The Great Head Shot Debate in Real Estate

So, it's no question that branding is of particular importance in the business of real estate. And, with all the marketing tools out there from websites, to blogs, business cards to brochures, you'd better be sure you're doing an effective job of it. Now, it seems like realtors just don't question the use of a head shot on their promotional material. And, as potential client, I'd like to seriously ask, why not?

Who knows who was the first realtor to decide to mass produce photos of his face as an effective means of branding. But the notion took off and ever since we know realtors by their faces- whether we like those faces, or not. I would like to argue it's not the best way to market yourself. I cannot tell you how many agents I've brushed passed because I didn't like their photo, in some way or another. Maybe it was her very large pink hat, alongside the slogan, " the lady with the hat" ( what does this ladies hat have to do with real estate and her abilities as a realtor?), or maybe it was the two large rottweilers in the photo (a dog I'm terrified of), or maybe it was just that the agent looked mean and hard in their photo, or that they reminded me of my first boyfriend, who, by the way, was a real.... and so on. You catch my drift?

Photos are subjective. You may love your professional head shot, but potential clients may not. This is not the sort of risk you want to run, especially considering that your business is not one based on you. Let's be honest here, a real estate agent should be advertising real estate, the homes they are selling, or talking about the other clients who loved working with them. The whole glossy head-shot thing is reminiscent of a down and out actor desperate to achieve some semblance of notoriety or fame. There's just no real need for it and it can really undermine an agent's professionalism.

Consider the benefits of down playing the head-shot as a marketing device. Instead, use your specific marketing devices for what they were intended for i.e.: business cards are for contact info, property brochures should provide detailed info about the home being sold, a website or blog should contain valuable information about your market.

You can then reserve your head-shot image for where it belongs, on the bio page of your website, or on any piece of information that has an, "about me" section. This way, your photo is displayed in the appropriate place, where a client might expect a photo of you. This is a well thought out and professional approach to marketing and branding that takes to heart the fact that clients want to get to business, and not stare at your pretty, or not-so pretty mug shot all day. Don't plaster your face everywhere- it might make your mom proud, put it does little for your professional presence. Focus on the meat of your work: pertinent, current and unique information about the real estate market you represent and the services you offer.

Consumers are more and savvy to marketing techniques and the, "plastered all over the kingdom glossy agent head shot" seems to be a thing of the advertising/branding past. Wherever that head shot is, it's obvious to everyone that it's there as a marketing piece. These days consumers are looking for good, solid information about real estate. So, give them what they are looking for, and don't distract them with a personal image that they may or may not like.

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