Real Estate Photography

The Ethics of Digital Development

Did this photograph go through Photoshop? Absolutely, it did. I’m an artist, and developing my photographs in Photoshop is an important part of my artistic and creative process in the digital medium. But what are the ethical implications of modifying a photograph? The answer is that it depends on the context.

Sunset at Badwater Basin in Death Valley National Park

In this earlier blog article, I presented two photographs I took of a kitchen to demonstrate the value of professional real estate photography. Here are the two photographs.

Snapshot of a kitchen

Professional photograph of a kitchen

In the photograph on the right, notice that among other changes, I removed the air vent in the ceiling. I also removed the magnets on the refrigerator. If it's hard to see, click the images for a larger view. I made these changes during the development, or post-processing phase of production. Let’s discuss these kinds of changes in different contexts.

We’ll start with my area of photography, fine art landscapes. For fine art photography, I believe it is acceptable to exercise artistic license when creating a photograph. It is, after all, an artistic process we are talking about. Art does not necessarily need to represent reality exactly, even in the case of photography. Art is about communicating a message, and removing distracting elements from a photograph focuses attention on the message. In artistic photography, anything that does not add to the message or add to the aesthetic value of the photograph detracts from it. From an artistic perspective, an element that detracts from the beauty or value of a photograph should be removed.

During development and finishing, I make many changes to my photographs for artistic reasons. Sometimes the lighting is not quite right, or the photograph needs to be cropped to make it more effective. Sometimes the color is off. I make these kinds of changes freely, and I never feel bad about making them because I know what I’m doing is creating art. I’m not preparing a photograph to serve as evidence in a courtroom. Of course it’s best to get as much correct in camera as possible, but often it’s not possible to create a perfect photograph in camera because of both the technological and physical limitations of the camera. In those cases, I do whatever is necessary to shape the photograph into an image that expresses my artistic vision.

Fine art photography represents one extreme on the spectrum of acceptability for image development. At the other extreme is photojournalism. In photojournalism it is completely unethical and unacceptable to change a photograph in any material way. What constitutes a material change? Removing or adding elements is a big one. Even making significant lighting changes could be unethical. Cropping could be unethical because it can remove relevant items from the image, thereby changing or completely eliminating the context of the events depicted in the scene. Very little retouching or development is acceptable for photojournalism. A photojournalist might make some minor color and exposure adjustments, but that’s about it.

So fine art photography and photojournalism are on separate ends of the spectrum of acceptability for development. Now let’s shift over to real estate photography, which presents its own set of issues. If I make a photograph of a room and decide that the air vent in the ceiling is a distraction and should be removed, I would not make that change. If a photograph is being made to showcase a home or office in a real estate listing, it would be unethical to remove the air vent because doing so results in an image that misrepresents the product being sold. The ethics of photojournalism apply to real estate photography in this case because it is important to represent reality accurately and completely.

If the real estate photograph is being used purely for marketing purposes, however, then the situation is different again. Let’s say a company wants a photograph of its office for a brochure. They want a photograph that flatters their space. If an air vent or other element detracts from the aesthetics of the image, I would remove it. In these cases, I want the photograph to be a little nicer than reality. It’s more of an artistic representation of their space, so the ethics associated with artistic photography apply.

It still is best to try to get everything right in camera. Is there a way to exclude the air vent or other offending item from the frame by moving around, zooming in, or shifting perspective? Sometimes it’s not possible, and in those cases the post-processing edit may be needed.

On the other hand, when I removed the magnets from the refrigerator in the photograph above, I did so purely for aesthetic reasons. The difference is that I would make that change even if the photograph were made for a real estate listing of the house for sale. The magnets on the refrigerator contribute nothing to the scene. They are simply clutter that distracts the viewer’s attention. For this reason I should remove them. It is ethical to remove them during post-processing because they are not physically a part of the room. I’m simply removing personal items that would not be transferred in the sale in any case.

Now, here again it would have been better to get it right in camera--physically remove the magnets before taking the photograph. But that’s not the point here. The point I’m making is that there is no ethical dilemma in removing those magnets or making other similar changes in post-processing in cases where it was simply not possible to do it on location, or where the photographer may have overlooked something.

