Reading
blue-triangle-element

Articles

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.
All Articles
blue-triangle-element

Latest

Last call to register for PFRE Virtual Conference 2020. Use discount code: PFRE50 to save $50 at checkout. Event Stats: 25 + SpeakersOver 40 hours of contentRecorded and available for streaming until December 31st, 2020500 + Attendees from 19 different ...

COMMUNITY
blue-triangle-element

Forum

The PFRE Community Forum is an online resource for discussing the art and business of Real Estate and Interior Photography.
Join The Discussion
blue-triangle-element

Latest

View Now
Contest
blue-triangle-element

OVERVIEW

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. 

Contest Rules
blue-triangle-element

CURRENT CONTESTS

View / Submit
blue-triangle-element

PAST CONTESTS

View Archive
Conference
blue-triangle-element

Conference

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.
blue-triangle-element

Upcoming

PFRE Conference 2020

Register Now
blue-triangle-element

Latest News

Last Call to Register for the PFRE Virtual Conference 2020 - Use Discount Code: PFRE50 to Save $50!

Last call to register for PFRE Virtual Conference 2020. Use discount c ...

Sneak Peek - PFRE Virtual Conference 2020

We are less than two weeks away from the PFRE Virtual Conference. Chec ...

Limited Early Bird Spots on Sale Now! PFRE Virtual Conference 2020

The roster of presenters is full, and the PFRE Virtual Conference is o ...

PFRE Virtual Conference 2020 Announcement: Presenter Line Up Part 2 of 2

*Early bird tickets go on sale September 28th* Here are the remaining ...

Podcast
blue-triangle-element

Podcasts

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.
All Podcasts

Coming Soon...

Resources
blue-triangle-element

Resources

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.
blue-triangle-element

Directory

Coming Soon...

Ease into Cold Calling

“One of the things that I’ve been trying to get on top of in this Covid downtime, is organizing a marketing outreach. I find cold-calling very stressful. What’s odd is that, even though I’m a bit shy by nature, once I’m on a call I’m basically okay but for some reason, I get really anxious about picking up the phone to actually make the call. I’m hoping the PFRE group can offer some suggestions to help me out. Thanks.”

Gabriel, in Richmond Hill, ON, Canada

Hi Gabriel, I think it’s safe to say that most people don’t leap out of bed in the morning, all excited at the prospect of making cold calls! I’m in a unique position because I live in a small town and I have a decent market share here but I will tell you that starting out I absolutely hated cold-calling. One of the things that I did to help the process was to send an email fist, then follow up with a call. While I believe making in-person connections is the best way to go, I still think that email marketing is a good way to connect with prospective clients. For someone like yourself, who’s wary of picking up the phone, sending out an email ahead of time might make the call easier as it goes from a total cold call to a moderately warm call, if that makes sense?

If you want to reach out via email, here are a few tips to get you on track:

1. Subject lines​ - Keep them short and friendly rather than “sales-y”. Nobody likes getting an overly aggressive push in a subject line!

2. Think about the time of day you’re sending your email ​- Like many other jobs in a corporate setting, I’d guess that real estate agents aren’t likely to open their emails on a Monday morning or a Friday afternoon. I find that the middle of the week is a good time to call—either late-morning or early afternoon.    

3. Show off your work​ - Rather than make your email all text (just like every other email they’re likely to open that day), you might want to consider inserting a reduced-sized photo that represents your best work of one of the “hero shot” rooms in a listing (i.e., kitchen, master ensuite, family room, etc).

4. Less is more -​ No one, and I mean no one, seems to have the time these days, to read a long email. So the longer your email is, the less likely you are to get a reply. If you can come up with a general cold-call email template and you’re not a confident writer, then there are lots of very cost-effective services out there where someone with a writing background can review your template and tighten it up for you.    

5. Define a specific follow up time - I remember speaking to a friend of mine who’s a career counsellor, and she said that a best practice when writing a cover letter is to let the person know when you’ll be following up. She suggested a morning time follow-up five business days after the letter was sent. This may be a decent practice for email follow-up too.

6. Signature -​ Finally—and this is a no-brainer—be sure to include your phone number and a link to your website in the signature of your email. If they’ve been thinking of using a photographer for the first time, then you don’t want that person searching for your website. Even if that agent already uses a photographer, you have no idea as to the status of that relationship. If they’re thinking of making a switch, then your site’s URL ought to be there in your signature block.

Gabriel, I’ll close out this response by highlighting the awful truth of cold-calling—whether it be via phone or email. At the end of the day, you’re looking at a conversion rate of only about 2%. That is, 2 out of every 100 people you reach out to will give you a photoshoot. I don’t say this to discourage you but to offer it as a simple truth that has to be taken into consideration if you ever reach the point where you get frustrated or even worse, taking that rejection personally.

If the person you’re trying to contact doesn’t respond to your email and follow-up phone call, I’d suggest that you wait one more week and phone them again. If you still don’t hear back from them, the odds are they’re not interested right now. At this point, it might be wise to move on and consider following up much later down the road.

Those are my two cents. What advice does the community have to offer Gabriel about his aversion to cold-calling?

VIEW COMMENTS
magnifiercrossmenucross-circle