It's mid-December, and instead of visions of sugar plums dancing in my head, I find myself thinking about changes/improvements/fixes (pick your term) to undertake for 2012. The year of 2011 was our first full year of business as a new company. While I did manage to send out a double-digit number of invoices, the question of the moment is whether things are sort of OK and Halcyon Hills Photography should just 'stay the course' or whether some course corrections are required. I understand it's the same problem most everyone has.
For me, I think the right answer is a mix. There are some things that are working well -- you could think of them as planted seeds that have yet to bear fruit. These things need to be nurtured, cultivated and allowed to grow. Most of the realtor/builder/hotel part of our photography business is in this category.
Other parts of our business model have not reached any kind of critical mass. Seems like some extra push, some change of approach will be required. While there have been some of those slow-growing seeds planted, I may have planted them in the wrong soil. Seems like some areas of business might be better pursued by a more aggressive, multi-pronged advertising approach. Such things might include volunteering to write for local newspapers, becoming more active in the community (like the Chamber of Commerce), getting involved in charity events etc. All of the ideas I have in this area either take time, or money, or both. Finding the right balance is, as always, the trick.
I keep remembering what my Dad said about things that take more time or more money. He said, "I keep all my spare time and extra money in the same pocket, and it's got a hole in it." That seems more real each passing day. Still, you should expect to see more of Halcyon Hills Photography around York County in 2012 -- We're here to stay!
Friday, December 16, 2011
Thursday, December 8, 2011
To Paint, or not to Paint -- That is the question.
Debbie Zimmer, a "paint and color expert" for the Paint Quality Institute, recommends a fresh coat of paint, at least in key areas, when trying to sell a home. I can't say I'm too surprised at the Paint Quality Institute recommend the use of paint, and it's also no news that a fresh coat of paint will brighten the look of a home for sale. So, given the appalling lack of novelty in these two points, I tried to read the article (a press release reported by BusinessWire and picked up on finance.yahoo.com/news on Nov. 30, 2011) a little more carefully to find the nuggets of truth that surely must be buried within.
One point that might have escaped the casual homeseller is the concept of repainting "psychologically important areas." Ms. Zimmer recommends particularly the front door and other "key" parts of the home interior. I agree, repainting the front door enables the home to make a much-improved first impression. It sends the message that the home has been well cared for, or at least it creates that impression. Still, it's a good first step.
She also recommends the repair of all wall "imperfections," particularly in the entry space of the home, and repainting that area in a "quiet" color -- white, or off-white, for greater mass appeal and to make it easier for home shoppers to imagine their stuff in that space.
Ms. Zimmer notes that loud or overly bright colors (what color is YOUR teenage daughter's room painted?) should be muted to a "neutral" color. I can already hear those creative, free-spirit types howling about bland-i-fying or dumbing down or going to the lowest common denominator. I read this as an application of the 80/20 rule. Most people (but not all) would rather move into a bland-colored house and put their own touch on later. You may lose some potential buyers by de-individualizing your house. Most of the time, though, it is the percentage play for the fastest sale.
She leaves exterior painting as a judgement call for the home seller. It is expensive, and may have a lower impact on a buyer.
One point that might have escaped the casual homeseller is the concept of repainting "psychologically important areas." Ms. Zimmer recommends particularly the front door and other "key" parts of the home interior. I agree, repainting the front door enables the home to make a much-improved first impression. It sends the message that the home has been well cared for, or at least it creates that impression. Still, it's a good first step.
She also recommends the repair of all wall "imperfections," particularly in the entry space of the home, and repainting that area in a "quiet" color -- white, or off-white, for greater mass appeal and to make it easier for home shoppers to imagine their stuff in that space.
Ms. Zimmer notes that loud or overly bright colors (what color is YOUR teenage daughter's room painted?) should be muted to a "neutral" color. I can already hear those creative, free-spirit types howling about bland-i-fying or dumbing down or going to the lowest common denominator. I read this as an application of the 80/20 rule. Most people (but not all) would rather move into a bland-colored house and put their own touch on later. You may lose some potential buyers by de-individualizing your house. Most of the time, though, it is the percentage play for the fastest sale.
She leaves exterior painting as a judgement call for the home seller. It is expensive, and may have a lower impact on a buyer.
