How Many Listing Photos Do You Need to Get Leads?

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how many listing photos?

At Point2, we spend a lot of time thinking of how to help our clients get the most out of their online marketing activities.

When it comes to marketing your listings online we want to make sure that you generate as many leads as possible, so we had our experts analyze the data from Point2 Homes to see how many listing photos you need in order to generate leads.

Put this information to use in your own business to streamline your workflow and grow your business!

What is the optimal number of listing photos to generate leads?

Is 5 photos enough? Is 50 photos too many? Here is what our research revealed:

Graph1

Takeaway: A listing with between 10 and 15 photos has the best chance of generating leads.

While too few photos (<10) will obviously not pique a potential buyers’ interest, we also found that too many photos (>20) could potentially lead to less leads as well. Why? Too many photos may answer a potential buyer’s questions, which means there is less incentive to contact the listing agent. Like any good sales pitch, you want to give enough information to interest people, but not so much that they don’t need to contact you!

How many listing views does it take to generate a lead?

It might depend on the number of listing photos you include! We looked at listings that had different numbers of listing photos, from 0 to 80, to see how many views it took to result in one lead.

graph 2

Takeaway: Listings with between 10 and 15 photos get leads with the least amount of views required.

This reaffirms our findings from above. Ten to 15 listing photos is definitely the sweet spot for the average listing.

Is there such a thing as too many listing photos?

By now you’re probably wondering if having more than 15 listing photos is a bad thing and could negatively impact your views and leads. Our data shows this is not the case. But, at the same time, there is no overwhelmingly positive impact from having more than, say, 20 photos.

graph 3

 

Takeaway: Listings with up to 20 listing photos get just as much traffic as listings with 50 or more.

You can save yourself a lot of time and energy by keeping the number of listing photos you use to around 20. We have found that above this level you do not increase your probability of increasing your traffic by posting more photos.

What is your experience with posting listing photos? Have you noticed any trends that help or hinder your listings performance?

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9 comments

  1.    Reply

    […] Recent research revealed that a listing with between 10 and 15 photos has the best chance of generating leads. But they can’t be just any photos of course. To have the strongest impact, your listing photos have to be good. […]

  2.    Reply

    […] Recent research revealed that a listing with between 10 and 15 photos has the best chance of generating leads. But they can’t be just any photos of course. To have the strongest impact, your listing photos have to be good. […]

  3.    Reply

    There is a sweet spot for the number of photos to use on a listing. Too many and there’s the chance that a buyer will not see one of the better features by moving on to the next listing. Too few and there is no allure. If the description boasts of a number of upgrades and the only image is mostly of the driveway, buyers may only be making inquiries based on the price.

    The quality of the images is more of a factor than the quantity. Pick up any high end real estate magazine and you will find the the number of photos of a featured home averages around 10-12. In that limited number of photos they are able to stimulate desire and that’s pretty telling about the impact of professional photos.

    For buyer it’s great to see enough photos that tells them it’s worth a trip to visit the property. If the photos are well exposed and color correct, they shouldn’t be presented with a property that looks different in person. That will instill trust that the agent is honest in their marketing

    For agents, too many photos can have negative consequences as outlined in the article. There’s a myth that more photos places a listing higher in the rankings, but it’s exactly that, a myth. Using a professional photographer is a better selling point to gain more listings than posting large galleries of poor photos. RE marketing starts with good photos. With everybody starting their new home searches on-line, give them something good to look at.

  4.    Reply

    My use of 50+ photos is not so much to get leads, as it is to get MORE listings. Of course, I want to sell the house I’m photographing, but if I price it right and market it well, that will take care of itself, regardless of whether I get the buyer or not. My # of photos and quality of photos has gotten me many a listing in head-to-head competition. Potential sellers notice that.

    1.    Reply

      Thanks for commenting, Dave! You have a good point. Listing photos can serve multiple purposes and impress sellers as well as buyers.

  5.    Reply

    I think the key is to show the best 5 to 10 first. Buyers and agents won’t look thru 50 if they don’t like the first 10. Also agents need to be careful….and smart pay for professional photos! Buyers are eliminating just as they used to with flyers in boxes…. We need them to come into a house to get the whole emotional effect….sight, smell, sound.

  6.    Reply

    I like this post. I’ve often thought too many photos was, well, too many. Why go and see the house, live, if you can see every nook and cranny online.

    I wonder what shots (interior/exterior) would be best in this mix to generate the most interest?

  7.    Reply

    What is the number on the left for the graph? Is it “probability of listing being viewed”? If so, how did you measure this? Personally, I disagree. Consumers like photos so I give them plenty. Mike’s 2 pennies

    1.    Reply

      Thanks for reading, Mike! Our team used data from Point2 Homes to produce these results. But of course everyone has their own photo preferences. We recommend you do what works for you!