When is the last time you evaluated your collateral? What does it say about your business? How recent is it? What's the quality of the photography? Are you using stock images that may appear on someone else's website? Think hard before you create your materials.
How can you differentiate your business in the marketplace? Good production quality and the careful choice of photography is essential. You may be surprised to find that custom photography is now closer in price to using stock than you might think. Plus, the pictures are yours alone, you determine the usage rights and you won't see the images in someone else's ad or website.
So think twice about shooting those model apartment photos with your smartphone or buying a "senior" image from the web. High quality, well lit and professionally styled photos will truly set you apart from your competition.