Property marketing is how you present a property for sale or rent. It covers everything from professional photography and video tours to floor plans and social media content. In London's crowded market, it can be the difference between a quick sale and months of waiting.
This guide covers the main services, what they cost, and how to choose the right provider. Whether you're an estate agent looking to improve your listings or a homeowner selling privately, you'll find practical information here.
What is Property Marketing?
Property marketing is the process of promoting properties for sale or rent using professional visual content. This typically includes photography, video tours, floor plans, and digital assets designed to attract buyers and tenants.
A property marketing agency handles these services, usually offering them as individual bookings or combined packages. The goal is simple: make the property look its best so it sells or lets faster.
In practical terms, property marketing covers:
- Professional photography for Rightmove, Zoopla, and agency websites
- Video tours for social media and portal listings
- 2D and 3D floor plans
- Drone and aerial photography
- Virtual tours and 360-degree content
- Social media graphics and content
Types of Property Marketing Services
Property Photography
Professional property photography is the foundation of any listing. It's what buyers see first on Rightmove or Zoopla, and it determines whether they click through to learn more.
What's included: A typical shoot produces 10-40+ edited images depending on property size. These are colour-corrected, have straightened verticals, and show both the room and any views through windows (using techniques like HDR or flash blending).
Typical cost in London: £125-£350 depending on property size and number of images required. Our photography starts at £125 for studios and small flats.
Property Videography
Video tours give buyers a sense of flow and space that photos alone can't provide. They're particularly effective on social media, where video content typically generates more engagement than static images.
What's included: A 60-90 second edited video tour with music, smooth transitions, and optional text overlays. Some providers also offer vertical formats for Instagram Reels and TikTok.
Typical cost in London: £275-£475 depending on property size and video length. Our videography starts at £275.
Floor Plans
Floor plans help buyers understand layout before visiting. They're particularly important for properties with unusual configurations or multiple reception rooms.
What's included: 2D floor plans show room dimensions and layout. 3D plans add furniture and colour for a more visual representation.
Typical cost in London: £115-£250 depending on property size and 2D vs 3D options. Our floor plans start at £115.
Additional Services
Drone photography: Aerial shots work well for larger properties, homes with gardens, or locations where the surroundings add value. Requires CAA certification and appropriate insurance.
Virtual tours: 360-degree walkthroughs using platforms like Matterport. More expensive than standard video but useful for overseas buyers or luxury properties.
Property Marketing Costs in London
Prices vary significantly across London providers. Here's what you can typically expect:
| Service | Small Property | Medium Property | Large Property |
|---|---|---|---|
| Photography | £125-£175 | £175-£250 | £250-£350 |
| Videography | £275-£325 | £325-£400 | £400-£475 |
| Floor Plans (2D) | £115-£145 | £145-£195 | £195-£250 |
| Drone | £150-£300 (add-on) | ||
What affects pricing:
- Property size: More rooms means more time on site and more images to edit
- Turnaround time: Rush delivery typically costs extra
- Travel: Some providers charge extra outside certain postcodes
- Bundles: Booking multiple services together usually saves money
View our full pricing — we include travel anywhere in Greater London with no rush fees.
Does Professional Marketing Actually Work?
The short answer: yes, but with caveats.
Industry research consistently shows that listings with professional photography receive more views and enquiries than those with amateur images. The exact numbers vary by study, but the general finding holds across markets.
What matters more than any statistic is this: the first 48 hours of a listing are crucial. Most enquiries come in the first week. If your photos are poor when the listing goes live, you've already missed your best opportunity.
Video is increasingly important, particularly for social media marketing. Listings with video tend to generate more engagement on platforms like Instagram and Facebook, where agents often share new properties.
Where professional marketing has less impact:
- Properties in extremely high-demand areas where anything sells quickly
- Very low price points where buyers are less selective
- Situations where location alone drives the sale
For most properties in competitive London markets, professional marketing is worth the investment. For unique properties, period homes, or luxury listings, it's essential.
How to Choose a Property Marketing Agency
Before booking, ask these questions:
1. Can I see a complete delivered set?
Anyone can show their best three photos. Ask for a full gallery from one property to see consistency across all images.
2. What's the turnaround time?
Same-day or 24-48 hours is standard for photography. Anything longer than a week is too slow for the property market.
3. What's included in the price?
Check for hidden fees: travel, express delivery, extra images, re-edits. Get the full cost upfront.
4. What equipment do they use?
Professional cameras and lenses make a difference. Wide-angle lenses for interiors, proper flash equipment, and tripods are standard. Smartphone photography, however good, isn't professional photography.
5. Do they specialise in property?
Wedding photographers and product photographers take different approaches. Property photography has specific requirements around verticals, window exposure, and colour accuracy that specialists understand.
For more detail, see our guide: What to Look for When Hiring a Property Photographer.
Preparing Your Property
Good preparation makes a significant difference to the final images. Before the shoot:
- Declutter: Remove excess furniture, personal items, and anything that crowds the space
- Clean: Clean windows (inside and out), polish surfaces, tidy bedding
- Stage: Add fresh flowers or fruit, arrange cushions, set dining tables
- Lighting: Open all curtains and blinds, turn on all lights, replace any dead bulbs
Timing considerations:
- North-facing properties photograph better in soft light (overcast days or early/late sun)
- South-facing gardens look best in afternoon light
- Avoid shooting during school run times if there's traffic or parking issues
For a detailed checklist, see: How to Prepare Your Property for Marketing Photos.
DIY vs Hiring a Professional
When smartphone photos might be acceptable:
- Very low-value rentals where tenants aren't selective
- Quick internal record shots, not for marketing
- Temporary listings where speed matters more than quality
When professional photography is worth the investment:
- Properties over £500,000 (where the cost is negligible vs. property value)
- Competitive markets where listings need to stand out
- Properties with features that need proper lighting (period details, views, high ceilings)
- Any listing where time on market costs the seller money
The honest assessment: if you're serious about selling or letting, professional photography pays for itself. If you're testing the market or have a guaranteed sale, you might get away without it.
London-Specific Considerations
Period properties: Victorian and Georgian homes have character features (cornices, fireplaces, sash windows) that amateur photography often misses. These details sell homes and need proper lighting to photograph well.
Natural light in London: The UK's changeable weather actually works in favour of interior photography. Overcast skies create soft, even light that's ideal for shooting rooms. Don't cancel for grey weather.
Access and parking: Central London properties often have restricted access, limited parking, or concierge arrangements. Brief your photographer in advance so they can plan equipment logistics.
Garden timing: London gardens peak in late spring and summer. If the garden is a selling point, consider seasonal timing for your shoot.
Summary and Next Steps
Key points from this guide:
- Property marketing covers photography, video, floor plans, and related visual content
- Professional photography typically costs £125-£350 in London
- The first week of a listing is crucial — get the marketing right before going live
- Ask for complete delivered galleries, not just highlight reels
- Good preparation significantly improves results
Ready to get started?
- View our pricing — transparent costs with no hidden fees
- Book a shoot — online booking with instant confirmation
- Contact us — questions? We're happy to help
Yasmeen Creative is a property marketing agency based in London, specialising in photography, videography, and floor plans for estate agents, property developers, and homeowners. We cover all of Greater London with 48-hour delivery and a satisfaction guarantee.
