Does your real estate photo send the
message you think it does? Years ago before real estate became such a self
promotion business your personal image wasn’t so critical as it is today. A
portrait or studio pose was just perfect for all your ad slicks. But times have
changed. Real estate competition is now on exponential steroids. Each day we
compete for our share in the real estate arena with countless other agents vying
for the same business. Some agents even have their image professionally
branded! Think about this, you are now competing with Madison Avenue for your
little market share in your neighborhood or city! Every day we are inundated
with impressions of real estate agents in various poses on billboards, business
cards, brochures, home ads in real estate books, shopping carts in our
super-markets, cable TV ads and yes…the Internet! Since real estate is an
industry that is also built upon creativity, and self promotion, I was wondering
if anyone has done any real research into the effectiveness of the poses we are
in these marketing images. I mean face it, when we all had profile pictures we
all looked the same. That is no longer the case! We moved beyond the image of
the agent in the office pose in the 1980’s with cell phone and fax to show
cutting edge in technology, from pagers, to cell phones, and now iPods. For the
time they were taken, the photos were impressive and effective. Today I see a
lot of power shots, but are the photos all wrong? Are they sending the image we
intend to send? Or are they taking away business.
Recently I became curious about an agent photo that personally turned me off.
That thought became the focus of this real estate photo blog. Some of the
photos that I’ve come across recently do not come across as friendly! When I
see two persons back to back I personally see insouciance. In my own opinion,
there’s a disconnect in the appearance that the agents in the pose could give a
flying flip about me as a consumer! So is the pose counter productive, does it
send a different message that exudes sarcasm, or an air of disdain? I think
so. I did a little research and looked up a few terms that I thought describes
a lot of the real estate poses that are very common today.
Since body language is now encapsulated in the photo, it is important to examine
and rethink the subliminal message we may be sending. If a photo can send an
image of friendliness, it can also send other messages. Dominance,
indifference, or even a message that I dislike you and think you are stupid!
Some of these messages may be unintended but it is how the images are
universally perceived that we are concerned about. So here is the pose that
started me off on this blog. Two agents in strong business attire arms folded,
back to back photos no real smiles. First of all because the attire is business
as opposed to casual it has narrowed the field of prospective clients and
excludes the first time buyers. They are certainly are not doing land deals or
farms! In body language the way I understand it represents defense posturing
and disdain! What are your thoughts?
Here is one of the sites I found
some information on.
RE/MAX Paramount Properties 678-595-5283 Direct
Or 888-940-0074 Toll Free Office
Atlanta Real Estate Agents, Alpharetta GA Homes for Sale, Dunwoody GA Homes for Sale, Atlanta Real Estate & Atlanta Homes for Sale 
Gwinnett Homes for Sale
Atlanta Real Estate Blog, Cumming GA Homes 
My photo was taken in 1999 and there will be no more! ! !
Lenn! I always joke around that I need to keep my own high School Photo current! LOL! That may the feature of another post! LOL!
Brian Eye contact is key! The eyes are the portal of the soul!
Great post Jim. I personally don't like the standing photos or those back to back ones either. I think most consumers may have the same opinion, but I doubt it effects the agents bottomline.
I recently found a card at one of my listings that had a 50ft agent FLOATING on top of the home. I took it and showed it to my family. After a laugh, we certainly remembered the agent. So maybe it's just a means of standing out.
Jim, I know what you mean with the agents standing back to back. It communicates to me "We can take you on" rather than "We'll take good care of you". The folded arms across the chest signal defensiveness. I tend to stand with my arms crossed if I don't have a pocket to put my hands in. It helps to work with a photographer who knows what he's doing. A true professional will encourage friendly poses for your business photos.
Sandy
Thanks Sandy! I guess it all depends on the particular photo or pose. Each pose from a photographer can be shot from may different angle, and each one may have a similar message, but some may be better than others. That is why most of us will choose only a few of the shots! Perhaps we should have some guidence instead of our egos making the choice.
Great post Jim I personally love the pics that are like twenty years old. I myself leave the pics off now but when I started in the business I put my picture on everything.
Adrian! You are talking about my high school photo!
Georgia you are very successful because your marketing is not all about George, you are successful because you lace your clients needs first! You are the true professional! Thank you very much for taking the time to comment! I love your posts!
Missy there is an old saying..."When times get tough the tough get going!" I'd rather reevaluate my marketing and fine tune it to see if I am missing something! If one picture is worth a 100 words how much is a bad picture worth?
Fred I am sure mine could be better, but they are recent and not threatening! LOL! I hope!
Elaine there was an old joke line that went..."Are your buying...I'm Selling!" Lol! Sex does sell! Madison Avenue found that out a long time ago.
