- Creating an overall marketing plan
- Prospecting new client leads
- Sending and/or showing the portfolio
- Negotiating all assignment bids
- Licensing all images
In addition, some agents will work with you on talent devel-
opment.
It may seem odd that I say that some agents maywork
with you on developing your talent, as you might be thinking,
“Isn’t that where we begin?” Indeed, talent development
is a critical component to your success; however, many
agents are looking to work with photographers who have
done that piece at least initially. In essence, agents—unless
they, too, are new—are not looking for new photographers.
It is important to note that “new” to an agent is not just
a statement that refers to your length of time as a shooter.
The term “new” can refer to long-term photographers who
are just beginning to actively market their business. These are
folks who have built their company through referrals and
have only recently come to the understanding that in today’s
market referrals just don’t cut it. For the first time in their
ten-plus years, these photographers have begun to create a
focused body of work and are beginning to look for clients
to serve.
In addition, most seasoned agents, those in the business
for five or more years, are looking to rep advertising photogra-
phers. Clients in that market are comfortable with reps, and
the fees generated by the usage of a photo drive the project
rates to the highest paid in our industry. Agents take a
commission of 25 to 35 percent of the project fee on new
accounts and often look for an across-the-board 10 percent fee
on your house accounts. They will immediately attach this fee
to all of your current accounts and begin the process of
negotiating for you.
Perfect “rep material” is the shooter who is a seasoned
photographer with a highly developed vision and an active
client list. It is a rare rep that will take on a new talent or one
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