Why Good Photography is Key to Attracting New Clients
Follow these tips to discover how to take advantage of good photography to market your projects
Houzz AU
26 July 2019
If you want to show off your work at its best, good photography is essential. Visual imagery can illustrate how your firm works, highlight your style, and enable homeowners to decide early on whether you’re the right design firm for their project. Check out this advice to help you explore the possibilities of using photography to market your brand.
Professional advice from: Rebecca Naughtin of Rebecca Naughtin Architect, Paul Worsley of Live by the Sea Photography, Suzi Appel of Suzi Appel Photography and Donielle Luttrell of Shift Property Styling.
Professional advice from: Rebecca Naughtin of Rebecca Naughtin Architect, Paul Worsley of Live by the Sea Photography, Suzi Appel of Suzi Appel Photography and Donielle Luttrell of Shift Property Styling.
Consider the benefits
Before you start photographing your projects, it’s a good idea to think about what you want to achieve from the process.
“Professional photographs can set trends, swerve your client preferences and allow you to convey your design message with confidence,” says Melbourne-based architect Rebecca Naughtin. “First impressions count, so the quality of photography is so important.”
Photographer Paul Worsley highlights how important imagery is nowadays, when social media has become such an intrinsic part of a designer’s brand. “There is no doubt, imagery is an integral part of any modern business marketing strategy,” he says. “Photos enable home design professionals to portray their best work.”
“Hiring a professional photographer provides the client with high-quality imagery, both technically and aesthetically,” says Australian photographer Suzi Appel. “It is not uncommon for people to have a go at taking their own photos only to realise when they upload it, it is not the best resolution, the lighting is uneven and the angles are wrong.”
Before you start photographing your projects, it’s a good idea to think about what you want to achieve from the process.
“Professional photographs can set trends, swerve your client preferences and allow you to convey your design message with confidence,” says Melbourne-based architect Rebecca Naughtin. “First impressions count, so the quality of photography is so important.”
Photographer Paul Worsley highlights how important imagery is nowadays, when social media has become such an intrinsic part of a designer’s brand. “There is no doubt, imagery is an integral part of any modern business marketing strategy,” he says. “Photos enable home design professionals to portray their best work.”
“Hiring a professional photographer provides the client with high-quality imagery, both technically and aesthetically,” says Australian photographer Suzi Appel. “It is not uncommon for people to have a go at taking their own photos only to realise when they upload it, it is not the best resolution, the lighting is uneven and the angles are wrong.”
Call in a professional
If you’re wondering what to look for when hiring a photographer, Worsley suggests you find someone who “is a true professional, will be able to adapt to any environment and be ready for anything. Obviously light is every photographer’s friend, but you must be able to shoot in best- and worst-case scenarios while achieving the same result –perfection!”
“Good photographers make miracles happen. When you think the room is too dark, they can bring it to life,” says Naughtin. “Our photographers have an amazing collection of styling ideas. Each photographer has their own style.”
Appel believes professional photographers’ technical expertise is unmatched in attaining the best results. “They are able to get the most out of the interiors or architecture they are photographing,” she says, “including lighting, the best lens to use, height, focal point, and angles to position the camera.”
Appel recommends doing your research to find a professional photographer. “Referrals, social media and, of course, Houzz has a great database,” she says.
As for the cost, Donielle Luttrell explains that photographers vary in price, so there should be one to suit your budget. “Make sure you find out about who owns the rights to the images. Copyright is a tricky issue,” she says.
If you’re wondering what to look for when hiring a photographer, Worsley suggests you find someone who “is a true professional, will be able to adapt to any environment and be ready for anything. Obviously light is every photographer’s friend, but you must be able to shoot in best- and worst-case scenarios while achieving the same result –perfection!”
“Good photographers make miracles happen. When you think the room is too dark, they can bring it to life,” says Naughtin. “Our photographers have an amazing collection of styling ideas. Each photographer has their own style.”
Appel believes professional photographers’ technical expertise is unmatched in attaining the best results. “They are able to get the most out of the interiors or architecture they are photographing,” she says, “including lighting, the best lens to use, height, focal point, and angles to position the camera.”
Appel recommends doing your research to find a professional photographer. “Referrals, social media and, of course, Houzz has a great database,” she says.
As for the cost, Donielle Luttrell explains that photographers vary in price, so there should be one to suit your budget. “Make sure you find out about who owns the rights to the images. Copyright is a tricky issue,” she says.
Decide on your message
It makes sense to think about your brand identity and how you want this to come across in your photos. “Conversation is key to great communication,” says Worsley. “Chat with your photographer, tell them your ‘vision’ and the end result you wish to achieve.”
Your photos also need to showcase the intricacies of a project. “Each image should have a message you wish to convey,” says Naughtin. “I would normally send a plan with prospective frames and views, and then meet the photographer on-site to discuss.”
“Provide examples of photos that you have seen and like from magazines and websites such as Houzz,” says Luttrell. “Knowing what you want is vitally important in briefing any creative and you will avoid making costly mistakes.”
Behind the Lens: Houzz Photographers Share Their Favourite Shots
It makes sense to think about your brand identity and how you want this to come across in your photos. “Conversation is key to great communication,” says Worsley. “Chat with your photographer, tell them your ‘vision’ and the end result you wish to achieve.”
Your photos also need to showcase the intricacies of a project. “Each image should have a message you wish to convey,” says Naughtin. “I would normally send a plan with prospective frames and views, and then meet the photographer on-site to discuss.”
