PFRE is the original online resource for real estate and interior photographers. Since 2006, it has been a community hub where like-minded professionals from around the world gather to share information with a common goal of improving their work and advancing their business. With thousands of articles, covering hundreds of topics, PFRE offers the most robust collection of educational material in our field. The history of real estate photography has been documented within these pages.
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Author: Tony Colangelo While many photographers rely heavily on social media to market themselves, I believe there is still plenty of value in having a dedicated website with great photo galleries. There are far too many benefits of having a strong web ...



The PFRE Community Forum is an online resource for discussing the art and business of Real Estate and Interior Photography.
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For over a decade, photographers from around the world have participated in PFRE’s monthly photography contests, culminating in the year-end crowning of PFRE’s Photographer of the Year. With a new theme each month and commentary offered by some of the finest real estate & interior photographers anywhere, these contests offer a fun, competitive environment with rich learning opportunities. 

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PFRE’s Annual Conference in Las Vegas provides real estate and interior photographers from around the world an opportunity to meet on an annual basis, to learn, share best practices and make connections. Many of the leading names in our field are selected to speak on topics aimed at improving our craft and advancing our business. It’s a comfortable, relaxed environment that is fun, easy to get to, and affordable.


PFRE 2020-16-9

PFRE Conference 2020

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The PFRE podcast is focused on having meaningful conversations with world-class photographers, business professionals and industry leaders, with the goal to inform and inspire.
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PFRE prides itself on the depth and breadth of the information and professional development resources it makes available to our community. Our goal is to help real estate and interior photographers be successful while bringing the community together and elevating the industry as a whole.


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The Importance of Setting Boundaries

A little while ago, PFRE contributor, Tacey Jungmann, asked a series of questions on the PFRE Discussion Group related to a very relevant topic: Boundaries. Specifically, Tacey asked: What are the boundaries you've established that have helped your business?  Where do you struggle to enforce boundaries?  Does boundary-setting paint you as "difficult to work with?"  […]
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Stay Connected with Your Clients

I've had quite a few discussions lately with real estate photographers who've shared that things are starting to pick up in their market. This is great news, of course, but I can't help thinking about those whose business is still down or are still uncomfortable going out and shooting due to Covid-19. One of the […]

Responding to a Client Who Interferes with a Photoshoot

Lynn writes: “I would like your opinion regarding a real estate agent's interference on the photoshoot. This particular agent arrives 3/4 of the way through the shoot and then questions me about each and every room in front of the owner. She will say, "Did you get that room?" I don't know if she is […]

Showing Your Clients that You Understand "Their World"

I stumbled across a very interesting article recently that compared the cost of a particular type of renovation and the impact it had on resale value. As a former real estate agent myself, I’ve always been interested seeing these annual "cost vs. value" reports. In the 2020 report, we see that the renovation that brought […]

How Did You Find Clients Who Appreciated Your "Value"?

Recently, long-time PFRE contributor, Kerry Bern, shared a terrific story with me about the importance of finding people who value what you have to offer: A father said to his son, “This is a watch your grandfather gave me and is more than 200 years old. I’m going to give it to you but before […]

Dealing with An Unhappy Customer

A few days ago, I had a little bit of a run-in with a client of mine about the timing of when I delivered her photos. As a reference, I’ve made it a practice to deliver my photos same day. I have a very efficient process with my team of editors and I’ve been able […]

How Do You Handle Criticism?

Christopher, in Brisbane, Australia writes: “I recently got hit with a bit of harsh criticism from a client recently and, I must say that I’m struggling with it. It’s not as if I’ve never been criticized before. I have a graphic design background and my instructors at school were ruthless. And it’s not because I […]

The Customers You Want (Part 4): Trust As The Cornerstone to Long-Term Relationships

During my time in Las Vegas at the PFRE Conference, I had an interesting chat with a few colleagues about the three-part series of articles I posted recently on customer service called: The Customer You Want (Part 1, Part 2 and Part 3). We had a great conversation about what factors were most involved in […]

The Customers You Want (Part 3): Strategic Questions to Ask Your Customers that Will Strengthen Your Business

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In this final installment of this three-part series on customer service (see Part 1 here; and Part 2 here), I’d like to offer the notion that beyond the revenue they give us, our customers are also a rich source of information and feedback. In fact, finding out how our customers experience us and our services […]

The Customers You Want (Part 2): Recognizing High Maintenance Clients & When It’s Time to Fire Them

Last week, in Part 1 of this three-part series on customer service, I wrote about the importance of giving certain customers significantly more of your time and attention. These “high value” clients (i.e., low maintenance / high profit) are extremely important to the overall success of our business because they: pay on-time, every time and […]
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