Model Call Photography: How to Run a Successful Model Call
The Ultimate Guide to Model Call Photography: How to Run a Successful Model Call
Table of Contents
- What is Model Call Photography?
- Why Should Photographers Do a Model Call?
- Expand To New Locations
- Different Ways to Structure a Model Call
- Offering Limited Images with Upgrade Options
- Giving All Images for Free or at a Discount
- Setting Clear Expectations with a Contract
- How to Find the Right Participants
- Planning the Session to Stay On-Brand
- Wardrobe & Styling for a Successful Model Call
- Running the Model Call Session
- Post-Session: Delivering Images & Getting Reviews
- Valuing the Family’s Time: A Win-Win for Everyone
- Final Thoughts: Valuing Your Time & Work
What is Model Call Photography?
A model call in photography is when a photographer offers a free or discounted session to a select family or individual in exchange for portfolio images, marketing materials, or a specific creative project. Unlike a traditional paid session, the photographer controls the location, wardrobe, and overall styling to ensure the final images fit their brand.
While the family gets beautiful images, it’s important to remember that this isn’t just a freebie—it’s a strategic decision for photographers. Model calls should be planned with clear guidelines and expectations to ensure they serve the business and provide long-term value.
Model calls are commonly used when:
- A photographer is launching a new style, niche, or service.
- They need fresh content to attract ideal clients.
- They want to test new locations, poses, or techniques.
However, a successful model call requires clear communication, structure, and boundaries to ensure it benefits the photographer, not just the participants.
Why Should Photographers Do a Model Call?
Model calls are an excellent way to build a portfolio, attract ideal clients, and gain new marketing content. When done correctly, they offer tangible benefits beyond just getting practice.
If you’ve ever looked at your website and felt like your portfolio wasn’t quite aligned with the work you want to attract, a model call is the perfect way to curate images that showcase your best work. You get to create the type of session you want to book in the future, and the right people will be drawn to it.
Model calls can be a powerful tool when done correctly. Here’s why they’re beneficial:
✅ Build Your Portfolio with On-Brand Work – You control every detail, so the final images represent the style of sessions you want to book.
✅ Attract Your Ideal Clients – The images you showcase will draw in similar families who love the look and feel of your work.
✅ Create Marketing Content – You can use the images on your website, social media, and advertising.
✅ Gain More Visibility – If the family shares their images, it extends your reach to potential paying clients.
✅ Practice & Experiment – Model calls let you try new ideas, poses, and locations without the pressure of a full-paying client.
Expanding to a New Location with Model Calls
Model calls are also a fantastic strategy if you want to break into a new market or expand to a different location. If you’re looking to start booking sessions in a new city or travel destination, running a model call in that area helps you get on-brand images to showcase on your website and social media. Content from the new location makes it easier for future clients to envision themselves booking with you in that area. Once you have images from the model call, update your website, optimize for local SEO, and use those images in social media ads to generate inquiries in the new location.
Related Post: Marketing For Family Photographers
Different Ways to Structure a Model Call
Not all model calls need to be structured the same way. You can tailor your offer based on your business needs and what you think is best for your time.
1. Offer Limited Images with Upgrade Options
One way to ensure the model call is mutually beneficial is to offer a select number of images for free (typically 3-5) and give participants the option to purchase additional images or the complete gallery at a discounted rate. This method encourages families to invest in their session while still getting value from participating.
Example:
“Thank you for participating! You’ll receive 5 images as a gift for your time. If you’d like the full gallery, it’s available for an exclusive price of $X.”
2. Give All Images for Free or Heavily Discounted
If your priority is getting specific images for marketing, offering all images at no cost or a steep discount can be a great way to encourage participation. However, it’s essential to make sure the family follows all session guidelines so you walk away with usable content.
Pro Tip: Even if you give all images for free, ask for a Google review in return.
Setting Clear Expectations with a Contract
A model call should always be treated as a professional agreement, not a casual favor. A contract protects the photographer and the family by outlining session details, what’s included, and what’s expected from both parties.
The contract should state that the location, date, time, and wardrobe are non-negotiable and that images are primarily for the photographer’s use. Additionally, families should understand that there are no extra retouches or revisions beyond what the photographer provides.
One of photographers’ biggest mistakes with model calls is skipping a contract. A contract protects you and your time by making sure families understand:
✔ The session details (date, time, location, duration).
✔ What they receive in exchange for participation. Be transparent about what they are getting and if there are any costs.
✔ Wardrobe requirements.
✔ The images are for the photographer’s marketing use.
✔ They cannot demand additional edits or changes.
How to Find the Right Participants
The success of a model call hinges on finding the right participants—families who align with your vision and are excited about being part of the session.
Instead of selecting just anyone who responds, pre-screen applicants by having them fill out a short form. Look for people who are enthusiastic, willing to follow guidelines, and have a personality that fits your brand. If someone seems hesitant or has a reluctant partner, it may be best to choose another family.
