Can I Build This - Update 5

Some of you know, some of you don’t know.

I’ve been operating a Real Estate Photography business since 2020.

It’s time for an update.

If you need some background on how/why I started this business read my Twitter thread below.

Otherwise, follow along below.


Immersion Factory LLC has crossed the $170,000 revenue mark.

I never could imagine that I’d get this far, this fast almost entirely by myself. But I didn’t do this alone. Nor will I do it alone in the future.

I cheated.

I got all of the answers from the old masters of business.

Here is where the view from old masters is uniquely powerful. Instead of standing at the beginning of the winding trail, barely able to see around the first bend, the masters know the entire terrain.

By studying 100s of greats in all fields, I can see the whole terrain ahead of me, not just behind. This is a huge advantage.

Immersion Factory doesn’t do anything new. But we do something special.

I’ll call it IF Secret Sauce, even though it’s not really a secret:

  • Find a niche with suboptimal competition with a runway for growth.
  • Kill yourself for your customers.
  • Under promise and over deliver. Every. Single. Day.

That’s literally it. That is all Immersion Factory does.

Marketing budget? What’s that? Immersion Factory spends virtually zero dollars on marketing, yet we continue to get new clients. The IF Secret Sauce, when applied right, just works.

Let me give an example. Last week one of my first clients called out of the blue. She now is a manager of her brokerage in a new territory. She asked if I could present to all of her agents. This is unusual for a few reasons.

First, most photographers try to jump through multiple hoops to get to present in front of a brokerage office full of agents. Second, there are photographers closer to her territories for probably cheaper than Immersion Factory.

But this client was so floored with the quality of our service, she reached out.

This, people, is brand or mind share in action. The input is the IF Secret Sauce.

For Immersion Factory to grow and succeed, the IF Secret Sauce needs to be flowing out of every operator on a daily basis. This is my challenge as leader and as I bring new people on.

The first step in this growth process was to professionalize the Immersion Factory brand.

You might think a logo doesn’t mean much. But a logo serves as the symbol, the starting point of a company’s culture & narrative.

The logo I created before had little thought behind it. That is okay. I needed to create something very fast. It served its purpose as a placeholder.

I hired a design firm in Ithaca called Flourish Design Studio to help with the process. Funny enough, the company is headed by my middle school art teacher and a girl I graduated with.

Here is the new logo.

Here is the meaning behind the logo.

Each partial line represents all of the important stakeholders in business:

  • Customers
  • Employees
  • Investors
  • Suppliers
  • Government
  • Community
  • Environment

Why? My mentor often says if you can see from their eyes and create win/wins for all, it’s like sitting at a poker table with 7 others and you can see their cards. You can’t lose. You’ll have no blindspots.

And the rings complete into a unified shape representing the team as one. The full logo infers a circle or the world because, really, we all are in this together.

The white lines can also represent the 3 keys to the IF Secret Sauce.

The logo also infers an eye for immersion, and is a hat tip to my daughter, who’s name is Iris.

Now the logo means something.

Lastly, I’m proud to announce that Jake Hill (@ja20hill) will become Immersion Factory’s newest operator. He will be bringing Immersion Factory to a new location, yet to be disclosed.

Jake and I have been friends since 2nd grade. Whether it was teaming up to shoot rubber band guns at imaginary foes in a field to teaming up on Double Dragon or N64’s NFL Blitz, I know we’ll work well as a team, we always have.

Jake is ridiculously smart (always got better grades than me), is driven and will be a huge asset for the company.

Jake will be shadowing me shortly before he transitions back to his area.

My goal is this: to make Jake more successful than me. In turn, our company will be successful.

I’m really excited and a bit scared. I, like everyone else, fear the unknown. But if you don’t take risks, you don’t get any sweetness in life.

If you enjoyed this, I occasionally send out a newsletter called the WoodShedd.

It contains:

  1. Digging hard into the mechanics of business, investing & leadership.

  2. Updates on building my business (like above).

Check it out 👇 👇

Subscribe To Get Updates