How To Hit 5 Figure Months As A Photographer | $70k Month Profit Report

Does it ever feel like running your photography business just…isn’t working the way you thought it would?

You know you have what it takes: you’re smart, hard-working, and can picture yourself being super successful.

And photography isn’t just a side hustle for you anymore. You’re established…but you’re ready for your photography business to really work — like, pay-the-mortgage, build-your-investment-portfolio, support-your-spouse, go-on-vacations, spend-without-worry kind of work. And I don’t blame you!

You’re not alone — I myself spent years juggling photography with coaching a local cheer team AND booking side gigs in social media management, doing everything I could to make ends meet. I had the ambition — but I couldn’t figure out how to turn it into “real” income. 

Us photographers all want the same thing, for the most part — freedom, stability, & excessive income we can count on — right?

In the beginning, like most new photographers, I just wanted people to know that my photography services existed! Then, once I figured out how to keep my calendar booked solid year after year, I began to desire more free time and financial peace of mind. It was at that moment I knew I had to make changes in my photography business so that I could count on consistent 5-figure months as a photographer. That’s when I stopped doing what I thought I was supposed to do… and started building a business that allowed me to shoot less — and earn more.

5-Figure Months Are Possible for Photographers Willing To Do One Thing 

I’ll be transparent: I made $73k in one month as a portrait photographer — without weddings, without associate photographers, and without burnout. How? It’s simple: I figured out a way to collect larger invoices in less time.

But let’s rewind for a second, shall we? Because if you're anything like I was, that probably sounds too good to be true (even my husband asked to see the proof when I first told him about that month’s final numbers!)

You’re doing everything you thought you were supposed to:

• Responding to DMs and emails as quickly as you can

• Sending helpful client guides & emails

• Posting your work (and video content) on Instagram & TikTok.

• Managing bookings, running to sessions, squeezing in culling between everything else

You ARE showing up — every day, in all the ways. 

But the income doesn’t match the effort. What gives?

Then there’s also the pain of watching friends buy houses, travel, or grow families, while you’re seriously considering going back to a 9-5. It’s so valid to feel like, “How am I working this much and still not getting ahead?!”

You don’t want to shoot back-to-back sessions, with clients who haggle you about your prices, just to scrape by. 

You want margin. Freedom. Consistency. Respect.

As you should!

And if I had to guess, the only reason you yourself aren’t celebrating a 70k month right now is because of one (or all) of the following:

– Your price timing: you’re getting ghosted after sending your pricing, brochure, or inquiry magazine, or having awkward conversations about upsells after it’s too late
– Your business model: you’re met with silence when you offer artwork, or getting pushback from clients who ‘just want the digital files’
– Your personal brand: You’re spinning your wheels trying to find new leads, instead of being booked out 6-12 months at a time

Here’s the good news, though:

You don’t need to book MORE — you just need to present a simpler offer to your current clients. And that starts with understanding how profitable photographers actually run things behind the scenes.

Right now, you’re so focused on filling up your calendar that you choose pricing that won’t ‘scare people away’ — but sending your multi-package pricing guide out and hoping clients will select the most profitable one is not how $70k months work. 

I spent years testing different pricing structures… and only one was both profitable for me and preferable to my clients. 

There’s only one number that my clients need to consider when they book with me.

5-figure months as a photographer are very possible in every market

It’s easy to think that the only way to hit 5-figure months as a photographer is to book luxury weddings or accept that burnout is just part of a photographer’s job description

But really, hitting consistent high five-figure months is actually predictable when you do this one thing:

Simplify your pricing.

The more simple my pricing became, the higher my average sale.

I break this down in depth in my challenge, but if you want to start somewhere for free in the meantime, see my 70k month breakdown here.

Years 1–3 I was part-time, making less than $30K/year with photography.

Year 4 was the year everything took off — my first six-figure year.

And now, in Years 5–7, I’ve built a consistent, multiple six-figure business that supports my life, my future family, and my long-term freedom.

Here’s the thing, though — that leap didn’t have to take four years. If my focus hasn’t been so split in those early years, I have no doubt the six-figure growth that happened in Year 4 could’ve happened  SO much sooner.

Looking back, I can now clearly see what I was missing:

1) going all in on ONE type of client experience

2) a model that allowed me to charge four-figure prices — and feel confident doing it

3) investing in shortcuts (through coaches, programs, etc.)

Once I had that, everything accelerated. And then things like reps, branding, messaging, and sales skills became fuel to the fire. Now that the business is growing so quickly, it’s more about managing supply and demand — a prosperous problem I wish more photographers got to experience!

But most don’t. Why?

Not because they aren’t talented or hard-working –- but because no one ever taught them how to structure their business to create predictable, profitable, scalable income. A large majority of photography business models are stuck in a system that equates burning out with making a lot of money, as if one can't exist without the other.

That’s what I teach now. And truthfully? You can get there faster than I did!

