In the world of rental properties, the true enemy of profitability is vacancy. Every day your property sits vacant, you are losing revenue. Therefore, your #1 goal when your property is vacant, is to find a qualified tenant fast. 

Professional photos are not an expense, they are an investment. A non-negotiable investment. 

In the digital marketplace, prospects are clicking through tons of properties. Your property’s image is constantly competing in real time and should present the full value of what it has to offer. 

Professional photos also communicate the competency, quality, and intentions of the landlord. Bad photos make prospects think ‘this owner doesn’t know what they’re doing’, ‘this property is low value’, ‘the rent is too high’, ‘this owner doesn’t care’. 

Professional photos communicate just the opposite- ‘this property is very clean and well maintained’, ‘I bet the owner really communicates and manages this property well’, ‘this is nicer than the other options’. Thus creating an added sense of urgency in scheduling a showing and submitting an application- ‘act fast before someone else leases it’. 

The objective is simple: capture tenant interest instantly and convert that interest into a showing as efficiently as possible. 

The Data

We looked at recent studies across thousands of listings.   

The data confirms, listings showcased with professional photography: 

Generate an average of 80% more qualified leads

Lease 11 days faster than properties with non-professional photos. 

Leads to Lease Breakdown

In today’s market, it takes an average of 23 leads to secure 1 signed lease. This attrition rate is standard across the industry, highlighting the need for rapid engagement with every prospect.

All 23 must be followed up with instantly to capture tenant interest and convert that interest into a showing. 

7 of those leads will actually respond to schedule a showing. 

4 of them will tour the property. 

2 will apply. 

1 will be approved to lease. 

The Real Return on Investment

Consider a typical property rents for $2,500/month. The one-time photo investment is $250.

• With Professional Photos: Boosting lead generation by 80%, the property leases 11 days faster. 

$2,500 / 30 days = $83 per day.

11 days x $83 per day = $913 

$913 - $250 (Photo Cost) = $663.

$663 divided by $250 = 265% return

Perpetual ROI

The initial $250 is a one-time investment. Since professional listing photos can be utilized for every future leasing cycle, you’re making an additional $913 every time:

First leasing cycle = $663 divided by $250 = 265% return

Second leasing cycle = $1,576 divided by $250 = 630% return

Third leasing cycle = $2,239 divided by $250 = 995% return

Forth leasing cycle = $2,902 divided by $250 = 1,160% return

You get the point….

Remember, achieving this requires more than just photos…. 

Prospective renters are inquiring on multiple properties simultaneously, and all leads must experience fast response times, commitment to follow-up, and availability to schedule showings. 

The first landlord or manager to respond professionally and schedule a showing has a real competitive advantage.

Partnering with a dedicated property management firm like Gaylord Property Group becomes extremely valuable. We provide you all the advantages to get you property quickly leased to a qualified tenant year after year.