The Dead Pixels Society podcast
News, information and interviews about the photo/imaging business. This is a weekly audio podcast hosted by Gary Pageau, editor of the Dead Pixels Society news site and community.
This podcast is for a business-to-business audience of entrepreneurs and companies in the photo/imaging retail, online, wholesale, mobile, and camera hardware/accessory industries.
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The Dead Pixels Society podcast
The Louisville Lensman Who Built Two Companies By Removing Customer Friction
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Ever wondered how successful entrepreneurs spot untapped market opportunities hiding in plain sight? Carl Armijo's journey from civil engineer to thriving business owner offers a masterclass in customer-focused growth.
When COVID-19 disrupted traditional career paths, Armijo pivoted to real estate photography—a choice that perfectly balanced his need for family flexibility with pandemic-era social distancing requirements. Rather than approaching photography purely as a creative venture, he applied his engineering mindset to build systems that prioritize customer service, consistency, and frictionless experiences.
What sets Armijo's business approach apart is his relentless focus on removing obstacles for his clients. Through sophisticated online booking platforms, next-day delivery promises, and streamlined media delivery, he's eliminated the frustrations that plague typical service businesses. His real estate agent clients can order, schedule, and receive their marketing materials without the endless back-and-forth that wastes precious time.
Most impressively, Armijo transformed a common client complaint into an entirely new business opportunity. After repeatedly hearing real estate agents grumble about unreliable cleaning services, he launched Louisville Cleaning Pros—a separate company that complements his photography services while potentially doubling revenue from each property. This strategic move demonstrates how attentive listening and problem-solving can unlock unexpected growth avenues.
Armijo's naming strategy reveals his forward-thinking business acumen: while "Carl Armijo Photography" ties the brand to him personally, "Louisville Cleaning Pros" was deliberately named to facilitate potential future sale—a subtle distinction that highlights the importance of considering long-term exit strategies from day one.
For photographers, service providers, and entrepreneurs alike, this conversation offers practical insights on pricing strategy, handling inevitable s
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Hosted and produced by Gary Pageau
Edited by Olivia Pageau
Announcer: Erin Manning
Welcome to the Dead Pixels Society podcast, the photo imaging industry's leading news source. Here's your host, Gary Pageau. The Dead Pixels Society podcast is brought to you by Mediaclip, Advertek Printing and Independent Photo Imagers.
Gary Pageau:Hello again and welcome to the Dead Pixels Society podcast. I'm your host, gary Peugeot, and today we're joined by Carl Armijo, who is with Carl Armijo Photography and the Louisville Cleaning Pros, and he's in Louisville, Kentucky, and he's going to talk to us today about customer service and how that applies to all businesses, in photography and without photography. So, hi, carl, how are you today?
Carl Armijo:Hey, Gary, thanks for having me today. I really appreciate it. I know my name can be a challenge there, but you got it. You nailed it perfectly, so it's an awesome job.
Gary Pageau:Well, thank you. Now I'll try and say Pageau, right.
Carl Armijo:Yeah, yeah.
Gary Pageau:Let's talk a little bit about your business journey. You're a real estate photographer, which is kind of a niche. How did you get started in that?
Carl Armijo:Yeah, so real estate photography really came about in 2020 for me during the COVID pandemic. Really, I have a background in civil engineering. I've worked for Fortune 500 construction management engineering companies in my previous life, but during 2020, you know, there was a perfect storm of a situation to get me moving into the real estate photography thing. My wife and I started fostering a child, so I needed more flexibility with my daily life and a corporate nine to five job wasn't providing that flexibility to handle that kind of situation with a new kid in the house. Also, we were in this weird situation where, you know, we couldn't go to the office. Professional headshots were dead because we weren't allowed to meet in person to do that kind of stuff. You know we were shut down because of that pandemic. So, you know, real estate photography really fit a good flexibility I can go into a home, we can ask people to leave that a face to face contact or that social distancing that was required by the government wasn't an issue.
Carl Armijo:So it was a way to kind of you know, continue photography, move into something different and it's turned out to be like the best move that I've made in business, because I really enjoy on the real estate side of photography. To me it's more of an engineering kind of mindset than it is a creative kind of mindset, especially when it comes to business right, because, yes, I want to create fantastic images that it's going to get people in homes to look at them and see that the real estate agents are going to love, but really it's a, it's a process, it's customer service driven and it's it's more of those things that really get me more excited about real estate photography than actually taking pictures of a living room or a kitchen. You know if that makes sense.
Gary Pageau:So when you're doing real estate photography, are you also including, like, the video walkthroughs, sure yeah, the 3D visual things? I imagine you have to have like a certain price point on the property for the real estate agent to do that. What is that in your area to, let's say?
