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Revealed! The most important property photo to include in agency listings

New research claims to show what buyers most want to see in photographs on a sales listing - and it may not be what agents expect.

A survey of 1,000 recent UK homebuyers by estate agent media provider Giraffe360, aimed to identify the aspects of an online listing that are most likely to catch a potential buyer’s eye.

When it comes to that all important first impression, it’s hardly surprising that a good exterior shot of the front of a house ranked as the most important to potential buyers when searching online. 


However, perhaps less obvious is the second most sought after snap, as it doesn’t include the house at all.

Homebuyers ranked a clear photo of the wider street on which a property is situated as the second most important picture, with additional outdoor space such as a driveway, front garden and garage also ranking high. 

But while an external shot is the most important photo at the front, homebuyers are more concerned about seeing the size and style of the garden when it comes to the rear of the property. 

They also ranked the level of privacy provided as the second most important feature to showcase, as well as whether or not the rear garden was south facing. 

Inside the home, the kitchen ranks as by far the most important feature to photograph within the downstairs living space, followed by the lounge and whether or not the property boasts any unique features. 

Upstairs, the bedroom reigns supreme when it comes to photographic importance, with homebuyers most interested in the master bedroom, followed by any additional bedrooms and then the bathroom.

Mikus Opelts, chief executive of Giraffe360, said: “We know that property photography is incredibly important when it comes to attracting potential buyers but despite this, our previous research shows that a quarter of estate agents are still using smartphones. 

“However, even those with the very best tech can waste time compiling photography that undersells, or worse, oversells a home.

“Potential buyers want more than a few quick snaps but they also don’t want to be overloaded by hundreds of similar looking photos and so what you capture is as important as the quality of the finished article. 

“As our research shows, while the traditional features are of great interest to prospective buyers, they also want to see the wider area, the privacy offered, any unique features, or the fact a property is south facing. How you go about capturing these areas of appeal can be difficult, but with just a little additional time and effort, it can seriously increase the online appeal of your for sale stock.”

When thinking about viewing property listing photos online, what was most important about the front exterior of the property?
  Answer Respondents
  The front external of a property 42%
  The road it was situated on 29%
  The driveway 13%
  The front garden 5%
  Garage space 3%
  The front door itself 3%
  The windows 2%
  Any trees or other plants (flower beds) 2%

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