We are using the same reference images as our photographers. This article outlines what defines our product, why it matters, and how it benefits from consistency, affordability, and a fast turnaround.
It’s important we all understand what our look is and why it matters.
As our membership grows, having a shared standard is something we can all be proud of - it’s what makes our work instantly recognisable and sets us apart.
It’s this shared product that allows us to deliver high quality and fast turnaround at an affordable price. We’re not set up for every member to create their own unique product, but that’s what makes the system work so smoothly.
That’s not to say custom edits can’t be done, but please keep in mind that customisations will cost more and may take longer, as they do not benefit from the efficiencies we achieve by standardising our output.
Economies of Scale
One of BWRM’s biggest strengths is delivering high-quality images at an affordable price, with next-day turnaround.
This is only possible because we standardise our processes across all members. Sticking to the same style ensures speed, quality, and consistency, and when we stick to these, everyone benefits.
Images & Subjectivity
Photography is subjective - what looks perfect to one person might feel too saturated or flat to another. Instead of chasing individual preferences, we’ve created a style that:
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Appeals to the majority of agents (based on feedback and industry trends)
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Is easy to shoot and train across teams
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Looks great in print and online
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Presents properties at their best for buyers
For clients who want something different, we also offer alternative styles (Light, Scandi, Archi & Natural). These have been refined over 10+ years through thousands of shoots, agency feedback, and changing trends.
Defining Our Look
Below are links to samples that showcase the BWRM Look. Since many factors can influence a final image, these examples highlight the natural variation you can expect, while still showing what’s considered on-standard for BWRM.
These are the same reference images our editors work from. While individual preferences may differ, this standard represents the highest quality product designed to appeal to the widest audience. By aligning to this look, we’re able to keep costs low and turnaround times fast, while still delivering images that agents and buyers love.
Standard Style
Natural Style
Editing Inclusions
Every image goes through a full retouching and QA process. What is included is listed here. It’s important to be clear about what falls within our standard retouching offering and what does not. This distinction determines whether a request is considered a correction or additional retouching, and that difference impacts both pricing and turnaround times.
The following are not standard retouching inclusions:
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Altering brightness, saturation etc, when the image already matches our standard
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Swapping skies
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Minor ‘personal preference’ changes
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Any changes that move away from the standard BWRM look and feel
Shooting Conditions & Consistency
While we aim for consistency, many factors affect the final image:
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Time of day, weather, and property type
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Camera, lens, and lighting equipment
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Input quality
For example, we can make a dark, overcast shoot look great compared to reality, but it will never perfectly match the look of a sunny day.
Add to that the fact that clients view images on different screens, and it’s clear that perfection is subjective. Below are examples of the variation between a facade shot on a sunny day, and one shot on an overcast day.
Sunny Day
Overcast Day
Skies
We have an extensive library of skies available. If no sky is specified, our retouchers will choose the one they believe best suits the image. There is no extra cost to request a specific sky in your brief, but please note that not every sky will suit every shot.
Our retouchers will always prioritise member requests, but once an image has been edited, changing the sky will be considered additional retouching. To avoid this, you may like to provide a few sky options you’re happy with, so the retouchers can select the most suitable one. Alternatively, you can let them know what you don’t like, and they’ll use their expertise to make the best choice.
Water Views
Water views can vary greatly depending on a number of factors - the camera height, depth and clarity of the water, time of day, cloud cover, and the direction of the light all influence the final image.
On a sunny day, water generally only needs its natural colour enhanced. In contrast, water photographed in overcast conditions often appears flat or dull and may require a tint adjustment. We always do our best to bring out the most appealing look, but no edit can truly replicate the vibrancy of a sunny day. Likewise, even the same body of water will look different when shot from different angles: water photographed into the sun will always appear different from water photographed with the sun behind it.
Below are some examples of the range that can be expected in different conditions:
Sunny Day:
Overcast day/Murky water:
So What if The Client Wants Something Different?
If a client requests changes outside the standard, these will be treated as custom edits.
While this is possible, please note that these images will no longer benefit from economies of scale, and therefore may cost more and take longer.
For the best outcomes, fastest turnaround, and most consistent product, we strongly encourage all photographers to stick with the BWRM standard look and styles.
Finally
At the end of the day, the BWRM product is something we’ve built together over years of feedback, refinement, and shared experience.
By sticking to our standard look, we all benefit from consistency, speed, and quality that sets us apart in the industry.
This doesn’t mean individuality or creativity are lost, it means we’re aligned on the foundation, so our work is trusted, scalable, and sustainable.
If we do need to step outside the standard, we can, but let’s always make those choices consciously, knowing the extra time and cost involved. Together, by backing the BWRM standard, we strengthen not only our product but also the community behind it.