Why Good Photography is Key for Attracting New Clients
Follow these tips to find out how to make the most of photography to market your projects
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: Eva Byrne of Houseology; Anna Stathaki of Anna Stathaki Photography; Pili Molina of Masfotogenica Interiorismo; Chris Snook of Chris Snook Photography
Professional advice from: Eva Byrne of Houseology; Anna Stathaki of Anna Stathaki Photography; Pili Molina of Masfotogenica Interiorismo; Chris Snook of Chris Snook Photography
Call in a professional
If you’re wondering what to look for when hiring a photographer, Pili suggests you find someone who “has good-quality equipment, is able to solve technically complex challenges, and is great at post-production in order to get the most natural result possible. They should also know how to carry out a client’s requests and be able to suggest other options,” she adds.
“A good photographer is one who shares your enthusiasm for the work and who will act as your collaborator in the venture,” Eva says. “They will add to the process by seeing your finished work in a new light. I learned my best styling tips from the photographers I’ve worked with along the way.”
“Generally, a photographer who specialises in architecture and interiors will have more experience of shooting in difficult situations, such as poorly lit rooms,” Chris says. “I’d also look at a photographer’s style to see if it suits your design.”
He also recommends you look for good reviews. “Houzz has a great system for this, and each photographer will have a number of reviews,” he says.
As for the cost, Chris explains that photographers vary in price, so there should be one to suit your budget. “Do discuss with the photographer licensing of the images, rights, and what’s included in the rate,” he advises.
Find photographers near you
If you’re wondering what to look for when hiring a photographer, Pili suggests you find someone who “has good-quality equipment, is able to solve technically complex challenges, and is great at post-production in order to get the most natural result possible. They should also know how to carry out a client’s requests and be able to suggest other options,” she adds.
“A good photographer is one who shares your enthusiasm for the work and who will act as your collaborator in the venture,” Eva says. “They will add to the process by seeing your finished work in a new light. I learned my best styling tips from the photographers I’ve worked with along the way.”
“Generally, a photographer who specialises in architecture and interiors will have more experience of shooting in difficult situations, such as poorly lit rooms,” Chris says. “I’d also look at a photographer’s style to see if it suits your design.”
He also recommends you look for good reviews. “Houzz has a great system for this, and each photographer will have a number of reviews,” he says.
As for the cost, Chris explains that photographers vary in price, so there should be one to suit your budget. “Do discuss with the photographer licensing of the images, rights, and what’s included in the rate,” he advises.
Find photographers near you
Decide on your message
It makes sense to think about your brand identity and how you want this to come across in your photos. “I think it’s quite important for designers to clarify what their brand is about, their story, and how a photographer can help them in representing that through pictures,” Anna says. “People want to see personality through images.”
Your photos also need to showcase the intricacies of a project. “Each image should have a message you wish to convey,” Eva says. “If you have ‘before’ photos, it’s great to choose the same angles for the ‘after’ ones, as this communicates powerfully how complete the transformation of the space has been.
“I think it’s important to include as many spaces as possible when shooting a project,” she adds. “It’s not just about the main living areas – the functional and storage spaces are the hard-working backbone of a lived-in project and are an essential part of the story of the work.”
It makes sense to think about your brand identity and how you want this to come across in your photos. “I think it’s quite important for designers to clarify what their brand is about, their story, and how a photographer can help them in representing that through pictures,” Anna says. “People want to see personality through images.”
Your photos also need to showcase the intricacies of a project. “Each image should have a message you wish to convey,” Eva says. “If you have ‘before’ photos, it’s great to choose the same angles for the ‘after’ ones, as this communicates powerfully how complete the transformation of the space has been.
“I think it’s important to include as many spaces as possible when shooting a project,” she adds. “It’s not just about the main living areas – the functional and storage spaces are the hard-working backbone of a lived-in project and are an essential part of the story of the work.”
Make a shoot list
It’s important to think carefully about which elements of your project you want to photograph. “Key aspects to highlight range from the general to the particular,” Eva says. “Widescreen shots will explain the context of each space or room. More particular shots will communicate ideas about materials and design details. And there’s always room for occasional mood shots.
“You can also, of course, choose areas to avoid,” she adds. “And I always arrange for at least one of the photos to have me in it, as this is useful for later marketing and media purposes.”
Anna highlights how it’s best to focus on different areas of a room, rather than the entire space. “There’s no point styling a space as a whole,” she explains. “For great photography, you need to work frame by frame.
