As a licensed and active Realtor® and the owner of a Real Estate Photography company, I sometimes get asked who should pay for listing photos. Should the listing agent pick up the cost, or should the seller pay for the photos? While there’s no set rule on who should cover the expense, there are several factors to consider before making a decision. Since I actually know a couple of agents who have the seller pay for the photos, I decided to offer my unique perspective, as both a pro photographer and a real estate agent, on why I disagree with that.
For me, listing photos are one of the most crucial aspects of marketing a property. They provide the first impression potential buyers will have of a home and, for some out-of-state buyers, it may be the only impression. My goal with listing photos is to make potential buyers stop scrolling and click on the property. Most people will keep scrolling if the photos don’t catch their eye, making professional photos an essential tool for generating interest in listings. In fact, I consider them the MOST important marketing tool in real estate. So, who should pay?
Since I’m a professional photographer, I handle the photography for my own listings. However, the vast majority of my clients and fellow Realtors cover the cost of listing photos themselves. Professional photos should be part of your marketing budget; expecting your seller to pay for them can come across as unreasonable. Covering the cost of professional photos improves client satisfaction, makes your sellers feel more valued, and shows that you are willing to go above and beyond to market their property effectively. The seller is already paying your commission, so charging additional fees for photos can feel unfair and may deter potential clients.
Ultimately, the decision on who pays for listing photos is up to you. However, I strongly recommend paying for the photos yourself, if you can. Professional photography falls under marketing, and no marketing cost should be passed on to the seller if you can avoid it. If money is tight, you and the seller could split the cost of photos or work out another arrangement. This is a good conversation to have early on, perhaps during your listing presentation.
As I said before, I consider photos to be the most important aspect of marketing a property for sale. If the seller doesn’t want to pay the full commission, I may scale down on the amount of advertising I do, but professional photos are the last thing I would consider cutting out. Paying for listing photos for your sellers is just good business practice and will result in happier clients and more referrals for you!
~ Mark O’Byrne
Mark O’Byrne is a licensed and active Realtor® with Southern Key Realty and owner of Visual Voyages Real Estate Photography in Fort Lauderdale, FL. Photography clients have included Keller Williams Realty Professionals, Remax Park Creek, Southern Key Realty, Atlantic Shores Realty Expertise, Coldwell Banker, Cox Media, the Mai Kai Restaurant and Polynesian Show, and many more.
In additional to Real Estate Photography, Mark is also a professional wildlife and landscape photographer and has worked with National Geographic, Animal Planet, Discovery Science Network, and ABC HD.