The Lifetime Value of a Repeat Photography Client
Why the lifetime value of a repeat client, across multiple bookings and referrals, is far higher than the value of a single booking.
The lifetime value of a repeat client includes every future booking they make, plus every referral they generate along the way, which together are usually worth several times a single session's fee, even though most photographers price and think about only the one booking in front of them.
What gets missed by looking at one booking at a time
Pricing and marketing decisions made around a single session's value understate what a good client relationship is actually worth once repeat bookings and referrals are included.
A rough way to think about it
Take an average client's booking value, estimate how many times they realistically rebook over a few years, and add a conservative estimate of referrals they generate. The resulting number is typically well above the value of any single session.
Why this changes how you should treat past clients
If a repeat client is worth several times a single booking, the time spent staying in touch, thanking them, and making rebooking easy is a much better investment than it looks when judged against just the next invoice.
See the real value of your repeat clientsFrequently asked questions
What is included in a client's lifetime value?
Every future booking they make plus any referrals they generate, not just the value of the single session in front of you right now.
Why do most photographers underestimate this?
Pricing and marketing decisions are usually made around a single booking, which understates what a good client relationship is worth once repeat business and referrals are factored in.
How does knowing lifetime value change how I treat past clients?
It justifies investing time in staying in touch and making rebooking easy, since that effort is small relative to the total value a repeat client and their referrals represent.
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