If you find yourself struggling to attract luxury wedding photography clients and instead, you seem to be attracting price shoppers who ghost you the second they learn your prices…you’re definitely going to want to read on.

I was coaching a student inside Roadmap to Booked last week and she mentioned that they had tried to raise their prices and were getting tons of leads – but no bookings. So they decided to bring their pricing back down and that luxury pricing “wasn’t for them” because of where they lived.

The truth is: there are photographers all over the world who are charging $7k, $10k, even $20k and up…regardless of their location.

What is Luxury?

Now the first thing to understand that is extremely important is…what is luxury?

Luxury is not: Entitled couples, unkind, over flashy, or impossible because you don’t live a luxurious life.

Luxury is: Simple, easy, art, high quality, and possible regardless of your lifestyle.

This is based on the clients I have personally worked with and of course, there are exceptions but, just speaking from experience. 🙂

Now if you want to go over $10k dollars in a booking then you will be working almost exclusively with wedding planners.

I prefer to stay in the “baby luxury” price range as I like to work with couples directly and get to know them on a more personal level. I find when I know them better, I can tell their story better.

3 Things to Attract Luxury to Your Photography Business

If you are wanting to attract luxury to your photography business, here are 3 things you need to work on right now.

1. Your Brand

Your brand and your portfolio need to speak to who you want to attract. In other words – if you want clients who are willing to pay you $10k and have great taste, you’re going to want to stop posting weddings you’ve done at barns with DIY signs and fake greenery. You simply cannot attract what you don’t show. A lot of photographers think this means you need to go out and create a ton of new work…which yes, that will help. But often, you can go through the image bank you already have and start curating for that client.

2. Your Network

Relationships are a huge part of the wedding photography industry. You can’t skip over the fact that the more you decide to charge, the more important it is to be exceptional in your experience and build a stellar reputation. Here are some ways to build relationships in the wedding industry:

• Start assisting and second shooting for photographers who are already photographing the jobs you want. Be the best person they’ve ever worked with and add value to their lives.
• Create a small group of photographers who have a similar aesthetic as you and build each other up. Send each other referrals, hold each other accountable, and remember that rising together is so much more important than just trying to do it all alone.
• Stay active on Instagram – this is a fantastic place to get noticed by new wedding planners and build genuine relationships.

3. Simplify

I will shout it until the cows come home but you do not need to be posting to your Instagram account as a luxury photographer every single day. It’s unnecessary and frankly, the luxury clients I have worked with are turned off by that. Posting every day waters down your portfolio and only 3% of your audience will ever see the post anyway.

Go through your website and simplify. Make the process as easy and simple as possible for clients to get in touch with you. We go over all of the necessities you need for your wedding photography website in Roadmap to Booked, but make it a pleasant and easy experience for them to learn more about you, and your art and get in touch.

Simplify your process. If you are having your clients go through tons of hoops to get the information they need, they aren’t going to want to work with you. How can you make your process as dialed in as possible and add value? What can you say in your copy, how can you automate your process? Really think about these things and put them into place.

Attracting luxury clients is a process – it’s not overnight and it takes a lot of mindset work to believe that it’s possible for you. It takes mentorship and investing the right things into your time and investing in the right education for your business. But it’s SO worth it!

1. Free Masterclass: 4 Secrets To Booked Out With Luxury Weddings

2. Roadmap To Booked

3. Quarterly Marketing Calendar

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