Recently, while contemplating relocation to Virginia, and searching the internet as a consumer, I was surprised at how many agent and company listings do not post additional listing photos or virtual tours. I was shocked at how many listings, including the high upper end market, do not even have a listing photo displayed. That was very hard to believe. Could you imagine a seller entrusting their home for sale to an agent or brokerage if they knew it would be without any online marketing or effort?

This is one of those real estate topics that I would feel that I would never have to address, but my own personal experiences tell me differently.

As a real estate professional, I guess we all never really view how important certain issues are, and this is one of them. Since we live in a new era of promoting our homes inventory via the internet as our new medium -- displaying our listed homes and properties, why would it not be in our best interests to use all the tools that are available? Why would we not make full use of broker reciprocity and IDX, and have even our competition want to sell our listings?

Why would we not use what the public is looking for most? What are they looking for? Well, they are certainly not looking for text descriptions! Consumers are looking for exterior and interior photos. Why? So they can move into the home mentally, and determine by a visual graphic image if the home is what they are seeking.

In the past, with every consumer that we've worked with, and even with seller's homes we have sold via the internet, we've always tried to find out from the end consumer why they chose to work with us, or why they selected a certain home to buy. The answers were always the same. The consumers passed over listings that either had no virtual tour posted with them, or no photos, or no additional photos. This we were told was especially true of homes they have viewed on Realtor.com.

When speaking to friends and agents in the industry, I have heard two perspectives. In hot real estate markets… agents have told me "What's the point of posting photos?" They've advised me… since they will be getting multiple offers anyway… why bother?

My thoughts are just the opposite of that way of thinking! What if through broker reciprocity, and multiple exposures of your listed property via IDX your listing would have even more appeal to the public? Since the internet is consumer-driven, this visual appeal would drive the price of the home even much higher because you now have more interested parties.

The reality of internet marketing is that of an auction! That is why companies like eBay are so successful. Instead of selling to one consumer, you place your product before many! So, in real estate that means instead of relying on the agent that is familiar with the product or neighborhood to sell your home by their enthusiasm, why not take full advantage of the visual appeal? So, as opposed to having a few multiple offers, you have many! In this scenario more persons join the bidding process because they have enthusiasm for your listing! They have to have this home, and do not want to let it slip away. So in this case, prices will go even higher.

In soft real estate markets, the opposite is true. The listing agent has lost their enthusiasm, and will not take the time or effort to do the little extras to ensure their listing will sell. Apathy dictates to them that there are so many other homes on the market, and so much competition that to do anything extra is just a waste of time. They trim their costs, by cutting into the wrong areas of their business. That is why when searching for a upper end or million dollar home online or in our MLS, it is hard for anyone to believe that the listing could be entered without any photos, let alone additional photos. So in my opinion, in both of the above situations, each agent is wrong.

Since text fields for an MLS description of the property are limited to a bare bones basic description, multiple photos or virtual tours could enhance and expedite the sale of listed properties greatly. They did not develop the phrase "A picture is worth a thousand words" for nothing! If that is the case, then the more photos online the better! In plain English that means... your listings should sell quicker for higher prices, and your stats should improve greatly. You should have fewer days on market, and higher LP/ SP ratios. From a satisfied client's viewpoint, this should translate into great testimonials, and referrals!

Here are some suggestions and tips to improve the photographic presentation of your listings:

• If you do not own a digital camera… buy one.

• Always use an online virtual tour of the home.

• Remove clutter from the home before shooting pictures. Stage your photo shots.

• Have room colors neutralized before shooting photos.

• Accentuate the homes positives. Hot buttons: Kitchen, family rooms, master suites, and yard views.

• Take photos on sunny days and have all the interior lights on.

• Take several photos of each area, and choose only the best shots!

• Post the maximum amount of photos into your MLS system that you are allowed.

• No personal marketing or branding in your online IDX photos.

A final thought… MLS systems should have a way to upload photos without an agent emailing them in. This is the new millennium; there can be no excuses in delay for posting online photos. Listing photos should be entered in the MLS no later than 24 hours of taking the listing.

Published: February 17, 2005

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Jim Crawford, ABR, e-PRO 500 is currently licensed as a Broker Associate with RE/MAX Greater Atlanta in Atlanta Georgia, and as Broker Associate with Distinctive Realty Inc. in McLean Virginia. Jim and his wife Ellen work as a husband and wife team in the northern Atlanta suburbs. As the team's rainmaker, Jim is a self-taught webmaster and designer, and he relies exclusively on the Internet for marketing. He is considered an expert on marketing, nationwide relocation, cutting edge technology, Search Engine Optimization (SEO) for real estate, and Internet marketing. Jim's seminars, online contributions, and technology ideas assist real estate agents to maximize their business results, and raise the industry's professional service level skills. His common sense marketing ideas have been published and quoted regularly in trade publications. He has also consulted and advised NAR offices regarding Internet issues, and Internet ethics for Realtors. In between sales, Jim is a popular speaker at national and regional real estate seminars, and retreats. He is also an online real estate coach, with a self-tutorial coaching site for real estate professionals. Jim was a featured speaker at the November 2004 National Association of REALTORS® convention in Orlando, and has spoken at the several REALTORS® conventions both in the United States and Canada. Visit his website at RealEstateTechCoach.com, or e-mail him at .