I'm currently finishing edits for a photo journey we recently shot, and it got me thinking about how pretty much all of our business so far has come from new folks. It makes sense since this is our first full year of business, but it would be nice to start picking up some referrals from previous clients. This brings me to my question:
What percentage of your weddings this year came from new clients vs. from referrals from existing or past clients?
(I realize some folks primarily get referrals from coordinators and venues; you can count those however you'd like)
8 Weddings came directly from previous wedding clients. That would be 22.2% of our total booked weddings for 2013. Currently done booking for the year unless something completely amazing appears.
We started a referral rewards program this year, where if anyone we know personally refers a wedding client to us, and the client lists them on their contract, when that client fulfills their contract (i.e. zero balance), we put $100 cash in the palm of the referrer. Best part is that $100 is tax-deductible as an advertising expense.
Depends on how you look at it. A lot was past referral streams from other vendors. Very little referrals from past clients (I'm that guy who shoots the last wedding of every friends group ever apparently).
I think it depends on the client and how they are about referrals. I can say that my clients from this year are already bringing me new clients, which is awesome!
75% of our jobs over this past year and the coming year are from referrals... that number does not include referrals from other photographers, other vendors, venues or outside sources... I know that at least 2 of our couples from last year were referred by people who inquired with us for their own wedding, but we were already booked and we had to turn them away. Obviously, they ultimately hired someone else, but they still referred us to their friends. IMO, that is a major fail on the part of whoever shot their wedding.
If you are an established business... i.e. been doing this for at least 3-4 years and you're only getting 10-15% referrals, I think you really need to re-evaluate how you interact with your couples... you're losing a viable revenue stream.
Joshua Gull wrote:
Depends on how you look at it. A lot was past referral streams from other vendors. Very little referrals from past clients (I'm that guy who shoots the last wedding of every friends group ever apparently).
Josh... if you really evaluate that statement, IMO, it means that your competitors in your area are dropping the ball in terms of couple interaction... All of your couples' friends have gotten married and yet none of their photographers got the job.
RichardLavigne wrote:
If you are an established business... i.e. been doing this for at least 3-4 years and you're only getting 10-15% referrals, I think you really need to re-evaluate how you interact with your couples... you're losing a viable revenue stream.
The only exception I'd make to this rule is if you shoot in an area that has a high percentage of destination weddings.. i.e. florida or hawaii etc.
In general I'd agree with Rich's sentiment that you should be generating referral business. However there are several reasons why that may not be working (referrals don't just come form good photos and good service). But it also might be true that one client's friends or sphere of influence may not be having the same type of wedding that you're perfect for, so client-to-client referrals may not be as relevant for everyone.
TRReichman wrote:
In general I'd agree with Rich's sentiment that you should be generating referral business. However there are several reasons why that may not be working (referrals don't just come form good photos and good service). But it also might be true that one client's friends or sphere of influence may not be having the same type of wedding that you're perfect for, so client-to-client referrals may not be as relevant for everyone.
- trr
Agreed... But I think that if you've pigeon-holed yourself into such a small category of wedding style, that in and of itself represents a poor decision.
RichardLavigne wrote:
Agreed... But I think that if you've pigeon-holed yourself into such a small category of wedding style, that in and of itself represents a poor decision.
It doesn't have to be about style, some people just don't want to have the wedding that their friends are having. Plus, working a small category means that you make more and work less. Not necessarily a poor decision.
