Selling Toronto Lofts: Why Photography Matters

Selling Toronto Lofts: Why Photography Matters

Author: Carl Langschmidt

Jan 13th 15

We’ve all seen horrible shots of Toronto lofts on MLS listings. Blurry images and bad angles. Terrible lighting that makes the client’s loft look dingy and fisheye lens contortions that make the property look like a funhouse. And how many times have you seen photos loaded in upside down?

When everyone has a smart phone, it’s amazing what passes for acceptable realty photography. And the sad truth of it is that there are some realtors selling lofts who will do anything to save a few bucks. That includes taking their own photos. Badly. We firmly believe that there’s a reason why photography is a profession.

Photography is both an art and a craft that requires the right skills and the right equipment. MrLOFT agents always hire professionals to shoot our Toronto lofts for sale. There is no additional charge to you as our client; we cover the fees.

Now, you may question whether good photography really matters that much when selling lofts in Toronto in a hot market? Yes. And here’s why.

Photography Affects Sales

We’ve seen it happen time and time again, particularly when we take on clients who have left a previous realtor because they were unable to sell their property. Good photography can sell your Toronto loft faster and for more money. Period.

Now, photography is just one part of a larger marketing mix that may include staging, copywriting, graphic design, website and/or video production and of course, a realtor who knows how to effectively market and sell your home. But photography deserves a special shout-out because it’s one of the easiest elements to nail (the realtor just has to be willing to spend the time and money to vet, hire and brief a professional photographer) yet it’s the piece of the marketing pie that we see go wrong most often on Toronto MLS listings.

But don’t just take our word for it. You can hear from Riaz and Natasha, clients of our sister-site in this client testimonial.

You Have to Show to Sell

In today’s market, most buyers find their own homes on Toronto MLS even when working with an agent. You’re dealing with an end-user market who may not know the benefits of your Toronto loft building let alone your exact suite.

These aren’t industry experts and most buyers are only going to contact their realtor about Toronto lofts for sale that have piqued their interest enough to book a viewing. Buyers are going to form an opinion about your property from the digital listing in a matter of seconds and that’s why visuals are key. Chances are, buyers won’t bother to view a loft in the flesh that doesn’t make it past their first-round visual assessment.

Brand Matters

Your listing is the foundation of your loft’s brand. In business, a brand isn’t merely a logo or a name, it’s the customer’s perception of the business. The same rings true for positioning lofts for sale in Toronto. Perception is everything and with that, first-impressions. So what does it say about your loft if you have bad or bland photos? Simple. Your loft is perceived to be bad or bland and those are just not words we like to associate with Toronto lofts.

Just completed a renovation of your loft before listing? If the photography is poor quality, what do you think that’s going to say to buyers about the quality of the work completed? What message are you sending about how well-maintained your unit is if the place isn’t staged and looks cluttered or messy in photos? If the photos aren’t properly lit, it can make your loft look dark and potentially even dirty and nobody’s going to pay a premium to take on what they perceive to be your mess.

As Does Differentiation

Lofts in Toronto are less common than condos and this rarity affords them a premium price tag. And we’re still in a seller’s market with a lack of inventory of lofts for sale. But no matter how special and unique your unit is, there will always be comparable units in other buildings available and possibly another one in your own building. It’s just common sense that you need to stand out visually from the pack at a quick glance.

Give Your Buyers Something to Brag About

The average buyer wants to get the opinion of family and/or friends before purchasing and once they’ve landed that dream loft space, they want to share photos of their new abode with their social network.

Great photography gets buyers excited and gets them sharing your content. And the more share of mind and share of space you can capture, the more likely a buyer is sign on the dotted line for the price that you want.

A Picture’s Worth a Thousand Words. With MLS’s Word Cap, You’ll Need Every One of Them.

This one’s pretty simple. There’s only so much you can say within the restrictive character limit of Toronto MLS listings and so you need stellar images that support the copy but also fill in the gaps of what you can’t say in words.

Purchasing Property is an Emotional Journey

Unless they’re hard-core investors, buyers don’t purchase a checklist of property features, not really. What they’re really purchasing is a dream, a lifestyle, a promise for the future. We’re all visual creatures and great photos of your loft will help buyers envision a bright future in their new, dream home.

Give us a Shot and We’ll Get the Shot

At MrLOFT, we work with a number of qualified, artistic and client-oriented photographers to showcase our client’s lofts in the best light. Take a look at our hot loft gallery on the MrLOFT homepage and you’ll see why our photography is amongst the best in the business.