The Six-Line Photo Brief: Copy This, Then Make It Specific

“Make it look great” is a goal. It is not a brief. The useful information is what the viewer needs to understand, what could prevent the shoot from happening smoothly, and when the finished media will be used.

Copy these six lines into your next inquiry. Brackets are fields for you to complete, not claims about a real listing.

Property: [location, documented square footage, occupied/vacant/rental/commercial].
Use: [listing gallery, rental page, print piece, social video—or a specific combination].
Must explain: [up to three relationships or features viewers need to understand].
Scope: [photo service requested; list drone, video or tour requests separately].
Readiness/access: [who confirms preparation, who opens the property, exceptions].
Deadline/handoff: [actual publish deadline, who receives files, who approves them].

The line that deserves the most thought

“Must explain” is not a list of adjectives. It translates a property feature into an information problem. Compare these hypothetical requests:

Vague request: Lots of kitchen photos.
Useful replacement: Show how the island sits between the cooking area and dining space.
Why it helps: Identifies a relationship, not an arbitrary quantity.

Vague request: Feature the backyard.
Useful replacement: Show the route from the living room doors to the covered seating area.
Why it helps: Names the connection a viewer might otherwise miss.

Vague request: Make the extra room look big.
Useful replacement: Show its doorway, window and usable floor area without hiding how it is reached.
Why it helps: Asks for clear information rather than exaggerated scale.

You do not need to tell Sam where to place every tripod leg. Give the purpose of the image and leave room for on-site composition decisions.

Keep exceptions in the brief, credentials out of it

“Detached room needs a separate key” belongs in the planning message. The actual key location or access code belongs in a private handoff to the authorized person—not in a document that may later be copied into marketing notes.

If one room is unfinished, say which room and when it will be ready. If the photographer must wait for a second contact to open a gate, say that before the appointment. A brief is most valuable when it makes inconvenient information visible early.

One final check before sending

Read each line and ask whether the answer could change the service, timing or coverage. If not, it may be background rather than a priority. If a line is blank, mark it “to confirm” instead of burying the uncertainty.

Choose the appropriate option from Sam’s services, then send the completed brief through the contact page. Six specific lines are more useful than six paragraphs of praise for the property.