"A picture is worth a thousand words"—but in real estate, it could be worth thousands of dollars.

Yet, time and time again, we see agents cutting corners on listing media, opting for low-cost, low-quality photos and videos that don’t do their properties justice. The result? Slower sales, lower offers, and frustrated sellers wondering why their home isn’t getting the attention it deserves.

It’s shocking, really. According to a Redfin study, homes with professional photography sell 32% faster and for up to $11,000 more than those with amateur photos. And yet, some agents still choose the cheapest option—or worse, snap a few quick photos on their phone and call it a day.

Why does this keep happening? Is it a lack of awareness? A belief that “good enough” is good enough? Or is it just a bad habit that’s hard to break? In this article, we’re going to break down exactly why so many agents fall into the trap of cheap media, what it’s costing them in lost commissions, and how to flip the script to stand out in a crowded market.

If you’re serious about selling homes faster, impressing sellers, and growing your business, this is for you. Let’s dive in.

1. The Illusion of "Good Enough" Marketing

Let’s start with a hard truth. For many agents, the idea of paying for high-quality media doesn’t feel necessary. Why? Because they’ve been conditioned to believe that “good enough” is just fine. After all, homes are selling, right? What’s the real difference between a good photo and a great one?

Here’s the thing: your listings deserve more than “good enough.” Potential buyers are making decisions in a matter of seconds, and the first impression is everything. A grainy photo or a poorly lit room won’t make them stop and scroll back to take a second look.

For every listing you market with low-quality photos or cheap media, you risk missing out on that one buyer who would have paid more. Even with a more affordable home in the $400K to $900K range, buyers want to feel like they’re making a smart, upscale investment. Cutting corners on photography and videography signals to buyers that the property—and possibly the deal—isn't worth their time.

2. Budget Constraints: A Quick Fix or a Long-Term Problem?

Let’s face it: budgets matter. For many real estate agents, particularly those working in mid-range markets ($400K to $900K), there’s often a temptation to save costs wherever possible. Media is one of the first things to get cut, as agents try to maximize their advertising spend or keep expenses down.

But here's the kicker: cheap media is costing you far more than it saves you.

While it might seem like a smart move to spend $100 on a friend or family member to take a few photos, or even use your smartphone for a DIY shoot, you’re setting yourself up for missed opportunities. Professional photos and videos aren’t just about making a property look pretty—they’re about making sure that your listing performs well in an increasingly competitive market.

3. The "Speed" Trap: Faster Doesn’t Always Mean Better

One common excuse for using cheaper media is the desire for speed. Listings need to go live quickly, and who has time to schedule a professional photographer when you can snap photos in an hour and be done?

The reality is, speed comes at a price—and it’s not the one you want to pay.

Rushed photos or low-cost shoots might get the job done in the short term, but in real estate, rushing typically means cutting corners. You don’t get the thoughtful staging, the perfect lighting, the creative shots, or the expert editing that a professional photographer can provide. In fact, “speed” can result in overexposed shots, distorted angles, and bad composition, which ultimately hurts your listing's appeal.

When you book a professional, they know how to capture your property’s best angles, showcase its unique features, and create a sense of luxury—even if the home is modest. By investing in quality media upfront, you’re saving time down the line by attracting buyers who are ready to make an offer faster.

4. Failing to Recognize the Value of Video and Virtual Tours

In today’s market, it’s not just about photos. It’s about multimedia storytelling.

While photos remain crucial, video content—whether it’s a cinematic walkthrough, drone footage, or a detailed virtual tour—has become a staple in real estate marketing. But many agents continue to neglect this aspect of their marketing, either because it’s not in their budget or because they don’t see its full potential.

Here’s the reality: properties with video content receive 403% more inquiries than those without. That’s a statistic you can’t ignore.

Drone shots, 3D tours, and well-edited walkthrough videos can add an emotional layer to the listing that static photos simply can’t. Buyers want to feel like they’re already home. When they can walk through the space online, visualize the flow of the rooms, and get a sense of how it would feel to live there, they’re more likely to take action.

Investing in video isn’t a luxury—it’s a necessity. As more buyers begin their home search online, offering them a rich, immersive experience is essential for standing out.

5. Quality Media = Higher Perceived Value

The adage “you get what you pay for” rings true in real estate media. When you settle for low-cost photos or amateur videos, you risk diluting the perceived value of your listing.

Even in the $400K to $900K range, homes are a significant investment. Buyers expect them to be marketed in a way that reflects their value. You wouldn’t expect to see a luxury car advertised with poor-quality photos, so why would you advertise a property—regardless of price—in a way that doesn’t showcase its full potential?

Quality media enhances the overall perception of your listing. It makes the home feel premium, whether it’s a newly remodeled kitchen or a spacious backyard. A professional photographer doesn’t just take pictures—they capture the essence of the space, the features that make it unique, and the lifestyle it offers. This creates a sense of aspiration that helps buyers connect emotionally with the property.

6. Overcoming the Myth of "Free" or Low-Cost Marketing

Some agents believe that using free or ultra-low-cost media is a smart marketing move because “it’s better than nothing.” But what they fail to realize is that free marketing can cost you much more in the long run.

Cheap media doesn’t help you attract the right buyers. It doesn’t make your listings stand out. And it certainly doesn’t position you as an expert in your market. Sure, you might save a few dollars on the front end, but you’re losing much more in potential commissions.

When buyers see high-quality media, they trust that the listing is worth their time. They’re more likely to schedule a showing, make an offer, or even pay above asking price if the home meets their expectations. You’re not just paying for photos or videos—you’re investing in your reputation, your listings, and ultimately your bottom line.

7. The Solution: Invest in High-Quality Media for Consistent Results

So, what’s the solution? How can you stop falling into the trap of cheap media and start marketing your listings like the professional you are?

It starts with changing your mindset. Recognize that your media is not just an expense—it’s an investment in your business.

• Hire a professional photographer with experience in real estate.
• Book video walkthroughs or drone footage to create a full multimedia experience.
• Prioritize quality over quantity, and make sure each listing receives the attention it deserves.

Yes, it may cost more upfront, but when you consistently deliver top-tier marketing materials, you’ll start seeing the results: faster sales, higher offers, and a reputation for excellence that brings in more clients.

Conclusion

In the fast-paced world of real estate, cutting corners on media might seem like an easy way to save money or time. But the truth is, cheap media is costing you far more than you think—in lost commissions, missed opportunities, and ultimately, your reputation.

If you want to stay competitive in a crowded market, especially when working with homes in the $400K to $900K range, investing in high-quality media is a no-brainer. Don’t let subpar photos and videos hold you back. Invest in your listings, invest in your business, and watch your success grow.

For More information on Professional Real Estate Media visit:  www.MarkJacobsProductions.com Online Booking available at www.markjacobsproductions.com/booking Check out Residential Real Estate Media  and our Commercial Real Estate Media today.  We also offer AirBnB and VRBO photography and Commercial Media Services  

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