If you’re a real estate photographer, what can you do when you want to charge higher fees, but you’re in an area where there’s a lot of pricing pressure?
During my weekly Group Coaching Call last Friday, I went through the things that photographers can do if they want to charge more for their work. Now I can’t go through what we covered in detail (because, you know, that’s super secret stuff for the members of my group), but I can give you this …
If you want to buy a new camera, does the place that is selling that camera influence what you would be prepared to pay in that particular store? It probably does, and here’s what I mean …
Let’s say you’ve got two stores where you can buy this awesome new camera body – a premium-level photography store in your town that is known for its excellent service, and an online store that you know nothing about.
What would you be prepared to pay for the camera at the unknown online store?
Now, what are you willing to pay at the premium-level store in town?
A lot of photographers would be willing to pay extra for a camera if they are purchasing it from a place that has a reputation for excellent customer service with knowledgeable staff, that responds quickly to enquiries, and that is well-known within the photographic community. Why?
What’s ‘positioning’? This simply refers to how you portray yourself to the market, and that gets translated into customer perceptions of what your target audience thinks about you and your business.
There have been a lot of studies done into positioning and the impact it has upon pricing, and the relationship is pretty clear – positioning and pricing are linked, so if you change one it’s a whole lot easier to change the other.
And that’s what we went through on our group call – what can a real estate photographer do to position themselves as the photographer equivalent of the premium-level camera store and not the dodgy online shop?
To make it as easy as possible for my photographer friends I’ve created a lot of the necessary tools already so they can get this stuff implemented quickly, but hey, that’s how we roll!
By the way, if you would like to find out how you can become a Real Estate Photography System member and be a part of these weekly group coaching calls, along with all of the other photographers that are now benefiting from this program, send me an email and I can send some information about what’s included and what it costs.
If you have any questions at all about what I do just shoot me an email and I’ll be on to it quicker than you can say, “I think I could do with a little help!” 🙂