Nowhere is this truer than on the web, where most home buying searches take place: “web curb appeal” is the new “curb appeal,” the lure that lures buyers. Prospective buyers today are used to quality images in other marketing venues. Enticing photos will grab the prospect’s attention, while houses with regular photos may walk right past you.

When selling your house, hire a real estate agent to do the best job of marketing your property. Agents are experts in the business aspects of the sales process; research, pricing, marketing, negotiation and closing. But is the centerpiece of your listing, the images, an expert photographer taking them?

Picking up a point and shoot and photographing a house seems like a reasonable option. Often one can get good shots by simply being lucky. However, many aesthetic and technological difficulties must be overcome to get the consistently great photography needed in today’s multi-photo listings.

Known for displaying still photos, panoramic slideshows, and virtual tours, Internet viewing systems are another tool available to real estate agents. These products are only as good as the photography used in them. Use poor photos and you’ll get a poor photo lodged in a slideshow or walkthrough.

Photography is a highly specialized industry, not all photographers are the same. A good portrait photographer is not necessarily a good real estate photographer because the photographic challenges, and therefore the training, are different. Architectural photographers are not the best option because they charge a significantly higher fee which lowers your real estate agent’s bottom line. Professional real estate photographers give you similar results at a good price.

Top-of-the-line equipment aside, professional real estate photographers have more than just a keen eye. They know exactly where to put the camera and are experts at keeping it straight. Professional photographers have reliable experience in producing multiple consistently good shots of every house. The exteriors are taken from the best angle and tout blue skies and puffy clouds. Interior shots are well composed, evenly lit, and clearly convey accurate visual information about the space you’re looking at.

Photos rarely come out of the camera ready to be shown. They require post-session processing and this is where the professional Real Estate photographer excels. Great real estate photos “pop” off the screen or page. They look and feel bright, light, open, and inviting. When done right, the viewer doesn’t know why they like them, they just do!

Ask yourself which listing you’d rather be: You’re looking at two comparable listings, one with some photos that are somewhat dark, feel cropped too closely, and a bit blurry. The other listing has clear and detailed photographs of the outside setting and the main rooms of the house. It’s clear which one is going to generate more interest, exposure, and a potentially quicker sale.

So what can you do to get the best photography for your ad?

Browse existing listings of your potential agents. Do you have great photos? Are there half a dozen or more images in the web listings? Professional real estate photography is done at the discretion of the agent. If the agent you choose doesn’t use professionals, insist that they do. Those who do see the results. And you too.