Homes marketed with limited photography are being priced significantly lower than those with more comprehensive listings, underlining the growing impact of digital presentation on property values, according to new research.
Analysis by Benham and Reeves shows that across England, properties advertised with four photos or fewer have an average asking price of £200,000. By contrast, homes listed with five or more images are priced at an average of £280,000, a gap of almost £80,000.
The study assessed current for-sale listings nationwide, comparing average asking prices based on the number of photographs used in online marketing. The findings suggest that how extensively a property is presented can have a substantial influence on perceived value.
Regional differences are particularly striking. The largest disparity was recorded in the South West, where homes marketed with limited photography carry an average asking price of £155,495, compared with £300,000 for properties featuring five or more images, a difference of almost 93%.
Similar patterns were identified in the South East, North East and West Midlands, where comprehensively marketed homes were priced between 60 per cent and 83 per cent higher than those with fewer photos.
Even in London, where overall prices are significantly higher, the trend persists. Properties listed with five or more images command an average asking price of £525,000, compared with £400,000 for homes marketed with four photos or fewer.
Marc von Grundherr, director of Benham and Reeves, said the findings reflect a market that has increasingly shifted in favour of buyers.
“Marketing has always been crucial when it comes to attracting a buyer, but it has become even more important as the market has moved towards a buyer-led dynamic with an oversupply of stock,” he said.
“In the digital age, the photographs used to market a property are often the first thing a buyer sees and can determine whether a listing is even clicked on. Yet there’s a clear inconsistency in how seriously agents are taking this, and that’s reflected in the sizeable pricing gap.”
Von Grundherr acknowledged that lower-priced homes may be smaller and offer fewer photo opportunities, but said that should not be an excuse for weaker marketing.
“At Benham and Reeves, we ensure that even modest studio flats are photographed thoroughly to show them at their best,” he said. “Price point and property size shouldn’t come into it, in fact, lower-priced homes often need stronger marketing to stand out in a competitive market.”
He added that sellers should scrutinise an agent’s marketing approach before instructing them.
“As a seller, it pays to do your research. Making sure your chosen agent is putting in the right level of effort across all aspects of marketing can make a real difference to how your home is perceived — and priced — in today’s market.”
