Selecting Lifestyle Stock Images for Apartments: A Behind-the-Scenes Look

Choosing the right stock photos for your multifamily brand can be as challenging as it is critical. Your photos are the visual story of your community: silent salespeople, showcasing your brand and enticing potential residents to call your property home. It’s so much more than just finding pretty pictures – it’s strategic image selection that tells a compelling story and resonates deeply with prospective residents. To help establish a framework, consider the following when making your selections:

Color Play: The Power of Your Palette

Color isn’t just about aesthetics; it evokes emotions. By consistently weaving your brand colors throughout your marketing materials, including your stock photos, you create a strong visual identity that resonates with your target audience on an emotional level. 

Look for images that pop with your brand colors – think of people sporting your brand colors, furniture in similar hues, or even backgrounds (like those vibrant green parks if green is your thing!). If your brand colors are blue and green, look for images of serene lakes, lush gardens, and clear blue skies to subtly reinforce your brand identity. 

Building a library of stock images that align with your brand colors allows for more strategic and consistent use across all marketing—and makes a lasting impression.

Lifestyle Vibes: Capture the Essence of Your Community

Lifestyle imagery should evoke a feeling of what it would be like to live in your community. Focus on imagery that inspires. Instead of showing literal depictions of activities (e.g., a person on a treadmill), choose images that evoke a feeling of wellness, relaxation, or community; allowing potential residents to imagine themselves living that lifestyle within your community. 

Select images that tell a story. For example, an image of a bustling coffee shop suggests a vibrant neighborhood, while an image of a serene park evokes a sense of tranquility. Instead of a generic gym photo, showcase an image of a yoga class in a serene space. This evokes a sense of wellness and community. Highlight trends like remote work by including images of stylish home offices or co-working spaces. This shows that your community is designed to support modern lifestyles.

Amenities Spotlight: Showcasing What Makes Your Community Shine

Your stock images should reflect the amenities and features of your apartment community. While you don’t need to use images of your exact building, showcase images that are similar to your community’s features, such as modern kitchens, spacious balconies, and state-of-the-art fitness centers. Include images that showcase nearby attractions, such as restaurants, shops, and parks, to give potential residents a sense of the surrounding area.

People Power: Depicting the Ideal Resident & Diversity

While it’s important to include people in your imagery, carefully consider who you are depicting. Based on your brand development, identify the characteristics of your ideal resident. This will guide your image selection and help you choose images that resonate with your target audience. 

Remember: it’s crucial to include people of various ages, genders, ethnicities, and abilities in your images. Depicting a diverse range of residents ensures compliance with fair housing regulations and also strengthens your brand identity as an inclusive and welcoming community.

Brand-aligned lifestyle stock images communicate your community’s unique offerings, and result in compelling marketing materials— resonating with potential residents and driving your brand’s success.

Ready to elevate your marketing with impactful imagery? Contact us today to learn how we can help.