When I moved from Dallas to Nashville, I had a portfolio full of dry Texas landscapes and zero photos of the rolling green hills that make Nashville sessions so beautiful.

I needed new portfolio images fast. I had no local clients. And honestly, I had no idea how this was going to work.

So I posted in two local Facebook mom groups, offered free sessions for a handful of families who fit my vision, and collected their contact info through a simple form. Within one weekend of shooting, I had a full Nashville portfolio and a growing list of email subscribers who already loved my work. Several of those families booked paid sessions with me within a year.

That experience changed how I think about model calls entirely! They are not just a portfolio tool. When you run them strategically, model calls for photographers can build two of the most valuable assets in your business at the same time.

Here is exactly how to do that!

What a Model Call Actually Is (And What It Is Not)

A model call is when you offer a free or deeply discounted session in exchange for images you can use in your marketing. That is it. You are not giving away your business. You are making a deliberate investment in your portfolio and your future marketing.

What a model call is NOT: a pity session for a friend, a favor that turns into a nightmare, or an open invitation for anyone who wants free photos to show up and do whatever they want.

The difference between a chaotic model call and a strategic one comes down to specificity. The more specific you are about what you are looking for, the better the images will be, and the more aligned the families will be with your ideal client.

I tell people to think of it like casting a role, not hosting a giveaway. That distinction matters more than most people realize.

How to Structure Your Model Call So It Actually Works

Before you post anything, decide three things:

What images do you need? Think about what is missing from your portfolio. A family with a toddler and a baby? A session at a specific location? A fall-toned session when you have mostly spring images? The more targeted your ask, the better your results.

What will they receive? I treat model calls like mini sessions. Families receive five complimentary images, and I upsell the full gallery from there. I have never done a model call where someone did not purchase the full gallery afterward. Once they fall in love with 80 pictures of their family, the upgrade is an easy yes. I sell that full gallery at a discounted rate of $200, so what starts as a free session turns into real revenue. Every single time.

What do they need to follow? Every model call family receives my style guide before we ever meet. They have to follow it. If I am building a portfolio of light, airy, neutral-toned sessions and someone shows up in neon orange, those photos are not going on my website. The style guide is not optional. It is part of the agreement.

If you want to elevate the experience your model call families have, my Client Experience Guide is the exact style guide I send to every client, model call or paying. It is already written and designed, so you just drop in your photos.

The Part Most Photographers Skip: Growing Your Email List

Here is where most photographers leave so much on the table.

When someone applies for your model call, they fill out a form. That form is your email list opt-in. You are not sneaking anything past anyone. You tell them upfront that submitting their application adds them to your email list for future mini session announcements and offers.

Most families say yes without hesitation, because they want to hear about future sessions. They already like your work enough to apply. They are warm, interested, and exactly the kind of person you want on your list.

I used Flodesk for my application form when I ran those Nashville model calls. The setup took maybe 20 minutes, and every family who applied was automatically added to my email list as a subscriber. When I opened my first Nashville mini sessions to my list a few months later, I had a warm audience ready to book, people who already knew my work and had been hearing from me.

That is the dual purpose model calls can serve: you walk away with portfolio images AND an audience for your next launch. That is a big deal!

For more on building your list from scratch, this episode on how to find new clients without ads walks through exactly that.

Where to Find Model Call Applicants

You do not need a big following to run a successful model call. When I moved to Nashville, I had zero local Instagram followers. Here is what actually worked:

Local Facebook mom groups. Most groups do not let photographers advertise paid sessions, but model calls are different because you are not selling anything. You are giving something away! You are offering something free in exchange for their participation. I have found that a clear, specific post in a local mom group fills spots fast.

Your existing email list. If you already have subscribers, give them first access. Frame it as a VIP opportunity. People who are already on your list are your most loyal audience, and they want to work with you.

Instagram stories. A short video explaining what you are looking for and how to apply works really well here. Just link to the form in your bio.

The form itself should be simple: name, email address, a few photos of the family, and a question or two about their availability and whether they can follow a style guide. You are screening for fit, not just collecting names.

Use a Contract. Every Time.

I know it feels overly formal for a free session, but please use a contract.

Your contract should spell out what is included (five images), what they must do (follow the style guide, sign a model release), and how you will use the images (social media, website, marketing). A signed model release is non-negotiable. That is the whole point of the model call, and you need to be able to use these images freely.

My Portrait Contract Template was written and reviewed by an attorney. It protects both sides, and it has saved me from confusion more than once. Even a free session deserves a professional agreement. Honestly, especially a free session does.

What to Do After the Shoot

After the session, deliver the five included images promptly, within a week is ideal. Then send the gallery with a friendly note presenting the option to purchase the full set at your model call rate.

But here is what makes the long game work: those families are now on your email list. Keep showing up in their inbox. Share your mini session announcements. Share behind-the-scenes content. When fall minis open, they already know and trust you. Some will book the same year. Some will book two years later. I still get bookings from my original Nashville model call families because those relationships did not end after delivery. How cool is that!

Your email list is the most sustainable marketing channel you have. Model calls are one of the fastest ways to grow it with people who genuinely want to work with you. And that combination is pretty powerful.

If you are still in the early stages of figuring out how to build a photography business that actually pays you, my free class is a great place to start. In it I cover 6 steps to double your photography revenue, and it is completely free.

The Simplest Model Call You Could Run This Month

You do not need to overthink this. Here is the most streamlined version:

1. Decide what images you need and pick one or two locations
2. Create a simple Flodesk (or Google Form) application that collects name, email, family photos, and availability, and adds them to your email list
3. Post in one local Facebook mom group with a specific description of what you are looking for
4. Select two to four families who fit your vision
5. Send your style guide and a simple contract before the session
6. Shoot the session, deliver five images, and present the full gallery upsell
7. Follow up by email over the coming months as you open paid sessions

That is the whole system. It really is not more complicated than that!

If you want my exact templates, emails, and step-by-step profit plan for running model calls, my Model Call Profit Plan lays out everything you need, including how to price the sessions so you are not just giving everything away.

For a deeper listen on this topic, head to Ep. 98: Secrets to Successful Model Calls. It is a 20-minute episode and completely worth your time!

You are not stuck waiting for clients to find you before you can build the portfolio that attracts them. Model calls are the bridge. Run them right, and you walk away with beautiful images AND the email list to fill your next season of sessions. That is a win on both counts, and you can start this month!