Real Estate Branding: 10 must-have photos you need for your brand

Professionals in all industries can benefit from a personal brand. And real estate professionals are no exception. Whether you are an independent broker or part of a team at a firm, branding yourself builds trust and relatability among your clients. Real estate branding is one of the top requests I have among clients. Real estate professionals want a way to market their services on social media and email. Personal branding photos help them stand out in their market and create an enduring relationship with their clients.

If you go to Pinterest for inspiration, you’ll find many ideas for your real estate branding photoshoot. From the “holding out the key” shot to the always popular “working on your laptop” pose, there is no lack of ideas for your brand photos! During your strategic planning session, we create a shot list that aligns with your brand and your content strategy. We plan for any and all shots that you need for your marketing and social media. And that reflects your brand’s personality and vibe!

To get your started, I’ve listed the 10 Must-have photos you need for your real estate brand.

1. The classic headshot

Your headshot is arguably the most important as a real estate agent. Your headshot should be professional and timeless. Study headshots that you like. Find examples of traditional headshots and lifestyle headshots and take note of what you like about them: the lighting, the pose, the crop, the expression, the backdrop, the outfit, etc.

Traditional headshots should show your entire face. You should also have minimal accessories and jewelry on for these shots. So remove the scarf, hat and big necklaces. We will put those back on for lifestyle headshots! Lighting should be even and flattering. I know how to find the best light and direct you into it! Your pose should be flattering and welcoming. Crossed arms are ok but can feel closed off if you’re not relaxed. Leaning against a wall or window frame can help create a more relaxed stance while keeping your posture proper. Try a headshot while sitting and leaning forward. Or sit sideways in the chair and drape your arm over the back. Stand leaning against a wall while grabbing one elbow.

2. The walking shot

Walking poses are a great way to remove the stiffness of a static pose. Real estate agents are always on the move. They are exploring neighborhoods and getting to know the area of their listings. Set up a walking pose along a neighborhood sidewalk, down the driveway of a house, coming down the stairs (indoor or outdoor), and even down the middle of a street (if it’s safe!).

When executing a walking shot, place your feet as if you are walking on a tightrope. This creates a more slender profile for your body. Don’t know what to do with your hands? Hold something in one hand like a drink or a keyring, or put one hand in a pocket.

The key to a walking pose is not to overthink it! Look at your photographer for some shots, then off to the side for others. And don’t walk too fast! Take your time and have fun with it!

3. The phone shot

Like the popular laptop pose, getting a shot of you with your phone is an iconic real estate photo. Part of your brand is to always be there for your clients. You are just a phone call or a text away. And letting them know that you are available to them as they go through the home buying process builds trust.

Get shots of you talking on your phone and sending a text. Pull up your social media profile or website on your phone and get a couple of overhead shots for personalized stock photo use.

You can also add some vintage variety to your gallery by including a “real” phone in your shoot. Bring a classic office phone with a spiral cord or a cordless landline phone to your shoot. The larger phones photograph better while you balance the phone on your shoulder and hold documents in your hands while you’re talking to a client.

4. The “Welcome Home” front door shot

Use this pose to welcome new clients to their homes after closing day or to introduce yourself to new potential clients. It’s a welcoming shot so this pose is relaxed and there’s room for personality. Incorporate props like a gift basket, house keys, a welcome home sign or even a drink. Switch up the backdrop- take some shots from the outside looking in and others from the inside looking out. Go in and out of the door. And don’t forget to get some detailed shots of your hand on the door knob or your keys in the lock.

5. Staging the house/agent tips shots

One of your key tasks is to prepare homes for viewing. You are skilled at staging and ensuring everything is just right for an open house. Show this part of your service in your brand photos as well. Gather 3-4 tips you have for homeowners as they are preparing their house for selling. Then use those tips as prompts for photos. Real estate branding includes educating your audience on the market and best practices for getting a house sold. Use this photo prompt to share all the tips and tricks you share with your clients daily. From preparing documents for a mortgage application to planning flowers around a mailbox - this type of content positions you as an expert in your industry and adds value to your audience.

6. The celebration shot

Closing day is a big deal! Celebrate your clients and everything they’ve accomplished in the process with a pop of champagne and some confetti! Or whatever fits the personality of your brand. Create personalized congratulations cards to include in their “welcome home” gift with a branded photo. Thank them for their business, trust, and friendship. Celebration photos can be as over-the-top or as subtle as your brand needs. Spray the champagne or raise a glass. Throw the glitter or jump for joy. For those thank you cards, get some detailed shots of the cork and confetti, the bottle, and the pour.

Celebrating your clients and their future in a new home is a key part of a real estate agent’s brand. Include this pose and make it on-brand with your brand colors and infuse it with as much personality as possible!

7. Personality shots

Speaking of personality, a big part of how people choose their real estate agent is if their personalities are a good match. After all, you trust your real estate agent a lot and want to feel comfortable reaching out to them with all your concerns and questions. Show your personality in fun portraits during your brand photoshoot!

Take all the prompts and poses and leave room for your brand personality to shine through. Your audience should be able to guess what kind of person you are and what it would be like to work with you through your photos. Whether you are reserved, funny, quiet, extroverted or silly - use your brand photo session to get images that reflect your personality and the amazing person you are!

8. Negative space

A good rule for your shoot is to get shots with each prompt that include negative space. Negative space is that empty area of your photos. The subject is off center, allowing for negative space. These photos are great for adding text overlay. You can use them to share tips, office hours, new listings, or any other content that needs some text. Photos with negative space are also great for marketing materials. They give space for your logo and contact information. So as you're working on each pose and prompt, take a few shots that bring in some negative space at the top or at the sides.

9. Branded stock - Tools of the trade

Not all photos need you as the subject. Real estate branding photos should also incorporate tools of the trade for your profession. Think of these types of images as detailed shots. Bring out all your tools of the trade for these photos: MLS listings, calendars, floorplans, maps, keys, your laptop, walking shoes, decor pieces, for sale signs, sold signs, and even your car!

Branded stock photos are where the prop is the main subject. Your hands or parts of you might make an appearance to create the story in the photo, but you aren’t the main subject. Maybe you're holding your folder and planner in your hands while talking on your phone and the photo is a detailed shot of the folders in your arms. Or an overhead shot of your “messy” desk. Get in your car with the pile of papers in your passenger seat and you in the background on your phone or drinking your 5th coffee of the day!

Think of all the tools you use everyday for your clients. How can you use them as a part of your brand story? What does it look like when they are being used? These details are great for website banner images, newsletter headers and social media posts.

10. Branded stock - Your local area

As a real estate agent you are not only selling homes, you are selling your town. Bring out all the things you love about your town and share them with your audience. From your favorite restaurants, the best walking trails and how friendly the neighborhood is - show that in your brand story. Use coffee table books of your town (check the library for these) and local magazines and newspapers in your photos. Relax on the couch reading the local newspaper, decorate a house with a picture book of your city in the living room and carry a take-out bag from a favorite restaurant in your photos.

Get detailed shots and flatlays of just the props and also get shots of you as a part of this local story. Use them in your blog posts and newsletters to clients to welcome them to the area.

As a real estate professional, use professional photos to build and share your personal brand. Use imagery to market your business and to elevate yourself in your industry. Let potential clients get to know you and what it is like to work with you. Position yourself as an expert and a professional. Personal branding sets you apart from your competitors and helps build trust and familiarity with your clients. Contact me today and let’s check off this list of must-have real estate branding shots!

CTAphotography South Florida Real Estate Brand Photoshoot