My Top 6 Media Tips (After Marketing Over 10,000 Properties)
Let’s be honest—the media space is saturated and most listing content is forgettable. But after a decade of filming, editing, and promoting everything from $200K condos to $20M oceanfront estates, I’ve seen exactly what works (and what flops). These are my go-to strategies to make your listings not just stand out, but actually work as effective sales and marketing tools.
1. Less is More.
We often overshoot and overdeliver, but for listing photos, pick the top 35–50. Bonus points if you mix them up. The gallery should flow naturally through the house, but to avoid viewer fatigue, sprinkle in some tight detail shots with the wides and break it up with exteriors where it makes sense. Delete redundant angles. Be ruthless.
2. Start and finish strong.
We always re-order photo galleries for our clients to this end because first impressions matter. Lead with your hero image, but follow up with a few standouts (interior or exterior). That beautiful backyard pool? It should be one of your first five images. Start with your best, then sequence through the home’s layout.
3. Produce for all platforms.
Yes, you HAVE to shoot vertical and horizontal. I know it’s annoying and your sellers are over it—but you can’t fake your way into a great job doing it halfway. Get the content you need the first time and come prepared to spend some time doing so.
4. Add something extra.
Narration. A cameo. A ‘lifestyle’ moment on the dock with a glass of wine. Add a little flair. It shows effort, sets you apart, and makes your content memorable and shareable. As Shakespeare himself once said, “All the world’s a stage!” And I say your listings are no exception.
5. Cross-publish with intention.
We always re-order photo galleries for our clients to this end because first impressions matter. Lead with your hero image, but follow up with a few standouts (interior or exterior). That beautiful backyard pool? It should be one of your first five images. Start with your best, then sequence through the home’s layout.
6. Craft a compelling write-up.
Charleston agents (you know who you are) are notorious for lazy listing copy. Your description should have energy, personality, even a little sass. Use AI if you want (I hear ChatGPT is pretty handy), but how you prompt it (and how you edit) is what makes viewers want to read on- and these days, attention is everything.
Andy Lassiter is the Owner and Creative Director at Keen Eye Marketing. After 16 years in the business, he’s still on the ground shooting signature listings and consulting Charleston’s top agents. Learn more at keeneyemarketing.com or reach out directly at 843.224.9213.