![[AptChat] 2:9:16 (small)](https://i0.wp.com/aptchat.org/wp-content/uploads/2016/02/AptChat-2916-small.jpg)
As the old saying goes, “Image is everything.” This is especially true in apartment marketing, where prospects rely heavily on property photos in the early stages of the shopping process.
Since just about everyone has a camera in their pocket these days (thanks to mobile phones), more people can contribute to your visual marketing efforts than ever before. But are photos from residents and staff as useful as professional photos? In the end, is it just easier to hire a pro?
In our latest #AptChat, we discussed tactics for creating appealing marketing images. These are the highlights. (Click on the links to jump straight to a specific question.)
- Q1: What are the most important visuals prospects expect to see? What are the images you have to have in your marketing today?
- Q2: What are some good ways to help your images stand out? How can your images capture someone’s attention?
- Q3: How are you capturing photos for your property? All professional photography? Is the on-site team taking any photos?
- Q3A: *Should* on-site teams be more involved in capturing images and videos?
- Q4: Are you incorporating resident photos into your marketing? Either photos of residents or photos taken by residents? Good idea?
- Q5: What questions/tips do you have to improve your property images?
What are the most important visuals prospects expect to see? What are the images you have to have in your marketing today?
A1. Interior visuals are definitely expected. We experimented with video but found photos worked better for users #aptchat
— RentLingo (@Rentlingo) February 9, 2016
@Rentlingo @AptChat when I was more directly involved with leasing, I wanted to create a YouTube channel with our agents giving tours.
— MeghanJG (@MeghanJG) February 9, 2016
@MeghanJG @AptChat @MeghanJG We first had tour videos but after testing saw that pics generally lead to more conversions. #aptchat
— RentLingo (@Rentlingo) February 9, 2016
@AptChat How about CURRENT Interior Shots?
— Mindy Sharp (@MsMin) February 9, 2016
A1:Would love to see more visuals w/maps & apt availability – so the customer can see where their unit would be on the property. #aptchat
— Kristi Fickert (@Marketing_Mommy) February 9, 2016
A1: Amenity spaces have wow factor, but interiors are the bread & butter. Still see sites w/out interior apt pics! #aptchat
— Kristi Fickert (@Marketing_Mommy) February 9, 2016
@Marketing_Mommy Do prospects want to see the apartment they’ll be in (even if it’s empty), or should those be model shots? #AptChat
— Apartment Chat (@AptChat) February 9, 2016
@AptChat There is something to be said for letting them view “their” unit. Same thing happens on tours – why not allow it online? #aptchat
— Kristi Fickert (@Marketing_Mommy) February 9, 2016
The surrounding community is becoming increasingly more important to show in visuals from what we’ve seen #aptchat
— NAA (Natl Apt Assn) (@NAAhq) February 9, 2016
@NAAhq So more prospects want to see the neighborhood, as well as the apartments? #AptChat
— Apartment Chat (@AptChat) February 9, 2016
@AptChat I think the trend is heading that way. You’re not only selling your apartment community but the community as a whole #aptchat
— NAA (Natl Apt Assn) (@NAAhq) February 9, 2016
@NAAhq It’s been a big issue for a while.Neighborhood is hugely important in both city/suburban. #aptchat
— Lisa Trosien (@LisaTrosien) February 9, 2016
I see visuals that are ‘same old’ in ads on ILS’s, like pools and for some reason, pics of the sign. Stand out/be memorable! #aptchat
— Lisa Trosien (@LisaTrosien) February 9, 2016
@LisaTrosien I agree pics of the sign isn’t a wow factor but it helps me as a visual marker when driving to visit a property #AptChat
— RokitNow (@RokitNowInc) February 9, 2016
@RokitNowInc @LisaTrosien So maybe this gets incorporated into their “directions” pages online – where it’s more relevant? #aptchat
— Kristi Fickert (@Marketing_Mommy) February 9, 2016
@LisaTrosien Do you think properties should include photos of their on-site team? #AptChat
— Apartment Chat (@AptChat) February 9, 2016
@AptChat I like pics of onsite teams.Everytime I’ve used it, the prospect loves seeing the person ‘in person’ when they arrive. #aptchat
— Lisa Trosien (@LisaTrosien) February 9, 2016
@LisaTrosien I think on-site team photos do add a personal touch, but commit to keeping them updated if turnover. #aptchat
— Jackie Koehler (@jackiekoehler) February 9, 2016
What are some good ways to help your images stand out? How can your images capture someone’s attention?
