Lawrence describes the intent of his marketing brochure as follows:
To Educate Realtors of what to look for in Real Estate Photography. It is amazing, you take a portrait and they will nit pick everything, plus let’s not forget weddings and Bridezilla. Yet Real Estate Photography that they paid for, you invariably hear “This is great!” As customers enthustiacly show me prior “pro” shoots, I have to bite my tongue. What really brought it home was when a Realtor who now uses me exclusively asked me to take 3 shots (I took a couple more) after a disaster from a circlepix photographer that the homeowner actually tried to correct in Photoshop despite her limited skills. (That was a fun shoot as I coached her on Photoshop and earned some referral business from the major international corporation where she is an engineer.) Actually, the bad/good photo example is from that shoot and I tried to recreate what the circlepix photographer submitted. Obviously, I couldn’t use his due to copyright issues.
Rather than being blunt, buried in the brochure is the subtle question “Paying for and receiving the above”. Educate and create “Realtorzilla” demanding exemplary photography and think about the impact it would have on the discount run-n-gunner that does zero/minimal post.
Lawrence targets his marketing by using data that indicates which agents are using Circlepix or Obeo. I have to admit this is a pretty gutsy marketing approach. I agree educating agents about what good photography looks like is a good approach as long as you are careful not to spend too much time and effort on the agents that are not likely to "get it" like the bottom 90% of agents.
The bottom line to this is that the data on who to target is out there are not all that difficult to assemble. Just go through the broker's sites in your area and see who's listing the properties in the price range you want to target and who's using a professional and who isn't and you can see who to target in your marketing.
Thanks Lawrence for your marketing example!