SUMMARY
Nathan Cool, with 15 years of real estate photography experience, outlines seven rules for business success, starting with never competing on price. He argues that discounting traps photographers into being the cheapest option, hindering rate increases. Instead, he advocates for competing on quality, service, and reliability. Cool also advises against negotiating prices, viewing it as a sign of a client not valuing the work, and suggests explaining the value proposition. He recommends skipping expensive gear initially, focusing on learning core skills while saving money for the business. Diversifying clientele beyond residential listings to include builders, designers, and commercial property owners is crucial to mitigate market fluctuations. Finally, Cool stresses maintaining control over editing decisions, especially with the rise of AI, to ensure the final images align with the...
TAKEAWAYS
Avoid discounting rates to maintain perceived value and allow for future price increases.
Compete on quality, service, and reliability rather than price.
Do not negotiate prices; instead, explain the value of your services.
Diversify client base beyond real estate listings to buffer against market downturns.