5-figure months are about more than just money

Consistent 5-figure months (and multi-six-figure years) not only unlocks new options within my business (I call this "cushion" with my students), but options in my personal life as well. And really, what is more "rich" than having options to do as you please in your life and business? 

The money is great, of course, but it's really the extra time, the peace of mind, and the ability to re-invest back into the business to help it grow even more that feels the most rewarding.

The first time I hit $70k revenue in one month felt like a mixture of disbelief, but at the same time it felt like confirmation. 

I believe fully in the “flywheel effect” — once the right parts of your business are in motion, they just. keep. going. Even when you step away. 

This $70k month was a result of the momentum that has been built over the last couple of years.

I stopped worrying so much about presets, gear, going viral, etc. and started thinking like an entrepreneur: buying psychology, profit models, and investing. 

That shift from thinking like a photographer to thinking like a business owner was HUGE because I started making decisions about what to include in my business (and frankly, what to cut out as well) differently.

You don’t need to wait YEARS to hit six-figures, like I did. You need a model that allows you to do less — and make more.

If you’re curious about an actual breakdown of how this all comes together, I’m sharing the full behind the scenes analysis in my $70k month profit report.

I dive into what I did to create the momentum that changed my business and can change yours, too.

Your multi-six figure year starts here with a 5-figure month!

How to Create An Unstoppable Photography Client Experience

Wouldn’t it be amazing if your clients were excited to book with you—not just because of the photos you take, but because they can’t wait to work with you specifically? Imagine running a business where people don’t hesitate to invest, where word-of-mouth referrals keep your calendar full, and where clients leave their sessions thinking, “Wow, that was worth every penny.”

The truth is, high-paying clients don’t just buy photos. They buy trust, confidence, and a seamless experience. And that all starts with how you make them feel.

A great photography client experience is not just a series of steps that you rinse and repeat with every single client. Rather, having a standout client experience means that you, as the photographer, become someone who is SO confident at adapting to any sort of question, circumstance, or obstacle that may arise. In a way, a client experience is less of a “series of steps” you provide and more of a “skillset” you possess.

Have you ever felt like people don't take you seriously because you're too young, kind, or warm?

Or maybe you have a hard time connecting on a personal level with your clients because you really prioritize being a professional…

The good news? You don’t have to pick between warm and authoritative. Let's talk about how you can be both!

Studies in psychology (Harvard Business Review) show that when people first meet you, they subconsciously assess two things:

Can I trust this person? (Are they warm towards me?)

Can I respect this person? (Are they authoritative?)

If you’re only warm, people like you—but might not take you seriously.

If you’re only authoritative, people respect you—but may not feel connected to you.

So how do you craft a seamless, high-end experience that keeps your calendar full? Let’s talk about two things you should be doing—and two things to avoid—to make your client journey unforgettable.

DO: Set the Tone Before They Even Book

📍 When to do this: The Pre-Booking Phase

Before a client ever reaches out, they’re forming an opinion about you. Your website, Instagram, and inquiry process should all send a clear message: that they are in the best hands!

✔️ Warmth: Use approachable, inviting language in your emails and captions. 

✔️ Authority: Have clear pricing, packages, and next steps. Confidence sells—clients should feel like they’re stepping into a well-structured, professional experience.

Here are two examples. Instead of this:

“Thank you for your inquiry [polite, but not warm — you want your lead to know that they’re special]. To move forward, please see the attached pricing sheet, and let me know if you have any questions.” [lacks authority — unsure who’s leading the conversation, open-ended next steps]

Try this:

“I’d love to celebrate you! I see you go to XYZ High School, congrats on your big win last Friday! [warmth — friendly, specific, attentive] To save time and see if this is a good fit, the next step is to set up a consultation call with me: (link).” [authority — firm, clear] 

DON’T: Make Them Feel Like One of Many

📍 When to watch out for this: The Pre-Session & Session Day

Nothing kills the photography client experience faster than feeling like just another name on your calendar. While automation is important in order to scale, if your process is too one-size-fits-all, clients won’t feel personally valued.

🚫 Avoid automating every single part of your email communications — add personal touches like their name, session location, or something fun they mentioned in conversation.

🚫 Get into conversation with your clients to learn about their vision and personality. Even knowing small details about their pets, extended family, or heritage opens up so many opportunities to customize their experience.

DO: Go Beyond What’s Expected

📍 When to do this: Post-Session & Follow-Up

People don’t remember what you do as much as how you made them feel. Surprise and delight your clients after their session, and they’ll become lifelong fans.

✔️ Warmth: Send a handwritten thank-you note or small gift to show you genuinely care.

✔️ Authority: Deliver their final images in a way that feels premium—think high-end packaging, a beautiful online gallery, early delivery, or a bonus print.

DON’T: Disappear After the Session

📍 When to avoid this: The Follow-Up Phase

If your last interaction with a client is sending their gallery and an invoice, you’re leaving money (and referrals) on the table. Post-session is where the money is made!

