June 21st, 2015
I’m a Realtor here in Los Angeles. Since I’ve been a Realtor I’ve used only professional photography in each and every listing. I’m a huge fan of the European real estate firm Fantastic Frank and their amazing photography. I guessed it could be called editorial magazine style. I’m trying to get my photographers in LA to match this style in post processing but their still way off. how would you describe their style and how can I mimic this particular style with my post processing? I’ve searched high and low with countless google search combinations trying to see if anyone has cracked the post processing steps used by Fantastic Frank photographers. I want to be that realtor that brings this type of uniqueness as a result using this type of style in LA. Am I the only one who is interested in understanding how they do it? I would appreciate if you could point me in the right direction. I’m interested in learning post processing myself Just to acieve this.
I agree, I like this Scandinavian style look too. It was just a couple of months ago in the March 2015 PFRE monthly contest that I first discovered this Scandinavian (or nordic) light look in interior photography when Jonas Berg of Gothenburg, Sweden entered this image in the PFRE contest. Jonas’s work looks much like the style of interior photos on the Fantastic Frank site. In this PFRE post Jonas Berg describes this high key Scandinavian look.
Below is Jonas’s description of this Scandinavian look. I think it has very little do do with post-processing and more to do with high key lighting and interior styling. Lots of bright diffuse light and a unique interior design style. Here is Jonas’s description:
In Sweden the (high-end) real estate photos differ a lot from what I see in most other countries. We use less artificial light and don’t do so much HDR and stuff like that. Maybe because we are short of daylight for long periods of the year and want everything to look natural. This reflects in interior magazines as well.
I work almost exclusively in central Gothenburg (Sweden’s second largest city) and most of the buildings are from 1850-1965. For obvious reasons, it is also almost exclusively apartments and very few houses. Most apartments are also quite small, one, two or three bedroom apartments.
I think there’s something you could call Scandinavian (or nordic) light . If you look in the Scandinavian interior magazines, you often see this type of images, often completely natural daylight. I think it has to do with that we have many famous architects and furniture designers who have had great influence on how we are decorating our homes. Light wood, bright, muted colors, etc. Of course, we also have a very special light this far north and Gothenburg is quite famous for it’s raining and is gray many days a year (known as little London).
So Ernie, you are going to need more than just post processing software to get this look. Note that besides registered Realtors the Fantastic Frank team has several interior Stylists, Photographers and even creative directors. I think it says a lot when you see the real estate brokerage office has has as many creative directors, stylists and photographers in the office as they do real estate agents. Clearly the Fantastic Frank team is focused on how their marketing looks! Start out by finding a top notch interior stylist and styling every listing. Maybe even think about hiring a creative director who’s job would be to think through the look that would work best for LA. It may not be exactly the exactly the same Scandinavian look. It could be that there is a better variation for LA.
How would you go about creating stylish listings? Will Fantastic Frank’s style work in LA? If you have the answer Ernie Espinoza needs your help.