“Provide examples of photos that you have seen and like from magazines and websites such as Houzz,” says Luttrell. “Knowing what you want is vitally important in briefing any creative and you will avoid making costly mistakes.”
Behind the Lens: Houzz Photographers Share Their Favourite Shots
Make a shoot list
It’s important to think carefully about which elements of your project you want to photograph. “Shoot lists are very important,” says Appel. “Where there has been custom-made cabinetry, for example, detailed shots of this should be requested by the client, otherwise the photographer would not know about it,” she says.
“The number of shots needed is also a question I always ask prior to quoting or providing a proposal, since the time allocated to each area or space can then be scheduled and planned.”
Worsley agrees. “You don’t have to have an in-depth knowledge of photography to know what you want,” he says. “Just be open and honest – it’s the shooter’s job to interpret and facilitate”.
Candid Company: Suzi Appel on Photographing Interiors and Design
It’s important to think carefully about which elements of your project you want to photograph. “Shoot lists are very important,” says Appel. “Where there has been custom-made cabinetry, for example, detailed shots of this should be requested by the client, otherwise the photographer would not know about it,” she says.
“The number of shots needed is also a question I always ask prior to quoting or providing a proposal, since the time allocated to each area or space can then be scheduled and planned.”
Worsley agrees. “You don’t have to have an in-depth knowledge of photography to know what you want,” he says. “Just be open and honest – it’s the shooter’s job to interpret and facilitate”.
Candid Company: Suzi Appel on Photographing Interiors and Design
Plan ahead
There are several things you can prepare before a photo shoot to ensure everything goes smoothly. “When preparing your space for a shoot, make sure it’s clean and tidy,” says Worsley. “Styling is also something you should definitely sink your teeth into.”
“There is a myriad of professional interior designers, decorators and stylists to seek out on Houzz should you want to go next level,” he says. “You can also do some research and check out what other Houzzers have done and get inspired.”
Appel advises that styling your home for a shoot is different to living in it. “Remove personal photos, items on the fridge, and the dog bed in the living room,” she says. “The photographer needs to work with the professional and homeowner to discuss moving furniture.”
Experts also recommend you take some props to the photo shoot. “Choose tasteful props that complement the space and continue the colour palette throughout,” says Worsley.
How to Connect With Other Pros on Houzz
There are several things you can prepare before a photo shoot to ensure everything goes smoothly. “When preparing your space for a shoot, make sure it’s clean and tidy,” says Worsley. “Styling is also something you should definitely sink your teeth into.”
“There is a myriad of professional interior designers, decorators and stylists to seek out on Houzz should you want to go next level,” he says. “You can also do some research and check out what other Houzzers have done and get inspired.”
Appel advises that styling your home for a shoot is different to living in it. “Remove personal photos, items on the fridge, and the dog bed in the living room,” she says. “The photographer needs to work with the professional and homeowner to discuss moving furniture.”
Experts also recommend you take some props to the photo shoot. “Choose tasteful props that complement the space and continue the colour palette throughout,” says Worsley.
How to Connect With Other Pros on Houzz
Show them off
The aim of shooting your project is to use the photos to market your brand, so it pays to have a plan. “Photography can be used on a wide variety of platforms” Worsley says. “Houzz is the holy grail of residential renovation marketing. There is also the potential to use photos in print media.”
“Build a library of shots that can be drawn on for different applications such as web, social and print,” says Luttrell. “Having a variety will allow you to tell different stories with different images.”
Your turn
How do you use photography to market your projects? Tell us in the Comments below, like this story and join the conversation.
More
Need more advice about running a business? Read stories with tips for professionals here
The aim of shooting your project is to use the photos to market your brand, so it pays to have a plan. “Photography can be used on a wide variety of platforms” Worsley says. “Houzz is the holy grail of residential renovation marketing. There is also the potential to use photos in print media.”
“Build a library of shots that can be drawn on for different applications such as web, social and print,” says Luttrell. “Having a variety will allow you to tell different stories with different images.”
Your turn
How do you use photography to market your projects? Tell us in the Comments below, like this story and join the conversation.
More
Need more advice about running a business? Read stories with tips for professionals here
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I didn't mention Estate Agents - (they rarely pay much) - and I am a member of a camera club, myself! However, I am aware of some members who are deluded into thinking that they are competent enough to earn a living from specialised areas of photography and self-confident enough to blag the unwary into giving them work usually at 'mate's rates' undercutting the pro market and delivering mediocre results.
The previous commenter talked about 'Estate Agents' pictures so I assumed you were replying to that. John I think you are missing a world from 25 years ago, I used to be a graphic designer and artist, skilled with a pen and scalpel, I earned £25 an hour in the 90's, I knew retouchers who earned £60 an hour to do what some people with a bit of artistic talent can do in Photoshop (remove a person, put in a blue sky etc) nowadays. No person can be blamed for having a go when the tools etc are relatively cheap and available to all, and of course there is so much competition nowadays and of course the talent from relative amateurs is abundant, you only have to look at Smugmug, Flicker, even Instagram to see that.
Quite right! I do miss the world from 25 years ago and, yes, I was part of it, working through the digital revolution in the marketing communications world. Still it doesn’t mean that I can sell iPhone images to my customers or, for that matter, anything less than full-frame. And I cannot assume that the only use my images will be put to is at 75dpi. 25 years ago, as now, a professional approach, brand image, quality, technical and creative imput are such important ingredients in the competitive world my clients live in.