Wednesday, November 23, 2011
"Showing the Goods in Lifestyle Scenes"
I just read an article (WSJ, 11/23/11, by Katherine Rosman) describing how high-end goods (carpets, sofas etc.) are being sold on-line through photographic advertising. The products, ranging from faux mantles to office decor to furniture) are photographed in a (faux) homey setting and published on-line, or in print catalogs, "showing the goods in lifestyle scenes that resemble glossy magazine layouts."
The scenes are created, one after the other, in a faux home and the photographer lights, captures and crops the scene to emphasize quality and to improve customer comfort in buying sight-unseen. Ms. Rosman calls it "an evolution in online shopping."
What's that got to do with real estate photography? Seems like a perfect segueway to me. High quality photography (what we do) of big ticket items (like homes) emphasizes quality and improves customer comfort in the shopping/evaluation process. I think this article describes a cultural change going on right now, as people are requiring less 'touch' in shopping and are more willing to use on-line evaluation methods, provided the visual quality on-line is high. This seems like a Good Thing to me, as a real estate photographer.
The scenes are created, one after the other, in a faux home and the photographer lights, captures and crops the scene to emphasize quality and to improve customer comfort in buying sight-unseen. Ms. Rosman calls it "an evolution in online shopping."
What's that got to do with real estate photography? Seems like a perfect segueway to me. High quality photography (what we do) of big ticket items (like homes) emphasizes quality and improves customer comfort in the shopping/evaluation process. I think this article describes a cultural change going on right now, as people are requiring less 'touch' in shopping and are more willing to use on-line evaluation methods, provided the visual quality on-line is high. This seems like a Good Thing to me, as a real estate photographer.
Tuesday, November 15, 2011
Dawn or Dusk?
When you're taking exterior photos of properties, it's almost a universal truism that early morning or late afternoon lighting will give more pleasing, more flattering results. That's because of that photographic bugaboo, strong shadows. It's really astonishing how a mid-day view looks to the eye versus how it appears in a photograph. When we look at a beautiful home at mid-day, we see somewhat what we want to see. The camera takes our mental filter away and leaves only the stark, ugly shadows.
Try it sometime. Go outside your own home on a bright day at noon with any type of camera. Look at your house, and then take a picture and look at it in the viewfinder. You know what your house looks like, so that's what you see. The camera will show a different and far less satisfying view. This is one reason many people don't like their own photographs.
The answer: low sun angles or cloudy skies. This give a much "softer" light that lets the actual items in the photograph show up without strong, contrasty shadows. The problem: you've got to work when the light is right, which is not always the most convenient time.
I like the morning light better than the afternoon light. In both cases, the nature of the light is changing fast as the sun moves away from or into the horizon. The morning light, as well as the reduced potential for cars or people moving into the photographic space, makes early A.M. the best time for me.
Hitting the floor an hour before dawn so you can get to the property early takes some commitment. Plus, a winter sunrise at 7:30 lets you get a lot more sleep than a summer sunrise at 6:00 or earlier. Knowing these things and being willing to do them gives a professional photographer an advantage. Other things like composition skills and Photoshop skills and having quality equipment are important too, but the willingness to be on-site when the house is ready is a huge part of making the best image.
Try it sometime. Go outside your own home on a bright day at noon with any type of camera. Look at your house, and then take a picture and look at it in the viewfinder. You know what your house looks like, so that's what you see. The camera will show a different and far less satisfying view. This is one reason many people don't like their own photographs.
The answer: low sun angles or cloudy skies. This give a much "softer" light that lets the actual items in the photograph show up without strong, contrasty shadows. The problem: you've got to work when the light is right, which is not always the most convenient time.
I like the morning light better than the afternoon light. In both cases, the nature of the light is changing fast as the sun moves away from or into the horizon. The morning light, as well as the reduced potential for cars or people moving into the photographic space, makes early A.M. the best time for me.
Hitting the floor an hour before dawn so you can get to the property early takes some commitment. Plus, a winter sunrise at 7:30 lets you get a lot more sleep than a summer sunrise at 6:00 or earlier. Knowing these things and being willing to do them gives a professional photographer an advantage. Other things like composition skills and Photoshop skills and having quality equipment are important too, but the willingness to be on-site when the house is ready is a huge part of making the best image.