🚫 Don’t assume they’ll refer you—ask! A simple, “I’d love to work with your friends & family!” goes a long way.

🚫 Avoid missing out on reviews—make it easy by sending them a direct link and a short prompt.

Ultimately, the thing between you and clients that feel taken care of, trust you, and invest at a high level is a solid client experience. 

An established photography client experience gives you:

• A reputable brand as the go-to photographer in your area, known for so much more than just great photos.

• Consistent word of mouth referrals — the best kind!

• The ability to charge higher prices, as clients go out of their way to pay more for an elevated experience.
  
  

Cleaning up your client experience skills will prevent a few things, too:

• Miscommunication & confusion are much less common when clients know exactly what to expect and have no “last-minute” surprises or misunderstandings.

• Burnout: Once you master premium pricing AND client experience — you’ll unlock the power of CHOICE. You’ll get to  choose your volume level based on the season of life you’re in. Want to book more and earn more? Go for it! Ready to take fewer clients and spend more time with your family? Not a problem. With premium pricing, your bank account is looking good either way!

• Turning leads into luxury clients: Did someone say effortless marketing?! No more struggling to find new leads, since every client you work with becomes a passionate ambassador for your business (and often becomes a repeat client themselves!).

When your client experience is dialed in, everything in your business feels smoother, more profitable, and more enjoyable.

After mastering my own client experience, I unlocked a business model that attracts leads effortlessly, converts at a 90% rate, and generates four-figure sales per client.I was able to more confidently share my premium prices, enjoy a steady flow of referrals from happy clients, and build a reputation that does the selling for me. 

If you’ve ever struggled with how to show up via email to make sure you’re not leaving money on the table with your clients, I can help! 4-figure portrait photography bookings aren’t out of reach when you have the right tools. Check out my freebie to learn the exact 3 email phases I go through with each of my 4-figure clients.

How To Make More Money As A Photographer

Let me guess — you wish you were making more money as a photographer. Right?

Listen, what I know about you is this: You are so talented at what you do. You’re passionate about capturing beautiful moments and creating images that make your clients stop with their jaws dropped and say, “Wait whaaaat?! I can’t believe that’s me!”

You know you just nailed that session. You’re proud of the images, and you can already see how thrilled your client is going to be when they receive them.

You send over the gallery, and you’re excited and hopeful. You think, “They’re definitely going to upgrade. They’re going to want all these images—how could they not?!”

But then… crickets.

Maybe a day goes by. Maybe two. You don’t get the upgrade notification, and suddenly, doubt creeps in. You start second-guessing yourself:

“Was my pricing too high?”

“Should I have given them more time to decide?”

“Maybe I should just email them again and remind them…”

Here’s the truth that might sting a little: It’s not that your pricing is wrong, and it’s not that your clients need more time. Actually, it’s the opposite.

A common myth I hear is that the best way to make more money as a photographer is by offering gallery upgrades.

When you deliver an online gallery and leave the decision entirely in the client’s hands, it's passive. You’re hoping they’ll see the value on their own, and crossing your fingers that they’ll take the time to review, discuss, & upgrade on their own.

But, believe it or not, HOPE is not the strategy that will get you (or your clients, frankly) the best possible outcome.

Your clients are busy. They do love their photos, but they don’t always have the time or energy to scroll through the gallery, weigh their options, and make decisions. And the longer you give them to decide, the easier it becomes for them to get swept back into the current of everyday life, forgetting about it entirely.

Here’s the thing: It’s not about giving them more time—it’s about giving them LESS time and MORE guidance.

What to do instead? Position yourself as the expert.

Become the trusted guide that walks them through their options every step of the way. You're not "putting the ball in their court" and expecting them to take action. Rather, you're right alongside them from inquiry to sale.

Another way to close the deal? Make upgrades irresistible.

For 4-figure sales and above, you need to be offering multiple types of upgrades that have a lot less to do with images, and a lot more to do with each client's unique story and needs.

The third route to a no-brainer? Master your messaging.

With love, this hands-off gallery approach is not the way to scale your business to six figures and beyond without burning out.

The good news, though, is that there’s a much, much better way.

In fact, there’s a way to work with your clients so that they’re excited to pay you three times what they paid for the session. A way to serve them at a higher level and build a business that gives you true financial freedom AND time freedom — and not just a packed calendar.

This is the shift that will change everything for you. And it starts with knowing what to say and when to say it.

I hear from my students all the time that since they don’t live in a luxury area, the clients in their market simply won’t pay higher prices. I know successful photographers who charge luxury prices who operate in small towns with corn fields in their backyard! 

These are limiting beliefs that unfortunately are far too commonly accepted in the photography industry. It's almost like a comfort blanket that helps photographers justify playing small. 

Anyone who wants to generate wealth as a photographer must have the courage to say, "You know what? No. I know what I'm capable of, I know I can do this. If anyone can build a successful, profitable photography business, it's me! I'll figure it out. I'll learn from the best. I'll surround myself with people who have done this already."

