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Stacey Rolfe of www.staceyrolfephotography.com and www.toghub.com.au is one of those photographers who’s built a business that doesn’t just look good from the outside… it actually works.
She’s a Sydney-based family photographer who photographed 131 families last year and generated over $300,000 across her different income streams.
Roughly a third comes from photography, another third from building CRM systems for photographers through her business, The Tidy Tog… and the rest from education, mentoring, and events.
Before photography, Stacey spent 12 years as a corporate lawyer in London and Sydney — and that background shows up everywhere in how she runs her business.
She thinks differently.
While most photographers are chasing leads, posting on Instagram, and hoping something sticks… Stacey has built a system that turns past clients into repeat bookings — again and again.
Last year, around 75–80% of her bookings came from returning clients… with another 25–30% from referrals.
That alone is worth paying attention to.
In this interview, Stacey shares how she’s built a business around simplicity, systems, and client experience — and why that approach can make marketing easier, sales more natural, and your business far more sustainable.
Here's some more of what we covered in the interview:
What’s on Offer for Premium Members
If you’re on the fence about becoming a premium member, join with the $1 trial today and get access to the FULL interviews each week, a fantastic back catalogue of interviews, and have ALL future interviews delivered automatically to your phone or tablet. Plus, special member-only interviews.
Most photographers are chasing leads… I’m focused on systems, client experience, and making what you’re already doing more efficient and more profitable. — Stacey Rolfe
You'll also receive access to the members-only Secret Facebook Group, where you can connect with other Premium Members and interview guests to help, support and motivate you to take ideas you hear in each episode and put them into action. The group also has FB live video tutorials, role-play, and special live interviews. You will not find more friendly, motivated, caring and sharing photographers online. Seriously, that's not all.
It sounds small to automate emails and reminders… but those tiny things create a domino effect of trust in your business. — Stacey Rolfe
In addition to everything above, you'll get access to instructions on forming or joining a MasterMind Group with other premium members. These groups are super motivating, hold you accountable, and help you build friendships with other pro photographers who share your goals—to build a more successful photography business.
What is your big takeaway?
Following this interview, I’d love to know if you're taking anything from what Stacey shared. Is there something you heard that excited or motivated you to the point where you thought, yeah, I'm going to do that! If so, leave your thoughts in the comments below; let me know your takeaways and what you plan to implement in your business based on today's episode.
Almost 80% of my bookings are returning clients — and that shows up even stronger than in the leads. — Stacey Rolfe
If you have any questions I missed, a specific question you’d like to ask Stacey, or a way to thank her for coming on the show, feel free to add them in the comments area below.
As soon as pricing feels confusing or hidden, you lose trust — and that’s what stops people booking. — Stacey Rolfe
IPS Like a MoFo Training – Session 1 is in the bag; one session to go. Don't miss out!
If your IPS sessions feel awkward… inconsistent… or you’re hearing “we’ll think about it” more than you’d like…
This is for you!
Because most photographers don’t have a sales problem.
They have an IPS problem.
Richard Grenfell has built a process that delivers $3–4K in average sales with a 97–98% conversion rate.
No pressure.
No discounting.
No “sales tricks.”
Just a better way to run the entire experience.
And the part most photographers miss?
They're losing the sale before the session even begins.
If your work is strong… but your numbers don’t reflect it…
Do not miss this.
All the details are here: https://learn.photobizx.com/ips-like-a-mofo-registration/
iTunes Reviews and Shout-outs
I check for any new iTunes or Google reviews each week, and it's always a buzz to receive these… for several reasons. Firstly, it's confirmation that I'm on the right track with the interviews and that they are helping you improve your photography business. That's awesome! Secondly, iTunes and Google are the most significant podcast search engines, and your reviews and ratings help other photographers find PhotoBizX. More listeners mean more interviews and, ultimately, a better show.
If you make the experience amazing and show people why this matters, it stops being a one-off shoot… it becomes something they do every year. — Stacey Rolfe
If you have left a review in the past, thank you! If you haven't and you'd like to, head to https://photobizx.com/itunes or https://photobizx.com/google. You can leave some honest feedback and a rating, which will help me and the show. I'll be sure to thank you on the show and add a link to your website or blog if you let me know the URL of your website and your name. Alternatively, if you've left a review for PhotoBizX and are looking for more backlinks to help your SEO, leave a review for the new Photography Xperiment Podcast. Email me your keywords or phrases and where you'd like me to link them.
You don’t have to run your business a certain way — you have to build one that fits your life. — Stacey Rolfe
Another great way to get a backlink to your site is to send a video testimonial. It doesn't need to be fancy, and your phone will be perfect. Click record and tell me how PhotoBizX has impacted you and your photography business.
Links to people, places and things mentioned in this episode:
Stacey Rolfe Photography Website
Stacey Rolfe Photography on Instagram
Stacey Rolfe Photography on Facebook
That first shoot is intimidating and vulnerable — if you can remove that stress, people don’t want to go looking for another photographer. — Stacey Rolfe
Thank you!
Huge thanks to Stacey for being so open to sharing everything she did.
What stood out for me… this isn’t really about marketing. It’s about systems, simplicity, and removing friction.
Because when you get that right… Clients come back. Referrals happen naturally. And you stop chasing every new lead.
Love to hear what stood out for you.
While other photographers are spending hours on sales and delivery… I’m out doing another shoot. — Stacey Rolfe
That’s it for me this week; I hope everything is going well for you in life and business!
Thanks for listening—speak soon,
Andrew
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