Professional photos mean a world of difference if you’re trying to create or improve your listing position and stand out in a crowded OTA like Airbnb, and working with a photographer is the best way to do this. While simple photos taken with your camera phone is acceptable for those just starting out, upgrading your listing images will automatically upgrade the value your potential guests see. This is important no matter if guests are finding you through the OTA’s like Airbnb or Booking.com or VRBO, when they are on your direct booking website or visiting your social media pages.
A picture is worth a thousand words and your listing doesn’t have to be a huge luxury mansion to schedule a photo shoot. You are in control; you alone know the brand image you’re aiming for. Take the reins and work with a photographer to capture your listing photos to convert more bookings with higher paying guests. I recommend budgeting on fresh photos every year. The investment will pay for itself in higher value bookings.
1. Do Your Research
Ask friends and business associates if they can recommend any local photographers. Do a Google search for more local names. Never be afraid to ask questions, including what style of photography do they do, have they done on-location photo shoots before, and do they have references. Look at their portfolios; do you like the shots you see? Are they creative? Would a similar style suit your business brand?
2. Ask for Short Term Rental & Lifestyle Photos, Not just Real Estate Photos
A standard real estate agent photographer is trained to sell a property. A Short Term Rental Photoshoot is all about selling YOUR guest experience which is specific to YOUR listing, YOUR brand and YOUR style of hospitality. If you are doing off-OTA marketing on social media, the images that work best are different. So make sure you plan for listing photos, lifestyle photos as well as photos of your appliances for your guest book instructions. Plus plan for different lighting, different seasons and different times of the day.
3. Be Specific; Don’t Hold Back Details
The best working relationships are those that have a clear, open line of communication. Explain your business to your photographer, the brand image you’re aiming for, who your ideal guest is. Show examples of other listing photos on Airbnb / OTA’s or Instagram accounts that you like and that match up with your brand. Don’t assume your photographer knows what you want. Offer ideas and examples and let them get creative based on those ideas.
4. Be Your Own Photo Shoot Producer
You know the nuances of your property better than anybody. Communicate the USP (Unique Selling Points) of your property and make sure the photographer captures the look and feel of your brand. They should have their own ideas as well but the more ideas you offer, the better they can see your vision and who you are trying to attract. They are professionals so if an angle won’t work due to poor lighting or it’s inaccessible during the time of your shoot, they will let you know. Arrange for “moments” – table set for a meal, glass of wine with a cheese board on a balcony, a quiet coffee and book in a reading nook, a games area showing how guests will interact your space. Make sure you have lots of options as you want to rotate your listing photos seasonally.
5. Plan Your Staging
There’s no sense in wasting your photographer’s time (and your money) by staging while mid-shoot. Set the table, make the beds and pull linen down TIGHT, hide all the cables and put down the toilet seat all in advance of the actual shoot. Stage multiple “moments” – or at least discuss your options with the photographer in advance – and be open to advice regarding angles and textile layering from your photographer’s artistic point of view. Have options with props as well, such as your laptop on a workspace, an upturned book on a side table, a cozy throw rug draped over the sofa and anything else that is important to your listing in .
Ready to Perfect Your Brand Image?
Join the Virtual Summit starting Jan 25… Have you got your tickets yet?
Branding can be overwhelming but in the Summit starting TOMORROW, I’ll share with you tips to help your property stand out and perfect your branding message. Together with Stacey St James, we’ll talk about design, copywriting, titles and brand elements which will only be enhanced by your professional photos.
If you want a laser focused audit on your brand and tips on how to prepare for a photoshoot, my Listing and Branding Audit will give you actionable tips to stand out in a busy marketplace and get booked with amazing, high paying guests who will LOVE your property as much as you do.
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