The London Challenge: Light and Space

Space is London’s most valuable currency. Your job is to sell every square foot, and our job is to make that space visible.
However, we strictly avoid the “goldfish bowl” effect. We have all seen those distorted estate agent photos where a studio flat looks like a ballroom, but the door looks five metres wide. That creates mistrust.

Instead, we use rectilinear wide-angle lenses. These lenses capture the full width of a room but keep vertical lines straight and corners realistic. We position our cameras at waist-height, not eye-level, which visually pushes the ceiling up and makes rooms feel loftier and more expansive naturally.

Tailored Visuals for London’s Property Types

The Period Conversion (Victorian/Edwardian)

The challenge here is often mixed lighting—tungsten bulbs inside and blue daylight outside.

We colour-correct every image. We strip out the orange colour casts from artificial lights, ensuring the walls look crisp white (or their true Farrow & Ball shade) rather than muddy yellow. For garden flats, we shoot from the end of the garden looking back at the house—often the most flattering angle that highlights the extension potential.

New Build & Luxury Apartments

For modern developments in Canary Wharf, Nine Elms, or Stratford, the selling point is the finish and the view.
Our technique shifts here to a more “architectural” style. We use more contrast to highlight the gloss of a quartz worktop or the texture of a feature wall. If there is a view, we expose for the window. We also offer “lifestyle view” shots—telephoto images that zoom in on key landmarks (like the Shard or the Thames) visible from the window, proving the view is real and not just a location shot.

The HMO & Rental Investor Market

London’s rental market is fierce. Landlords need robust, clear images that minimise void periods.
For HMOs, we create “room kits”—individual sets of photos for each lettable room, plus the communal areas. We label these clearly so property managers can re-use the specific photos for Room 3 when it becomes vacant, without having to re-shoot the whole house. It is a cost-effective, long-term asset strategy.

Prime Central London (Kensington, Chelsea, Mayfair, Belgravia)

These are trophy properties. Buyers are international wealth, often investing sight-unseen, often multi-million-pound purchases.
Our approach is documentary-perfect. We allow extra time (4-6 hours per shoot). We style the space carefully—straightening artwork, aligning books, hiding clutter. We use high-definition HDR editing to retain detail in both shadows and highlights. We provide multiple angles and high-resolution files suitable for international marketing.

South West London (Clapham, Balham, Putney, Wandsworth)

This is “Nappy Valley”—young families, dual-income professionals, mortgage-stretching purchases.
Our approach here is lifestyle-focused. We emphasise the kitchen-garden connection (often via bi-fold doors), the open-plan family living space, and the outdoor entertaining potential. We photograph in a way that helps viewers imagine their family life there.

North London (Hampstead, Islington, Crouch End)

North London attracts creative professionals, media types, and established families. The property stock is diverse: Victorian terraces, mansion flats, period conversions.
We approach North London with editorial sensibility. We respect period features. We use warm lighting that suits Victorian interiors. We often include neighbourhood context (the Heath, the high street, the parks) that anchors properties to their desirable locations.

East London (Hackney, Shoreditch, Bow, Stratford)

East London is cool, creative, and increasingly investment-focused as development reaches the Docklands.
Our approach here is contemporary and edgy. We emphasise warehouse conversions, exposed brick, high ceilings. We use contrast-heavy editing. We include lifestyle imagery that appeals to the East London creative demographic. For development projects, we provide progress documentation and architectural photography.

Outer London (Zones 5-6: Croydon, Caterham, Morden, Ealing)

The outer zones are experiencing a renaissance. Prices are more reasonable, commutes are still viable, and young families are discovering value.
Our approach here is practical and value-focused. We emphasise space, gardens, and property size relative to price. We highlight amenities and transport links. We photograph to communicate “excellent value for money” without apologising for distance from central London.

Rapid Turnaround for Lettings Agents

London’s rental market moves incredibly fast. Properties can be let within 48 hours of listing.
We offer same-day turnaround for rental properties. We can photograph 4-5 lettings properties in a single day and deliver edited images within 12 hours.

HMO & Multi-Let Documentation

London’s HMO market is massive. We provide room-by-room documentation for each lettable space, plus communal area photography. We create standardised “room kits” that landlords can re-use for identical units.

Development & New Build Marketing

London continues to develop. We work with major developers on show-home photography, site documentation, and promotional materials.

London FAQ

Question: How do you handle basement flats with poor natural light?
This is a London speciality. We use advanced lighting techniques: off-camera flash, reflectors, and careful window exposure management. We use “window pull” editing where we layer multiple exposures to show the window frame correctly exposed whilst keeping the room interior bright. We ensure basement flats don’t look dark and subterranean; they look cosy and bright.

Question: Can you remove cars, bins, and street clutter from London street shots?
Yes. London’s streets are cluttered with parked cars, rubbish bins, and estate agent boards. Our “object removal” service uses advanced post-processing to digitally remove these without creating unrealistic “perfect” streets. This improves curb appeal without misleading buyers about the street’s actual condition.

Question: How do you handle period conversions with small rooms?
By using specialist wide-angle lenses that expand the sense of space without distorting the room unnaturally. We compose shots carefully—often from doorways looking into rooms, which visually extends the space. We ensure the editing is bright and clean, making smaller spaces feel light and airy.

Question: Do you work with international buyers and marketing?
Yes. We produce images and materials suitable for international property portals. We can provide English-language voiceover property tours. We understand international buyer preferences and market accordingly.

What about the Congestion Charge and Parking?

We are Londoners; we get it. All our pricing is transparent. We absorb congestion charges for volume clients, and our photographers use mopeds or electric vehicles where possible to navigate traffic and park easily. We don’t let logistics delay your listing.

Can you remove cars/bins from the front of the house?

In London, a clear street shot is rare. While we can’t physically move a parked van, our “Object Removal” service can digitally paint out unsightly bins, skips, or estate agent boards from the final image. This improves curb appeal instantly without misleading the buyer about the property itself.

How do you handle basement flats with poor light?

Basement flats are tricky. We use a “window pull” technique. We overexpose the exterior view to bring in maximum light, then layer in a correctly exposed view of the window frame. We also switch on all practical lights (lamps, spots) and use a warm flash to mimic sunlight coming from the patio doors. The result is a flat that feels cosy and bright, not subterranean.

Let’s get your property sold.

Contact ZM Media today on 020 3950 8880 or send us a message to book your next shoot in London.

Areas we cover in London