Monday, November 7, 2011
Thankfulness for hitting bottom
"Hitting bottom" - that sound like a situation faced by a substance abuser. However, it carries with it the sense of no further decline! After a long period of decline, hitting bottom represents a significant change, a point where turnaround is possible, and perhaps, with the eye of faith, a time of hope.
More people than ever are claiming that the real estate market has hit bottom. Let's call that a good thing. The latest claim I saw was an article entitled "What's Going Right" by two economists, Brian S. Wesbury and Robert Stein. They argue that business investment is growing and is a force for good, but admitted that housing was still "weak." No argument there.
They report that consumer spending for housing items (appliances etc.) is up to "pre-crisis" levels. And finally, they say "Housing already looks to have found a bottom. Imagine what happens when it finally turns up?"
This is a theme from many. The public wants more to see growth. Growth in real estate seems to be in geographic pockets across the nation. Just reaching bottom is good and it's reason for hope, but it doesn't mean the end of pain. When a badly wounded person simply stops bleeding (but yet lives), the pain remains but hope begins to take root.
Bottom line: the good news is Not that the pain is over. It's just that we're not getting any worse. But we are excited about imagining what will happen with housing does turn up!
More people than ever are claiming that the real estate market has hit bottom. Let's call that a good thing. The latest claim I saw was an article entitled "What's Going Right" by two economists, Brian S. Wesbury and Robert Stein. They argue that business investment is growing and is a force for good, but admitted that housing was still "weak." No argument there.
They report that consumer spending for housing items (appliances etc.) is up to "pre-crisis" levels. And finally, they say "Housing already looks to have found a bottom. Imagine what happens when it finally turns up?"
This is a theme from many. The public wants more to see growth. Growth in real estate seems to be in geographic pockets across the nation. Just reaching bottom is good and it's reason for hope, but it doesn't mean the end of pain. When a badly wounded person simply stops bleeding (but yet lives), the pain remains but hope begins to take root.
Bottom line: the good news is Not that the pain is over. It's just that we're not getting any worse. But we are excited about imagining what will happen with housing does turn up!
Sunday, October 30, 2011
Easy to understand, hard to fix?
Several news articles in the last few weeks point to a three-pronged reason why the economy, and particularly the real estate market is so (let's be kind) lackluster. The argument goes like this:
Prong one: falling product sales led to falling corporate profits that led to layoffs, giving a new unemployed class.
Prong two: this large group of newly unemployed led to missed mortgage payments that led to foreclosures that led to falling home prices that led to less activity in home construction and sales, which led to even more unemployed.
Prong three: The reasons leading to the layoffs in prong one also result in fewer jobs available for 20-somethings trying to launch, and thus they stay at home and further reduce home demand and home prices.
These three 'prongs' almost make a satanic-style pitchfork.
I confess, this reasoning makes a lot of sense to me. It kind of flows in a logical way that seems to address most of the observed effects we are seeing in society. The only thing remaining is what to do about it.
The whole Occupy Wall Street movement doesn't seem to address any of the issues. It strikes me more as organized whining, except it's not too organized. Is there really anything worthwhile to do, or is it more of a massive societal flu - no treatment will work except time, rest and drinking plenty of fluids.
If there's something productive to do, by all means let it be done by whoever has the vision, power and will to do it. It might be government, corporations or individuals - I just don't know.
It might be that nothing useful can be done, and any governmental action will cause more harm than good.
Prong one: falling product sales led to falling corporate profits that led to layoffs, giving a new unemployed class.
Prong two: this large group of newly unemployed led to missed mortgage payments that led to foreclosures that led to falling home prices that led to less activity in home construction and sales, which led to even more unemployed.
Prong three: The reasons leading to the layoffs in prong one also result in fewer jobs available for 20-somethings trying to launch, and thus they stay at home and further reduce home demand and home prices.
These three 'prongs' almost make a satanic-style pitchfork.
I confess, this reasoning makes a lot of sense to me. It kind of flows in a logical way that seems to address most of the observed effects we are seeing in society. The only thing remaining is what to do about it.
The whole Occupy Wall Street movement doesn't seem to address any of the issues. It strikes me more as organized whining, except it's not too organized. Is there really anything worthwhile to do, or is it more of a massive societal flu - no treatment will work except time, rest and drinking plenty of fluids.
If there's something productive to do, by all means let it be done by whoever has the vision, power and will to do it. It might be government, corporations or individuals - I just don't know.