Q2: We think maps are huge for standing out. Renters often want to know how close they are to the town/restaurants/etc. #aptchat
— RentLingo (@Rentlingo) February 9, 2016
I suspect that expectations change when a prospect is on craigslist looking for a specific unit vs. scoping the property website #aptchat
— Holli Beckman (@Apartmentalist) February 9, 2016
Plz stop using bathroom pics with the shower curtain pulled closed. What are you hiding behind that thing?!? Pink & blue tile? 🙂 #aptchat
— Kristi Fickert (@Marketing_Mommy) February 9, 2016
How are you capturing photos for your property? All professional photography? Is the on-site team taking any photos?
Maybe this is just my experience, but onsite teams hardly ever are involved in the website pics, posts, updates! #AptChat
— Mindy Sharp (@MsMin) February 9, 2016
@MsMin I think it depends on who their website provider is. If it’s templated/easy to make changes, I’ve seen site staff updating #aptchat
— Lisa Trosien (@LisaTrosien) February 9, 2016
@AptChat Re: photography, look at EQR’s videos. All shot with iPhones. No professionally shot videos. And getting 1000’s of views. #aptchat
— Lisa Trosien (@LisaTrosien) February 9, 2016
A3: If on-site teams are taking photos – is anyone training them or giving best practices to follow? #AptChat
— Kristi Fickert (@Marketing_Mommy) February 9, 2016
@Marketing_Mommy That’s the next step, especially for social photos – visual style guide, editing apps, recommended filters, etc. #AptChat
— Apartment Chat (@AptChat) February 9, 2016
@AptChat @Marketing_Mommy we are always dealing with the site teams posting to blogs & social, they need to be aware of copyright #aptchat
— Jackie Koehler (@jackiekoehler) February 9, 2016
@jackiekoehler @Marketing_Mommy Do you provide any resources to help them find or purchase licensed images? #AptChat
— Apartment Chat (@AptChat) February 9, 2016
@AptChat here’s an example of tips we provide: https://t.co/uqQ4x5onx7. We also monitor and bring to attention issues as we seem. #aptchat
— Jackie Koehler (@jackiekoehler) February 9, 2016
*Should* on-site teams be more involved in capturing images and videos?
@AptChat yes!! Give them the tools to be creative and show ownership of their community. #aptchat
— Danielle C. Noel (@daniellecnoel) February 9, 2016
@AptChat A3: If they are trained properly and given strong guidelines,yes. #aptchat
— Lisa Trosien (@LisaTrosien) February 9, 2016
A3: They are the front lines. We have 2 involve them. May have 2 proof/edit first. Mktg Teams are spread thin & not always on site #AptChat
— Kristi Fickert (@Marketing_Mommy) February 9, 2016
@Marketing_Mommy A3: And if we finally start empowering some of these people, turnover may slow down in those positions. #aptchat
— Lisa Trosien (@LisaTrosien) February 9, 2016
@LisaTrosien A3: Gotta have #Training & #Trust. There is some talent to be mined out of these folks. Time to let them shine. #AptChat
— Kristi Fickert (@Marketing_Mommy) February 9, 2016
Are you incorporating resident photos into your marketing? Either photos of residents or photos taken by residents? Good idea?
Wondering if properties are getting photo releases to use residents in any images they post? #aptchat
— Jackie Koehler (@jackiekoehler) February 9, 2016
@jackiekoehler I know for sure @village_green does this – it’s part of their community policies all residents sign. #AptChat
— Kristi Fickert (@Marketing_Mommy) February 9, 2016
A4: I might not put it into collateral or a website but retweeting and regraming resident content helps build community #aptchat
— NAA (Natl Apt Assn) (@NAAhq) February 9, 2016
@NAAhq Old School newsletters should feature pics of Residents!!!! Posting that online used to help my former property! #AptChat
— Mindy Sharp (@MsMin) February 9, 2016
What questions/tips do you have to improve your property images?
@AptChat I wonder if animated gifs or “live” photos have any place on apartment websites. It might be annoying though #AptChat
— RokitNow (@RokitNowInc) February 9, 2016
@RokitNowInc @AptChat Am I the only one who thinks the Resident Page is under utilized? Gifs would be fun there. #AptChat
— Mindy Sharp (@MsMin) February 9, 2016
Tip: I invested $200 for photo staging supplies (think mini-model). Split cost b/t sites & used to jazz up vacant pics #AptChat
— Kristi Fickert (@Marketing_Mommy) February 9, 2016
Got tips for improving property images? Share them in the comments!
Our next #AptChat will be Tuesday, February 16, 2016 at 12 pm Eastern. In the meantime, be sure to sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!
