Wilmington, N.C.; July 2, 2025 — When it comes to selling used heavy equipment, first impressions aren’t just important, they’re everything. Buyers often make decisions based on a few photos and a quick description, so the quality of your images can make or break a sale.
You don’t have to be a professional photographer to get stellar results – just follow these tips and you’ll see more potential and higher offers for your equipment.
Why Photos Matter in Heavy Equipment Sales
According to a study by Forrester, content with visuals is 40% more likely to be shared and remembered. In the used heavy equipment world, high-quality photos help build trust, highlight the condition of the machine, and ultimately speed up the sales process.
Plus, research shows that listings with clear, detailed photos consistently attract more attention and bids than those without.
Preparing for the Best Shot
Clean the machine! It sounds simple, but you’d be surprised how often this step is overlooked. Buyers are subconsciously judging your machine’s condition based on cleanliness. A machine covered in dirt or trash gives the impression that it was treated poorly. Clean machines look better maintained, and that translates to more green $$$ for you.
✅ Pro Tip: Pressure wash the exterior and clean out the cab. It’s worth the effort!
The Money Shots: Must-Have Exterior Angles
Capturing a full walk-around of your machine helps potential buyers understand its condition without being onsite. Here are the critical angles to shoot:
- Front Left Corner
- Front
- Front Right Corner
- Left Side
- Right Side
- Rear Left Corner
- Rear
- Rear Right Corner
These shots give a comprehensive view and eliminate questions about what the machine really looks like.
Don't Forget the Details: Cab & Ground Engaging Equipment
Cab Photos
Buyers are going to want to see the operator's environment, often using those photos to see if the machine’s hours are verifiable. Capture:
- Dashboard (include a close-up of the hours meter)
- Seat
- Cab Exterior
Ground Engaging Tools
Highlight any attachments and working components:
- Boom
- Stick
- Bucket
- Blade
- Rippers
Well-maintained ground engaging tools signal a machine that’s ready to work.
Tracks and Tires
Tracks
- Full shot of each side
- Close-ups of:
- Sprockets
- Idlers/Tensioners
- Pins and Bushings
Tires
- Full shot of each tire
- Close-up of the tread
✅ Pro Tip: If you’ve recently replaced tires or undercarriage components, call that out in your listing. Buyers will love it.
Bonus Tips: Boosting Buyer Confidence
- Include maintenance records when available. Transparency builds trust.
- Use natural light. Early morning or late afternoon works best for minimizing harsh shadows.
- A neutral, clutter-free background keeps the focus on the equipment.
About the Author
Darren Fradin is the VP of Strategic Partnerships and Marketing at Zadoon, a marketing technology company specializing in used heavy equipment. He helps buyers and sellers maximize value and exposure by turning machine listings into high-performing digital assets through strategic marketing, buyer behavior insights, and data-backed positioning. Learn more at zadoon.com.
