images will be reduced.

If you stay aware of these details about virtual tours – you will get the most out of them. If you need a virtual tour provider or a real estate photographer in Atlanta and Metro Area,  text/call me at (727) 418-9016 and I’ll be glad to work with you.

How To Take Perfect Kitchen Shots

st-petersburg-kitchen-photoMost real estate agents in Atlanta will admit that updated kitchens and baths significantly increase the “sellability” of a home. Not only will it sell quicker but also for more money. We spend a lot of time cooking, eating and bathing. And having these activities in a nice, updated setting is simply a pleasure. Not to say that moving into a new home without the worries and thoughts of investing in updates is a positive thing for most home buyers.

As a real estate photographer in Atlanta and Metro Area I could add that the first introduction to a potential home is done via photos or video tour that clients find on Realtor.com, Zillow or Trulia. So when you have a new listing, will you make sure to showcase the important spaces correctly?

Kitchens are often small and require focus and good composition to present it properly.

Here are a few tips on how to take good kitchen shots

straight-on-kitchen-real-estate-photography-tampa-bay1) I personally love straight on shots with high focal length. Meaning try to avoid using extremely wide angle lenses when shooting a kitchen. The bigger the focal length the more realistic the photo will look. Of course add a couple corner shots too.
2) Level your camera with the bottom of the top cabinets or slightly higher. Nobody cares to see what the cabinets look like underneath. Taking a shot from your belly hight might be appropriate for a living room but not for a kitchen.
st-pete-fl-kitchen-photography3) You are selling counter space, so remove most of the objects from the counters, even coffee makers and toasters. Trust me, the kitchen will look more spacious and easy for an eye to take in.
4) Got cabinet lights? Turn them on. Microwave light? Turn it on.
st-petersburg-real-estate-photo5) A small vase with flowers can work nicely, just make sure you don’t block anything important with it. You could also look in your fridge, find some fruit and place them in a bowl on your island or counter.

The rest is your technical skills with camera settings and lighting. It’s all in your hands from here on!  To get more ideas on how to take good kitchen photos visit my Kitchen Shots album on Flickr.

Opulent home twilight photos on Snell Isle Brightwaters Boulevard

Twilight and evening photos on Snell Isle

Brightwaters Boulevard has become a regular destination for us. We’ve shot photos and videos here for agents from different brokerages and the homes we photographed varied in size and style. There were sprawling mansions, cute cottages, mediterranean estates and modern efficient homes. Twilights are some of our favorite shoots, and this time we had an opportunity to make twilight photos of this opulent home on Snell Isle’s famous Brightwaters boulevard. Before the sunset we even had a little time to do some evening interior and exterior shots. Take a look! Contact us for your own twilight photos, your sellers will love them and you’ll receive the attention of many buyers. I’ve now moved to Atlanta and service Atlanta, Marietta, Alpharetta and all Metro Area. Call me (727) 418-9016 to schedule!

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Twilight In Old Northeast St Petersburg

Old Northeast Twilight Shoot

Old Northeast neighborhood sprawls 30 block north of Downtown St Petersburg and is one of the largest residential neighborhoods in our city. There probably isn’t a style of home that you can’t find here. Tudor, Foursquare, Colonial, Craftsman, Federal and, of course, Soutern Bungalow are all present here in multitude of shapes and sizes. You will also find some Mid-Century Modern and even Neo-Modern style homes in Old Northeast.

This time I was doing a shoot of sort of a mix between mildly Tudor with Federal-inspired brick exterior. Day-time presented a challenge of many surrounding oak trees that cast heavy shadow, yet with sun shooting through the leaves. The contrast of brick layers with such light is not easy on your eye. As a real estate photographer I had to figure something out. The solution was to take twilight shots. Here are a few shots from this session.

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Staircases Are Big Deal In St Pete Homes

Stairs, Stairs, Stairs

living250In Atlanta, just like in Tampa Bay where I lived before moving here there are many two or three story homes. For those who want to own a large home few options exist other than building up. I enjoy taking photos and video of such properties as they often offer quite interesting picture compositions.

St Petersburg Home Staircase

Usually one of the main features of a large two-story home is its’ staircase. I’ve seen some that involved glass, beautiful rod-iron work, elegant all-wood staircases, some made of oak, some with cherry steps, curved, straight, round, multilevel, I’ve seen them all. Perhaps you could use some inspiration for your next home. Here I am sharing my photos of a few cool staircases with you. Enjoy!

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Tampa Bay Stairs Photos

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