A few months ago I decided to make each of my town pages on my website look like my home page; which had my picture on it. All of a sudden I noticed I was not getting as many leads as when it was purely content without my picture. I took the picture back off and it seems the leads have increased again. That has really made me start wondering about how effective having pictures on all of our stuff really is. I'm in the process of building another website and I don't even plan on putting my picture on the front page. Instead I'm planning on putting pictures of the area; if it would just stop raining long enough for me to take pictures of my area.
Diane I think the photos that are most appealing to me personally are those that appear natural. Real folks, real smiles, sincerity is a plus. Like I mentioned 1 picture is worth 1000 words.
Patricia! Thanks Some of the photos the agents appear that they really could be a prison guard! Backs to a wall and arms folded! LOL! If it makes you stop and think... what is the viewer thinking?
Jim,
Great post! I do believe that since times and the industry has changed so much; agents are trying to find there way. There are so many mixed signals out there, and nothing universal that I've found. Our photo's should be taken with great consideration. I loved the additional links you provided as well and enjoy your posts.
Jim,
I had thought about taking my photo off my the HOME PAGE of my website and my cards. I did an experiment and asked my Non-Liscensed Assistants and several other home owners what they thought of a website and cards without a photo? They agreed unanimously that it should be kept on the website, they didn't care one way or another about the cards. The reason was - they wanted to see who they would be dealing with and if that person looked "NORMAL" or not! I think that it would be different if you asked home buyers. Sellers want to see who will be representing them and in what way. Buyers don't really care as long as you can find them a good house.
The old saying I've heard: "sellers buy image and buyers buy houses"
I agree that I don't like seeing people with their arms crossed or with their hands under their chin or pointing.
How about the pictures where the agent's hands are outstretched in what looks to be like an attempt to shake your hand? I've seen them on signs. I don't really get it and I wonder how it works. Is it supposed to make you think, "Look how friendly he is; he wants to shake my hand. I should buy that house!"
I recently took my picture off of my homepage and put it in a section entitled "About Your Realtor." that way, I am giving them the information they want and if they are curious, they can go peek at my picture on another page. I still have it on my card though. If someone pulls the card out of their wallet and sees my picture, it's easier to remember me. Recently I have been seeing cards with pictures of the house the agent is trying to sell instead. I like that idea, but wouldn't you have to constantly be making cards.
Recently I have thought about my family portrait on my card, what do you think of that? Too cheesy?
Jim, A GREAT THOUGHT PROVOKING POST!! Makes you stop and think!! I also have met other agents that looked nothing like their business card. I want to keep mine updated every 3-5 years anyways.
The next time I get mine updated I am going to let a professional do it. Thanks for the post!
Ray - "Our photo's should be taken with great consideration"
Carol Point well taken! "Too easy for us to be judged FIRST based on appearance. "
Debbie what a great insight! I love it! ""sellers buy image and buyers buy houses"
Carol you make an interesting obeservation! Buyers and sellers needs are different!
Scott Gag me with a spoon!
Vicki that is because that is their high school photos!
Stacy I think a family portrait is fine! I think it needs to be incorporated into the marketing.
Darlene I love it! "I want to keep mine updated every 3-5 years anyways."
Time Marches on! Lets update those photos!
Even during the last 7 years I've changed my marketing picture a lot!
Jim your evaluation of the competition and the ensuing market share we fight to achieve is right on. I have all the bells and whistles including a slick integrated Power-Point listing presentation. I have the personal brochure yet my photo remains professional and I don't use my dog, a caricature or anything else. I want people to recognize I am a professional and will represent them in a professional manner. Nice post.
I remain a firm believer that unless you are of the beautiful people, or the customer already knows you, a photo of ourselves is not a selling feature and could do harm. It is indeed sad that we make decisions based on looks. But that is what a lot of people do. And when we put ourselves out there with a photo, we must realize we could be judged by it. A good-looking person, a friendly-looking person, a smart-looking person has zero to do with how that individual will perform at their job. I know a few people who are hard on the eye who are exceedingly good at what they do and others who are really photogenic but truly incompetent. We probably do ourselves an injustice by looking at photos to make decisions, but we do it every day.
Now, if the client already knows you and wants to do business with you, then fine, leave a card with your photo. But for strangers, a photo could do harm - again, unless you are one of the beautiful people.
So maybe we should have 2 sets of cards - one for people we have already met, and another set for strangers. :-)
And we should petition Congress for a study about photos on cards. Our Congress loves to spend our tax money on studies. There have been many regular studies done on how the beautiful people have an edge up - and they do. 20/20 had a segment once about it. An unattractive woman couldn't even get anyone to help her move a huge sofa down the street. But people were falling over themselves to help the pretty woman. Even other women. That's life in good old America.
A while back, I recall reading an article about car dealerships having to carefully train and retrain staff to NOT make decisions about who can afford to buy an expensive car based on what the customer looked like when they walked in the dealership. Because that's what the salespeople were doing.
And I confess. I've made decisions, at least partially, because of a photo/looks - if I did not already know the person.