That’s a brief overview of some of the ethics of development during post-processing. As a creator of fine art photographs, I enjoy the freedom I have to make the changes I see fit to express my artistic vision.

Professional Real Estate Photography - What’s the Value?

These days many people own a DSLR, and even iPhones can produce high quality images. So for a real estate agent or owners selling their own home, is there value in hiring a professional photographer to produce images for marketing and sales rather than taking the pictures themselves? The short answer is yes, there is value.

Architecture by Frank Gehry

When I first thought about starting a photography business, I recognized the value I could bring to interior design and exterior real estate photography and decided to focus my attention in those areas. The business I actually created involves fine art landscape photography because I feel it better suits my personality and my goals as a photographer. In those earlier days, however, I thought a lot about the value of professional photography for real estate and interior design. In this article I will discuss the value that professional real estate photography brings to the business.

To understand the value of professional photography, consider that the most expensive and advanced camera is (easily) capable of producing poor quality photographs. Similarly, the cheapest and simplest camera is capable of producing amazing photographs. It’s not the camera, it’s the person behind it--the photographer--that matters. The photographer has knowledge, skills, experience, and artistic sense. These qualities make a big difference in the kind of images you get. Let me give you an example.

Below are two photographs of a kitchen. I took the first image with a Canon 5D Mark III, one of the best professional DSLR cameras. I took the second image with an older Canon 50D, still a very nice DSLR, but not a professional-level camera and also several years behind in technology. The lens I’m using on the 5D Mark III is also superior to the lens on the 50D. Take a look at the images--no, I did not reverse the descriptions above. As I hope you can see, and as I’ll discuss, those camera differences don’t matter. The real difference is in how I created the photographs.

Kitchen snapshot taken with professional Canon 5D Mark III

Kitchen snapshot taken with professional Canon 5D Mark III

Kitchen taken professionally with older Canon 50D

Kitchen taken professionally with older Canon 50D

For the first image, I simply walked in the room, paying no attention to the time of day, the angle, the camera height, or the camera settings. I set the camera on automatic and output directly to JPEG, allowing the camera to apply its standard processing on the raw image data. I paid no attention to lighting other than trying to get the camera to expose the full image appropriately, and I did no post-processing work on the image.

For the second image, I was much more careful about how I worked. I went in intending to creating a photograph, not simply to take a picture or a snapshot. I thought about lighting, composition, and the overall effect the image would have on the viewer. I adjusted the camera settings manually so I had full control over what the camera would do. Finally, I captured this image in raw format and post-processed it to extract the maximum quality from the raw image data. During my post-processing, I corrected the exposure and color (color correction is critical when making interior photographs), and I removed some distracting elements to focus attention on the space itself. The first picture took about five seconds to make. The second took over an hour.

Is there a difference here? The difference between the two images is how they were made. I took the first one as a snapshot; I created a photograph in the second one. When I look at the first image, I say to myself, it’s a picture of a kitchen. That’s it--just a cold, purely intellectual response. On the other hand, the second image, created professionally with the inferior camera, evokes more of an emotional response in me. If I were a home buyer, I might think to myself, wow that’s a great kitchen! Or, hey, we have to look at this house! You the viewer are the final judge, but when I’m making a photograph of any kind, that’s what I’m going for--an emotional response or some kind of reaction from the viewer.

So is it worth it? When you hire a professional photographer, you’re hiring someone who has the knowledge, skills, and experience needed to produce high quality images that create an emotional response. You’re hiring an artist. You’re hiring someone who has in mind that second image, not the first one, and that’s the kind of image you will get. People see the photographs and want to be in the place and see it for themselves, or it makes them feel comfortable or happy. Or maybe they don’t know what it is about it, but they want to see more of it. That’s much better than the purely intellectual response of OK, that’s the kitchen, here’s the bedroom, etc.

If professional photography can get more people into a home more quickly, then on average the home should sell sooner and for a higher price, and there’s your value.

(One quick sidenote about the retouching in the second image. If you compare the two images, you’ll notice that I removed the air vent next to the ceiling lights. In a future blog post I will discuss the ethics of this kind of change, but I do want to mention here that for ethical reasons I would not alter an image in this way if I were producing it for a real estate listing.)