Carl Armijo:you know it makes sense to do all the extra stuff you know, I don't think that it's necessarily price point of the home that's driven. It is the agent who's driving that, based on how the agent wants to market themselves. Um, and so that's what I tell agents themselves when I'm talking to them. It it's like the best agents that I know and work with. They order the same products from me on every single house that they sell, no matter if it's $100,000 house or if it's a million dollar plus house.
Carl Armijo:They're doing it the exact same way. That way, their customers who are selling properties know what they're getting when they hire this listing agent. And so, in my opinion, the agents who are doing things the right way are marketing every property the same way, no matter how expensive it is or how cheap it is. And with that being said, the more expensive the house, you know, the more that other things make more sense in the marketing standpoint for agents. You know. You know we're seeing the prices of houses go up and stuff, you know. But anytime you're in the $300,000, $400,000 range here in Louisville, that's a pretty good size home. Here it makes more sense to order things like videos or 360-degree tours, which we do, you know, things like that.
Carl Armijo:That makes good sense for the real estate agent and for the homeowner who's selling the home so that that property that makes good sense for, for the real estate agent, um, and for the homeowner who's selling the home, so that that property can be marketed a little bit different if you really had to kind of expand your portfolio, if you will, to all these other things, or were you doing this from the word go with?
Gary Pageau:I mean, I just think, like the drone fly-throughs are kind of crazy and all that, yeah, it's pretty cool, but it's like a whole nother skill set and kind of crazy and all that. Yeah, it's pretty cool, but it's like a whole nother skill set and a delivery mechanism and all that other stuff.
Carl Armijo:Sure, yeah, yeah. So yeah, I mean I started out with most of this stuff from the go.
Erin Manning:I started offering pictures.
Carl Armijo:You know drone photography, 360 tours. You know we do things like virtual twilights, where we can take a daylight picture and use post-processing and make it look like it's a dusk outside. You know virtual staging, where you add furniture inside of an empty room.
Carl Armijo:You know having all of these products available to to real estate agents is a huge plus for them, right? They don't want to hire a photographer to come in and take pictures of the house but then want to hire a photographer to come in and take pictures of the house, but then go hire a videographer to come in and make a video right.
Carl Armijo:They want one appointment. They want you to be able to do all of it for them and they want you to deliver it to them the next day. And that's the most important thing that you can do for these real estate agents is you can be a one-stop shop for them. They can get all the media that they need to market and sell their property.
Gary Pageau:So you're talking a little bit about like them using you to almost enhance their brand, right In the sense that you're providing this very consistent look and it's really no matter what they do, because they're probably thinking, if I do this across everything I offer on my local realtor page and everybody sees it like that, they're more likely to get people to reach out to them to want to list their houses with them. I imagine.
Carl Armijo:That's how I think they should be thinking about it. I think the great agents who are selling a lot of properties do think about it that way, at least the great agents that I work with there's 5,000 real estate agents in Louisville, right, I'm sure it's the At least the great agents that I work with. There's 5,000 real estate agents in Louisville, right, you know, I'm sure it's the same all across the country. There's, there's, you know tons of real estate agents.
Carl Armijo:You know they say most of them are doing one or two deals a year, but the real good ones are doing one or two deals a week, right, and, and, and. They're busy, and they're the ones who are consistent in their marketing, consistent in how they show properties and it brings clients into them based on how they do that and keep that marketing the same.
Gary Pageau:We've talked a little bit about the customer service piece and you said you know delivering the next day is vital. What do you do if you've got a problem right? Maybe something's taking longer, maybe the drone was shaky or there was a smudge on the lens or I don't know what kind of things could happen. I'm sure there's a lot that can happen. But so how do you handle those situations from a customer service angle?
Carl Armijo:Sure, I think there's a couple of things to think about. One is clear communication, right? A couple of things to think about.
Carl Armijo:One is clear communication, right? So you have to set expectations with your clients beforehand on when they can expect the media to be delivered. For me, if we do media on, a, say like a Tuesday, all of it is delivered Wednesday morning, typically around 8 am. When they're, you know, getting to the office. They have all their pictures, all their videos, plans, whatever they need to, you know, put together their marketing package for that house. They got at 8 am, you know, I promise a next day delivery. The next day delivery allows me some leeway, right?
Carl Armijo:If there is a problem and everything is not ready at 8 am, you know, as long as they get it that it that day, you know, it's kind of fallen into kind of what I have promised them or what you expect. With that being said, you have to be proactive in communicating that there was a problem you know, um, you know, if you have an issue with um, you know your drone photos, for instance. Like you crashed your drone and all of a sudden you lost your memory card, this has happened to us uh you know, hey, we have to go back out. You know, today, redo those drone pictures.
