Dan Riley - Owner, OnDisplay Property Marketing
What inspired you to start your business, and what was the journey like from idea to execution?
My business began with a hobby of flying drones and taking quick snaps of my family when we were out on beautiful walks in Northumberland. Not long after I bought a camera for the same thing, and would use both for capturing the wonderful places we would stay for a long weekend. I used to send some of the pictures to the owners as a thanks, and twice I was asked back to do an actual paid shoot. That was when I realised I might be on to something!
What challenges did you face in the early stages, and how did you overcome them?
The challenges I face which I am still working on solving are visibility and connection. Coming out of university, I built an E-Commerce business from my home office and sold it after three years. When I became serious about this new business, I realised that I had no local connections, and this would likely be something that would grow through word of mouth and becoming known. Having no previous experience or contacts in the industry, I had to start from scratch, learn the industry, how it worked, what it wanted and try to build through showcasing quality, alongside plenty of outreach and networking.
What sets your business apart from competitors in your industry?
A lot of our work is very intentional and storytelling-based, and we make sure that always comes across in not just our signature property films but also in our still-photography work. We started creating property films because standard property video walkarounds don’t always do certain places justice – it doesn’t immerse the viewer in the feel of the place. That is what we are always looking to capture – the feel and the mood – because that is what connects with people when they’re envisioning themselves there.
How do you define success, and how has that definition evolved over time?
Success for me has always meant freedom. Growing a business and making enough money is of course still an important part of achieving that freedom, but as is the case for most entrepreneurs, the freedom to create, the freedom to build, the freedom to explore new ways of doing things is huge.
What type of businesses do you tend to work with?
While a lot of our work is focused on the luxury side of things, we do also operate as ‘regular’ property photographers and videographers. We are just as capable of working with companies that want the bells and whistles on one showcase, as we are with those that want consistent, good-looking media multiple times a week. We are just as interested in raising the marketing floor for companies as we are raising the ceiling for others. We also do a lot of work in the luxury commercial property sector – hotels, bars, wedding venues.
How do you stay ahead of industry trends and adapt to market changes?
We have a small team and we dedicate a number of hours each week – no matter how busy we are – to exploring the latest tech, the latest software, and the latest way of doing things by industry leaders across the world. We then try and bring that with our own spin to the North East market. Things like AI are completely transforming the industry, as well as new methods of editing, capturing and storytelling. We invest time and money in all of these things so our clients don’t have to. It’s never been more important to stay ahead on these things because in my view, the ones who don’t will quickly be left behind.
What advice would you give to aspiring entrepreneurs looking to start their own ventures?
As cliche as it is, I would recommend following your passions and interests. Or at least starting there. I don’t believe that money can be or should be anyone’s primary motivator for starting a venture and it certainly won’t carry you through when times get tough. If you genuinely love and are interested in what you do, then no day ever feels like work, which is all you can ask for. Of course, the hobby or interest needs to align with some market gap you feel is there, but it is definitely the place to start and build from.
What’s next for your business? Any exciting projects or future plans on the horizon?
The only thing that is next for us is to continue to grow our capabilities internally, and hopefully our client-base externally. Bringing new, creative ideas to the market that deliver results is what we love to do, so plenty more of that!
How do you like to unwind?
Long walks with the family, weekly 7-a-side football and drinks with mates – all of the standard stuff!
ondisplaypropertymarketing.co.uk