Once you figure out that you want to photograph interiors, it becomes ALL you want to do! When starting out as a photographer, though, you start to take on jobs of all kinds to make sure the bills get paid. ‘Oh, you need photos of Bobby’s 3rd birthday party? Yes, I absolutely can do that!’ ‘Your family needs updated photos for the Christmas cards? No problem!’ ‘Your company is having an awards luncheon? Why, yes, I do cover corporate events!’

So just how do you get to the point where you’re only shooting what you truly love?

Let me start by clarifying one thing. Despite what you see on social media and websites, the majority of photographers do indeed photograph a mix of things. Of course, some of the top names in the field no longer need to, but for most of us there are still some odd jobs mixed in every now and then. The idea is to minimize the odd jobs and get as much as possible of dreamy interior shoots.

So why does it seem like there are so many people specializing in and shooting only one type of thing? Essentially, because of the magic of social media. Sites like Instagram allow us to be selective about what we show and how we show it, so the image that’s put out to the world is very often nowhere near reality. This may sound like a terrible thing (FOMO anyone?!), but it’s actually a great tool that can help you grow your dream business. Which leads me into the first tip…

1. Show only what you want to shoot.

This means if you want to work with interior designers only, then don’t show family portraits and corporate events on your IG feed! Be selective with what you put out into the world because what you put out is what will come back to you. If you want to shoot more interiors, show interiors. Focusing in on that niche in your social media and on your website will make it crystal clear that you’re an interiors photographer. It presents you as a specialized photographer for that niche, an expert, and a prime candidate for serving the needs of local interior designers. Nobody needs to see that you photographed your uncle’s neighbor’s kid’s birthday party last week.

So just how do you show photos of interiors if you don’t have those clients yet? You hustle and create the opportunities. What I mean by this is that you photograph YOUR house, your friend’s house, your mom’s house… any space that you can. If it’s not a very beautiful or stylized space, then you can also photograph vignettes or details to help fill in your social feeds. Also, starting out with real estate or vacation rental photography can be a way in and a great way to build a portfolio! The jobs pay less, but can serve as a way to practice your skills and create new photos that can be leveraged to bring in new clients. Always look for ways to leverage your present into the future you dream of.

2. Talk the talk.

Another big shift you need to make in order to niche yourself and specialize in interiors is to change how you talk! When someone asks you what you do, you’re not a photographer. You’re an interiors photographer. Don’t be afraid to answer with something a bit more descriptive like, “I’m an interiors photographer! I specialize in working with interior designers to photograph home remodels.” The shift in language needs to happen everywhere, not just in your elevator pitch. This means you change your Instagram profile description, you rebrand your website and update the About page, you update your business cards… the whole shebang! Remember: what you put out into the world is what comes back to you.

3. Audit your circle and Media.

Finally, update the people you surround yourself with and the information you ingest so that it aligns with what you want for yourself. What I mean by this is that if you want to shoot only interiors, then you need to immerse yourself in that world. So if Instagram is your main social media, then you should be following designers and fellow interior photographers. If you seek out local events to attend, you should be looking for events that are design-related. If your current support group of fellow photographers is all wedding photographers, then it would be helpful to seek out some local architectural or interior photographers to talk shop with. It’s all part of immersing yourself in the role of niched expert photographer so that you can create the type of business of dream of.

4. One last note: be patient.

It’s easy to see gorgeous photos online and think that those photographers have always been that amazing. The reality, though, is that we all start at the bottom and work our way up. And that climb up to the top takes a hell of a long time. I began consciously niching my work in 2016, and it wasn’t until late 2018 that I was at 95% interiors shoots. And yes, that means that there are still the odd job here or there for other types of work! (Although now I only bend those rules for dear friends or long-time clients). Be prepared to shoot some more birthday parties or events as you grow your interior designer client list, and be kind to yourself when it takes a couple of years to reach a place of true specialization in interior photography. By the time Bobby has another birthday, hopefully you’ll be too busy with interiors shoots to photograph his party!

xo
Natalia