There is always a solution, always a way to make more money as a photographer, no matter where you're located. If you don't book the luxury clientele, someone else in your area will.

6 Tips for Photography Business Growth: What NOT To Do

The key to photography business growth isn’t just about adding more to your plate — it’s about understanding what thoughts and habits to let go of to catapult you forward. There was a point in my business where I was saying yes to virtually any photography inquiry that landed in my inbox simply so that I could justify my decision to have left my corporate job just months earlier. Realizing I was now going to have to pay for health insurance, figure out my own retirement plan, and pay my rent meant one thing: anyone who was willing to pay me was going to get photographed! 

If I'm honest, I was a little scared, wondering if having a photography business was this temporary, somewhat-financially-helpful hobby, or if it was going to launch me into the ambitious, high-level career I had always dreamed of.

I wish I’d had a helpful list of things NOT to do in this phase, so I’m happy to pass this photography business growth information along to you, another photographer looking to level-up!

1. Don’t underestimate the power of specializing (aka “niching”)

The question of whether or not to niche is common.

Yes, in the first year or two of your photography business, saying “yes” to all kinds of photo gigs is important so you can test out what you enjoy/feel naturally good at.

I get it! As a photographer, you don’t want to be put in a box or find yourself photographing the same type of client over and over and over again. But a photographer who wears a business hat just as much as a creative one knows that in order to scale your business to the point where you can leave your other job, enjoy financial freedom, and maximize TIME freedom — becoming the go-to for one niche is the wisest business move.

In other words, don't try to be everything to everyone – narrow down to your ideal client instead of accepting every type of booking.

Note: It also makes sense to do what I call one primary niche and one complementary niche, like:

• Seniors and families

• Weddings and boudoir

As these clients overlap, it gives you a chance to work with them multiple times without diluting your brand specialty.

2. Don’t worry too much about a logo

I still remember making my logo from scratch in Photoshop while on a babysitting gig in college — I was left deciding between a lovely, clunky black and white sunset or an 80s-esque colorful triangle situation (Let's just say, it wasn't my branding that got me booked in the early days). 

Instead, I focused heavily on client service (leaning into how my clients FEEL, not just how they LOOK). Simple things like showing up early, delivering images on time, and accommodating requests (to an extent) left me with a LOT of happy clients who were telling their friends about me. Then, once I had a great year with lots of profit to show for it, I hired a professional designer to re-design my entire brand — colors, logos, patterns, icons, submarks — you name it. 

In the meantime, there are so many great free tools like Canva to get started — to start, make your logo something that has your name in it. Personal brands are powerful! Plus, you can always change it later.

3. Don't underprice your services

If you're starting your business from absolute scratch without photography experience, then practicing is crucial before you start working with paid clients. At first, rather than positioning sessions as "paid photoshoots," think of them as "portfolio builders" or practice sessions. Once you have enough sessions to a) feel comfortable moving through a session and using your camera properly, and b) have a portfolio that represents your body of work — then it's time to start charging!

A lot of photographers overthink pricing when it's actually quite simple. When you're getting started, meet the market rate. Not less. Then, as your demand grows (and with the right specialization and business skills, it will), then you raise prices to level out demand. Didn't think you were stepping back into economics class, did ya?!

Then, when you’re ready to really scale your business financially (i.e. booking 4-figure clients consistently), there's one ESSENTIAL shift to be made at this point  (what my students know as a luxe upsell method) 

If you find yourself consistently booked, but feel like you're “missing something” when it comes to achieving financial freedom as a photographer, check out my free guide, luxury client email prompts: 3 non-negotiable phases for 4-figure bookings.

4. Don’t skip contracts

Always have a contract, even for friends or small gigs. Contracts protect you (and your client) and sets professional expectations about deliverables, deadlines, payments, reschedules and cancellations. 

Not only that, but peace of mind that your assets are protected is priceless!

This is also why having a CRM like Honeybook is great — you can manage client contracts, payments, and emails all in one place.

5. Don’t forget about taxes

Most of us photographers didn't realize we would end up in a career that requires us to be tax-savvy rather than just collecting our W-2 during tax season — but… here we are.

Do not forget to set aside a percentage of every payment for taxes to avoid any unwelcome surprises come tax season. Hire a tax professional to help you with understanding the best legal structure for your business (LLC, sole proprietor, etc.), setting up a business bank account, and knowing how much to set aside with each transaction.

6. Don’t miss out on 4-figure sales messaging

It's true — there is a photography world where collecting $1,000, $2,000, $3,000+ sales on repeat is the norm (even 5-figure sales in many cases) — but never without the right messaging.

One of the most common mistakes to avoid in order to get closer to luxury clientele who refuse to work with anyone BUT you? Here it is: do not overload potential clients with unnecessary details; instead, issue just the RIGHT amount of information at the RIGHT time.

