As a real estate photographer or home stager, you most likely work locally. At least, that's what I prefer. I don't think it's necessary to spend half a day in the car for a shoot or styling job when there is plenty of work just around the corner. Your online presence is crucial for your credibility as an entrepreneur. It's the place to show your work to a wide audience. But you also need local brand awareness to become the go-to expert in your field. Offline marketing for your business is important and not dead, even though many entrepreneurs think otherwise.

So, what can you do offline to grow your business?

1. Make a list of your prospects

Create a spreadsheet of businesses that could use your services: real estate agents, interior designers, architects, florists, furniture stores, construction companies, and property developers. Museums also regularly need professional interior photography. Don't forget bed-and-breakfasts, hotels, and holiday homes. One of my real estate presentation students even focuses on the interiors of luxury yachts.

Try to think outside the box as well. There are many possibilities, not just those directly related to your niche. Schools, fashion stores, even the dentist and the hospital. Every business is a potential client. They all have interiors that might be shown online or in brochures. A list on its own won't bring you clients, but it does give you a clear overview of the opportunities in your area. You have all the information at hand, which is always useful for future marketing actions.

2. Go to networking events

It might not bring you work straight away, but it is important to get your name out there. People like to work with entrepreneurs they know and are happy to refer them to others. Even small communities have networking groups that meet regularly. Find out where the potential clients on your list go. Many business associations have a member list on their websites. They are usually looking for fresh blood.

Ask your local Chamber of Commerce about any upcoming events. In our area, the Rabobank regularly organises meetings for entrepreneurs. There are also more exclusive groups, such as BNI Business Network International and the Junior Chamber. In many places, there are monthly open coffee mornings or breakfast meetings for entrepreneurs.

Of course, it is nerve-racking to attend an event or meeting when you don't know anyone, but it is an excellent way to meet other entrepreneurs in your target audience or people who know someone who might be able to help you.

Heb je er echt moeite met netwerken, maar geen moeite met Engels? Ik heb een online cursus netwerken gevolgd op CreativeLive. De cursus heeft me enorm geholpen en ik voel me, als introvert in grote groepen, een stuk beter.

3. Build a strong brand, both online and offline

Goede marketing begint met een sterk merk. Dus breng je merk naar buiten. Zorg ervoor dat al je marketingmateriaal: folders, brochures en visitekaartjes dezelfde look en feel hebben. Probeer ook eens iets anders dan anderen. Onze visitekaartjes zijn bijvoorbeeld vierkant van een ruwer, ecologisch verantwoord papier. Maar dat is niet alles wat je kunt doen. Een eigen ontwerp notitieboek, het hoesje van je iPhone met je logo en patroon! Er gaat geen dag voorbij dat een klant het opvalt en ze vinden het allemaal geweldig. In ons vak helpen we bedrijven en huizen op te vallen met vastgoedstyling en fotografie. Je komt veel geloofwaardiger over als jouw eigen styling zich echt onderscheidt. [Lees anders ook dit artikel even over branding.

4. Turn your car into a moving billboard

Ik heb in 2017 een witte Fiat 500 gekocht terwijl ik had gezworen nooit meer een witte auto te kopen (Ik wil sowieso geen nieuwe auto! Ik ben gek op mijn Fiatje!). Mijn vorige was ook wit, maar helaas bleek dat ik niet de persoon was om regelmatig naar de wasstraat te gaan. Mijn auto was dus niet bepaald materiaal voor marketinguitingen. Op mijn vorige zwarte auto had ik magneten met mijn logo, slogan en website. Helaas onderweg verloren midden op de snelweg, geen aanrader dus, stel dat zo’n magneet was beland op de voorruit van een ander! Bestickering is de veiligste oplossing.

But be careful. Do you have equipment insurance? Our coverage does not apply if something is stolen from my car when it is clearly visible that we are photographers. So check your policy before you put your logo all over your car.

5. Ask for referrals

Maak er een gewoonte van om elke blije klant te vragen om je aan te bevelen. Doe het kort nadat je voor ze hebt gewerkt. Op dat moment zit je nog vers in hun gedachten. Geef ze de vrijheid om je werk te delen op sociale media, maar vraag wel om je te taggen. De vermelding van de maker van het werk moet sowieso volgens de auteurswet, dus dat is geen gekke vraag. Ze zijn ongetwijfeld erg gemotiveerd om hun positieve ervaring en de foto’s met hun vrienden, collega’s en familie te delen. Betere marketing is er niet.

