In real estate, marketing isn’t optional; it’s essential. From photos to video to drone work to branding, the professionals you choose play a major role in how well your listings perform and how confidently you show up online. But here’s a truth a lot of agents learn the hard way:
You shouldn’t rely on someone brand new for the most important project of your year.
That doesn’t mean you avoid new talent. It simply means you give them space to show you what they’re capable of before handing them a project that carries major expectations.
Every Creative Professional Has a Strength
When you hire someone new, a videographer, photographer, drone operator, editor, or marketing contractor, you’re taking a leap of faith. They may be incredibly talented, but you don’t know their strengths yet.
Some creatives excel in interview-style content.
Some shine in storytelling edits.
Some have a strong eye for lighting.
Some are gifted with drone work.
Some thrive in short-form, high-paced reels.
And others may need more time to refine certain skills and that’s okay.
You only learn what someone is great at by giving them a chance.
Why High-Stakes Projects Aren’t the Place to “Test” Someone New
Every agent has at least one major project each year:
- A signature listing
- A personal brand shoot
- A long-form interview
- A milestone career video
- A highly anticipated marketing launch
These are the moments where expectations are sky-high and pressure is too. If you give a brand-new creative partner the biggest assignment first, you create a situation that’s not fair to them and stressful for you.
They don’t know your preferences yet.
They don’t understand your storytelling style.
They may not know your pace, tone, or workflow.
They haven’t learned your brand voice or visual brand identity.
And when you expect them to deliver the “highlight of your career” on project #1, disappointment becomes almost inevitable not because they lack talent, but because the relationship is still brand new. Great work comes from collaboration, consistency, and refinement over time.
Let Them Show You Who They Are Before You Decide What They Handle
A smarter, more supportive approach is simple:
Start small. Give them room to experiment. Watch what they naturally do well. Watch what they struggle with. Give clear, kind feedback. The goal isn’t to judge them; it’s to understand them.
Your job is to learn their strengths so you can place them in positions where they will thrive. When you do that, your content gets better, your brand gets stronger, and your partnership becomes long-term and mutually beneficial.
This Approach Creates Better Results (and Better Relationships)
When you give creative partners the right runway, you get:
- More confident collaboration
- Better workflow alignment
- Higher quality output
- Less miscommunication
- Fewer revisions
- Better long-term consistency
And most importantly, You build trust. Creative work becomes easier when both sides know what to expect.
A Healthier Mindset for Working With Creative Talent
Instead of handing someone new your biggest project and hoping they nail it, try this mindset instead:
“Show me what you’re great at, and we’ll grow from there.”
Creatives flourish when they’re given space to showcase their strengths first. You flourish when you build a team that knows you, understands your brand, and delivers work that aligns with your expectations. Everyone wins when expectations are realistic, communication is clear, and projects are assigned thoughtfully.
Client Testimonial
“Ashley was extremely professional and made sure I was comfortable with each step of the home rental process. As a first time home renter I had many questions regarding the contract minutia that she was more than happy to answer. Ashley also went above and beyond in scheduling property viewings on short notice and accommodating my availability. Needless to say I highly recommend getting her as your realtor ”
— Scott Meikle
FAQs — Working With Creative Partners in Real Estate Marketing
1. Should I use a new videographer or photographer for big listings?
You can, but it’s wise to test them on smaller, lower-pressure projects first. This helps you understand their strengths and whether they’re a good fit for your brand.
2. What if the new person is incredibly talented?
That’s great but even talented creatives benefit from time to learn your voice, expectations, and workflow. Starting small sets everyone up for success.
3. How do I evaluate someone’s strengths?
Look at their portfolio, but also observe how they perform on real projects with you. Pay attention to style, editing preferences, communication, and professionalism.
4. Is it okay to work with multiple creatives?
Absolutely. Different professionals bring different strengths, drone, interviews, reels, long-form, listing videos. It’s common to build a small network of trusted partners.
5. How do I avoid disappointment with creative work?
Set realistic expectations, give clear direction, and provide feedback early in the relationship. Creative partnerships improve over time as both sides learn each other’s style.
Build a Marketing Team That Supports Your Vision
Your brand deserves excellence and excellence comes from building strong partnerships, not rushing expectations. If you want guidance on building a strong creative team or need recommendations for professionals I trust, I’m always here to help.
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