Not sure what you're missing when it comes to luxury client emails? Download the freebie to learn the exact 3 email phases I go through with each of my 4-figure clients.

For me, the most challenging things I encountered as I strove for photography business growth were pretty simple. First of all, the “noise” of “markets are saturated” and “the algorithm is against us” etc were not true at all. Secondly, I was accepting way too many bookings. It felt great to be in demand, but after a while, going out on sessions constantly (sometimes multiple in one day) started to take a toll on my creativity, and even the way I served my clients. It was at that point I knew it was time to make a pricing (and business model) shift.

In between all the low-paid gigs, I would research master's degree programs and local job openings. I never felt completely confident that this thing was going to "work" — until one month it clicked, I figured out what it means to serve premium clientele instead of mainstream clientele. After that, everything changed. No more wedding bookings — I didn't want to work on weekends! No more birthday parties, heart-racing proposals, or couples sessions. I had done enough sessions to realize what I was best at, and planned to channel my energy into premium clientele completely.

What started as a side-gig editing photos from a small laptop on the Ikea desk in my own bedroom has since grown into the multi-six figure, streamlined, manageable senior photography business of my dreams. Are you ready to learn more about making your dream photography business a reality?

Day In The Life Of A Senior Photographer | Photography Business BTS

As a senior photographer, there are a lot of things I love about my job. One of the things I appreciate most is the flexibility and freedom it brings into my life. No two days look the same, but the beauty is—I get to design my own path.. Join me on a breakdown of a typical day in my life as a senior photographer and see behind the scenes with a business owner!

My Hatch alarm (ocean noises, thank you very much) clock goes off before the sun. I love getting a head start on the day — there’s just something about that hour that feels like you’re ahead of the ball, and for a business owner, there’s hardly a better feeling!

I'm loving taking pilates classes in the morning, or heading to the gym for a little strength training. I call this input/output time — input in the sense that I use this time to listen to a podcast, training or course. Output in the sense that I'm getting blood moving in my body, which helps fresh ideas pop into my brain! Some mornings, just a quick walk outside is all you need to get the creative juices flowing. Once I'm home, I read 10 pages of a non-fiction book (every single day!), make a cup of coffee (Nespresso’s maple flavor is currently my fav), set my action items for the day, and get ready for calls and photoshoots.

As a business owner, every day is different. Mondays are my consultation days, where I meet with potential clients and design their sessions with me. Tuesday through Thursday are photoshoot days, most often, but since sessions are either early morning or late afternoon, the middle of the day is spent editing, designing artwork for clients, creating content, or coaching other senior photographers. Then on Friday I play the role of babysitter for my nephew Bennett, which is one of my favorite perks of making my own schedule. I'll spend a couple of hours playing with him while my sister gets to catch up on work or get some alone time, and then the three of us will go out for coffee and a walk by the beach. The dream! 

I wrap up the week by planning the next week every Friday afternoon. That's a must for me! I have an hour reserved every Friday for what I call "time block planning" (cuter name coming soon but… you get the idea) where I refer to my master to-do list, and pull out certain tasks to drip into the next week's schedule. As a business owner who relies on her calendar to keep things running smoothly, this is probably THE most important hour of the week!

Depending on what’s going on that day, I sometimes start work at 9AM and finish around 8PM since I’ll often take photos at sunset. For that reason, I always try to take extended breaks during the day, maybe for a few hours, to balance out the workday and make sure I'm taking time to connect with my friends, family, & self! 

When you really enjoy what you do, those days that seem long on a calendar absolutely fly by. As the gal in charge, I’m also able to block off days at a time, take a half day, or travel the world for a month if I feel the need! As a business owner, you get to decide when to work and when to play, without needed pre-approval from upper management. The fact that I happen to love both work and play is just the cherry on top of it all! 

When it comes to work/life balance, my husband and I are definitely in a season of building as we say. We know that every day of intentional work is laying a brick into the foundation of our future. And, to be honest, it feels really good.

So in that sense, the work/life balance does tend to lean into the work side more often, but it also feels like a part of our life too — we both work in "the people business" and get to spend our days with so many great people. Our clients keep us energized and we both work in beautiful, outdoor settings (I mean, I listen to waves crash on the sand for a living). So right now, we're actually thankful that work and life harmonize so well for us. 

My favorite ways to unwind are travel, sushi dinners with my girlfriends, reading a Kristen Hannah book, watching Survivor with my husband (we've seen every single season), spending time with my family, and beach days with my surf-obsessed parents. Even in our season of building, it’s important to have some downtime! 

On the work side, having help is such an important part of growth. I realized lately there’s a whole village in my life and business now! I have a Pinterest/blog manager, a virtual assistant, an editor, interns & in-person assistants, a print lab team, a senior rep team (grab my freebie to learn more about having your own rep team), an accountant & bookkeeper, business coaches, and a financial advisor. Asking for help isn’t a weakness, it’s a strength for any business owner.

