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How to showcase a property and sell quickly: keys to creating attractive listings and avoiding mistakes - Ambito Financiero
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www.ambito.com
March 25, 2026
By José Luis Cieri
Photos, videos, and presentation define the success of a real estate listing. What to avoid and how to adapt content for portals and social media.
Balanced living-dining room: good lighting, few elements and a clear layout that allows you to quickly understand the dimensions. Cubelo
In an increasingly competitive real estate market, how a property is presented can make the difference between a quick sale and a listing that goes unnoticed. The quality of the images, the organization of the visual information, and the marketing strategy are key factors in capturing the attention of potential buyers.
Especially in a scenario that showed a strong improvement during 2025 ( the boost from mortgage loans was key ), when more than 215,000 transactions were completed between the City of Buenos Aires and the province, according to the deeds surveyed by the notary associations of both districts.
Kevin Jaimovich , CEO of the consulting firm Cubelo, explained that the starting point has changed in recent years: "today it's not just about showing a space, but about telling how people live there."
In that sense, he highlighted that social networks have gained prominence over traditional portals, driven by more sophisticated search engines and the use of artificial intelligence.
“More and more people are discovering properties on Instagram, TikTok, or YouTube. That forces us to think about content in a different way,” he commented.
“The goal is for the client to imagine themselves living there, with their furniture and their daily routine,” he explained.
Open-plan kitchen with integrated views: light and connection to the outdoors enhance the feeling of spaciousness Unité Quartier
In contrast, the approach on social media is more dynamic. “Vertical videos work better, with a fast pace and often with voice-over, where, in addition to the property, the location and lifestyle are strongly promoted,” he explained.
Similarly, Maximiliano Moratti of Inmobidrone emphasized that the format determines the impact. “On social media today, vertical, spoken, cool, and dynamic videos dominate. On portals, the cover photo is key: it's the gateway to the ad,” he noted.
He also emphasized that big productions aren't always necessary. "You can achieve very good results with a cell phone. The key is in the script and naturalness," he commented.
“A house has hierarchies. You can’t start by showing a toilet before the living room,” he explained.
According to him, the ideal is to start with the main rooms —such as the living room or dining room—, continue with the kitchen and then move on to the bedrooms and secondary spaces.
Narrow but functional kitchen: clear countertops, natural light and visual order help to expand the perception of space
Furthermore, he emphasized that the content must be true to reality. “The important thing is to facilitate closing a sale. If the image doesn't accurately represent the property, it generates frustration for the client,” he noted.
Regarding visual elements, Jaimovich emphasized the importance of combining wide shots with close-ups. In well-decorated properties, photos should showcase both the spaciousness and the specific features of each room.
He also recommended adding virtual tours of units to be renovated, as they allow for a better understanding of the layout.
In contrast, with previously owned homes, the challenge lies in visually organizing the space. He said, "It's important to prevent personal belongings from influencing the buyer's perception."
Bedroom, ideally it should always look tidy and have natural light Cubelo
At that point, artificial intelligence began to play a significant role. As he explained, it is now possible to remove outdated furniture, visually declutter spaces, or eliminate distracting elements without altering the actual structure of the property.
Moratti agreed that the condition of the property should not be an excuse for a poor presentation. “Just because it’s used doesn’t mean you shouldn’t invest time and resources. Often, they surprise you with their quality,” he commented.
“Maintained beds, clean tables, TV turned off, and tidy surfaces make spaces look larger,” she explained.
He also suggested removing personal items such as religious badges, sports memorabilia, or family photos, as these can distract potential buyers.
Moratti added that depersonalization is key. “Sometimes we put objects in baskets and then return them to their place. This allows us to better showcase the spaces without permanent intervention,” she explained.
“Today there are tools that allow us to analyze sunlight and anticipate how light enters during the day,” he commented.
Balcony with urban view: outdoor spaces add value and should be shown with wide and neat framing Unité Quartier
Moratti agreed on the importance of this point. He stated: “The best sunshine and a clear sky make all the difference. Gray days don't help.”
From a technical standpoint, architect Mariana Lucangeli , a real estate specialist, recommended avoiding the use of flash photography. “More natural results are achieved by prioritizing natural light,” she explained.
She also suggested opening curtains and blinds to maximize lighting and highlight the strengths of each room.