It might be that nothing useful can be done, and any governmental action will cause more harm than good.
Thursday, October 6, 2011
Candles that Sell Homes?
In the October 5, 2011 issue of the Rock Hill Herald there is an article by Don Worthington entitled "a smell that sells" which amounts to an interview with Stephen Cooley, a fairly famous (he has a TV show) area realtor. The premise is that Mr. Cooley has contracted with a custom candle manufacturer who has "created a candle that cleanses the air without leaving a tell-tale aroma."
Maybe.
No doubt, there are some homes that could stand some air cleansing. But as a PhD chemist, I can assure you that burning a candle may MASK odors, but it can't remove anything. You're setting something on fire in your house - that just doesn't REMOVE odor.
It may well be pleasant, and it may well help sell homes. No argument there. And there has always been a big fuzzy area where marketing-speak and science co-exist, albeit often somewhat uncomfortably. As a science guy, I have to say that the word "cleanses" implies the removal of something. Firing up a candle doesn't remove anything from a home. Let's give the process the benefit of the doubt and say it leaves the house more pleasant than it began, and not worry too much about the 'how' part.
I'm of the opinion that some really wonderful photography is more likely to help sell a home than custom candles. In tough times, let's use all the available arrows in our quivers - or, if you don't care for the Native American metaphor, IMHO u need both.
Maybe.
No doubt, there are some homes that could stand some air cleansing. But as a PhD chemist, I can assure you that burning a candle may MASK odors, but it can't remove anything. You're setting something on fire in your house - that just doesn't REMOVE odor.
It may well be pleasant, and it may well help sell homes. No argument there. And there has always been a big fuzzy area where marketing-speak and science co-exist, albeit often somewhat uncomfortably. As a science guy, I have to say that the word "cleanses" implies the removal of something. Firing up a candle doesn't remove anything from a home. Let's give the process the benefit of the doubt and say it leaves the house more pleasant than it began, and not worry too much about the 'how' part.
I'm of the opinion that some really wonderful photography is more likely to help sell a home than custom candles. In tough times, let's use all the available arrows in our quivers - or, if you don't care for the Native American metaphor, IMHO u need both.
Monday, September 26, 2011
Remote Photography
I do a lot of traveling, and I think I've proven that it is possible to do all of the aspects of running a photographic business, except the actual photography itself, from the road.
Yes, I know that pressing the shutter release is kind of an important part of the process. But there's so much more! By traveling with a laptop, I now have completed all of the following workflow steps on the road, and several of them on airplanes. Here's a highlight of the steps involved:
Pushing the button on the camera starts the process, but there's so much more to do, and it takes time. But when you're stuck on an airplane or in a hotel room, there's often plenty of available time. I'm still surprised what can be done with a cell phone, a fast laptop with a lot of memory and a bunch of USB devices. And, look at all the newly available time back home after the conversion of dead time during travel to productive time.
Those poor guys working with film and darkrooms did some amazing things, but they couldn't touch some of the things we can do now. I wonder what amazing technology will be used in 20 years that will make people look back and pity old farts like me.
Yes, I know that pressing the shutter release is kind of an important part of the process. But there's so much more! By traveling with a laptop, I now have completed all of the following workflow steps on the road, and several of them on airplanes. Here's a highlight of the steps involved:
- transfer photos from camera card (in raw format) to computer, and make backups
- add location info, copyright, keywords etc. (the metadata) to each photo
- Save modified photos as TIF files, make backups
- for HDR files, fuse the multiple exposures into one
- for panoramas, link the multiple pieces into one
- Make adjustments of TIF (whether fused or linked) in Photoshop
- Save as final jpg
- for panoramic video, convert Photoshop output into video
- Upload - to website for video, or to photo lab for prints
Pushing the button on the camera starts the process, but there's so much more to do, and it takes time. But when you're stuck on an airplane or in a hotel room, there's often plenty of available time. I'm still surprised what can be done with a cell phone, a fast laptop with a lot of memory and a bunch of USB devices. And, look at all the newly available time back home after the conversion of dead time during travel to productive time.
Those poor guys working with film and darkrooms did some amazing things, but they couldn't touch some of the things we can do now. I wonder what amazing technology will be used in 20 years that will make people look back and pity old farts like me.
