If you’re a senior photographer—or thinking about becoming one—there’s a good chance you’ve wondered:

How do I actually market my senior photography business today?

In this episode of The One Behind the Lens, I sat down with senior photographer and educator Leslie Kerrigan to talk about the realities of marketing a senior photography business in today’s ever-changing social media landscape.

Leslie is the founder of Seniorologie, a platform dedicated to helping photographers build profitable senior photography businesses through education, retreats, and online courses.

With nearly two decades of experience photographing seniors, Leslie has seen the industry evolve—and she shared some incredibly practical insights that every photographer should hear.

The Biggest Marketing Mistake Senior Photographers Make

One of the most powerful moments in our conversation came when Leslie talked about the biggest marketing mistake she sees photographers making today.

And honestly… it’s something many photographers are guilty of.

“The biggest mistake I see senior photographers make is relying on their photos to do the marketing work.”

Many photographers assume that posting beautiful images on Instagram is enough to attract clients. But in reality, today’s seniors want more than just pretty photos—they want to understand the experience.

They want to know:

• Will you help them pose?

• Will they feel comfortable in front of the camera?

• Will they look good even if they’re not a “model”?

Showing the process through video, behind-the-scenes clips, and storytelling helps potential clients see themselves in the experience.

Seniors and Parents Find Photographers Differently

Another important topic we discussed was how seniors and parents discover photographers in completely different ways.

According to Leslie:

• Seniors typically discover photographers through Instagram, model teams, and word of mouth.

• Parents often find photographers through Google searches, websites, and recommendations.

That means photographers need to think strategically about how they market their business.

Your Instagram content should speak to seniors, while your website should speak to parents, who are often focused on things like safety, professionalism, and product quality.

Understanding this difference can make a huge impact on how consistently you book clients.

Are Senior Model Teams Still Worth It?

Senior model programs have been a big part of the senior photography world for years—but things have definitely evolved.

Leslie shared that model teams still work, but photographers need to have realistic expectations.

Model teams today are less about direct referrals and more about creating buzz around your brand.

Instead of expecting every team member to bring in multiple bookings, the value often comes from visibility.

When you have a group of seniors posting about photoshoots, sharing behind-the-scenes content, and talking about your brand, that creates a ripple effect that keeps your name circulating in the community.

Leslie currently runs a model team with 24 members, and each member receives several guaranteed shoots throughout the year, including:

• Individual headshots

• A group styled shoot

• A holiday shoot

• A cap and gown session

The cap and gown session is especially helpful because it allows seniors to schedule their individual senior session any time of year without worrying about when their cap and gown will arrive.

Why Video Marketing Matters for Photographers

Another major takeaway from our conversation was the growing importance of video marketing.

Video allows potential clients to see:

• The behind-the-scenes experience

• How you guide posing

• How relaxed and fun the session feels

When seniors can see that you’ll help them through the process, it removes a lot of the anxiety that comes with being photographed.

This is why short-form video content—like Instagram Reels—can be incredibly powerful for photographers.

It’s not just about showing the final image. It’s about showing the journey.

Building a Sustainable Photography Business

Beyond marketing strategies, Leslie also talked about something that every photographer needs to hear:

Know your numbers.

A sustainable photography business isn’t built on guesswork—it’s built on understanding your expenses, your goals, and the number of sessions you need to book.

Leslie explained that sometimes photographers feel like they’re not booking enough clients, but when they actually look at their numbers, they’re doing better than they think.

“Facts are more important than feelings in business.”

Knowing your expenses—from software subscriptions to insurance to equipment—helps you price your services appropriately and build a business that actually supports your life.

What Is Seniorologie?

For photographers who want to specialize in senior photography, Seniorologie offers a wide range of resources designed specifically for this niche.

Seniorologie provides:

• Education for senior photographers

• Online courses

• Coaching programs

• A podcast

• Free resources and guides

Leslie also hosts an in-person business retreat for photographers designed to help attendees refine their marketing, branding, and business strategy.

The retreat includes both education and hands-on photoshoots, giving photographers the opportunity to learn while also building their portfolios.

Listen to the Full Episode

If you’re a photographer looking to book more senior clients, improve your marketing, or create a sustainable photography business, this episode is packed with helpful insight.

Listen to the full conversation with Leslie Kerrigan on The One Behind the Lens.

You can also learn more about her work at:

Seniorologie
https://www.seniorologie.com

Final Thoughts

Senior photography is an incredible niche—but like any business, success comes from understanding your audience and consistently showing up in your marketing.

As Leslie reminds us, it’s not just about posting beautiful photos.

It’s about showing the experience and helping clients see themselves in the story you’re creating.