Creative California

In the Spring of 2008, Josh Rubin (founder of Creative California) was hired to help a startup magazine design its introductory marketing material, as well as the launch issue of the magazine, The Bourbon Review.  "We felt comfortable with Josh designing our magazine.  Not only did he have ample experience in the publishing industry, but he was professional and showed quality work," said Justin Thompson, publisher of TBR.  This was an exciting opportunity, as it was a startup operation and had creative design flexibility.

Creative California was recently hired by Grubb & Ellis to photograph a retail building in Rocklin, CA.  Having plenty of experience in the real estate industry, both commercial and residential, we were confident that we would do a great job.  But when it came time to research what other companies were using for their advertising photography, we soon became worried about the job.

Real estate photography, for the most part, is the responsibility of the listing agent.  The agent can choose to personally take photos of the property, or hire a photographer to do so.  Given the tight market these days, it's no question as to which most would choose.  Hiring a photographer can get pricey, and most photographers don't understand what marketing materials the photo will be used in or what potential property buyers will be looking for.  Someone considering leasing or buying a property isn't interested in the artistic value of the hibiscus plant in the parking lot or the amazing color contrast between the reflection of the window and the drab paint color.  However, they do want to know that there is quality landscaping and that the building has been well-maintained.  Simply put, poor photos do a poor job of communicating a property’s good qualities to the buyer.