Not every family is the right fit for a model call photography. Here’s how to screen for the best participants:
- Use Your Social Media Audience – Announce your model call in your Instagram Stories, Facebook posts, or email list.
- Be Specific – Clearly describe the look, family dynamic, or age of children you need.
- Pre-Screen with an Application – Ask for a short application to ensure participants are enthusiastic and willing to follow guidelines.
- Avoid ‘Grumpy Partners’ – Make sure every family member is on board. Nothing ruins a session like an unwilling participant, but to be fair, ensure the one saying yes to the model call runs this by their partner first. They should not be surprised when they show up; that would feel awkward and unfair.
- Use Email List – Announce that you are looking for a family to do a model call, give them all of the information via email, and allow them to just respond via email.
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Planning the Session to Stay On-Brand
Since a model call elevates your portfolio, every element should reflect the work you want to attract. That means choosing a location that matches your brand, selecting the best time for lighting, and directing the family’s wardrobe choices.
If you don’t set these boundaries, you risk getting images that don’t align with your brand—making the entire model call a wasted effort.
A model call should reflect the sessions you want to book. That means:
- Choosing the exact location that fits your brand.
- Shooting at the best time for lighting and mood.
- Directing the family on wardrobe and styling to match your aesthetic.
- Avoiding off-brand participants (e.g., if you specialize in boho motherhood sessions, don’t photograph a formal, city-style family).
Wardrobe & Styling for a Successful Model Call
To ensure the model call photography final images align with your brand, take control of wardrobe selection:
✅ Create a Pinterest Board with outfit inspiration.
✅ Provide exact clothing links to stores where families can buy outfits.
✅ Offer a client closet if you have one.
✅ Require participants to stick to a color palette for consistency.
Pro Tip: If a family is unwilling to follow wardrobe guidelines, they may not fit the model call. I always have them email me a photo of everything they will be wearing, including jewelry and shoes!
The wardrobe can make or break a session, so photographers should be particular about what participants wear.
In sum, providing a Pinterest board, clothing links, or a client closet option ensures that families look cohesive and on-brand.
Pinterest board example: I would send to a model call client to show them what look I am aiming for.
Running the Model Call Session
When the model call session begins, take control and lead with confidence. Participants will look to you for guidance, so be prepared to give clear posing directions, create an engaging atmosphere, and capture a mix of posed and candid moments. Give them a great experience!
Since this is your time to create the exact images you need, don’t be afraid to step in and adjust clothing, tweak poses, or direct movement to ensure everything looks intentional.
Here’s how to make the most of your time during the session:
✔ Arrive early to set up and check the light.
✔ Give clear posing directions so families feel comfortable.
✔ Capture a mix of posed and candid moments.
✔ Make it fun and engaging so families enjoy the experience.
✔ Take behind-the-scenes (BTS) content for future marketing.
Post-Session: Delivering Images & Getting Reviews
After the session, deliver images promptly to maintain excitement. If you’re offering limited images with an upgrade option, send a friendly email explaining the purchase process again, as they should know this PRIOR to the session as well.
Moreover, always ask for a Google review. This adds credibility to your business and helps future clients feel confident booking with you. A simple, polite request can go a long way!
- Send a beautiful online gallery (even for limited-image model calls).
- Mail a handwritten thank you card for their time and effort.
- If offering upgrade options, send a friendly email explaining the purchase process.
- Request a Google review by providing a direct link.
💡 Example email script:
“I loved working with your family! Your final images are ready. Here’s the gallery link. I’d appreciate it if you could leave a quick Google review about your experience. It helps so much!”
Valuing the Family’s Time: A Win-Win for Everyone
Next, while a model call benefits the photographer, it’s equally important to acknowledge the family’s time and effort. They show up, follow wardrobe guidelines, and give their energy to help you create amazing images.
To show appreciation, keep sessions fun, respect their schedule, deliver high-quality images on time, and send a thank-you message. When both sides feel valued, the experience is positive, professional, and more likely to result in referrals.
Final Thoughts: Valuing Your Time & Work
In conclusion, a model call photography session is not just about getting free content—it’s a strategic marketing tool that, when executed correctly, benefits both the photographer and the family. By setting clear expectations, selecting the right participants, and delivering a professional experience, you ensure that the effort put into the model call translates into tangible business growth.
Ultimately, a successful model call should reflect the work you want to attract, help you refine your skills, and leave both you and the family with images you’re proud to share.
Model calls are a fantastic marketing tool, but they should never feel like giving away free work without purpose.
Key Takeaways:
- Set clear boundaries and use a contract.
- Control location, wardrobe, and timing to keep it on-brand.
- Decide if you’ll offer limited images with upgrades or full galleries.
- Ask for a review to maximize your efforts.
You’ll walk away with stunning, marketable images and potential future clients by treating model calls like strategic business decisions!
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