As the signs of economic recovery begin to appear, I thought it might be useful to discuss some secondary markets that heretofore may have been missed opportunities for architectural photography sales.
Times like these often require a bit of creative thinking when it comes to finding new clients. Too often we think of our client base as being architectural firms, design firms, magazines and builders. Here are a ten suggestions for finding secondary market clients:
1. Professional offices - Specialty clinics, dental and orthodontic offices, cosmetic surgery clinics and centers, spas and retreats, law firms, manufacturers.
2. Car Dealerships - Especially dealership "groups" which usually have an ongoing need for promotional material.
3. Restaurants - Especially localized chains or unique independents.
4. Specialty Food Stores and Markets - There's been an upsurge in this market despite a down economy.
5. Real Estate Investment and Holding Companies - These are a bit more difficult to discover than other markets. However, you may want to peruse the business section of the newspaper for investment firms that specialize in real estate as their primary product. Often theses firms hold apartments, offices and other multi-tenant properties in their portfolio. These guys have taken a big hit, but competition has never been keener. If they are to survive, these firms will need to have solid marketing images.
6. High-end Condominium Developments (both residential and commercial) - The top end of this market is still spending money and buying solid architectural photography.
7. Fractional Ownership Properties - Don't think time-share. These are high-end properties that usually have only a handful of owners at a substantial buy-in level ($250,000+). Some developers are converting hotel properties into fractional ownership properties. Because of the price point, these properties require top-notch photography in their marketing materials.
8. Medical Centers - Hospitals, retirement homes, specialty care centers, assisted living centers. Business continues to grow for these firms, and most have in-house marketing directors.
9. Commercial Leasing Firms - Find out who the big boys are in your area and don't waste your time with the others. Only the top tier firms will have the budget for good architectural photography.
10. Architectural Product Manufacturers - These firms often require a bit of research to find. However, most hire photography of their products in finished installations. Landing a few of these clients will definitely help smooth out the ups and downs in your business.
Your pitch to all of these potential clients is the same: The need for great site photography that showcases their place of business and the amenities offered there. My experience is that many of the businesses in these secondary markets may not have even considered the advantages of great architectural photography.
Often these clients require a bit of education. I like to simply offer a proposal for architectural photography that I feel could benefit their business. I like to use phrases such as "signature property shots, branding shots" and "showcase views" to describe the type of photography I have in mind for their business.
The feedback I receive from the AIAP membership at large is encouraging. Obviously there's been some attrition in the market and competing photographers that were "barely making it" last year are likely out of business this year. The upside for the rest of us is that competition has been greatly decreased, and the opportunity exits to significantly increase our client base.
©2009 Alan Blakely
