In today’s competitive market, luxury homes in Melbourne require exceptional marketing to stand out. With Melbourne real estate photography, high-quality photos are essential to highlight a property’s features and the surrounding lifestyle, whether it’s the bustling urban scene, iconic beaches, or the lush greenery of nearby parks. Capturing the spirit of the area and the home’s unique appeal can make a significant difference in how potential buyers perceive a property.
David McHugh, a well-known real estate agent with LIV Sotheby’s International Realty, emphasizes that affluent buyers seek more than just a home – they want a lifestyle for their family. “How do they see their family using the property? Will this property be a draw for gatherings and family events?” McHugh’s insights resonate with Melbourne’s luxury market, where buyers value properties for both location and lifestyle.
For example, a video tour can provide an immersive look at both the home and its surroundings, allowing prospective buyers to experience the property virtually. Including a detailed floor plan, especially for larger or architecturally unique homes, adds further value. Hosting an exclusive open house event can also create a unique marketing edge.
While premium marketing efforts are commonplace for luxury listings, every property in Melbourne deserves to be showcased with high-quality Melbourne real estate photography, regardless of its price point. Even homes with modest marketing budgets can benefit from professional photography to achieve the best possible sale price.
How Much Should Agents Invest in Real Estate Photography and Marketing?
Melbourne real estate photography and marketing can vary in budget depending on the property’s value. For luxury homes, a higher budget is standard; Laura Ure, a marketing expert, suggests investing about 1% of the sale price on marketing. This approach aligns well with Melbourne’s high-end market, where a $2 million home might have a $20,000 marketing budget.
For more average listings, real estate agents can adjust their spending while still making an impact. Author Jerry Rossi suggests a good rule of thumb is to allocate about 10% of commission income toward marketing. So, for a $700,000 property in Melbourne, an agent earning a 3% commission might set a budget of around $2,100. This budget could include:
20 professional photos showcasing the property and Melbourne lifestyle
A video tour of the home and surrounding neighborhood
A detailed floor plan
Print and digital marketing materials
With this budget, the property can stand out in Melbourne’s competitive real estate market.
Budget-Friendly Real Estate Photography Options
For homes in lower price brackets, Melbourne real estate photography can still add value without a large expense. For a $200,000 listing, a $600 budget might cover 10 high-quality photos and a brief video tour, creating a professional and appealing listing. Properties priced under $100,000 can still benefit from 6-10 well-composed images, which will set them apart in an otherwise competitive market.
Agents who invest even minimally in high-quality Melbourne real estate photography for low-cost properties will see significant advantages. Buyers scrolling through listings are more likely to pause on a property with clear, professionally taken photos, increasing its chances of a quick and favorable sale.
Final Thoughts: Why Quality Photography Matters for Every Melbourne Listing
Don’t overlook professional photography and visual marketing for any listing, whether it’s a luxury home or a more modest property. High-quality Melbourne real estate photography doesn’t just enhance a property’s appeal – it affects buyer interest, perceived value, and overall sale potential. To truly showcase every listing’s potential and represent your brand as a professional, make professional photography a standard for every property.
In Melbourne’s diverse real estate market, investing in Melbourne real estate photography can be the key to setting each listing apart and achieving the best possible outcome for both you and your clients.
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