Properties marketed with four or fewer photographs carry an average asking price of £200,000, compared to £280,000 for homes listed with five or more images, according to research by London-based estate agency Benham and Reeves.
The analysis reveals an average price gap of nearly £80,000 between properties marketed with minimal photography and those with more comprehensive visual content.
Regional variations
The disparity varies significantly across regions. In the South West, properties marketed with five or more photographs are priced approximately 93% higher than those with four or fewer images. The gap ranges between 60% and 83% in the South East, North East and West Midlands, whilst London shows a more modest 31% difference.
Marc von Grundherr, director at Benham and Reeves, said: “In the digital age of selling a home, the photographs used to market your property are often the very first thing a buyer will see and, in many cases, they can determine whether a listing is even clicked on in the first place.”
He noted that the market has shifted towards a buyer-led dynamic with increased stock levels over the past year, making marketing quality more significant.
Market implications
Von Grundherr acknowledged that lower-priced homes may be smaller and offer fewer photographic opportunities, but argued that price point should not determine marketing quality. “There’s a strong argument for lower-priced homes actually needing stronger marketing to stand out in a competitive landscape,” he stated.
The findings suggest a potential correlation between marketing investment and property pricing, though the research does not establish whether comprehensive photography drives higher prices or whether agents allocate more resources to marketing higher-value properties.
