It's important to bring value to your community whenever you can. This is kind of a core philosophy of mine, not that I'm always successful at it. By "your community" I mean whoever your audience, your network, or your customer base is. In an attempt to implement this concept in a creative way, I volunteered to write a regular feature article for our local newspaper (the Fort Mill Times) on taking better pictures - it will be called Photo Finish. This seemed like a way to share what I've learned, and get a little publicity (or notoriety) in the process.
So, I met with the editor and he agreed it might be a good idea. He gave me a contract to sign (they're a McClatchy paper), which I did and have submitted the first article. It's not been published yet, but this looks like it might be fun.
Everyone was crystal clear that there was no money involved, and that's fine. The contract, though, did have an interesting section. It allows me to describe myself as an independent contractor, a freelancer, a stringer, or as a "special correspondent." From now on, you may think of me as "Special Correspondent to the Fort Mill Times"! Lest that go to my head, feel free to think of me also as a photographer trying to make a living....
Thursday, January 26, 2012
Friday, January 13, 2012
Balanced Marketing in Bad Times
It's 2012, and it's still rough out there in the Carolinas real estate market. Some realtors seem to be at least static, if not growing, but others are really struggling. One realtor told me recently that they had only one listing. One builder told me that they had started only one house in the last several months. Now sure, there's some style, work ethic and hustle issues, as well as simple skill, that can separate people within a given profession. For those with fewer listings than others, I wonder where the right amount of marketing investment lies.
You bet I've got a horse in this race. Realtors and Builders that are reluctant to spend marketing dollars don't buy photography. On the other hand, wouldn't some level of marketing investment (photography or not) help sell what little they do have?
Everybody's got their own issues and must make decisions that are right for them. Still, when I hear that "things are very slow" or "I've only got one listing" or "My listings are not expensive enough for professional photography", three things fill my mind:
1) Wouldn't aggressive marketing be a better strategy than passive (or no) marketing?
2) These people are SO underestimating what great photographs can do, even to mediocre properties, and
3) How much do they think I charge anyway? (my price list is open for all, and my wife assures me I'm not charging near enough)
You bet I've got a horse in this race. Realtors and Builders that are reluctant to spend marketing dollars don't buy photography. On the other hand, wouldn't some level of marketing investment (photography or not) help sell what little they do have?
Everybody's got their own issues and must make decisions that are right for them. Still, when I hear that "things are very slow" or "I've only got one listing" or "My listings are not expensive enough for professional photography", three things fill my mind:
1) Wouldn't aggressive marketing be a better strategy than passive (or no) marketing?
2) These people are SO underestimating what great photographs can do, even to mediocre properties, and
3) How much do they think I charge anyway? (my price list is open for all, and my wife assures me I'm not charging near enough)
Friday, December 16, 2011
2012 Coming...
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!
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!
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!
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