Never doubt the power of a good first impression — and that goes for vacation rentals, as well! Photos are the first thing many potential guests see when they’re looking to book their next vacation. Bookings are made visually, first and foremost. That first click on a photo decides whether you get someone to look more into the listing or not, so top-notch photography is non-negotiable!
Making sure a listing properly represents a home is step one. Getting all the angles of the home, exterior and interior, along with a true representation of the lighting and atmosphere of the rental is key. You never want guests to feel misled by their booking experience. But if your photos (and staging, for that matter) represent the home effectively, you can see a massive return on investment when it comes to getting your property booked consistently all season long.
3101 Waterway, Isle of Palms
Higher Search Visibility and Click-Through
Clicks mean everything in the vacation rental market, especially in oversaturated markets such as coastal regions like Charleston, SC. It’s a known fact that professional photos consistently earn a 20-40% higher click-through rate online. Even better, guests spend 83% more time on listings with professional photos over those that don’t. This is key to marketing on all fronts. If the home has high quality photos, individuals are likely to pick the property out of an assortment of rentals listed on a website, Airbnb, Vrbo, social media or even on Google with sponsored advertisements.
Along with that, per the conversation of oversaturated markets, professional staging allows for guests to book the “experience” behind a property, showing off some of the details of how a property should be used by guests. Staging also makes the photos more visually appealing and allows guests to differentiate between homes that may have similar layouts and locations!
Increased Nightly Rates and Revenue
Professionally staged and photographed homes can command 10-30% high ADR (average daily rate)... simply for being well photographed and looking welcoming! The visual quality of the imagery allows guests to gauge the cleanliness of a home, along with the professionalism of the company, the “worth the splurge” perception, and if the property will be a comfortable fit for their family or guests.
Photos that take a more luxurious approach with drone imagery, 3D walkable tours, twilight photography, professional shots of the luxury amenities, and top-quality staging guarantee companies can charge a higher, “premium price” for stays as opposed to mid-tier homes with mid-tier imagery.
126 Flyway, Kiawah Island
Strong Guest Expectations and Better Reviews
When a rental property is properly photographed with up-to-date imagery, your guests feel like they know exactly what they’re stepping into. As mentioned, with better photos come faster bookings, but guests' happiness hinges on photos that properly manage expectations of what they can expect from a property.
If a home has updated furniture, a new home extension or a paint job update, it’s important that the property gets re-photographed so that guests are aware of the updates before stepping foot into the home. Along with that, if a property is looking a bit worse for wear over the years and has gotten no updates, it’s important to make sure guests don’t arrive disappointed in the state of their rental. Honest and accurate photos allow for positive reviews and return guests.
Higher Occupancy and Shorter Vacancies
New listings with updated imagery book significantly faster when launched with professional photography. Many vacation rental owners who list on their own take iPhone photos and upload them quickly. Working closely with a professional photographer to get high-quality photos of a property to launch across all platforms allows a home to stand out among its competitors, allowing for higher occupancy rates and less vacancies throughout the year.
With professional staging, guests feel a sense of expectation as to what a home should be used for. Along with that, staging doesn’t just raise rates; it fills empty nights!
59 Surfsong, Kiawah Island
Competitive Advantage
When it comes to coastal destinations like Charleston, SC, competition is fierce and many properties are similarly sized, in similar locations at similar price points. Providing top-notch photography, along with drone shots, twilight imagery, and 3D walk-through’s along with professional staging give certain property management groups a competitive advantage against their regional competitors.
Differentiating properties with a high-quality visual presentation of the home, top-notch descriptions offering above-and-beyond amenities, along with providing staging that tells the property's story through lifestyle shots, makes a difference. The better the visual experience, the better odds a property has against its similar competition.
Increased Return on Investment
The return on investment when it comes to professional photography is higher than most things in the vacation rental industry. Property photos can cost anywhere from $250-$500. Adding staging elements costs anywhere from $100-$1,000 depending on items already provided within the home. But, as mentioned previously, there's a 10-30% increase in pricing with a 10-20% increase in occupancy when using professional photos and staging. And as a property management group, many owners are more trusting of their management company when they take over on the marketing front, providing top-notch photography, videography, and marketing across all platforms!
44 Ocean Point - Wild Dunes
Learn More About Sweetgrass Properties
Thinking of renting out your Charleston property, but looking for the right property management group to take care of your home? There are plenty of options around the Charleston region, but none as hands-on, accommodating, or supportive as Sweetgrass Properties. Voted Best Vacation Rental Company by the Post & Courier for 2025, we go out of our way to support our owners with impeccable service, remarkable care, and endless support.
Want to see what all the buzz is about? If you’re ready to take the next step and want reliable support in how to make your home a high-income investment property, Sweetgrass Properties is here to help. Contact us today to learn more!