Marketing and branding are essential for becoming a leader in the AEC industry, and the right photographer is essential for your marketing. But before you reach out to photographers, you need to do your research. The questions below will help clarify your goals when hiring an architectural photographer.
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Define Your Budget
We all wish money grew on trees, but it doesn't. Top-tier architectural photography costs a lot of money, so it best to factor the cost into your original project estimates. That ensures you don’t have to cut into your profit margin.
One architecture firm I work with adds 5% to their initial fee. Others have a fixed budget that they decide on at the beginning of the year. There are many ways to budget for photography, but for many architects, especially younger, growing firms, it is easiest to budget for photography for each project.
Your budget will depend on your goals and the specific project. Some projects just need to basic documentation, while others need to be photographed well enough to compete with the thousands of projects the editors at Architectural Digest receive. What is important to remember is that marketing your brand should not be an afterthought. Budget for it from the start!
2. Determine Their Style
Architectural photography is an art, not a science. Every photographer has their own style and will capture your project from a unique point of view. Do you prefer a bright, ethereal look? Clean, crisp colors? Or maybe a dark, moodier feel?
One is not inherently better than the other, but you need to make sure the photographer is the right fit for your firm overall, as well as the specific project. In the long term, it is worth finding one photographer who meshes perfectly with your firm's needs. Using them for most of your projects will guarantee a consistent look and feel to your firm's branding.
3. Will You Enjoy Working with Them?
Let's face it, no matter how good an architectural photographer's work is, what more important is that you can enjoy working with them, and that they communicate clearly.
A beautiful portfolio can be misleading if the photographer lacks the necessary interpersonal skills to collaborate with you on the job. Their ability to adapt to different environments, and respond to challenges that may arise while maintaining a positive attitude, can make all the difference at the end of the day.
Photoshoots can be exhausting and stressful due to the intense decision-making, the physical exercise of moving furniture and gear, and the long hours. Being able to enjoy working alongside the guy or gal you hire makes it way easier!
4. What Is your end goal?
Keep the end in mind when choosing a photographer. Are you submitting the project for an award? You should look for a photographer with a style similar to the photos from past winning submissions. Better yet, find a photographer whose photos have won that award, or been featured multiple times in that magazine.
For important projects, 2 to 3-day shoots are not unheard of. You have spent years on a particular project, and photographers may need a few days to absorb the space and fully understand the vision behind it.
Most of the world will only see your masterpiece through photography and film. Building brand recognition and becoming an industry leader requires images that capture not just the spaces you create, but the essence of those spaces. Photography is a worthwhile investment, and being prepared will make sure you get the most out of it.
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