In the January 2012 issue of Printing Impressions magazine, there's an article by Vincent Mallardi (Printing in a Mobile World - 2012 Hot Markets) that pegs Real Estate as the #7 hot market for PRINTING. He claims that residential housing sales will "continue to sink" and the 2 million empty homes, not yet on the market, are foreclosed and repossessed. He expects 350,000 or so homes to sell in 2012, but at reduced prices.
HOWEVER, he expects strong growth in printed home-buyer guides, as well as in printed signage and marketing materials. If it's any consolation, he says that commercial real estate is in worse shape. He's just really excited about the growth in print!
I've got a foot in both camps. As a real estate photographer, it doesn't sound too encouraging. But, as a part of the printing ink manufacturing industry (one of my other hats), I can see a sliver of a silver lining in the cloud.
My experience is that larger, nicer homes are still moving. This is good for me because those homes respond better to good photography. I've also seen several hotels asking for photography, and several are undergoing interior renovations. It just goes to show that casting a wide net when seeking opportunities is a Good Thing, because nearly every event is good news for somebody.
Tuesday, April 3, 2012
Tuesday, March 6, 2012
Business Plans
A Business Plan is simply a structured way to increase the real chances of putting food on the table. A random transit through life, careening off the guardrails as we barrel down the highway toward the end of the road, is a good way to go hungry. Unfortunately, there are just enough lucky stiffs who actually do quite well with no plan whatsoever to make a lot of people think it can happen to them too. These are the same people who play the lottery.
Our business plan was to establish a core business by marketing to realtors, builders and hotels. This we have done. We've established a foothold and done some business with each group, and have developed a degree of brand recognition in the local housing/hotel industry. I confess, there's a little less there than I planned for, but between the economy and my still-growing understanding of where I fit, I suppose I could explain that.
The niche I hoped to fill was with wide-angle panoramas and 360° panoramic videos. I take pretty good still shots, but the panorama seemed an area where I could differentiate myself from other photographers.
The second part of the plan was to market on-site portrait services to families and groups, including churches and businesses. This has begun, albeit slowly, and I can see this growing to be a complementary income stream to the real estate work.
There are further parts of the plan too, but let's wait until later to discuss them.
I've pulled back the curtain on these "private" plans for one reason: when you see me nudging into areas beyond real estate, it's not a sign of a plan change - I'm in real estate photography for as long as I can see. That's my core business. However, I need to try to push into the other market areas that are in my business plan - it's that food-on-the-table thing. If I get fully booked for real estate, real estate gets my time. If there's extra time, though, I've got plans for other markets in addition.
Our business plan was to establish a core business by marketing to realtors, builders and hotels. This we have done. We've established a foothold and done some business with each group, and have developed a degree of brand recognition in the local housing/hotel industry. I confess, there's a little less there than I planned for, but between the economy and my still-growing understanding of where I fit, I suppose I could explain that.
The niche I hoped to fill was with wide-angle panoramas and 360° panoramic videos. I take pretty good still shots, but the panorama seemed an area where I could differentiate myself from other photographers.
The second part of the plan was to market on-site portrait services to families and groups, including churches and businesses. This has begun, albeit slowly, and I can see this growing to be a complementary income stream to the real estate work.
There are further parts of the plan too, but let's wait until later to discuss them.
I've pulled back the curtain on these "private" plans for one reason: when you see me nudging into areas beyond real estate, it's not a sign of a plan change - I'm in real estate photography for as long as I can see. That's my core business. However, I need to try to push into the other market areas that are in my business plan - it's that food-on-the-table thing. If I get fully booked for real estate, real estate gets my time. If there's extra time, though, I've got plans for other markets in addition.
Saturday, February 18, 2012
Thumbtack
I'm experimenting with Thumbtack.com, a referral service where people searching for a service can be connected with people providing that service. I'm hoping that there will be tons of people seaching for real estate photography or portrait photography.
They have a reasonable rate for photographers like me to purchase the leads so I can follow up directly with the service seeker. I'm excited about exploring this new way of finding potential customers!
Thursday, January 26, 2012
Special Correspondent?
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....
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....
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.
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