KEY POINTS:
Photos build trust
Photos are the “body language” of listings
Photos can either scream “premium” or “shady”
Recommended photo angles and placement
I look at car ads Every. Single. Day. I can look at 100 listings and only choose 3 cars to take the next step with- and it all starts with the photos.
Taking the right photos takes 5 minutes. 5 minutes is the difference between a good listing and a crappy one.
PHOTOS BUILD (OR BREAK) TRUST
There’s a saying- buy the seller, not just the car. It’s subconscious dynamic that buyers are looking for trust as they shop through the multitude of ads. Good photos build trust. Bad photos break trust.
PHOTOS ARE THE “BODY LANGUAGE” OF LISTINGS
When the cars are presented clearly, from all angles, it immediately tells me that the seller is not looking to hide anything. Even if there’s damage on the car, at least the seller shows it. Photos that seek to hide information can be indicative of the seller’s intent as well.
Just like body language, photos can turn on/off a potential buyer.
PHOTOS EQUATE TO PREMIUM/SHADY SELLER
I often recommend buyers to become detectives when shopping for a used car. “Use any clue to tell you something about the car’s history.” When a car is presented well and the photos are taken in a nice residential driveway, it is much more likely that the seller is more “premium” than the one who takes sloppy photos of a car parked on the street.
RECOMMENDED PHOTOS
Take photos with a clean background, like a driveway of a nice house in a nice neighborhood. If this is not available to you, choose a nice public spot with nature to give some vibrancy.
Use ¼ angles:
Front driver corner
Front passenger corner
Rear driver side corner
Rear passenger side corner
Photograph the interior from the driver’s front door and rear door.
Notate any issues with the car upfront.
Remove personal belongings like car seats, toys, that fuzzy pink dice, and anything to show too much personalization. You want the buyer to picture themselves in the car- not your junk.
Use the horizontal and make sure the car fills the photo with no cut off’s.
No filters. Photos don’t need the “make up.” Natural look is best.
Don’t use random photos you have of your car at a gas station. Take new photos after you’ve cleaned the car.
PHOTO PLACEMENT
Put your best exterior (1/4 angle) photo up front, not an interior photo.
Remember, people are more quick to judge than ever before, especially with our “doom scroll” culture.
I prefer the background to match the vibe of the car. For example, a Ferrari should not be placed in a single car driveway of a $300k home.
Up your photo game with these tools and check out our other selling tips to maximize your profits.
