A Picture is Worth a Thousand Dollars?
CMU B School Researchers Use Bridges to Unpack How Photos Help Sell Property
It’s not hard to believe that when you advertise a property, a good picture will help you sell or rent it. What isn’t so clear is what factors make for a good picture and how much each of these factors contributes to the bottom line. Using PSC’s Bridges, researchers at the Tepper School of Business at Carnegie Mellon have created a computer program that identifies these elements and shows how to present a photo for the best sales impact.
“What’s the impact of images on the demand for a property in a listing? A good picture will increase demand, but by how much? What are the features in images that we should be focusing on? … We’d like to see, without restricting any dimensions; we’ll let the data tell us what are the dimensions that matter.”—Shunyuan Zhang, Tepper School of Business
“Bridges really helps us because of its computational power. Now, we are dealing with images and need a complicated model … that really consumes GPU and CPU power and memory. On another system the full analysis would take two months; on Bridges we expect it to take about two weeks.”