New build photography is a different discipline from photographing existing homes. There's no lived-in character to lean on, you have to create warmth and aspiration through composition, lighting, and careful staging. I've been working with developers across Somerset and Bristol for several years now, and I've developed a reliable process that delivers consistent results across entire developments.
One thing I always do on new build shoots is arrive early to assess the light. Show homes are often staged beautifully, but the lighting can be challenging, downlighters create harsh shadows, and some rooms face north. I bring my own lighting kit (Godox strobes and diffusers) to balance the ambient light and ensure every room looks bright, spacious, and inviting.
I also work closely with the sales teams. They know which plot types are hardest to sell, which features buyers ask about, and what the competition's marketing looks like. That insight helps me prioritise the shots that will actually drive reservations, rather than just producing a generic set of images. It's a collaborative process, and the developers I work with regularly tell me it makes a real difference to their off-plan sales.