“Artificial intelligence detects dark, poorly edited or non-HDR images, and that impairs the visibility of the warning,” he explained.
Moratti was direct: “The enemy is dirt, disorder, and the accumulation of objects.”
Among the most common mistakes are:
Lucangeli also emphasized the importance of details. She pointed out that an unmade bed or a messy kitchen can ruin a good photo. “You have to eliminate anything that distracts and doesn’t add value,” she said.
Bright, tidy and well-framed environments: keys to generating visual impact and accelerating the sale of a property
Jaimovich explained that it is a complex service due to its logistics, but effective. "It can accelerate sales and help defend the price," he noted.
Lucangeli agreed that the presentation influences the buyer's perception. He emphasized the importance of showcasing functional, clean, and well-presented spaces, with details that reinforce the feeling of home.
She also recommended including exterior images when the property has a balcony, terrace or garden, as these spaces often have a high impact on the decision.
The combination of good images, clear visual narrative and proper property preparation is consolidating as a key factor to stand out in a highly competitive market.
Lucangeli concluded that the goal is simple but demanding: “The photos must clearly describe the property and generate real interest. When that doesn't happen, the buyer loses interest before even visiting the place.”
www,buysellba.com
Source:
Cómo mostrar una propiedad y vender rápido: claves para lograr avisos atractivos y evitar errores
Fotos, videos y puesta en escena definen el éxito de una publicación en el mercado inmobiliario. Qué evitar y cómo adaptar el contenido en portales y redes.
www.ambito.com
March 25, 2026
By José Luis Cieri
Photos, videos, and presentation define the success of a real estate listing. What to avoid and how to adapt content for portals and social media.
Balanced living-dining room: good lighting, few elements and a clear layout that allows you to quickly understand the dimensions. Cubelo
In an increasingly competitive real estate market, how a property is presented can make the difference between a quick sale and a listing that goes unnoticed. The quality of the images, the organization of the visual information, and the marketing strategy are key factors in capturing the attention of potential buyers.
Especially in a scenario that showed a strong improvement during 2025 ( the boost from mortgage loans was key ), when more than 215,000 transactions were completed between the City of Buenos Aires and the province, according to the deeds surveyed by the notary associations of both districts.
Kevin Jaimovich , CEO of the consulting firm Cubelo, explained that the starting point has changed in recent years: "today it's not just about showing a space, but about telling how people live there."
In that sense, he highlighted that social networks have gained prominence over traditional portals, driven by more sophisticated search engines and the use of artificial intelligence.
“More and more people are discovering properties on Instagram, TikTok, or YouTube. That forces us to think about content in a different way,” he commented.
Social networks vs portals: two different languages
One of the main challenges today lies in adapting content to the specific publication channel. Jaimovich pointed out that horizontal videos, with a more cinematic approach, soft music, and shots designed to showcase the interior of the property, perform better on real estate portals.“The goal is for the client to imagine themselves living there, with their furniture and their daily routine,” he explained.
Open-plan kitchen with integrated views: light and connection to the outdoors enhance the feeling of spaciousness Unité Quartier
In contrast, the approach on social media is more dynamic. “Vertical videos work better, with a fast pace and often with voice-over, where, in addition to the property, the location and lifestyle are strongly promoted,” he explained.
Similarly, Maximiliano Moratti of Inmobidrone emphasized that the format determines the impact. “On social media today, vertical, spoken, cool, and dynamic videos dominate. On portals, the cover photo is key: it's the gateway to the ad,” he noted.
He also emphasized that big productions aren't always necessary. "You can achieve very good results with a cell phone. The key is in the script and naturalness," he commented.
Property presentation and how to organize the content
Beyond the format, the experts agreed that clarity in the presentation is crucial. Moratti warned that one of the most frequent errors is the order in which the spaces are shown.“A house has hierarchies. You can’t start by showing a toilet before the living room,” he explained.
According to him, the ideal is to start with the main rooms —such as the living room or dining room—, continue with the kitchen and then move on to the bedrooms and secondary spaces.
Narrow but functional kitchen: clear countertops, natural light and visual order help to expand the perception of space
Furthermore, he emphasized that the content must be true to reality. “The important thing is to facilitate closing a sale. If the image doesn't accurately represent the property, it generates frustration for the client,” he noted.
