theirs had in their window a shoddy display of out-of-focus, under-exposed images sporting a variety of bizarre colourcasts ranging from orange to purple. I thought it interesting and inspirational but strangely sad that the already good agent should want to get better, but the terrible one was content with standards that had a long way to go before they could be called mediocre. Ask yourself, if you were selling your
own good-looking New Forest property, which of those two agents would you want on your side – particularly in this market? Would you care that the less able at marketing offered a lower commission rate, or would you want to instruct the agent who would show your property off and achieve a sale at the optimal price? Also, which of the two agents is most likely to survive in a difficult market? After all, once you’ve bought your camera kit and training, and your property marketing becomes palpably the best in the area, your pro-rata running costs are going to be the same as those of your inferior competitors!
BECOMING BRILLIANT Training is one thing – it can take you from good to better (or even brilliant); and it can take you from terrible to good (or even brilliant). But training on its own is worth nothing. You can take a horse to water but you can’t make it think. Desire and determination are the drives that lie behind whether you succeed or not – and I can’t teach you that – although I do try. I well remember the training I was given
by the Prudential following my sale of my second estate agency to them back in the late 1980s. Their desire was that we should promote the sale of life assurance by parroting to our unsuspecting applicants a two-page script, which of course I never learned because I wanted to sell life assurance as much as I needed an aperture in my cranial cavity. I lacked that particular desire. But as an estate agent, your lack of desire and drive and skills to attract the right houses and buyers could prove fatal to your business – especially now. Whichever way you look at it, your photos, bad or good, say something about the property you’re selling and you! The need to train doesn’t just apply to
photography, but to everything you do. David Rockefeller – one of the wealthiest people in the USA said, “Success in business requires training and discipline and hard work. But if you’re not frightened by these things, the opportunities are just as great today as they ever were.”
These photos were all taken by John’s students in the New Forest.
I absolutely believe that to be true.
Equally, on the opposite side to that coin the saying goes that “the only thing we have to fear is fear itself”. Fear really is all that stops us from achieving great things. That said, there’s no way I’m ever again using a town-centre loo – not ever. Training can, of course, be applied
in many different ways. I recall that the commencement of my career in estate agency consisted of two years undertaking menial tasks before I was let loose on the public; all the time listening to what went on around me in the office; all the time learning. Today estate agency training is mostly formally provided in training suites and lecture rooms. Certificates are awarded and increasing store is placed in them. Training is now, therefore, very much on the profession’s agenda. But why isn’t there more emphasis on learning the one tangible skill that can win you the best instructions, and help you attract the best buyers – the ability to make your properties look outstanding – the very best they can look – everywhere you promote them?
Have you ever wondered how to
photograph the views outside of a room at the same time as the interior? How best to photograph interiors – so that you record the best features of the room and the ceilings aren’t bright orange (unless they were painted that way)? Do you know what the flash gun is for and how to use it to get the best results, and how do you make sure that all of your pictures are as sharp as a 5-blade razor? If your curiosity gets the better of you and you’d like these answers then, contact me now. Take a look at www.
doctor-photo.co.uk,
www.hello-photo.co. uk and
www.propertyphotographyblog. com. You’ll not regret learning how to improve the presentation of your properties – and that’s a promise. If you still can’t get the quality you’re
looking for in your photography, next month we will be looking at specialist companies who deal in bulk photograph enhancement – as well as many other aspects of the on-site job.
Add your own tips and techniques online at:
www.propertydrum.com/articles/phototrain
PROPERTYdrum FEBRUARY 2011 23
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68