I personally respond best to pictures of the whole team, or seeing the picture of an agent while interacting with others. I think that it's a good thing to have a picture by yourself, but what appeals to me personally is seeing somebody in situations of life. It gives me a better idea of whether or not I want to do business with that person. :)
Mike
Candy perhaps this is just food for thought! Sometimes we do make judgements based upon the pictures we see. In our business, we need all the leads we can get!
Gary I love your points! Also...now that you brought it up! What is with all the pets in photos? While some may like pets others do not. That could be a subliminal turn off to those that are not avid pet lovers.
Carol we currently use 2 sets of cards. One for previewing with out photos, and the others with photos for past and current clients!
Mike I agree! Interactive is good because we are in our own comfort zone!
Todd & Danielle You are correct! I think photos that bring out the real you are effective...relaxed, smiling sincere. In my own mind that is the right message instead of the power poses. Thanks!
Great article. In a related area, when we first started our real estate video business, we debated putting agents in our property videos. We ended up deciding aginst for many of the reasons you talk about in your article. If the buyer is focusing on anything besides the home, its a distraction.
I'll be a regular reader from here on
Tony
A Grey I like that observation...Distraction! Very interesting. Sometimes we focus more on ourselves and images than the products we are suppoed to be selling. I guess a photo session should never be all about me!
Maureen!! Thanks for the compliment! Maureen you have a great photo and very natural smile! Use it on all your marketing!
My favorite are the "glamour" shots! I've had clients make fun of other agents photos in front of me when they're the "glamour shots"! I have been meaning to get my photo redone because I think I don't look as friendly as I am in it. It had been so long since I had my photo taken I guess I was a little nervous. My drivers license photo is better than my real estate photo, lol! I do think that having your photo in your advertising helps. Before I was a Realtor I looked at all the magazines, and newspaper ads and remember thinking "Wow, that must be a good agent because I see him/her everywhere!". I think the best photo is a simple head shot, no gaudy jewerly, no fancy outfit, just a nice smile so people know that you're down-to-earth and not intimidating.
Thanks for the post. I need to update my photo.
Great post! Body language says SO MUCH! I know years ago my partner had on a business suit in all his photos and a serious face; now he goes more casual and even smiles! I feel a smile goes a long way in a photo!! Too many people seem to forget that smile!
And keeping those photos updated is another good point! I recently was handed a card and when I looked at the photo, I could not help but wonder if it was over 20 years old!!! It was a great photo, but it sure wasn't the person in front of me!
Bill & Barbara, it must have been a photo portrait of Dorian Grey when he was a Realtor! LOL! Too Funny~
Well, how handsome are you!!! You have a great photo, and you've made me think about mine. I've gained some weight in the last year, though my hairstyle is still the same, I look much older. Been through some stuff, but now I'm thinking about a bit more casual and more welcoming. Good ideas.
Actually, I wish I was Dorian Grey. Remember that movie?
It's me that needs changing, and as soon as I get a paycheck, I just might do something about that.
This, by the way, was an excellent post. Comprehensive, intelligent, useful, and very well written. I give this a 5. Thank you Jim.
Thanks for sharing Jim....the Website Link on Body Language was interesting......even though we put our photo on our biz cards and try to keep it updated, the best customer response we've ever had with a photo was our 1st brochure in 1999 with our dog "Buddy's" snapshot we took in the backyard !!!
Vicky I love it the convict look! We all should really choose the marketing photos with more care to what message are we sending?
Patsy, I guess because I do a little bit of public speaking, I update the photos regularly! Even then they date themselves quickly!
Jeff...Now that is a great photo!
Very interesting post! My team and I are getting ready to take new team photos -- now this information has me thinking! My thoughts were to have the men wear suits, but perhaps unbuttoned and relaxed looking. Now I'll have to look into whether that gives mixed messages. There are five of us total, and we'll be taking group shots and individual, and then just the "men" and just the "women. (2 men, 3 women).
As for business cards, I don't have my photo on my card. It was an experiment, actually, and because of the fact that when I needed to order new cards I did not have an updated photo on my computer, and I didn't want to print 1,000 of the same old photo. So, instead of having people say "wow, that photo doesn't look like you" now they say "wow, I never saw a real estate agent's card without a photo!". I don't know what my experiment accomplished. I think my next batch of cards will include both, with and without photos.
Still not sure what to do w/ these team photos we need to take though. We won't be facing away from each other, that's for sure!
Hi Jim, My husband gave me a hard time about putting a simple head shot on Active Rain. Go to a post that I just read at You commented on: "Signs With a New Look...Watch For Them In Your Neighborhood!"
and please let me know what you think??? I think it will run more clients away than not. Just my opinion. Also, you might read a post of mine called
Hey Pretty Ladies...sell more Real Estate! Deb's Diddies. (Members Only)
DEB's DIDDIEs
Good to visit with you! Debra A Brooks
Loreena I think your photo looks great!
Debra it looks fine to me. The point is you and your clients have to be fine with it.