Whittaker never agrees to a complete buyout. “I work with clients on a license that will meet their needs,” he says. These needs may include a basic package covering project sheets, Web site usage, PowerPoint presentations, and brochures. “If they are looking for local, regional, or national advertising, that fee will vary depending on where, the level of exposure, the ad size, and the frequency.”
Purcell suggests that remodelers can negotiate terms based on the work they can offer the photographer. “If you have 10 projects that year, you can ask them to lower the day rate,” she says. “Quantity is a way to get the day rate down.”
Licenses do not include use of the photographs by a third party. Any third party, such as a magazine or a newspaper, that wants to use the images should be directed to the photographer. Strawbridge charges the publications for use of the photographs based on image size, the publication’s circulation, and the length of time the images will be used. “I derive a portion of my income from licensing the use of my images,” he says. “But just as important, as the creator, I am in the best position to supervise the quality and can deliver the best file for reproduction.” For clients who want to submit images to a design contest, Strawbridge evaluates the competition rules to determine usage rights.
It is possible for two clients, such as an architect and a remodeler, to share the costs of photography. However, both companies must negotiate usage fees with the photographer. “They could share the creative fee, but any such arrangements need to be discussed in advance of the assignment to avoid misunderstandings,” Strawbridge says.
Hiring a Photographer Advice from photographers Carolyn Bates, Ray Strawbridge, and Steve Whittaker:
• Consider experience when hiring a photographer. “Ask to see their portfolio, and review the range of projects they have photographed,” Whittaker says.
• Choose a photographer as carefully as you would a subcontractor — research and review their work and ask for referrals, Bates advises. Finding a local professional who knows the neighborhoods and is familiar with an area’s weather will enhance the experience, as will someone who is diplomatic and works well with homeowners.
• Personality is as important as talent. “Some personalities do not mesh well,” Strawbridge says. “You can respect the [person’s] work but you [may] not get along.”
• You should feel comfortable collaborating with the photographer, and, as a team, tell the story of the remodel.
• Visit the American Society of Media Photographers Web site (www.asmp.org) to see a downloadable brochure, “Working with an Architectural Photographer,” that provides detailed information, sample case studies, a glossary of photographic terms, and an assignment checklist. The site also has a “Find a Photographer” section.