Creating a Referral Circle with Photographers

Dear Jasmine,
I had an inquiry for a wedding date that I am unavailable for. I wanted to refer them to someone, but I didn't know the correct etiquette for this. If you are unable to do a wedding for someone due to another booking or another engagement, do you just turn the client down? Or, do you refer them to another photographer?  I'd love to find another photographer who I could send clients to if I'm unavailable, and have them do the same for me. I'm not sure the best way to approach other photographers about this. Does our style need to be similar? Does our pricing need to be similar? I want to be able to befriend other photographers without their worry that I'm out to get their clients. 
Sincerely,
Ready to Refer

Dear Ready to Refer,
I love your email…it shows you care about taking care of brides (even if they're not your clients) and the betterment of the industry as a whole. To answer your question, I always refer a bride to another photographer. Always. I remember the stress in trying to find a photographer for my wedding and I wished I could get help from wedding insiders…but no such luck.

Now that I'm in the position to help brides, I do. And it also benefits a core group of photographers I refer weddings to. Myself and three other studios refer weddings to each other when we're booked and it's a great way to ensure our calendars stay full.

Here's a few tips that'll help as you create your wedding photography referral circle…
    1. CC the Referral Photographer
When emailing the client with a list of photographer options, always cc the photographers you're referring so they know you're the source of the endorsement. It's a great way for them to keep track of their leads…and your referral.
    2. Refer in Good Faith
It's best to refer a couple weddings to another photographer without the expectation of anything in return. Simply test the waters and gauge their reaction. Once I referred five weddings to another photographer I really wanted to join my circle, but he didn't even respond. I cc'd him on the email (see Tip #1) and he didn't even email back a simple “thanks”. I quickly realized he wasn't planning on referring me, so I peeled away.
    3. Refer on Style, Location, and Price
It's best to refer a bride to someone similar to you…and this means in three main categories: style of your work, your location, and price. A bride is {likely} contacting you based on these factors, so it makes sense to send her to a photographer who possesses these similarities (and, really, it'd make her feel badly if you referred her to a photographer who was twice your price!). If you're unsure of what the client's budget is, you can download an email template I use to request this information HERE
    4. Outline Expectations
If I've connected with a photographer on all three aforementioned Tips, I'll email the photographer and determine if he/she would like to create a formal referral structure. I'm a huge fan of sharing a Google doc with a small group of photographers so we can keep track of who's booked. If I need to refer a bride to a photographer, I consult the list to determine who's available and then ensure the bride is well taken care of by a photographer with whom I have an established relationship.

I hope this helps and I wish you all the best as you test the waters, refer weddings, and–hopefully–make allies along the way.

A Rising Tie Raises All Ships,
j*