Car Yard Photographer

Like all “big ticket” items, buying a car is mainly an emotional decision. - Nigel Marlow, Director of business and psychology at the London Metropolitan University.

Welcome to the digital age, the age of information and online persona. An age which has seen the importance of used car salesmen dwindle from selling cars to servicing paperwork and selling warranties. An age where the customer’s landscape has changed from having an adventurous day, travelling from one yard to another, haggling about prices and kicking tyres for good effect, to browsing online catalogues and reading reviews. If the market for used cars was competitive before, it’s now akin to a gladiator survival match in a Roman theater and it’s only becoming more cutthroat. Welcome to the age of your digital image.

This change in landscape might seem dramatic, but the goalposts haven’t moved much. The aim of the online battle for attention still revolves around getting feet onto a yard and within the warm and comforting embrace of the salesman. Regardless of how many reviews and price comparisons a customer has researched, whoever wins the online battle, gets to influence the customer first and the first point of contact you can have, are the images you portray.