September 13th, 2015
Christian in the Seattle area posed this important question:
I am reading a lot about marketing to Real Estate Agents. I’m in South King County (greater Seattle area). Many of the top tier agents in my area are using professional photographers. Some of the photographers however do not provide what I feel is “professional quality”. Though I am struggling to reach out to agents because they “have a photographer” and do not want to change. Do you have any good suggestions to reach out to agents in a competitive photography market?
Great question! I can remember back in 2003 there were hardly any agents in the Seattle area using professional photographers. Now, agents have to promise professional photography to win the listing contract. I’m sure there are many other markets where the competition is significant.
Here are some suggestions for getting started in a competitive real estate photography market:
- Understand your competition: You need to know what you have to do to compete so understand your competition’s price, quality what they offer and everything else you can.
- Have a great looking portfolio: Work at looking as good or better than your competition. The portfolio on your website is the center of any marketing you do so make it looks top notch!
- Meet your potential clients: You need to meet your potential clients if possible. Real estate agents are people oriented and respond best to personal face-to-face contact. Go to their open houses and their office meetings if possible to meet them face-to-face.
- Create a marketing piece: Create a regular size or jumbo size glossy postcard that has one or more of your very best images on it along with your contact info. Deliver your marketing piece to targeted agents office mail slots. You don’t have to mail these. Agents have mail slots at their office. You can personally deliver these to these mail slots. Distribute your marketing piece every few months.
- Be persistent: You have to stay visible to agents that may decide to hire you for whatever reason.
- When you get a chance to shoot, make a good impression: Word-of-mouth from other agents is the most powerful marketing. So when you get a chance, dazzle them with great customer service. Frequently, great customer service is more important than anything else.
What have others found to be good competitive practices to breaking into a market?