PFRE is the original online resource for real estate and interior photographers. Since 2006, it has been a community hub where like-minded professionals from around the world gather to share information with a common goal of improving their work and advancing their business. With thousands of articles, covering hundreds of topics, PFRE offers the most robust collection of educational material in our field. The history of real estate photography has been documented within these pages.
All Articles


Last call to register for PFRE Virtual Conference 2020. Use discount code: PFRE50 to save $50 at checkout. Event Stats: 25 + SpeakersOver 40 hours of contentRecorded and available for streaming until December 31st, 2020500 + Attendees from 19 different ...



The PFRE Community Forum is an online resource for discussing the art and business of Real Estate and Interior Photography.
Join The Discussion


View Now


For over a decade, photographers from around the world have participated in PFRE’s monthly photography contests, culminating in the year-end crowning of PFRE’s Photographer of the Year. With a new theme each month and commentary offered by some of the finest real estate & interior photographers anywhere, these contests offer a fun, competitive environment with rich learning opportunities. 

Contest Rules


View / Submit


View Archive


PFRE’s Annual Conference in Las Vegas provides real estate and interior photographers from around the world an opportunity to meet on an annual basis, to learn, share best practices and make connections. Many of the leading names in our field are selected to speak on topics aimed at improving our craft and advancing our business. It’s a comfortable, relaxed environment that is fun, easy to get to, and affordable.


PFRE Conference 2020

Register Now

Latest News

Last Call to Register for the PFRE Virtual Conference 2020 - Use Discount Code: PFRE50 to Save $50!

Last call to register for PFRE Virtual Conference 2020. Use discount c ...

Sneak Peek - PFRE Virtual Conference 2020

We are less than two weeks away from the PFRE Virtual Conference. Chec ...

Limited Early Bird Spots on Sale Now! PFRE Virtual Conference 2020

The roster of presenters is full, and the PFRE Virtual Conference is o ...

PFRE Virtual Conference 2020 Announcement: Presenter Line Up Part 2 of 2

*Early bird tickets go on sale September 28th* Here are the remaining ...



The PFRE podcast is focused on having meaningful conversations with world-class photographers, business professionals and industry leaders, with the goal to inform and inspire.
All Podcasts

Coming Soon...



PFRE prides itself on the depth and breadth of the information and professional development resources it makes available to our community. Our goal is to help real estate and interior photographers be successful while bringing the community together and elevating the industry as a whole.


Coming Soon...

Mainstream Agents Starting to Get The Importance of Photography - Sort of

Published: 05/11/2010
By: larry

Thanks to Christopher Bradbury of Glenwood Road Studios, LLC in Weston, CT for pointing out this article on the StyledStaged & Sold blog site of REALTOR Mag.

This article is an interesting commentary on the recent study where Tim Ellis at Redfin showed more data that shows what anyone in real estate that was paying attention already new; good photography sells homes faster and for more money. Tim's study was the second study that shows a similar result. The first I pointed out was here. The evidence is mounting!

What I think is most  interesting about this article is the comments made by real estate agents that read the Styled Staged & Sold blog. You get to directly see the whole range of agent attitudes about marketing and photography. Everything from a rant that the study is not scientific, to "I can do just as good with my point-and-shoot", to "I want to save my marketing money".

The truth is that most agents never understand this marketing thing. There is an old economic principle called the Pareto principle (also known as the 80-20 rule) first stated by Vilfredo Pareto that says, "For many events, roughly 80% of the effects come from 20% of the causes". In the real estate industry Pareto's principle can be restated to, "20% of the agents make 80% of the money". And I've added a corollary to the principle called Larry's corollary that says, "Pareto was an optimist, 10% of the agents make 90% of the money". The significance of all this to real estate photographers is you only want the top 10% of agents as customers. The other 90% will drive you crazy because they will always be ranting about something irrelevant, using their cell phone to take listing photos or wanting to save their marketing money.

I get a lot of questions on how to find the top 10% of the agents in your area. I already have a significant amount in my Business of Real Estate Photography eBook on how to find the top 10% and I'm expanding this chapter in the next edition of the eBook because I think this is a key real estate photography business strategy.

2 comments on “Mainstream Agents Starting to Get The Importance of Photography - Sort of”

  1. Larry, it's great to see more evidence of the importance of professional photography in real estate marketing. Thanks so much for passing along the article, and Larry's corollary. 🙂

  2. It still baffles me how most brokers will have a professional photographer shoot the photos for their agents profile picture, but drop the ball on photos of their listings. I'm looking at offices in my area showing homes in the 700K to 1M+ range where the photos are horrible. When these brokers are approached, they say they're happy with who they have doing the photos. Either the broker is blind, cheap or his nephew needs something to do. If I was looking to buy a home in the above price range, I wouldn't be to impressed with a photo of a vase on an end table against a wall.

Leave a Reply

Your email address will not be published. Required fields are marked *