Sunday, September 18, 2011
Providing Value to Receive Value
Most people know instinctively that one of the best ways to receive value is to provide value first. Not a new thought (see "better to give than to receive"). Some businesses offer a service and hope to get paid for it, but others either give some value away or price in a way that seems like free value. I'm not thinking of WalMart - I'm thinking about Apple. No one ever accused Apple of selling cheap, but they sell a lot, partially because the features and the "coolness" of their products seem like a gotta-have to many.
So how toes a realtor or a builder (or a photographer) give away value without going out of business? Realtors often do it in service. Builders can create something using creativity, quality workmanship and location that approach the Apple gotta-have mentality. What's a poor photographer to do? Sitting by the phone waiting for a call doesn't work very well - where's the free value in that?
So, I've been reading marketing books and doing some thinking. One suggestion to builders I've heard is to offer a free print of a large (24x30, for example) print of their own family, completely free, for them to hang in a model home. Family portraits in empty homes are supposed to help, "they say." A small note next to the print would allow visitors to know the photographer, and the builder might provide visitor emails to the photographer for follow up. This seems to have the advantage of providing something free that helps the builder, while staying in position to follow up wherever possible.
An idea I've come across for realtors is to give them pre-printed coupons for portrait work that they could hand out to likely (whatever that means) prospects for buying a home. It probably would be well over 50% off, plus a free 8x10, for example. People shopping for homes don't have family portraits at the top of their mind. BUT, they are shopping for a home and many do have a family. Giving the realtor a nice-quality handout for them to use (as a small reward for buying, for example) seems like free value, while staying in position.
I do know that the flow goes like this: Information leads to Perceived Value which leads to Business. We all have to be good marketers so that our real value can become perceived. That's what separates the successes from the bankruptcies.
So how toes a realtor or a builder (or a photographer) give away value without going out of business? Realtors often do it in service. Builders can create something using creativity, quality workmanship and location that approach the Apple gotta-have mentality. What's a poor photographer to do? Sitting by the phone waiting for a call doesn't work very well - where's the free value in that?
So, I've been reading marketing books and doing some thinking. One suggestion to builders I've heard is to offer a free print of a large (24x30, for example) print of their own family, completely free, for them to hang in a model home. Family portraits in empty homes are supposed to help, "they say." A small note next to the print would allow visitors to know the photographer, and the builder might provide visitor emails to the photographer for follow up. This seems to have the advantage of providing something free that helps the builder, while staying in position to follow up wherever possible.
An idea I've come across for realtors is to give them pre-printed coupons for portrait work that they could hand out to likely (whatever that means) prospects for buying a home. It probably would be well over 50% off, plus a free 8x10, for example. People shopping for homes don't have family portraits at the top of their mind. BUT, they are shopping for a home and many do have a family. Giving the realtor a nice-quality handout for them to use (as a small reward for buying, for example) seems like free value, while staying in position.
I do know that the flow goes like this: Information leads to Perceived Value which leads to Business. We all have to be good marketers so that our real value can become perceived. That's what separates the successes from the bankruptcies.
Wednesday, September 14, 2011
Something New
I might live to regret this, but we're trying a blog. Communicating with customers, suppliers and partners is so critical to survival. Since survival seems like a good thing, I thought I'd make a real attempt to do this and to bring something useful to the world.
I'll be covering different things here than we talk about on Facebook or our e-newsletter. For example, we should discuss whether good photography actually helps sell real estate. I believe that quality photographs will stir interest and stimulate visits, but getting people to see the photography in the first place can be difficult.
When I do a job for a realtor, I feel like the photography belongs to them and they should manage the access. However, I can argue that posting links to the photography in every available setting might be more effective at stimulating buyer visits. Real home shoppers will end up on a realtor's site or on MLS, but I'm thinking that posting all of my jobs on my site, in the e-newsletter and even here would improve homebuyer access and interest.
I'll be covering different things here than we talk about on Facebook or our e-newsletter. For example, we should discuss whether good photography actually helps sell real estate. I believe that quality photographs will stir interest and stimulate visits, but getting people to see the photography in the first place can be difficult.
When I do a job for a realtor, I feel like the photography belongs to them and they should manage the access. However, I can argue that posting links to the photography in every available setting might be more effective at stimulating buyer visits. Real home shoppers will end up on a realtor's site or on MLS, but I'm thinking that posting all of my jobs on my site, in the e-newsletter and even here would improve homebuyer access and interest.
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