Starting on your path to architectural or interior photography can feel daunting, especially if you have no connections or experience in the niche. Real estate photography becomes a natural first step because of how easy it can be to get these gigs. The need is constant, there are agents all over every town in need of photos, and their investment is typically pretty low. It’s important to keep in mind the differences between real estate photography and interior photography so that you can have a workflow that makes sense for each, but for most photographers it’s really about transitioning from one to the other. Real estate photography becomes the stepping stone to get to architectural or interior photography!
So how do you transition? It can be easy to get into a rut and stick with your usual clients, but that doesn’t let you grow into high-end projects with high-end budgets. So let’s break down a few things to keep in mind for a smooth and profitable transition from real estate photography to interior photography.
Develop your workflow
Real estate photography is fast-paced. You get last-minute requests for shoots, the turnaround needs to be very quick (usually within 24 hours), and the shoots should be quick as well. You do a home in about 1-2 hours, versus spending an entire day or two when working with designers. You’ll find yourself transitioning more easily if you already have a smooth workflow. What does that mean? It means you have a system and process for how you do things. You have a standard way of operating so that you can walk your client through each step with authority and clarity. You have a method for adding them to your client list, for easily creating and signing contracts, for invoicing, and for photo delivery. If you have your processes in place and clear, then when you begin doing shoots with designers you’ll just be making small tweaks. In other words, you’re not going to be a hot mess that’s reinventing the wheel in front of high-end clients.
If you’re still working on your workflow, that’s okay! Here’s what you’ll need to clarify for yourself:
- Where are you keeping track of your clients? This can be programs like 17Hats or Shootproof, or it can be a spreadsheet in your hard drive. However you do it, have your client list in one place for easy reference. This list should also have their contact info (email and phone number are a minimum) so that you can easily pull up their information when planning a new shoot with them. Read field not on "on-boarding clients" for more tips and information.
- What paperwork do you have them sign? Have a contract that you use for everyone, so for each new client or shoot you simply replace a few names and shoot specifics. If you’re not sure where to start, here’s more info on what to include in your contract. Also, be clear on your policies - let your client know that a contract is needed before the shoot or to reserve the shoot date. Be familiar with your contract so that if a client asks a question you can let them know exactly what they’re signing! We talk way more in-depth about what paperwork you need in field note "necessary paperwork for clients".
- How do you invoice and when? Are you taking payment via Venmo, Paypal, your own website, cash in person…? There are lots of ways to collect payment, and ideally it needs to be linked to an invoice that you send them. The invoicing helps to create a paper trail that gives your client proof for tax write-offs and makes your tax time a lot easier to calculate. Let you clients know when payment is needed (when they sign? When you shoot? When you deliver? Before or after delivery?).
- How do you delivery photos? Create a process for delivering photos easily. This can be Dropbox, WeTransfer, Google Drive… whatever you choose. Make sure it’s easy for you and easy for your client. Let your client know the wait time for delivery and what they can expect to see in their inbox from you.
Once you have a smooth and efficient workflow, you’ll be able to more easily move to other types of shoots! You can then adjust the wait time for photo delivery or you modify your contract for different type of requests… but you have a process that works as a foundation. One thing to keep in mind when creating your workflow is how the client experience is. These days, paperwork should be digital and you should be able to accept payments online easily. Easy and smooth process = happy clients.
Leverage your real estate shoots
This is one of my favorite tips because it can make a huge difference. Just because you’re shooting smaller gigs for real estate doesn’t mean you can’t experiment or get portfolio images! Try to get one image from each real estate shoot that is more architectural. Maybe you can get a lovely exterior shot of the condo building, or maybe it’s a beautifully lit vignette in the kitchen at the perfect time of day, or maybe you switch lenses for a tighter shot of the living room. There’s always an opportunity to get a photo that’s more architectural than real estate. Additionally, you may be able to do a quick little video for behind-the-scene footage to post on IG stories! Show potential clients that you’re working, you’re busy, and you’re loving it with little snippets or commentaries on the way to the shoot or afterwards (or a glimpse of the property if it’s pretty).
So what do you do when you photograph a place that’s totally not portfolio-worthy? Look for small moments. Or use a challenging lighting situation as practice, rather than for portfolio photos. If nothing can be in your portfolio from that property, then use it to learn something new or practice a technique. The idea is to leverage the small shoot that you’re doing to help you towards something bigger. Of course, if you’re shooting a beautiful property that is more portfolio-worthy, then try to fit in a few photos for your own use during the shoot!
Vacation rental shoot: This photo is a setup I would normally consider doing for a real estate or vacation rental shoot.It’s a small room, but this shows the main elements nicely, as well as the adjoining space.
Vacation rental shoot: Same room as the left, but this shot was an artistic decision. This arrangement was a good “moment” that shows the character of the decor (great for the homeowner!) and is also something I could potentially use as content for IG.
Look for the in-betweens
What the heck is that, Natalia?! I’m so glad you asked.
The in-betweens are the shoots that aren’t so cheap and quick as real estate, but aren’t so high-end and slow as interior shoots. There are lots of opportunities in these in-between gigs to get experience that can be yet another stepping stone into high-quality work! Examples of in-between shoots would be vacation rentals, home product photography, staging photos, or luxury real estate. Let’s talk a little about each one.