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A post shared by Jenna Lesoeur | Senior Photographer (@jenrenpro)

I've invested tens of thousands of dollars in coaching & mentorship in recent years, and the return on my investment always comes back in multiples. I spent far too many years in my business completely alone, sort of "white knuckling" this whole business thing through trial and error. Hiring experienced mentors I trusted, with proven track records, basically pushed me forward years (and, when taking compound interest into account, decades) in a matter of months.


Specifically, I've been trained in sales skills, entrepreneurship, life coaching, messaging, sales events, and, of course, photography! To be honest, I don't think I'll ever be without a coach or mentor who is several steps ahead of me. It's the best way to grow.

When it comes to growth, remember that roots grow down before they grow up. Growth downward is still growth! For the business owner working so hard and/or searching for clarity in your business, you can appreciate the fact that your roots are growing down. Same goes for an investment, risk, sacrifice or leap into a decision — roots grow in the dark, where no one can see. The longer and stronger the roots, the stronger and more durable your growth. Water it, grow down, and repeat. “Fruit“ will be your natural byproduct.

Every business owner starts somewhere — I know what it’s like to look around and realize I’m capable of more. I can pinpoint the moment I knew I could create a life where I got to make my own schedule, make a living being creative, and serve others well in the process.

If you’re looking for more flexibility in your life by building a successful senior photographer business so your days can look a little more like mine, there are ways I can help you! 

Check out my new challenge, the Shoot Less Make More Challenge — 5 days to give you a head start on mastering the art of creating predictable financial stability in your photography business.

Also make sure you’re following me on instagram @jrpuniversity for ways to improve your craft, increase your impact, and invest in your future.

4 Ways To Create A Standout Senior Rep Program | Senior Photographer Education

Wouldn't it be cool if you could have a senior rep program SO signature, that students from out of your state reach out to ask if they could be a part of it? To build a standout senior rep program, you must learn to master the art of reading the (ever-changing) room:

1. Probe pop culture

Keeping your finger on the pulse of popular (“pop”) culture keeps your photo shoot themes fresh and relevant, while still being different from photoshoot concepts already made popular online.

Seek out inspiration from events like the Met Gala, the superbowl, TV series, movies, TikTok aesthetics, or popular concert tours.

Examples: Bridgerton, Eras Tour, Barbie, Coastal Cowgirl

You can also pay attention to recycled ‘vintage’ aesthetics that are rising to popularity again. 

Examples: 90s/y2k and its low-rise jeans, bright colors, & platform shoes

Don’t forget to include a classic, tried-and-true theme into your annual group photoshoot schedule, too. — just be sure to add your own personal twist to it.

Examples: USA, but in an airplane hangar instead of a field, or shot completely on film.

Note: there’s a fine line between a cool, new concept and something SO out there that students may be hesitant to participate in. Pop culture that’s relevant to your generation will likely be different from what’s relevant to teens — the next point will help you strike the balance.

WHY IT MATTERS: Choosing photoshoot themes that excite will encourage more people to apply for your program, and catch the attention of seniors (and their parents) online.

2. Poll the audience

Sometimes it can feel like knowing what teenagers like and don't like feels like you're speaking a different language than they are, and in some ways…you kind of are!

The best way to get inside their mind is sometimes to just ASK!

On social media:

Utilize the poll features on social media to ask students which themes they'd like to see for next year's photoshoot schedule, what their current favorite coffee or boba tea shop is (jot this down for the meet and greet), and which makeup or skincare product they would want most for their birthday this year (jot this down for their surprise welcome gift).

On your application: 

Another way to do this is to add a question to your senior rep application that allows THEM to tell YOU which photo shoot concepts or locations they've been wanting to try.

Interestingly, I've been seeing more seniors than ever before use words like "different," "unique," and "never done before" in their applications. Now that social media has been around for a while (especially to this generation), it's less likely to come by completely original ideas or inspiration online. So, why not go straight to the source and hand them the mic? 

On set:

Get into conversation with your current team & team parents and ask them for feedback. There's hardly anything more valuable than being perfectly in tune with your students (and their parents) so that you can make well-informed decisions about your program going forward.

WHY IT MATTERS: Your client wants to feel heard. Making the extra effort to incorporate their suggestions and feedback builds trust, and the type of client experience that’s going to have them raving about you and your program to their friends and family.

3. Pinpoint the generation

Your program serves two groups: the student and the parent. Knowing this is essential, but still not enough. You also need to account for which generation each of your clients belong to in order to earn and retain their attention.

For example, a Class of 2012 senior model team (millennial students and boomer parents) will be motivated by and attentive to completely different things than a Class of 2029 team (Gen Z students and millennial parents).

The way they respond to messaging and promotion depends in large part on their generation.

Are you still designing your senior rep program to cater to millennial student behaviors? Get to know Gen Z now, and when the time comes, transition your business and marketing to better serve Gen Alpha.

Psst - the last Gen Z student graduates in 2028.

Class of 2029 will mark the beginning of an entirely new generation!

