Marketing Managers in the Housebuilding Industry: The Art of Photography

by | Oct 2, 2023

When it comes to selling houses, we know that great photographs are essential.


They can help showcase a property and create a compelling visual story that will entice potential buyers. 100 years ago photography started to play an important role in promoting developments and new builds, have a look at the brochure below to see the type of marketing activities they used in America.

The art of photography

Note how the picture at the top right quotes ‘Our signs are visible from this point but do not show in the half-tone’. This refers to the shades of grey between the darkest and the lightest parts of a photographic image. Fast forward to 2023 and we’ve asked Michael Fox, one of our media experts, for his thoughts on what factors are most important when taking photos.

1 – The first and perhaps the most obvious thing is to ensure the room looks tidy. No one wants to see clutter in a photograph. So it’s essential to declutter the space and ensure that it looks clean and presentable.

2 – Composition is the next thing to consider. This refers to what we include within the frame of the photo and how we position it. For example, when taking a photo of a bedroom, the photographer might stand at the doorway diagonally to include the bed and the window.

3 – When photographing the house’s interiors, using a wide-angle lens is a good idea. It enables us to capture more of the room and make it look more spacious. But be aware that the wider the lens, the more distorted the image may appear. So, it’s essential to use it cautiously, considering the customer’s needs.

4 – Exposure and lighting are also vital. Exposure refers to adjusting camera settings based on the lighting in the room. The photographer will set the exposure so that the lightest part of the room (usually the window) is not overexposed or ‘blown out.’ They will then set up the lighting to fill in the darker areas of the room to balance the image. Our clients appreciate our approach to balancing natural light and artificial light in rooms.


A successful photograph comes down to getting the lighting and composition right. When these two factors are combined, we’ll be able to capture the most natural and aesthetically pleasing image. Finally, it’s essential to be aware that photography is a subjective art form, so opinions can vary. However, by following the tips outlined here, we can be sure that we’re creating images that will sell your properties to potential buyers.