Carl Armijo:I'm still going to get them to you today. But you know we had to get another drone, you know we had to do whatever Went over the lake To make that happen.
Erin Manning:Yeah.
Carl Armijo:I mean we've had drones just disappear. I'm sorry for to laugh, but no, I mean it happens, right. You know, and it's part of doing business. You know it's a cost you have to absorb. You know absorb as a business owner. But you just do what you got to do and you still get in their pictures that same day. You know whether that means you're working late. You know to go out there and do that or you know you're you're bringing somebody into help, whatever it can be it is Like in that case.
Gary Pageau:I mean, what can go wrong with a drone, like in those situations? I don't want to turn this into the drone show, but I'm just curious like is it just it loses connection with remote device and just forgets where it is and keeps going, or that's happened a few times.
Carl Armijo:You know if you fly your drone too far away you can lose connection with your controller. You know sometimes it'll reconnect. You know I've had to hop in my car drive to the direction the drone was flying until it reconnected and then I could come back. You know, and things like that. Most of us use DJI drones and they do have some great like built in, like safety features, so that doesn't happen. But everything now and then things do go haywire.
Carl Armijo:You know, it's easy to crash a drone into a tree if you're not paying really good attention right, and that can throw off your whole, your whole day and you know, your whole order for that client and it throws off the rest of the orders for the day, you know, because we're not doing one house a day you know we're we're trying to do, you know, multiple houses in a day and so if you crash on your first house, then you've got to figure something out for the rest of the houses.
Carl Armijo:So yeah, there's things that happen but you know it's communication, it's being proactive, it's addressing the issue head on, as soon as it happens, and just not providing any surprises to your clients. People hate surprises. They understand that things happen that can go wrong and there will be a problem. Not all are understanding and like it, but they still understand that, hey, you don't always have full control over everything that happens during the day.
Gary Pageau:And I imagine I mean I'm sure there's a time element to it, right, Because they want to get the listing up, especially with as hot as the market is right now. It seems like that probably some houses sell before they even get the pictures up, probably in some cases. So I mean you do have some leeway there, right, because you can prep your, because it's not like it's you promise it within an hour.
Carl Armijo:It's within 24 of those hours and I don't even do 24 anymore. Um, I do next day because if I do an appointment at eight in the morning on tuesday 24 is eight in the morning on wednesday that doesn't get much leeway right right away, so it's next day, um, and that gives you a little bit more flexibility on getting things done, and typically next day for most agents is perfectly acceptable for that stuff when you're like pricing out your services.
Gary Pageau:Are you considered more premium or average or budget in your market? In my market.
Carl Armijo:I'm more on the average to high. I'm not premium. I'm definitely not the most expensive guy in town. I'm definitely not the the cheapest person in town. I'm definitely probably average. If someone's ordering only pictures, things like that, um, when they start getting into packages that include videos and you know, drone floor plan things, that I'm probably a little bit more high in that aspect than a lot of people as well.
Gary Pageau:So was that a conscious choice on your part? That's where you wanted to be, or do you think you're going to bump up?
Carl Armijo:You know, I think that's a very good question because that's the hardest part about running a business right. It's like where do you price your services and things like that? You know, in 2020, I'd say I started too low. I'd say in 2025, now I'm a lot closer where I'm comfortable being where I'm at. But it's taken me five years to kind of bump these prices up gradually to get to where I'm a little bit more comfortable.
Gary Pageau:So you know, I would say if you're starting a, business.
Carl Armijo:You know there's a balancing act between you know being cheap enough to get new clients. You know being you know expensive enough where you're comfortable with the work that you're doing and the price that you're getting from everybody.
Gary Pageau:And you probably get, I would think, less price resistance from returning clients right, because they're used to you, they know what you do and they value what you do right.
Carl Armijo:That's correct. Yeah, once I work with a client the first time. They know the process, they know the quality of the work that's coming, they know when to expect it the next day. They know how easy it is to order and pay. They know how easy it is to get their photos delivered and downloaded. You know, it makes it really hard for them to want to go somewhere else for $50, you know, or $20, you know kind of thing, I guess, while I brought that up you know, I think that's one of the things that kind of helps me in my business is I've got an online ordering platform.
Carl Armijo:People can go online. They see the entire menu of services that we order. It's broken down in packages and then all apart. Every agent is different, Every property is different, so we give them you know as many options as they can and how they want to order and market their property.
