What I Wish I Knew Before Going Full Time as a San Francisco Family Photographer with Minimal Leads

Making the decision to go full time as a photographer is equal parts exciting and terrifying. You leave behind the security of a steady paycheck and dive headfirst into a world of creativity, freedom—and a whole lot of uncertainty.

When I first started my journey to become a San Francisco family photographer, I envisioned fully booked calendars, heartfelt sessions, and beautiful golden hour light. What I didn’t expect? Weeks of silence. Minimal leads. Minimal inquiries. Just me, a camera, and a whole lot of self-doubt.

This post is what I wish someone had told me before I made the leap. If you’re trying to go full time and wondering why the bookings haven’t followed, this is for you.

What I Wish I Knew Before Going Full Time as a San Francisco Family Photographer with Minimal Leads

Let’s be real—starting from zero is humbling. There’s a big difference between loving photography and knowing how to turn it into a business. When I decided to go full time, I thought freeing up my schedule and photographing everything coming my way would be enough. Spoiler: it wasn’t. No one knew I was available outside of my personal social media following. I hadn’t built a presence or trust with anyone outside my personal circle.

But you’re not alone if you’re in that spot. The beginning is messy and full of learning. It doesn’t mean you’re not cut out for this—it just means you’re in the thick of growth.

What Didn’t Work (And What I Learned From It)

Here are a few things I poured time into that didn’t move the needle:

• Posting on my personal Instagram, expecting everyone to magically know I was taking this seriously
• Watching hours of advice tutorials on YouTube instead of finding real model families and actually creating the art I wanted to be hired for
• Assuming that buying the most expensive gear would make me look more legit (hint: it didn’t)
• Using every trending hashtag and hoping for the best
• Hiding behind my work and barely showing my face

The biggest mistake? Expecting results without truly showing up as a business owner. I had to stop hoping people would just “find me” and start building something they could actually connect with.

What Finally Made a Difference

Everything changed when I got intentional about how I showed up and who I wanted to serve. Here’s what helped:

1. I Chose a Niche
When I decided to become a San Francisco family photographer specifically, things began to click. I started speaking directly to the people I wanted to work with: busy, love-filled Bay Area families looking for connection—not just posed photos.

2. I Scouted Beautiful Locations and Used Model Calls
I finally began scouting the many beautiful locations in the Bay Area and got model families and couples to get in front of my lens. This not only helped build my experience with photographing people, but also helped show potential clients the beautiful locations their own families could have photos at. Believe me, location scouting is hard and there will be many misses, but those hits are truly life changing.

3. I Gave Myself an Online Presence
At the time, I was only posting my work on my personal Instagram that was very informal. I was scared nobody would follow my business photography account if I made one. But eventually, I made myself a business photography Instagram and did all the necessary steps to create my website. This made me look like an actual business and reduced my inbox of people asking every question under the sun—I made sure my website had all necessary information.

4. I Built Real Relationships and Was Myself
Instead of acting like someone I thought my clients would want as a photographer, I was simply myself and connected with so many families. Being yourself will help attract those who are meant to work with you. When people see the real you—your quirks, your voice, your values—they feel more at ease and more willing to trust you with their memories. Authenticity builds lasting client relationships.

5. I Treated It Like a Business
I stopped waiting for leads and started thinking like a business owner. I invested in branding, created a website optimized for my niche, and built a client experience that made people want to refer me.

Advice to My Past Self (and Maybe to You Too)

If I could go back and give myself some advice during that hard, lead-less season, here’s what I’d say:

1. Don’t Wait to Be “Ready”—Start Now
You don’t need the perfect lens, a full client closet, or a massive social media following to begin. Use what you have. Shoot often. Learn fast.

2. Your Website Matters More Than You Think
I thought Instagram was enough. It’s not. Your website is your home base. It should be simple, mobile-friendly, and filled with language your dream client uses.

3. Get in Front of Local Audiences
Join Facebook groups. Attend mom meet-ups. Collaborate with kid boutiques. Don’t just exist online—show up in your actual community. Becoming known locally was a game-changer in my journey as a San Francisco family photographer.

4. Consistency Beats Perfection
You don’t need to have a perfect feed or every post go viral. Just show up. Weekly blogs, regular IG stories, monthly email newsletters—they add up.

5. Rejection Isn’t Personal
You will have people ghost you. You will have inquiries that never turn into bookings. That doesn’t mean you’re bad at this. It means you’re building something real—and real things take time.

The First Leads I Booked (and What They Taught Me)

My best friends’ two sisters became engaged and wanted me to help document their engagement sessions. At the time, I was a hobbyist and monographer (only taking photos of my two girls along the many beautiful scenic places around the Bay Area) and had no experience taking photos of actual adults.

Let me tell you, the nerves were high and I even tried to convince them to go with another more experienced photographer. I’m so glad they put their trust in me because fast forward 5 years, I’ve now been documenting their growing families time and time again.

After I documented their engagement session, word of mouth spread—and let me tell you, word of mouth is so strong and crucial for small businesses. More people began to see my art and want to book my services.

One of those early clients said, “I’ve been looking for a San Francisco family photographer who doesn’t just pose people—but captures their real energy.”

That line stuck with me.

What I learned from those first bookings:

• People hire photographers based on emotion, not just aesthetics.
• They want to know who you are, not just what you shoot.
• Word of mouth works. Big time.

That first momentum led to more. Then more. And before I knew it, I had a calendar full of shoots and a business that could support me full time.

What I Still Struggle With (Yes, Even Now)

Just because I’m full time doesn’t mean everything’s perfect. There are still slow seasons. There are still doubts. There’s still imposter syndrome sometimes. But now, I know how to weather it and put my time into other areas that are crucial for my business.

I know how to:

• Market during off seasons
• Nurture past clients for return bookings
• Focus on long-term brand building instead of chasing quick wins

Every year, I get better. More confident. More focused. And more in love with serving families as a San Francisco family photographer.

If You’re Just Starting—Here’s What I Want You to Know

You might be feeling overwhelmed. Unsure. Maybe even a little discouraged. And that’s okay. It’s all part of it. But the fact that you’re reading this? It means you care. You want this. And that’s the biggest, most important piece. You don’t need all the answers right now. You just need to take the next small step—whether that’s emailing someone about a model call, finally launching your business Instagram, or updating your website copy to reflect who you really are.

I promise, one day you’ll look back and be so proud you kept going.

Curious about an experience with a San Francisco Family Photographer? Check out my most recent family session blog post to see the magic we can create! If you are looking for a lifestyle Bay Area family photographer, be sure to check out my portfolio and contact me today to discuss your ideal Bay Area family photography session! Also be sure to follow me on Instagram to see my latest work!