Check out Houzz Pro, our business management platform for designers and renovation professionals.
It’s important to think carefully about which elements of your project you want to photograph. “Key aspects to highlight range from the general to the particular,” Eva says. “Widescreen shots will explain the context of each space or room. More particular shots will communicate ideas about materials and design details. And there’s always room for occasional mood shots.
“You can also, of course, choose areas to avoid,” she adds. “And I always arrange for at least one of the photos to have me in it, as this is useful for later marketing and media purposes.”
Anna highlights how it’s best to focus on different areas of a room, rather than the entire space. “There’s no point styling a space as a whole,” she explains. “For great photography, you need to work frame by frame.
Check out Houzz Pro, our business management platform for designers and renovation professionals.
Plan ahead
There are several things you can prepare before a shoot to ensure everything goes smoothly. “On a practical level, it’s helpful if the property is relatively clean, tidy and lightly styled when the team arrives,” Anna says. “It always helps towards a good and speedy start.”
“This can be tricky, as generally they’re people’s homes, and are lived in,” Chris adds, “but it helps if the place is as tidy as possible, with washing and dishes put away and neat bathrooms and bedrooms. It’s good to mention that things will be moved around, although all put back afterwards.”
“It’s helpful to hire a professional stylist in addition to the photographer, because the language of the camera in 2D is not the same as that of reality in 3D,” Pili says. “However, if I can’t hire a professional, I make sure I’m on hand during the session to help the photographer arrange elements harmoniously in front of the camera.”
Our experts also advise you bring some props to the shoot. “Cushions, throws, candles, flowers, rugs, fresh produce for the kitchen, soaps, towels, and plants are always good items to bring along to help elevate a home for a photoshoot,” Chris says.
There are several things you can prepare before a shoot to ensure everything goes smoothly. “On a practical level, it’s helpful if the property is relatively clean, tidy and lightly styled when the team arrives,” Anna says. “It always helps towards a good and speedy start.”
“This can be tricky, as generally they’re people’s homes, and are lived in,” Chris adds, “but it helps if the place is as tidy as possible, with washing and dishes put away and neat bathrooms and bedrooms. It’s good to mention that things will be moved around, although all put back afterwards.”
“It’s helpful to hire a professional stylist in addition to the photographer, because the language of the camera in 2D is not the same as that of reality in 3D,” Pili says. “However, if I can’t hire a professional, I make sure I’m on hand during the session to help the photographer arrange elements harmoniously in front of the camera.”
Our experts also advise you bring some props to the shoot. “Cushions, throws, candles, flowers, rugs, fresh produce for the kitchen, soaps, towels, and plants are always good items to bring along to help elevate a home for a photoshoot,” Chris says.
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. “As well as contacting media outlets, I upload the photos to Houzz and let the editors there know they’re online,” Eva says.
“After that, I drip them onto my social media feed and website and feed them into any marketing literature as it’s updated,” she says. “They’re a really useful resource when I’m asked to present public lectures at trade events, too.”
Tell us…
Did you find these tips helpful? How do you use photography to market your projects? Share your thoughts in the Comments section.
The aim of shooting your project is to use the photos to market your brand, so it pays to have a plan. “As well as contacting media outlets, I upload the photos to Houzz and let the editors there know they’re online,” Eva says.
“After that, I drip them onto my social media feed and website and feed them into any marketing literature as it’s updated,” she says. “They’re a really useful resource when I’m asked to present public lectures at trade events, too.”
Tell us…
Did you find these tips helpful? How do you use photography to market your projects? Share your thoughts in the Comments section.
Before you start photographing your projects, it’s a good idea to think about what you want to achieve from the process.
“Good photographs of your work as a design professional are essential, as they’re the best way for you to display, verify and communicate your design expertise,” Dublin-based architect Eva Byrne says. “They help to define your style, and to show you know what to do and how to do it.”
UK-based photographer Anna Stathaki highlights how important imagery is nowadays, when social media has become such an intrinsic part of a designer’s brand. “Online photography, in any shape or form, is often people’s first encounter with a brand,” she says. “Photos enable home design specialists to show their clients what they can offer.”
“We’re in an age now where people look at images rather than reading text and, with poor imagery, you aren’t going to stand out from the crowd,” British photographer Chris Snook says. “It’s a key part of a home designer’s marketing.”
“It’s worth investing in a professional photographer for the same reason a homeowner would hire a decorator,” Spanish interior designer Pili Molina says. “It always pays to get someone to do a professional job.”