Ways to do this: reading, social media observations, get in conversations with them

WHY IT MATTERS: knowing your audience acts now is one thing, but studying their behavior in a way that helps you predict what’s coming next empowers you to be a first mover in your market

4. Peek-a-boo product placement

If you’ve tried having a senior rep team before and the people on your team just didn’t “work” — it might be time for a new marketing strategy. The good news is, I’ve got one!

Despite popular belief, the most successful rep programs are not the ones whose students do the most work. Gone are the days of requiring your senior ambassadors to pass out a certain amount of promotional cards to their peers, or insisting that they themselves carry the responsibility of bringing you a certain number of leads. Your program will help you book out your calendar only once you yourself, as the photographer, master the finesse of marketing your program first, and your business second.

One way to do this is with subtle, peek-a-boo product placement.

Today, this is more indirect (and more effective) way to market.

Lean into trends that are popular with teens now (for example: I’ve noticed my clients start to wear more oversized sweatshirts rather than fitted sweaters, and more baggy pants rather then leggings or skinny jeans)

Plus, now that you’ve studied the generations your serve, you know that:

Gen Z and Gen Alpha are known to be adverse to advertisements

99% of Gen Z consumers will hit ‘skip’ on an ad if it’s an option

86% would be more inclined to buy a product recommended by a friend than a paid influencer

When designing wearable merchandise for my team to sport, it’s important to make the design subtle enough that it doesn’t scream “this is an ad!!!” but interesting enough to catch attention and get people asking questions.

If they’re more likely to wear it with their peers, you’re now creating at the very least subconscious brand awareness with them.

Another example of this is branded cookies placed in year-end gift boxes. Subtle, cute, aesthetic, attention-getting, thoughtful, and ultimately…post-worthy!

WHY IT MATTERS: Authentic, word-of-mouth referrals are still the best way to grow your photography business. Offering indirectly-branded merchandise that excites is a key to increasing your brand’s awareness in your area.

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Standing out can also mean “to make an impression” and “to shine.”

At first, having a standout senior rep program means that a client will hear about you and your program for the first time. Whether by word of mouth, on social media, or otherwise…you’ve gained exposure. In essence, you’ve made an impression.

Then, once they’re aware of your photography business, the team, what you offer, etc. — now, standing out means you “shine” with your personal brand touch. This is what guides them to a well-informed decision that is the best fit for their family. In this sense, standing out is the difference between someone simply knowing about you and choosing to ignore you, and someone who eagerly signs up for your program as soon as they get the chance.

The exposure piece helps them FIND you.

The personal brand piece helps them CHOOSE you.

My standout senior rep program changed the game for my senior photography business.

The results from my senior rep program speak for themselves. Once I had my program established, I no longer had to work weekends or book photography gigs I wasn’t passionate about and I went from generating less than $10,000 in annual photography revenue to achieving my first 6-figure year. I know from personal experience how valuable these rep programs are, which is why I am so passionate about other senior photographers having a rep team of their own!

Take their word for it!

My rep team families come in for great photos, which they get! But what they’ve told me pleasantly surprised them was the bonds made between the team, and the organization and seamlessness of it all.

If your goal is to book more senior sessions, what you DON'T need is a copy-and-paste program that costs you valuable time and money without bringing you any new leads.

What you DO need is a standout program that's true-to-you, profitable, creative, & important to your local community. And setting yours up is easier than you think.

Have you tried the whole “senior rep” thing, but haven’t seen success? Check out my free guide for 5 more tips for starting OR scaling your own senior rep program in a way that actually leads to more senior bookings without being more expensive than it’s worth!

4 Reasons You Need A Senior Rep Program As A Senior Photographer

To have a senior rep team, or not to have a senior rep team…that is the question.

Any time I explain to my senior photography students or even people outside of the photography world how I've designed my senior rep program and made it an integral part of my photography business (read: being booked out year after year, baby!), they often stare into the distance for a second and then come back with, "Wait...that is genius." It works — I'm telling you. But don't just take my word for it, check out the evidence below to see for yourself!

First, what is a senior rep program? It is a curated team of qualified high school students who represent your senior photography business throughout their senior (and sometimes even their junior) year. Having a senior rep program empowers photographers to make a name for themselves in their local senior photography market and grow a raving, referral-based business. At the same time, a senior model program that is set up effectively will be profitable, effective in drawing in qualified leads, and honestly… a whole lot of creative fun, too!

My senior photography business experienced a night and day change once I implemented my improved senior rep program model. I went from generating less than $10,000 in annual photography revenue to hurdling past my first 6-figure year. These results speak for themselves when it comes to whether or not I think senior photographers should have a senior rep program, but we can break down the “why” even further.

1. Social media is always changing, but word-of-mouth is forever

While senior photography client leads can come from numerous sources, like Pinterest, Instagram, TikTok, your website's SEO-optimized blog, print marketing, mail campaigns... there is one referral source that most often brings eager, kind, ready-to-book leads into my pipeline — and that is, people who heard about me from someone they know that took their senior photos with me.

