Most buyers won’t read listings if they dislike photographs

New research from an estate agency attempts to quantify what most of the industry already knows - that prospective buyers won’t shortlist a home to view if they dislike the online photos.

A survey of recent UK homebuyers, commissioned by agency Barrows and Forrester, asked what the most influential tool was when it came to forming an opinion of a property that has been put up for sale. 

Some 39 per cent of those surveyed admitted the online property photos were by far the most influential factor, while the floor plan ranked second for 23 per cent, followed by the property description and details. 

But much higher proportions accepted that photos would make-or-break a property’s chances of being visited in person. 

Eighty per cent said that they would click on a listing purely because the initial image was appealing: in contrast, those listings with a poor initial first image could struggle to sell, as 59 per cent of buyers stated they would bypass a property with an unappealing first photo. 

Once they have clicked through to the full property advert, 71 per cent of buyers admitted that the full range of property images was the first thing they flicked through before checking out the written details. And 49 per cent admitted they wouldn’t even bother with the rest of the listing if they didn’t like the look of the property from the photos alone. 

Further analysis hows that neglecting to take a good range of photos could not only prevent you from attracting a buyer, but you could sell for less. 

Agency director James Forrester says: “Property photos are by far the most important asset of any digital listing as they act as the initial eye catcher for many buyers, before giving a more in-depth visual tour of your home once they do decide to click through to your listing. 

“A property may seem perfect on paper, but if the photos don’t do it justice many buyers will simply keep on scrolling. That’s why it’s imperative that you opt for an agent who takes pride in producing professional photography and won’t just run around in 10 minutes with a smartphone. 

“This aspect of selling service has become all the more important in cooling market conditions, where buyers no longer have a queue of buyers lining up to make an offer.”