If you’re a wedding photographer or filmmaker who’s been in business for at least two years and you’re ready to step into the luxury market, this is your roadmap. The transition from mid-market to high-end weddings isn’t just about raising your prices—it’s about positioning, strategy, and relationships.
Recently, we sat down with Lindsay Landman, a top-tier wedding planner with over 23 years in the industry, to get her expert take on what wedding planners are really looking for in photographers and videographers. If you’ve ever wondered why you’re not getting referrals from luxury planners—or how to start—this is your guide.
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Why Wedding Planners Are the Key to High-End Clients
Most wedding photographers and filmmakers eventually hit a ceiling when they rely solely on direct inquiries. If you want to scale into the luxury market, planners are your golden ticket. High-end clients trust planners to curate the perfect vendor team, and if you’re not on their radar, you’re missing out on premium bookings.
But here’s the catch: Planners are extremely selective. Their reputations are on the line with every vendor they recommend. So, how do you become someone they trust? Let’s break it down.
Mistakes Photographers & Filmmakers Make When Approaching Wedding Planners
The biggest mistake? Lack of alignment.
Luxury wedding planners have a very specific aesthetic, brand, and clientele. If your portfolio doesn’t match the type of work they’re booking, it’s a red flag. For example, if a planner specializes in ultra-modern, high-glam weddings in NYC and your portfolio is full of light-and-airy outdoor vineyard weddings, there’s a disconnect.
Before reaching out to a planner, ask yourself:
✅ Does my portfolio align with their aesthetic?
✅ Have I worked in similar venues or markets?
✅ Do I understand the level of service and professionalism expected in luxury weddings?
Another common mistake? Unpolished communication. If your emails or proposals have typos, unclear pricing, or feel too casual, planners won’t take you seriously. In the luxury market, professionalism is EVERYTHING. Every interaction is a reflection of the experience you’ll provide their clients.
How to Attract Luxury Wedding Planners & Get More Referrals
If you want to get noticed by high-end planners, here’s what to focus on:
- Position your brand for luxury clients: Luxury is not just about price—it’s about exclusivity, experience, and refinement. This should be reflected in every aspect of your brand, from your website to your social media to how you present pricing.
- Build genuine relationships: Planners won’t refer you just because you’re talented—they refer people they trust. And trust starts with relationships
- Master pricing transparency: One of Lindsay Landman’s biggest pet peeves? Vendors who ask, “What’s your client’s budget?” instead of setting clear pricing. Listen to this episode to learn more about this!
- Showcase the right portfolio: Luxury planners can spot a budget wedding from a mile away. If your portfolio is filled with DIY decor, empty tables, or poorly lit venues, it’s going to be a hard sell.
- Understand the luxury client mindset: Luxury clients aren’t just buying photos or videos—they’re investing in an experience. Their expectations are higher, and so is the level of service required.
Final Thoughts: The Fastest Way to Level Up
If you take one thing away from this, let it be this: Luxury wedding planners don’t just work with the most talented vendors—they work with the most aligned, reliable, and strategic ones.
Success in the high-end market isn’t just about taking pretty pictures or filming epic wedding films. It’s about how you market yourself, how you build relationships, and how well you understand what planners and clients actually want.
So, where can you start TODAY?
🚀 Audit your brand—does it reflect luxury?
🚀 Curate a portfolio that aligns with high-end weddings.
🚀 Start engaging with planners you want to work with.
🚀 Polish your communication, pricing, and professionalism.
The luxury market isn’t reserved for a select few—it’s for those who are willing to do the work to position themselves for it. Are you ready?
🎧 Want to dive deeper? Listen to our full conversation with Lindsay Landman below!
