You’ve just booked a $1,000 branding shoot—amazing! But if that client disappears after one session, guess what? You’re back on the hamster wheel, hustling for the next one. Exhausting, right?
Now, what if that client books with you twice a year, every year, for $1,000 a session? That’s $2,000 a year. Stick with them for three years, and you’ve made $6,000—without constantly chasing new leads. Feels a lot better, doesn’t it?
But let’s take it a step further. That same happy client refers two new people to you, and they also become repeat clients. Suddenly, that initial $1,000 client has turned into $10,000 or more over a couple of years—all without extra marketing efforts on your part.
So now I guess it just up to you to decide how you want to structure your photography business.
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Option 1: Clients who book once and then ghost you. This means you’re always putting in effort to attract new clients, keeping you stuck in a constant hustle cycle.
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Option 2: Clients who love your work so much that they keep coming back and refer their friends and colleagues—essentially doing your marketing for you.
Um, I’ll take option 2, thanks, Jimmy!
How to Turn One-Time Clients Into Repeat Clients
So how do you build this more sustainable (and, let’s be honest, way more fun) business model? It all comes down to communication and support.
This isn’t rocket science, but it does require you to be intentional with how you interact with your clients. Even after delivering their images, you need to nurture that relationship so that when they need a photographer again, you’re the first name that pops into their head.
Here are a few ways to do that:
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Stay in touch – Send a follow-up email a few weeks after their shoot. Check in on how they’re using their images and if they need anything else.
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Offer incentives for repeat bookings – Maybe they get a small discount or bonus for booking another session within six months.
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Make them feel special – Send a holiday card, a birthday message, or even a simple “thinking of you” note. Small gestures go a long way.
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Create an exclusive VIP list – Give your past clients early access to new offers, mini-session dates, or special promotions.
Client Experience Matters More Than You Think
Over the last 6 years I have been building my business, 75% of my bookings now come from repeat clients and word of mouth referrals.
The takeaway? A great client experience doesn’t just make people happy—it makes them loyal. And loyal clients don’t just come back; they bring friends.
Wrapping up
If you already have a strong client experience and people can’t wait to work with you again, then well done! 👏🏻
But if you’re starting to see the gaps in your client experience—or realising you don’t have a system at all—then congratulations! You’ve just identified an opportunity to improve your client retention and build a stronger business.
I’m not saying you need my resources, but if you want an easier and quicker way to refine your client experience, don’t reinvent the wheel.
Check out my shop for pre-written resources designed to help you implement a seamless workflow and keep your clients coming back.