What is it about the swoon-worthy homes in design glossies that makes us want to move in — instantly? Often, it’s the quality of the photography. Beautiful images can prove to be a solid investment, showcasing a property in the best possible light.
Unlike their traditional real estate counterparts, editorial images tell a story or evoke an emotional response. “The most effective shots connect with the viewer,” says professional interior photographer Elizabeth Lavin. “They transport you to a different place.”
Top tip, according to Ad Pro: If at all possible, don’t do it yourself. Elizabeth concurs. A professional photographer can be a valuable resource in helping homebuilders, designers, and architects grow their brand, optimize their marketing, and attract the right clientele.
Read on for more expert advice.
Collaboration is key.
Make sure everyone is on the same page. Just like you wouldn’t assume to know what a client wants, it’s important to meet with your photographer upfront and share scouting photos, ideas, and desired results.
“Pull together inspiration imagery and be very clear on the type of photography and the type of styling that your brand leans toward,” stylist Giana Shorthouse told Ad Pro.
Let everyone do the job they’re best at.
It’s why you hired them in the first place. As such, professional styling can make or break a project.
“If I think that something should move for the composition, that’s one thing, but I’m not designing the room for you,” says photographer Genevieve Garruppo.
But avoid overplanning.
“Spontaneity can often produce some of the most exciting photographs,” says Elizabeth. “You don’t want images to look contrived.” Stick to a plan, but leave room for the photographer to capture something unexpected.
Details tell the story.
Stylist Mieke ten Have recommends not shooting prematurely. Interiors need to be as complete as possible — not only in terms of art, but in terms of accessories and textiles and that finishing layer.
“I think a lot of projects can look finished but can often feel bare if you don’t have things like books, textiles, objects, and things that tell a story,” she says.
Mix it up.
Elizabeth likes to shoot photographs that allow the viewer see into another room. “It helps you understand the layout.”
But don’t discount the small moments. “A lot of designers are looking at the bigger-picture elements of the room, and they want to get it all,” says stylist Colin King. “But I think there’s an intimacy created in the smaller moments that a lot of times will be overlooked. Those are really important to capture on set as well.”
Play up a home’s natural light.
“There’s nothing better than soft window light,” says Elizabeth. “It gives a space life. You don’t even necessarily have to see the window.”
Also pay attention to how the light looks at different times of the day. “Slowing down and observing and watching the light is also a really big component of interior photography,” adds photographer Alanna Hale.
You don’t want to take photos with the lights on—or if you do, dim them to their very dimmest, recommends Elizabeth. “Flooding a room with natural light is always the best alternative.”
One shoot won’t work for everything.
Determine in advance how you want to use the images: portfolio, editorial pitches, website, or social media, among others. “Styling for portfolio pictures is different from styling for more editorial photographs,” says Mieke. “There’s a real distinction between cataloging a room and capturing the essence of a room.”
