2.5 times more bookings : this is the effect of real estate photography on an Airbnb ad. Between the photos taken by a professional or an amateur, Airbnb saw the difference in a blink of an eye.
Real estate photography, a turning point
Brian Chesky and Joe Gebbia had a brilliant idea. By renting a professional camera to take pictures of the apartments on their site, the Airbnb founders make their company take off.
The result is amazing : bookings have increased by a factor of 2 or even 3.
During the summer of 2009, they noticed that apartment reservations stagnated, particularly in New York.
They decide to go there and make an appointment with 24 New York owners to detect the problem. They discover that owners do not enhance their property. According to Joe Gebbia, « the photos were of a very poor quality. If no one wanted to rent their apartment, it was because we couldn't see what we were paying for».
Launch of the «Airbnb Photography Program»
It is from this observation that they came up with the idea of launching the « Airbnb Photography Program » in 2011. Through this program, Airbnb has created an army of photographers: there are more than 1000 over 6 continents. This allows owners to make a free appointment with a real estate photographer.
The Airbnb logo's origin
Thus, Airbnb ensures the property matches the one described in the advertisement. In return, the owners obtain the status «verified by Airbnb». This mention increases the chances of their home being rented, thus increasing the Californian firm's turnover. A far-sighted strategy that allows it to compete with the world's largest hotel groups.