How much do you pay for photos?

[ibrakelate]

Owners, managers and operators,

For the past 5 years, I've been through 10 in-house photographers and 2 vendors, most of who fell short of expectations. As someone who started in this business as a photographer for a car dealership (a position I loved and excelled at), I consistently see where expectations aren't met with the services available in my market. I have the desire to start my own business to compete in the photography/merchandising market and deliver both the quantity and quality of photos that most vendors and independent photographers seem to be unable to.

To successfully do this, I need an understanding of what dealers pay and what their expectations are for this service outside of my own dealership.

1. What do you pay for your online photos?
2. Do they bill you by hour or units photographed?
3. What services do they provide outside of photography, if any?
4. What do you appreciate about your current photographers?
5. Where do they fall short?

Any additional feedback would be greatly appreciated.

Regards,
Dalton

 

[BillKVMotorCo]

Our salespeople take our pictures at $5 per vehicle. Probably going to have to raise it. Currently costs us about $450 per month. They do a pretty good job IMO for just using their cell phones. Have to coach them up now and again.

 

[ibrakelate]

Our salespeople take our pictures at $5 per vehicle. Probably going to have to raise it. Currently costs us about $450 per month. They do a pretty good job IMO for just using their cell phones. Have to coach them up now and again.

This is great. At my group, management tries to get sales people to take marketable photos during intake, but a little less than half take photos at all, and maybe a quarter of the ~half take photos that are acceptable. We don't pay our sales team for taking photos though. Fortunately, a second round of photos are taken after reconditioning in a 360 booth.

 

[BillKVMotorCo]

This is great. At my group, management tries to get sales people to take marketable photos during intake, but a little less than half take photos at all, and maybe a quarter of the ~half take photos that are acceptable. We don't pay our sales team for taking photos though. Fortunately, a second round of photos are taken after reconditioning in a 360 booth.

That's because they aren't giving them the "what's in it for me" and coaching them up. Usually things don't get done right for one of the following reasons IF you have good people: 1. Don't have the proper training. 2. Don't get the tools they need. 3. Don't know the expectation. 4. Don't consistently get held to that expectation.

 

[joe.pistell]

Great Photos MOTIVATE emotions.​

This photographer is a master of choreography and likes the long lens. VDP link
Most car purchases are fueled by WANT, not need. (I want a new car, I need brakes)
This 2023 Ford Bronco Raptor is $90 Grand. WTF

Auto Dealers were once the kings of creative retailing. ​

Somehow, our amazing industry has sold its soul to PRICE BUCKETS, DATA SCIENTISTS, and VELOCITY.
My Linkedin Rant

 

[ibrakelate]

Great Photos MOTIVATE emotions.​

View attachment 8488
This photographer is a master of choreography and likes the long lens. VDP link
Most car purchases are fueled by WANT, not need. (I want a new car, I need brakes)
This 2023 Ford Bronco Raptor is $90 Grand. WTF
View attachment 8489

Auto Dealers were once the kings of creative retailing. ​

Somehow, our amazing industry has sold its soul to PRICE BUCKETS, DATA SCIENTISTS, and VELOCITY.
My Linkedin Rant

I've been a lurker of your posts for a while. Love your passion, Joe. Thank you for your input. I concur!

 

[joe.pistell]

"ibrakelate"

As a former SCCA ice racer, and road racing fan, I LOVE THAT NAME!

 

[Carsten]

Uncle Joe dropped a great example!

According to my wife, she hates me behind the camera! She'd rather ask a stranger.

This makes really a lot of sense. If you don't have someone who skilled enough, then pay the $5 for the photo. It really does make the vehicle pop better.

 

[joe.pistell]

then pay the $5 for the photo

$5 bucks? hahaa...
Dude, selling cars is a zero sum game (google it).
I'm going to lobby for $60 a VIN.

Dealers, do the math​

1. What is your average 'price drop' discount on all used cars sold? (i.e. original price* - last posted price) $1,000? $2,000?
2. How many cars sold annually?
3. Result: Total Sum of all pre-sale discounts

Hypothetical Example:

1. average 'price drop' pre-sale discount = $1100
2. # cars sold annually = 1,200
3. Sum all discounts = $1.32 million

Projection: What if...

1. ...sexy, expensive pics made your VINs pop & motivated emotions which allowed the sum of your pre-sale to discounts to be 20% smaller?
2. 20% less = $260,000 Net savings
3. Cost of sexy, expensive photographer = $70k?
4. Net +$190k

FACT: On average, sexy, expensive pics will deliver you more emotional, motivated ups.

BONUS: What If..

• sexy, expensive pics helped you hold gross.
  • (Holding gross is all about standing your ground and managing emotions.)

Dealers, trust your gut & do the math​

*Assuming your a dealer that prices the car to sell on day one.

 

[joe.pistell]

This dealer's total merchandising costs (all in) are $85 per VIN​

The photos are very good AND the photographer annotates all of the button shots.

"What a pain in the ass!!"

Too much cost?
Too much work?

He's going to the bank, breaking records in used car AND new Chevy sales.
He sees photos as a weapon to take share.
He's hoping everyone stays asleep and sees photos as a cost.

Used: https://www.reymore.com/searchused.aspx
New: https://www.reymore.com/searchnew.aspx?instock=1