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Business Consultation: Coastal Home Photography

A Case Study.

Final Result Summary

Business changes were executed piece by piece over the course of about 2.5 years. Overall, clients became less frustrated, less angry, and more understanding of the service process.

Appointment booking became faster. Clients could trust the publicly published turn around times, deliverables, and prices. Sales increased. Team members were at peace in knowing they could depend on each other, and know exactly what role responsibility they had in any given work circumstance. Service prices were increased.

We strengthened the company’s Brand Identity and Market Messaging. New clients were better chosen to to give the company a specific clientele niche market. The company’s branding and messaging was clarified and presented beautifully.

 

About The Company

Coastal Home Photography (CHP) is a real estate photography company located in the heart of Sarasota, Florida. CHP primarily services photography and videography for top real estate sales and rental companies such as but not limited to: Michael Saunders and Company, Premier Sothebys International Realty, Coldwell Banker, and Sato Real Estate.

When Isaac Traenkenschuh joined their team as an office admin and consultant in 2016, the company was ready for growth. Isaac immediately saw their photography and videography crew were highly skilled, providing exceptional service and unmatched quality to their clients. The demand for service was so high, however, sometimes clients were left without a timely response back because of the volume of calls and emails coming in to their office. This left clients and team members confused, frustrated, and sometimes angry. Isaac saw this as a creative opportunity.

Together with Owner, Glenn Johnson, we were able to execute solutions to help move clients through the booking and service process quicker. We are forever grateful for the time, patience, consideration, love and trust, Mr. Johnson gave while allowing us to try and test out new business methods. This led to the many pieces of Mr. Johnson’s business puzzle below:

New Website

Their original website was beautiful, but lacked content. We came to the decision to keep the look and feel of their original design, but reorganize, and add a few things to it.

The new website functions as a landing page to first gain the trust of new clients, and also offer existing clients a way to book online quickly, and easily.

We came to the understanding that most of the time, realtors are in their car driving, so if they go to the website, it’s going to be through their phone. With this in mind, our team designed the site in mobile layout first, to make sure everything was easy to get to. We designed a schedule appointment button that stays fixed at the top of the mobile screen for easy “one click” access. The mobile menu links also change contextually based on which page the viewer is on. Our goal was to gently guide users down the sales funnel to schedule an appointment. Clarity, and ease of use was our top priority.

Online, Smart Booking Form

Originally the only way to book appointments or learn about pricing and services was through phone and email. This created a bottleneck when service requests became too numerous for the office staff to handle.

Booking a photography shoot is not simply adding a time to a calendar because their photography service times change based on specific appointment factors involved. This required office staff to go through a list of questions to narrow down what was needed specific to each appointment request. When combining the time consuming question list with the amount of calls and emails coming it, it became a sales bottleneck. It’s like having a single person entryway into your store. A business may have many resources to offer, but if only one client can be serviced at a time, waiting times become long, and clients become upset.

Our team solved this by adding a programmed, smart online booking form that would change its questions asked, based on what answers the user clicked on. The form then emailed the appointment request information to the office staff for final calendar placement.

This helped reduce the frustration of incomplete information from clients, the redundancy of question asking for the office staff, and it gave power to the clients to be able to give all the information needed to book appointments at their leisure, even when the office staff was busy with other clients, or after office hours closed.

Clear Services & Pricing

We were able to further clarify and organize the company’s core services into clear price packages. This gave clients a sense of trust; clients could expect what was offered at what price was expected to be payed.

New Client On-Boarding Guidelines

We set up an informational packet for new clients so they knew exactly what to expect before, during, and after photoshoots. This increased new client trust and loyalty. After the first photoshoot, new clients were impressed by the team’s personal care to guide them through the entire photoshoot from first call to final delivery.

Team Building Meetings

Originally, before the team reorganization, team members could easily be swindled by dishonest or abusive clients that would manipulate false information.

We all worked together through various team meetings to organize member roles into specific functions. We also clarified the team hierarchy to refer client concerns to the correct department or person. With these strategies in place, we insured team members could have peace of mind knowing what their responsibilities were, and who clients could talk to if they needed more assistance beyond the team member’s role.

These team building strategies defended the company against misinformation that would result in lost profit and emotionally upset team members.

 

Sensitive Support

By spending time with CHP and their clients, we had a chance to learn and work with the team, how to speak to clients in such a way that would not offend them if project delays or complications came up. We found that clients could handle delays or complications much easier as long as they knew right away there might be the possibility of one. This gave the clients enough time to plan and communicate to their own clients for the delay or complication. We believe communication is king.

Creative Consulting

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