Who Pays for Photos When Selling a House?
Understand the dynamics of paying for real estate photography when selling your home and its undeniable impact on sales.
Selling a house in today’s market relies heavily on visual appeal, with high-quality photos serving as a primary tool to attract potential buyers. Most homebuyers begin their search online, making compelling imagery an important element for a listing to stand out. Effective photography sets the initial impression of a property, influencing whether a buyer considers further engagement.
Standard Payment Arrangements
In most real estate transactions, the listing agent covers the cost of professional photography as part of their marketing services. Agents view high-quality photos as an investment to market the property and differentiate their services. The expense is absorbed within the agent’s commission, paid upon the successful sale of the home.
There are situations where the seller might pay for the photography directly. This occurs if the property is a “For Sale By Owner” (FSBO) listing, meaning no agent is involved, or if the seller desires specific high-end photography services beyond what the agent provides. For instance, a seller with a luxury home might opt to pay for specialized shots to ensure their vision for the property’s presentation is met.
In some cases, the cost of photography may be negotiated and split between the agent and the seller. This arrangement arises for more elaborate photography packages, such as those including drone footage or virtual tours. The shared cost model can be appealing for high-value properties where enhanced visual marketing is a mutual benefit to both the seller and the agent.
Factors Influencing Photo Costs and Payment
The overall cost of real estate photography is influenced by several factors, affecting who pays for the service. Different types of photography come with varying price tags. Standard professional photos for a 1,500-3,000 square foot home might range from $110-$300, while drone photography can cost between $50 and $400 per project, and virtual tours can range from $100 to over $2,000 depending on complexity. Twilight shots, specialized video packages, and 3D walkthroughs also add to the expense.
An agent’s willingness to cover photography costs depends on their commission structure and marketing budget. Agents consider professional photography a necessary investment to sell listings faster and for more money. Some agents may include photography costs as part of their service fees, while others might bundle these with other marketing services.
Local market conditions also play a role; in highly competitive markets or for high-value properties, agents may invest more in comprehensive photography packages to gain an advantage. The final payment arrangement for photos can also be a point of negotiation between the seller and the agent when premium visual elements are desired.
The Value of Professional Photography
Investing in professional photography is important for selling a house, regardless of who bears the cost. Photos are the first point of contact for potential buyers, significantly influencing their decision to explore a property further. Listings featuring professional photos garner more online attention and receive more views, with some studies showing a 118% increase in online views.
High-quality images can lead to more showings and faster sales. Homes with professional photography can sell up to 32% faster than those without. Compelling visuals can also contribute to higher offers, with homes marketed with professional photos selling for an average of $3,400 to $11,200 more. Professional photos enhance the perceived value and appeal of the home, conveying a sense of quality and meticulous care to potential buyers.