- Vacation rentals are an easy in because it’s still a booming market. Everyone is trying to get SOMETHING on AirBnB to make extra cash. The beauty of shooting vacation rentals is that they’re looking for more of an artistic eye and creative touches than real estate, but they’re not the big time and budget commitment that an interior shoot is for the client. These shoots do typically have higher rates than real estate (maybe you charge $400 instead of $200) because the photos will get much more use - they’re marketing the property and bringing guests 24/7/365. Decorative touches show the character and charm of a space even more, so you get a chance to be creative while giving the client a great set of photos. Use these shoots to bring in more cash than with real estate and to get a chance for more IG-worthy photos to show off!
- Home product photography is not as common, but can be fantastic. These shoots can demand higher rates like that of interior photography, but they serve as a great opportunity to slow down your shooting and focus on each photo more. You can really hone your technique when you slow down for product shots! For these, you’ll want to connect with businesses selling home products, and starting with local businesses is your best bet early on.
- Staging photos. The budgets for these are tight - usually like a real estate shoot - but the stager will typically be looking for more creative shots! Use these shoots as an opportunity to practice your interior photography composition and lighting without the pressure of a potential dream client watching your every step. Sometimes you’ll find that the stager wants to use the real estate agent’s photos. Be sure to let the agents know about usage rights and its limitations, and then consider offering the stager a licensing rate for any photos that she may want to use.
- Luxury real estate is very similar to interior photography in many ways, so this gives you great experience! The shoots are a little tougher to find, but once you’re in that circle of high-end agents the word will get out. Shooting luxury estates will give you lots of potential for portfolio-worthy shots and the rates you can charge are significantly more than your typical real estate shoot. Keep an eye out for these opportunities so that you can leverage the heck out of it!
Fine-tune your branding
Now that you’re getting some nicer photos for your portfolio, it’s time to change the branding. You want your website and social feeds to show that you’re an interior photographer, not a real estate photographer. Think of it this way: a high-end designer wants photos that could fit right into the pages of Dwell or AD, so they try to find someone who shoots that way. If they see real estate photos in your portfolio, you’re telling them that that’s what they’ll be getting. Always remember that what you put out into the world is what comes back to you. You can find lots of specific tips for growing your business with Instagram right here in this Field Note.
The same advice goes for your website as with your social feeds. Your website portfolio should be the best of the best of your work right now. This means you need to be extremely selective about what you show and it needs to speak to your target clients. It’s always a good idea to get feedback from fellow photographers if you’re having a hard time looking at your portfolio objectively.
Here's a walk through my IG feed from beginning to now. You can see how the content has gotten more and more curated. The personal or off-brand content is al...
Always be reaching out to new clients
I look at the idea of reaching out to potential interior clients as an opportunity to get on their radar. This is because there’s a good chance that they don’t need photos of a project right this moment when you email them, but you want them to know about you for when the time comes. You’ll want to do a little research before contacting them, so be sure to look at their social feeds, their website, and read their bios. When you reach out, make the email friendly, but short. Keep it simple, introduce yourself, let them know you want to work with them, and give links to your work. If possible, mention something personal about them or their work that you relate to or especially love. If you’re struggling with how to word this, I have some help in this Field Note about how to find interior photography clients! For more info about reaching clients who feel out of your league, take a listen to this chat with Rebecca Tall Brown from Office of Awesome.
The client for this shoot didn’t reach out until THREE MONTHS after I emailed her to introduce myself.
You just never know!
Get to know your community
The community you connect with may change over time. At first, you may be getting familiar with real estate agents in your area or fellow real estate photographers. Over time, you familiarize yourself with designers or experienced architectural and interior photographers in your region. You should be looking to connect with whomever you want to work with or learn from. If you’re having trouble getting out there or being seen, consider reaching out to an experienced photographer in your area that you can learn from. Most are open to talking shop and giving tips for improvement! If you have local events that are design-oriented, consider attending some in order to meet people face-to-face (as long as it’s safe for you to do so). You’ll be surprised at how friendly the world is if you’re the first to say ‘hello’!
(If you’re already working on your journey to interior photography and are looking for a group of fellow ladies to bounce ideas and questions off of become a Grove Member and connect with mentors and female interior designers around the world.
Don’t expect a sudden switch
You may be tired of doing real estate photography shoots, but the transition will NOT be quick. In fact, it may take years! Yep, I said years. Design projects can take many, many months to complete, so it makes sense then that most firms do not have a constant need for photos. I have clients I shoot for several times a year, and some that I see only once a year. So while you may get an interior shoot under your belt, be sure to keep the real estate work going as you built that designer client list! The real estate photography will become the bread-and-butter work while you build your dream client list. Even if you need to cut back on your real estate photography work a bit, it’s a smart idea to hang onto your best clients for a little longer until you’re sure that the interior photography will bring in enough income.
To begin bringing in design clients? You’ll need to do some rebranding and outreach. Take a look at these ideas for finding interior photography clients to get you started.
There is no one way to transition in your business, but the steps above should help you get clear on action items you can take towards transitioning from real estate photography to interior photography. I’ve said this before and it bears repeating - be patient with yourself. Growth takes time. What you see online from the top photographers is the finish line, but there was a long path of experimentation, growth, and rejection along the way. You can do it.
xo,
Natalia