Go look at the photos on agent websites.

Why are most so "homemade" looking? Here's how you can avoid the common mistakes and gain more credibility.

Many agents spend lavishly on web marketing, including Pay-Per-Click (PPC), banner ads, Search Engine Optimization (SEO). Then surprisingly, they use a cheap-looking portrait of themselves on their website.

You look at the beautifully crafted website homepage of "Rosie," your office's top producer. The homepage has terrific art and design; she must have spent a fortune on it, either having it custom-made or buying a special template site that costs a fortune.

It looks beautiful, except for one thing. Rosie's picture.

Because of how the picture was taken -- incorrect positioning, lighting, etc -- Her head and face are ultra-wide, as though someone had grabbed her ears and pulled outwards.

Rosie forgot the number one rule about Realtor websites that solicit a professional service instead of sell a product. The rule is: You are the product!

And just as Mercedes shows only magnificently stunning, shiny cars in its magazine ads, you need to show yourself in your best light, too. Why? Because when homebuyers or sellers are hunting for a Realtor on the web, they want to know as much about you as possible before they contact you. And, let's face it; if your photo looks sub-standard, they subconsciously think that you must be sub-standard, too.

A photographic portrait should not only capture what you look like, but also show something of your character. Moreover, a good photo shows something about your manner or way of being that is attractive. Ideally, you would radiate a persona that most people find appealing.

Anyone can have great website photos. Consider these items:

1. Have a professional take it. Don't think that just because a recent digital picture that your spouse took of you in front of the backyard hedge looks good, you should use it. It still looks homemade. Get it?

2. Update often. We all age and change in appearance. Consider getting a new headshot every year or two.

3. Dress professionally and for the best photo. Darker clothes and long sleeves are best. Avoid bright colors and bold patterns such as plaids, checks, stripes, and polka dots. Also, avoid "fad" colors or styles; they'll be gone soon enough. Dress how you wish to be perceived.

4. Keep jewelry to a minimum.

5. Hair and makeup are Important. It's best to have a professional do your hair and makeup before your shoot. Makeup should only be slightly heavier than normal to avoid looking "painted," yet heavy enough to show up well in the photo. Avoid getting makeup on your clothes, use powder to avoid shine (even on bald heads!).

6. Use natural poses. It should be a picture of you smiling warmly at the viewer.

7. Informal photos have their place. You often see home page photos showing the agent posing with his family and pets. These may be okay for interior pages, such as on the "About" page. Consider family photos, you with area landmarks, and you around town.

8. Captions breed familiarity. Use Them. In the informal photos, tell who is who or what is what. The reader will feel like they know you.

9. Photos are powerful testimonials. Testimonial photos that show you and your happy buyers or sellers posing for the camera can be informal and taken by a nonprofessional … but only because they ought to look spur of the (exciting) moment, and homemade. Be sure the photo has a caption, naming you and the clients. And then, below that, have text, approved by the client -- a paragraph or two -- that quotes the client, saying good stuff about how you did.

Most agents just don't "get it" about using pictures to help them attract more clients and thereby, get more sales. But as you now can see, good quality portraits, and clever usage of local area photos really are worth a thousand words!

Published: March 7, 2006

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Bill Koelzer is a Web marketing consultant to web-proficient agents nationwide. He is co-author, with Barbara Cox, Ph.D., of the Prentice-Hall books, Internet Marketing in Real Estate and Internet Marketing. Bill is also webmaster of Orange County Real Estate, among the most-awarded known Realtor® sites. Visit his website, Koelzer.com or e-mail him at .