Create a few postcards featuring your best work, and give them to your clients to pass along to potential customers. Just add a small logo, website and email address on the back. Make sure they are nice to receive, so they are more likely to end up on a pinboard rather than in the recycling bin.

6. Leave your name everywhere

I already mentioned our branded notebook. When a client tells me they like it, I walk to my car and leave one behind. Always a nice surprise. Having pens printed with your logo and website is always a good idea. Let's be honest, everyone is always looking for pens. Keep them in your bag, and every time you see someone searching for something to write with, grab one and help them out. Of course, they can keep the pen. And your name will travel even further.

7. Bundle your services and create a clear price list

Your rates are also part of your marketing. One of the best things we have done for our business is create a clear price list listing all the services and products we offer. In addition to the separate items, we also offer packages that offer a small discount compared to the individual services. Most of our clients choose one of those packages. We can give them a discount on, for example, aerial photography or 360-degree tours because we are already on location.

Een ander ding dat goed verkoopt en dus op onze prijslijst staat, is seizoensfotografie. Voor makelaars en huiseigenaren is het een impuls om ons in te huren voor nieuwe buitenopnames wanneer het huis langer te koop staat. Niet alleen goed voor jouw marketing, maar ook voor die van je klant!

We do not list our prices on the website. We want prospects to call and ask for them. That first moment of contact is an opportunity to sit down with them and explain what we do differently and what they get for their money. If they can only compare our rates with the big players, we are dismissed straight away.

8. Send your clients a card

Finding a card in your mailbox is quite special in this digital age. When you send a handwritten thank-you card to your clients, they feel that you really care about them. Find out your regular clients' birthdays and send them a birthday card or a bunch of flowers if they are very good clients.

Don't forget to send them a Christmas or New Year's card at the end of the year. This way, you stay top of mind, and that is very important. When they need someone again, they know where to find you, and they are more likely to refer you to someone else.

9. Get to know your competition

Many home stagers and real estate photographers feel that this is counterproductive, but there are real benefits to knowing your competitors personally. You can refer clients who are not a good fit for you, and they can do the same. Also, if you can't take on a job because you are on holiday or sick, it is always nice to have a reliable backup for your clients. Our relationships with other home stagers and photographers in our region, some of whom we even trained through our courses, have been crucial to the growth of our business. Larger clients are more likely to hire me because they know we have backup available. So pick up the phone and schedule a lunch or coffee today.

10. Reach out to local media

Local newspapers, free local papers, and radio and TV stations are always looking for topics to share with their audiences. They need to fill their paper or show. Starting your business is a great opportunity to send a press release and announce a new service. You could write a monthly column with tips about real estate styling or photography, or a recurring feature with inspiring interiors you have styled or photographed. And of course, you can repurpose that content on your own blog.

11. Create a welcome package

Dit is een gangbare praktijk in de portret- en bruidsfotografiesector, maar het is ook een goede manier om een goede indruk achter te laten bij nieuwe klanten. Beantwoord in je welkomstpakket de vragen voordat ze de kans krijgen om ze te stellen en zelfs te reageren op vragen waarvan ze niet wisten dat ze ze hadden. Wij hebben bijvoorbeeld een welkomstpakket gemaakt voor onze particuliere klanten. Ze krijgen het boek [Maak van je Thuis een Huis, klaar voor de verkoop](https://www.pictureandspace.com/maak-van-je-thuis-een-huis/) en verschillende checklists om ze voor te bereiden op de fotoshoot en de bezichtigingen

12. Ask for reviews

Ik moet toegeven: ik heb er een spuughekel aan om complimentjes te vragen, zo voelt het vragen om een recensie voor mij. Maar ik moet wel en jij ook. Deel de positieve opmerkingen van je klanten in je marketingmateriaal, op je website en op social media. Recensies geven je bedrijf “social proof”. Ga maar bij jezelf na, als jij iets koopt, lees je toch ook eerst de ervaringen van een ander?

There are some offline marketing ideas here you can use to increase your visibility. I would love to know if you have any tips to add to this list so we can all benefit. Will you share your tip in the comments below?