So how do you get more people to talk about your business? You kick up dust. Make a splash. Become visible in your market.

Easier said than done, sure — but the truth is, NOT having a senior model program could be costing you some seriously awesome clients.

According to a study by Nielsen, 92% of consumers trust recommendations from friends and family over all forms of advertising. Another study by McKinsey found that word-of-mouth is the primary factor behind 20-50% of all purchasing decisions.

Knowing how to nail personal networking AND social media with video marketing skills is non-negotiable in today's photography business landscape.

TL;DR:
Having a senior rep program means leaning into personal networking FIRST, and social media second. A strong personal network in the senior photography space leads to warm, often pre-qualified word-of-mouth referrals, regardless of what 'the algorithm' is doing.

2. Don't know what to post? Group photo shoots are a content creator's dream

Do you ever feel like you want to attract more senior photo clients, but don't have any exciting senior-related bookings or events coming up on your calendar? Having a senior rep program means having beautifully styled, fun photo events taking place on your calendar year-round, so you'll never NOT have something to share online.

Senior rep events and group photo shoots are perfect opportunities to share what it's like to work with you — plus, you can market both your rep team AND regular senior photography portrait services at once.

There's a lot of talk about "showing your face more" and how important having a "personal brand" is for business owners in today's photography business space. For a while, as social media carved its path into more traditional, faceless marketing tactics, many business owners dragged their feet when it came to showing up online. The thought of filming ourselves, having to learn how to edit videos, and facing the fear of being perceived by strangers on the internet was daunting. But what if we re-framed those thoughts? What if incorporating video marketing into our social media strategies could be fun, quick, easy & effective?

Video marketing, short-form and long-form, is here to stay, and storytelling will become more important than ever for the success of your photography business. If you have any content-related goals this year, let it be this: prioritize setting your content apart from the rest through storytelling! Check out this reel for more on how to do it!

TL;DR:
Content is about more than just your usual bookings. You can utilize your senior rep program for portfolio work and behind the scenes storytelling to boost your marketing to the next level.

3. They build lasting referral sources

Unlike marketing strategies like paid advertising, offering discounts, or time-sensitive mini sessions, a well-designed senior ambassador program will attract high quality leads who want to work with you specifically year, after year, after year.

You see, a senior rep program takes on what I teach my students as the "Rep Ramp" — a 3-part process where the rep team is established, grown, and, finally, free to run on autopilot. While having a rep program is a long-term marketing strategy, the beauty of it is that you're planting seeds now that will reap bountiful harvests later, like:

-when your super unique group shoot photos become found on Pinterest 2 years after they're taken, or 

-when the younger siblings of your current rep team's member finally become a senior and refuse to work with anyone else, or

-when the freshman who found you on social media from a senior rep group shoot post started following you, and has been on your waitlist for years

Choosing to start a senior rep team takes more effort and input in the beginning, and eventually gains enough momentum to run itself. There are, of course, always new and exciting updates made to the program, such as which new photoshoot concepts to introduce, adjusting your booking process, and raising your prices to stay profitable and ensure a positive experience for all team members.

TL;DR:
The referrals you get from an established senior rep program snowball and continue to reap benefits for years!

4. Senior Rep teams maximize the already existing social dynamics of high school students

Unlike photography genres such as newborns, weddings, and even family sessions, the senior photography niche is complimented perfectly by having a limited-time team in place (i.e. 12 months of being a high school senior) to attract current and future leads. Not only do rep teams support the ever-popular teenage habit of posting photos online, but having representatives who are currently enrolled in local high schools automatically spreads your work into pre-existing, extremely tight-knit high school student & parent communities.

Gen Alpha spends 4 hours a day on social media... so the importance of meeting these clients (and let's not forget: their parents) where they're already at is undeniable.

But don't forget that social media is only one piece of the marketing puzzle — it's never been more important to nurture and grow a real-life community within your brand.

TL;DR:
With actual high school students representing your business, you’re showing up exactly where your ideal client already is.

Not only does a senior rep team benefit your business, there are additional benefits that are so fulfilling. It’s hard to pick just one, so I have two favorites. First, the relationships I’m able to build with the girls throughout our time together, including seeing them grow SO much in one short year and sending them off into their next chapter by the end of it. Second, the cool destination locations we visit as a part of our group photoshoot adventures. Nothing brings a group of people together like exploring, adventure, and figuring-it-out-as-you-go!

When I implemented my rep program, I went from a wide-open calendar to having to create a last-minute, makeshift waitlist when my schedule got too full. My favorite part of all? I went from booking any photography gig that came my way (weddings, events, you name it) just to make end’s meet to gaining the freedom to pick and choose projects from a place of light-hearted desire — not financial necessity.

Want 5 clear tips on how to start a successful senior rep program for your photography business? Check out my free guide here!