Carl Armijo:They book online. They get their confirmation emails. They get reminder emails, reminder texts. We always show up. When we say we're going to show up, which is the most important thing in running a business. The photos are done. They're delivered the next morning. They get an email with links. They get sent email with links. They get sent to a download page that has all the media in one page. They click download and it all gets downloaded to their computer. It's super streamlined, super easy for them and it provides less resistance for the customer in the long run.
Gary Pageau:Yeah, removing friction from a customer is absolutely like a way to approach the market. Is this like an off the shelf platform you're using? Yeah, yeah, it is.
Carl Armijo:It's geared towards real estate photographers and what's called the one I use is called HD Photo Hub, but there's other platforms. I know Zillow owns one called Aereo, and there's some other things out there that are really geared towards, you know, real estate photographers.
Gary Pageau:Um you, you pay by at least mine.
Carl Armijo:I pay by the property um to to utilize that whole platform, um, but it's the cost of doing business.
Carl Armijo:Uh and it's fantastic for for me and it's fantastic for my clients. Um, if you're like me, you don't like calling somebody hoping that they answered the phone to get something scheduled, or sending five or six, seven, eight text messages back and forth over the period of an hour something scheduled where you can just literally open the phone, go to the website or the mobile app pick what you want. Order it know what time I'm going to show up, and then I'm there is there a review?
Gary Pageau:I mean, how do you enhance your relationship or your perception among other realtors? Is there a like, a uh, they talk amongst themselves. Or is there a review uh platform that is preferred by realtors?
Carl Armijo:so a couple things. Um. So, the platform that I use will help me collect google reviews, and so I do ask for google reviews from all of my clients. I ask for a five-star review on every project, because I feel like I deliver five-star work on every project.
Carl Armijo:Uh, so that helps yeah, um that helps in in the google organic search and things like that and you know getting collecting those reviews. But the realtor world's pretty small, even though there's 5 000 you know real estate agents in louisville. They're all in the same groups. They all you know are in the same circles. They talk the majority of my new real estate photography work is is word of mouth right it's hey, I got your phone number from so-and-so I've got this property for sale. When can you come out?
Carl Armijo:You know, and then it's, just as you know, as easy as collecting the information or directing them right to the order form so that they can go and book that way.
Gary Pageau:One of the great things about.
Carl Armijo:You know this business is it's a people business, right, it's a people business, right, it's relationship business. You know, I see the majority of time, you know I see the real estate agents at the property that we're photographing, you know. So we get to meet in person, they get to meet me, we get to kind of get to know each other, you know.
Erin Manning:I know about their families.
Carl Armijo:They know about my family. You know we're talking, you know so it's a relationship building and it's, you know, developing. You know those relationships with, with your clients, you know that really provides, helps, provide a great customer experience for them as well.
Gary Pageau:You also have migrated or added on another business which you saw the opportunity as a result of your real estate business. So let's talk about that how you saw a business that needed to be served or a market that needed to be served and you started a whole other business to take care of that. Tell us about that. Yeah, yeah sure.
Carl Armijo:So, yeah, so I started a company called Louisville Cleaning Pros.
Carl Armijo:It's a residential home cleaning business, but what I saw you know my day-to-day interaction with real estate agents, as I was doing, you know, photography was, you know, complaints about the cleaning crew that came into the house or, you know, delays in scheduling or rescheduling because the cleaners didn't show up or the cleaners didn't get done in time, or, you know, whatever the case may be, it's hard to find good cleaners.
Carl Armijo:You know, you hear these things, you know as you're talking, and so, you know I thought there might be a hole here that I could fill, or a need with these existing clients that I already know, that already, trust me, that already, you know, buy from me. You know, maybe I can add this cleaning service in and now I'm turning, you know, a $300 or $400 house into a $700 to $800 house, you know, because we're doing not only the cleaning but you know we're doing the photos as well. You know I thought it could help streamline my scheduling on the photography side of things, but also, you know, provide another way to be more of a one-stop shop for these real estate agents.
Gary Pageau:So really you've kind of gone and expanded beyond just capturing images and video to almost becoming a platform for enhancing the visual presentation of a home.
Carl Armijo:I think that's one way to look at it. Yeah, for sure, you know, a house is only going to show. Well, one way to look at it.
Erin Manning:Yeah, for sure you know it's uh a house is only gonna show well you know if it's clean.
Carl Armijo:You know, nobody likes walking into a dirty home.
Gary Pageau:It's gonna photograph better right it really helps with that, that presentation of the home itself was there one home that you encountered that was like oh my gosh, we need to clean this. Is that what kicked this off? Not necessarily, no, you know you always, I was looking for a disaster story. I was really looking.
