Did you know that the brain processes visual information at a rate that’s 60,000 times faster than text, and 90 percent of information transmitted to our brains is visual? That’s according to a recent Boston.com article in which the article addresses the need for marketers to up their game when it comes to online storytelling through images. Yet, when talking about the stories we’re telling about our own multifamily properties, the reasons for doing so are even more basic: tenants want to see what they’re getting and be able to see themselves in it.

Regardless of the reasoning, every property needs high quality images for websites, ads, and other marketing materials. And, no, stock images don’t count. In fact, according to a recent survey, 69% of tenants say they are annoyed to see stock images meant to represent a property.

This situation can be intimating as it poses a potential predicament to novice photographers. The good news is that you don’t have to be a professional or even know that much at all about photography to produce web-worthy images. All you need is a good camera (preferably digital), and the following tips:

• Watch the clock. Bright and sunny. These are the conditions the average individual believes to be perfect for outdoor picture-taking. Unfortunately, these conditions can be just as disastrous as a rainy day. Instead, you want to try for early morning, in the first hour after the sun rises, or in the evening, in the last hour of sunshine. This way, you’re likely to have plenty of indirect sunlight, perfect for outdoor photos.
• Steer clear of winter. This may be a no-brainer, but winter is not the best time for property picture-taking. Wait until the grass grows back, the color comes in, and the pool is fresh and clean.
• Stage it up. Tenants have two requests of you: they want to see a model that is staged and the actual unit that’s available. For the former, this goes to show the prospective tenant how their belongings might look in the space, as well as demonstrating the level of potential (just how awesome it will look all put together). Some managers keep one unit permanently reserved as a model unit, while others take the model as their office. It’s a matter of vacancy and preference.
• Natural light is your friend. Instead of coming into a room and turning on a lot of lights, choose a time of day when you have plenty of sunlight. Then, open the blinds so that light falls into the room. If you have sheers over the windows, even better; this will give you a built-in filter effect. If this is done correctly, you’ll need no artificial lights on in the room at all and you’ll have a product that’s closer to that of a professional.
• Go for pops of color. Another no-brainer, maybe. Color is your friend. Whether it’s in the flowerbeds or in the pillows you choose for a couch, pops of color in an otherwise neutral room or space is great for photos. The image used for this article is a good example of this practice, taken from one of the properties we manage.
• Touch-ups shouldn’t be controversial. If you have a studio like Photoshop or Elements, you have professional tools at your fingertips. Use them to enhance brightness, contrast and levels in order to achieve a more dynamic image. But, even if you don’t, you can use a free, online tool like PIXLR to crop and enhance your photos, creating a better end product.

Henri Cartier-Bressen, a French photographer considered to be the father of photojournalism, once said, “Your first 10,000 photographs are your worst.” While this may be a bit of an exaggeration, photography is an art, and it tends to get better with practice and knowledge.