Would you rent property A or property B?
An interesting experiment by letting agency Upad. On the basis that portraying the features and appeal of a property is an important marketing tool for landlords wanting to attract tenants, Upad wanted to test how vital the picture of the property is to a prospective tenant who is searching for a new home.
So they advertised the same property under separate adverts and compared them. One had the original photos taken by the landlord, the other had professional photos taken by one of the company’s professional photographers. Advert A, pictured above, was live for 58 days and had 10 tenant enquiries.
Advert B (pictured below) was live for 18 days and had a total of 27 tenant enquiries.
“I would hope that from looking at the photos, it’s pretty obvious which ones were professionally taken,” said James Davis, CEO of Upad. “Our experiment proves that professional photographs instantly improve response rates. For instance, if a property’s target rent is £1,000 PCM and it goes vacant for 15 days, the lost income equates to around £500 for the landlord. The landlord in our case study had a 58 day vacancy, which meant a loss of nearly £2,000 in rental income.
“The most important part of the advertising process is the first 48 hours so having your property looking its best is vital if you want to ensure maximum interest and fast turnaround.”photography, renting
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