Regarding visual elements, Jaimovich emphasized the importance of combining wide shots with close-ups. In well-decorated properties, photos should showcase both the spaciousness and the specific features of each room.
He also recommended adding virtual tours of units to be renovated, as they allow for a better understanding of the layout.
Used vs. brand new: key differences
The approach also changes depending on the type of property. In brand-new units, the logic is more architectural. “The emphasis is on the materials, the finishes, and the design,” Jaimovich explained.In contrast, with previously owned homes, the challenge lies in visually organizing the space. He said, "It's important to prevent personal belongings from influencing the buyer's perception."
Bedroom, ideally it should always look tidy and have natural light Cubelo
At that point, artificial intelligence began to play a significant role. As he explained, it is now possible to remove outdated furniture, visually declutter spaces, or eliminate distracting elements without altering the actual structure of the property.
Moratti agreed that the condition of the property should not be an excuse for a poor presentation. “Just because it’s used doesn’t mean you shouldn’t invest time and resources. Often, they surprise you with their quality,” he commented.
Prior preparation: the step that defines the result
Before any photo or video shoot, preparing the property is key. Jaimovich recommended opening blinds, replacing burned-out light bulbs, and clearing the rooms.“Maintained beds, clean tables, TV turned off, and tidy surfaces make spaces look larger,” she explained.
He also suggested removing personal items such as religious badges, sports memorabilia, or family photos, as these can distract potential buyers.
Moratti added that depersonalization is key. “Sometimes we put objects in baskets and then return them to their place. This allows us to better showcase the spaces without permanent intervention,” she explained.
Light, a decisive factor
Natural lighting remains one of the most important aspects of real estate photography. Jaimovich pointed out that knowing the property's orientation allows photographers to choose the best time to capture each room.“Today there are tools that allow us to analyze sunlight and anticipate how light enters during the day,” he commented.
Balcony with urban view: outdoor spaces add value and should be shown with wide and neat framing Unité Quartier
Moratti agreed on the importance of this point. He stated: “The best sunshine and a clear sky make all the difference. Gray days don't help.”
From a technical standpoint, architect Mariana Lucangeli , a real estate specialist, recommended avoiding the use of flash photography. “More natural results are achieved by prioritizing natural light,” she explained.
She also suggested opening curtains and blinds to maximize lighting and highlight the strengths of each room.
Errors that affect sales
Experts agreed that certain errors can directly affect an ad's performance. Jaimovich warned that low-quality photos not only discourage buyers but also negatively impact ranking on online marketplaces.“Artificial intelligence detects dark, poorly edited or non-HDR images, and that impairs the visibility of the warning,” he explained.
Moratti was direct: “The enemy is dirt, disorder, and the accumulation of objects.”
Among the most common mistakes are:
- Reflections of people in mirrors or glass.
- Excessive editing.
- Overcrowded environments.
- Lack of cleanliness.
- Disordered sequences of images.
Lucangeli also emphasized the importance of details. She pointed out that an unmade bed or a messy kitchen can ruin a good photo. “You have to eliminate anything that distracts and doesn’t add value,” she said.
Home staging and perceived value
Although it's not yet widely developed in Argentina, home staging is beginning to gain popularity. It involves preparing a property with furniture and decor to enhance its appearance.
Bright, tidy and well-framed environments: keys to generating visual impact and accelerating the sale of a property
Jaimovich explained that it is a complex service due to its logistics, but effective. "It can accelerate sales and help defend the price," he noted.
Lucangeli agreed that the presentation influences the buyer's perception. He emphasized the importance of showcasing functional, clean, and well-presented spaces, with details that reinforce the feeling of home.
She also recommended including exterior images when the property has a balcony, terrace or garden, as these spaces often have a high impact on the decision.
A paradigm shift
Technological advancements and new consumer habits have transformed how properties are sold. Today, the first visit takes place on a screen, and the quality of that initial contact largely determines the outcome of the process.The combination of good images, clear visual narrative and proper property preparation is consolidating as a key factor to stand out in a highly competitive market.
Lucangeli concluded that the goal is simple but demanding: “The photos must clearly describe the property and generate real interest. When that doesn't happen, the buyer loses interest before even visiting the place.”
www,buysellba.com
