How to Use Model Calls to Build a Family Photography Portfolio
Building a family photography portfolio that truly reflects your style and attracts the right clients can feel like a bit of a chicken-and-egg situation. You need a strong portfolio to book dream clients, but you need those dream clients to create that strong portfolio. Enter: model calls: one of the best business tools for showcasing the kind of work that makes the right people stop scrolling and say, YES, this is exactly what I want!
But before you start posting “Free Family Photo Session” all over Facebook (please don’t do that), let’s talk about how to use model calls strategically. So you’re not just giving away free sessions, but actually setting yourself up to book paying clients who love what you do.
What is a Model Call, and Why Should You Use One?
A model call is when you offer a complimentary or discounted photo session to a family that fits a specific vision you have for your portfolio. This isn’t about giving away free sessions to just anyone, it’s about carefully selecting families who align with the kind of work you want to showcase.
Here’s why model calls are so helpful your business:
- They help you build a portfolio that attracts your dream clients. Want to photograph more adventurous families in dreamy golden light? Or showcase a relaxed in-home lifestyle session? Model calls let you create the work you want to be booked for, instead of just taking whatever inquiries come your way.
- You get full creative control. Unlike a regular paid session where clients call the shots (sometimes literally, when they send you Pinterest boards full of poses that aren’t your style at all), a model call lets you make all the styling and location decisions to match your artistic vision.
- You can use them to test out new ideas. Thinking of adding family films to your offerings? Want to try a new editing style? Model calls let you experiment without the pressure of a paying client’s expectations.
How to Use Model Calls to Attract Your Ideal Clients
1. Get Clear on Your Goal
Before you even think about announcing a model call, ask yourself: What do I want to get out of this?
- Do you need more sunset family sessions in wide-open fields to attract adventurous families?
- Do you want to showcase in-home lifestyle photography for laid-back, cozy-loving clients?
- Are you hoping to feature a more diverse range of families in your portfolio?
- Do you have an out-of-the-box vision for a session, like a family trip downtown to wander the aisles of a bookstore and grab some shave ice after?
Knowing your goal helps you target the right families. Which means your model call won’t just be about getting photos, but about shaping your brand.
2. Be Selective About Who You Choose
Not every family that comes your way will be the right fit… and that’s okay! This is about intentional portfolio building, not just handing out free sessions.
Some things to consider when selecting families for a model call:
- Do they match the vibe you’re going for? If you want more adventurous, carefree family photos, you probably don’t want a family that prefers formal studio portraits.
- Are they willing to follow your styling guidance? If you have a specific aesthetic in mind, you need a family that will let you style them accordingly (without complaints about wearing neutrals instead of neon). And if you aren’t supplying the clothing, are they willing to purchase your suggestions?
- Are they okay with you using their images for marketing? Model calls should come with a signed model release! Because the whole point is to showcase these photos to attract future clients!
3. Set Clear Requirements to Maximize Your Model Call
A model call isn’t just about giving away free sessions, it’s a business decision. You’re investing your time and skills, so it’s only fair that participants do their part to help you grow your brand.
Here are the must-have requirements to make sure your model call benefits you in the long run:
Signed Model Release
The entire purpose of a model call is to use the images for marketing, so every participant must sign a model release allowing you to share the photos on your website, social media, and promotional materials.
- Send the model release digitally before the session.
- Make it clear that without a signed release, they won’t be selected.
Agreement to Leave a Review
Reviews build trust and help you attract future paying clients. You can make it a requirement that model call families leave you a review if they loved their experience.
- Ask them to leave a review on at least one of these platforms:
- Google My Business (I consider this to be the most valuable)
- Facebook Page
- Yelp
- Provide a direct link to make it easy.
Tagging You When They Share Photos
When families post their images, you want them to tag you so their friends and family can find you too.
- Require them to tag your Instagram and Facebook handle anytime they post images.
Styling & Wardrobe Agreement
If you’re doing a model call for a specific aesthetic, your participants must be willing to follow your styling guidance.
- Provide a styling guide with color palettes and outfit suggestions.
- You can require that they purchase clothing or find items they already own that fit’s the style. You can even have a list of pre-approved items they can order from, so they are aware of the cost up front.
- Require final approval on their outfits.
- Offer a client closet option if you have one.
Show-Up Commitment (No Ghosting!)
Because the session is free, people are more likely to flake unless you set clear expectations.
- If you’re worried about ghosting, require a fully refundable deposit (even if it’s just $50) to hold their spot. They get it back once they show up.
- Send session reminders leading up to the shoot.
- Make it clear that if they cancel last minute or no-show, they won’t be considered for future opportunities.
Limited Number of Images
To avoid unrealistic expectations, be clear about how many images they will receive and what upgrade options are available.
- State clearly: “You will receive X edited images. Additional images may be purchased if desired.”
- Consider offering a small upgrade package for extra images.
4. Make the Most of the Images
Once your model call session is done, it’s time to maximize your results. Here’s how:
- Blog about it: Use SEO keywords to attract organic traffic.
- Feature it on social media: Share behind-the-scenes clips and sneak peeks on Instagram Reels and Stories.
- Update your website: Swap out older photos with your new, dreamier portfolio images.
- Use them in marketing materials: Create a social media series featuring the images.
The goal? Turn one model call into countless dream bookings.
Ready to Run a Model Call? Here’s Your Next Step
Once you’ve planned your model call with intention, the next step is actually running it in a way that feels smooth and stress-free. You’ll want to think through how you’ll announce it, what to say to get the right families interested, how to choose the best fit, and what to do after the session to turn it into real bookings. If you’re feeling stuck on any of that, I have a Model Call Guide that walks you through everything. Get the exact words I use when putting out a model call (with different variations depending on your approach), tips on planning the session, how to find models, and even letting people down gently if they aren’t the right fit. It’s something I created after running multiple model calls myself, learning what works (and what doesn’t), and figuring out how to make it a powerful tool for growing a photography business.
I hope this post has helped you see how model calls can be so much more than just a free family session. They can be the start of attracting the kind of clients you truly love working with.
