Architectural vs. Real Estate Photography
What’s the difference, and which one do you need?
What exactly is the difference between architectural and real estate photography?
When I tell people that I do architectural and real estate photography, one of the first questions I get asked is “what’s the difference between the two?” It’s a fair question, as they both clearly aim to capture the built environment, so it may sound like two ways of saying the same thing. However, that is very much not the case. In this post I will explain the differences, outline points you need to consider when deciding which one you need to commission, and break down why the cost structure is different for these two types of photography.
Intended Use
The main difference between architectural photography and real estate photography is intended use. Real estate photos are used in property listings to sell, lease, or rent depicted spaces, while architectural photos are used to showcase and market the work of the people who created the space: architects, interior designers, contractors, and their subs. Let’s take a closer look at each, and explore why the photos need to be different.
Architectural Photography
Clients who hire architectural photographers tend to be designers, engineers, builders, and other craftsmen involved in the creation of the space being photographed. The photos are intended to showcase and highlight the design talent of the team and unique attributes of the space, and are used to help the client build their portfolio. These photos create exposure through marketing materials like project sales sheets and brochures, company website and social media channels, design award submissions, and publications.
Architectural photos are more “artistic” than real estate photos. The process of creating them is also more collaborative; photographer and client often work together to create a list of desired shots, and determine the best angles to highlight project features. The designer will typically be present at the shoot, or, if not, will mark up a floorplan with requested shots and add instructional notes. Architectural photos are always taken when the space is finished and furnished. Furniture, decor, and even the people occupying the space are all carefully considered in the framing of each architectural photograph, as they are all part of the story that the designer is telling about their work. In architectural photography, pieces of furniture or decor (or even a person!) can serve as focal points for a photograph, with the photographer adjusting depth of field, focus, and lighting to create a special “moment” that supports the larger project story.
Furniture, decor, and even the people who are using the space are all carefully considered in the framing of each architectural photograph, as they are all part of the story that the designer is telling about their work.
Architectural photographers often take scouting trips before the shoot, or request the client to send them pictures of the space in advance so they can get a feel for the overall flow of the space and what needs to be highlighted. Based on this information, photographers will sometimes bring additional props to the shoot, like books, flowers, or decor items that match the materiality and color palette of the space being photographed. They will also instruct any models on how to dress and what to avoid wearing.
The final set of photos will include wide angle, panoramic shots, and tighter framed photos focusing on specific details, which together comprise the full story of that specific environment. Each shot will be dramatically different, it’s rare to see two similar angles in an architectural photography set. Each shot will also be painstakingly composed and framed, able to stand on its own or work in tandem with other project photos, depending on its application. The set will usually include a “hero” shot - a dramatic photo with the most wow factor that will be used prominently in marketing the project.
The “hero” shot is a photo with the most wow factor that will be used prominently in marketing the project.
Real Estate Photography
Clients who hire real estate photographers tend to be agents, brokers (individuals and brokerage firms), landlords, and property portfolio managers: professionals involved in the sale and leasing of the built environment. The purpose of real estate photography is to describe the space in the sale or rental listing in the clearest and most flattering terms. The audience for these photos is the prospective buyer or tenant, so they are meant to capture the attention of, and appeal to, that clientele.
The purpose of real estate photography is to describe the space in the sale or rental listing in the clearest and most flattering terms.
Real estate photography tends to prioritize wide angle shots. Using a wide angle lens makes spaces look bigger than they really are due to the lens’ distortion, which is why those lenses are favored in real estate photography.
Real estate photography does not focus as much on framing and composition. It is used to describe the space in its entirety, so the prospective buyer or renter can visualize it. 360° visualizations and virtual walk-throughs are widely used in real estate photography for the same reason: they are not pretty, but they let the viewer visualize how the spaces flow and connect, and decide whether they fit their needs.
Real estate photography can take place in either furnished or unfurnished spaces, this depends on market segment and client preference. Real estate photography that’s furnished is referred to as “staged” - the client will typically rent furniture and decor to show how the space can look once occupied. This approach helps with understanding scale: it’s much easier to gauge the size and ceiling height of a furnished space where standard-sized items act as reference. Arguably, furnished spaces photograph better, but some clients prefer to shoot raw, unfurnished listings, as it avoids pushing a specific aesthetic of interior design, thus potentially turning away clients with a different taste in decor.
Some clients prefer to shoot unfurnished listings, as it avoids pushing a specific aesthetic of interior design
One thing is standard in real estate photography though - it never features people. The reason for that is psychological - when we are looking for a place to live or stay in, we don’t want to see other people occupying it. Think about all the photos of hotel rooms or Airbnbs you’ve ever seen: even though you know lots of people have stayed in those spaces before you, you don’t want to see the space occupied when you’re considering it for yourself. Same goes for real estate photos.
Because real estate photography doesn’t focus as much on artistic aspects of photography, these types of shoots are faster than architectural photography, but that is not to say that real estate photography is a quick-and-dirty project, not at all. The photographer still considers composition and lighting, ensures that perspective, metering, and focus are all correct. A professional photographer using a DSLR camera will deliver vastly superior photos of a listing than a DIY point-and-shoot, which will improve the listing, reduce time on market, and fetch a higher price. According to this Hometrack article, DSLR photography can increase the selling price of a home by $3,400 to $11,200 over the list price on properties valued between $200,000 and $1 million. Talk about return on investment! Professional real estate photography is especially valuable in the high end and luxury markets. This segment takes longer to lease and sell, and having professional photos can make a big difference in time on the market, and final price.
Real estate photos can and should highlight outstanding design elements, special features, and of course, great views. When a home features unique designer details which would be attractive to the buyer, I make sure to highlight them in my real estate photos.
Penny walls, bottle pendant lights, unique color details, panoramic views and floating staircases - these are all features that make a place special, and get highlighted in my real estate photos.
Pricing
The short answer here is: architectural photography is more expensive than real estate photography. There are several reasons for this:
Extensive preparation and client communication - architectural photography requires discussing project story with client, deciding on a list of shots and angles, coordinating with multiple stakeholder, preparing props and models.
Staging each shot - it takes a fraction of a second to release the shutter, but up to an hour to compose the shot: find the perfect angle, position the models and props, tidy up chair castors, move trash cans, raise or lower all blinds, etc, etc. Sometimes you just have to sit around and wait for the light to change.
Significant post-production work - in architectural photography, each photo goes through extensive post production. The photographer will often stitch together multiple exposures, correct all settings, remove aberrations and erase extraneous elements like outlets, fire alarms, sprinklers, vents, exit signs, and wires. Most photographers charge a per-image post-production fee for architectural photography. Real estate photos require only minimal retouching and it is usually included in the price.
Let’s see the difference
Below I’m going to share an example of a property that I photographed both for a real estate listing, and later as an architectural photography project. You can see how the same spaces are described differently in the two approaches. The real estate shots are on the left, and architectural on the right.
In the real estate photos, I used a wide angle lens so the spaces look bigger. There’s no furniture, so the leading lines and focal points are focused on walls and windows, while circulation and egresses are prominently featured. The home is a blank slate, open and airy.
In the architectural photos (which were used for an Airbnb listing), the focus shifts to hospitality elements. Compositions are more tightly cropped, with a focus on the comfortable furniture, greenery, amenities, and creating a welcoming atmosphere for the guests.
I hope this article was helpful in explaining the difference between architectural and real estate photography, and clarifying which one is more appropriate for your needs. Personally, I enjoying doing both, as each presents a unique set of challenges and opportunities.
If you have a space with a story that needs telling, please reach out to elenagreyphoto@gmail.com - I would love to work with you!