Carl Armijo:Yeah, you know we photograph almost a thousand homes a year. You know I've been in every kind of home you can imagine, you know, from homes that have suffered fires, that are being sold, as is. You know we're taking pictures of that, you know to your million plus dollar listings in Louisville, which is a big, you know a big deal in our market to have a house. That's over a million dollars Because you know we're like a low cost of living area in the United States.
Carl Armijo:But, my experience has always been the cleaner the house is, the less clutter the house is, the way better your pictures are going to look, the way happier the client's going to be, you know, and if we can add a service in there that's going to help that home get there. It's like a win-win for for all of us.
Gary Pageau:I just thought that was just interesting, that whole idea where you saw a need that needed to be filled. Rather than like, do what most people would have done, which is, hey, I'm going to find some cleaners that I trust and kind of bring them in, you decide to start a whole separate company to do that. Now is that like a completely separate company with separate people, or are you wearing two hats at all times?
Carl Armijo:Yeah, so it's a. It's a completely separate business entity on paper, a separate, you know, website, phone number, all that, all that stuff, right. So you know I'm running it as a separate thing. I did that intentionally and on purpose for a couple reasons. You know one you know if you have a company that's called louisville cleaning pros, you know you can also service, you know, anybody who wants house cleaning. You know, weekly, monthly, biweekly, whatever they want there.
Carl Armijo:Two, it's not tied directly to me. So people aren't expecting Carl or Miho to come out and clean their house, which I'm not going to do. I'm going to have cleaners who come out and clean your house. I'm going to stand behind the work and I'm going to make sure it's done right and if it's not, we're going to come back and we're going to redo it. You know it's a little different in my photography business, which you know it's one of the things that I kind of go back and forth on. I don't know if it's great or not, but I named it Carl Armijo Photography. So a lot of people expect me to be there right.
Carl Armijo:I've got a great employee, um, you know she goes out and does real estate photos for us as well. Everybody loves her. You know things are great there as well, but it's you know, it's a hard barrier to break when you name your company after yourself. You know.
Gary Pageau:I think, if I could do it again.
Carl Armijo:I probably wouldn't do it that way, but you know, you learn the hard way and you know here we are and are. So it is what it is.
Gary Pageau:So what has that done for your business, for your overall? Like the two businesses, has it enhanced the photography side, or is it just another revenue stream? What's been the impact of that?
Carl Armijo:Right now I wouldn't say it's helped the photography side any. The photography side helps the cleaning side more than anything.
Carl Armijo:Right, um, you know it's a another, another stream of of revenue the way I thought about it was a future kind of thing is am I going to want to do carl or meo photography, you know, into my 70s? I don't know. Um, that's too far in advance to know, but would I be willing to run a cleaning company into my 70s, or build a company that is more able to be sold later because of what it is and what it's called, you know then? Then yes, I think that's a something that's a possibility down the road for a cleaning company, right? So you know, that's kind of kind of why I've structured it that way as well, just to build it right. You can sell it later.
Gary Pageau:Yeah, it's kind of interesting because of the way you said, because in the Carl Armio photography you're kind of the brand or the product in a sense, even though you have a staff member, you're kind of the face of the company. With this other adjacent company you don't have to be correct, it can be a total separate thing. So like if you did want, if somebody did offer you, hey, I want to buy your cleaning business, it's pretty easy to do, whereas maybe somebody doesn't want to buy carl correct.
Carl Armijo:yeah, yeah, carl, army on photography be a lot more tricky to sell because it's attached to somebody like me and I'm sure there's ways you can get around that, you know, by removing yourself from the company and you know doing. You know, there's plenty of people who've done it successfully and done that as well. But you know, photography is more of a little bit kind of different game when it comes to that, because people kind of associate it with the photographer itself.
Gary Pageau:Sure, sure, sure. So when you're looking at building the cleaning side of the business, are you relying solely on the real estate piece or how are you trying to grow that piece independently?
Carl Armijo:real estate piece, or how are you trying to grow that piece independently? So yeah, to start with it's a hey, we're going to work with the people that we know. Right, we're messaging the people that we work with already. You know, we're hitting it on Facebook. We're hitting them through email, you know we're getting the word out that way.
Carl Armijo:That way they know that this exists as well, um, but you know, once you kind of get that ball rolling, you know you have to expand that business in other ways. You know whether that's through, you know, facebook ads or google ads, or you know, you know it's organic seo. You know things like that. You know you can't rely on your own network, um, to to grow a business forever. You know that pipeline kind of runs dry. In a little bit of time you get a boost to start with to get going, kind of get you off your feet. But then you really have to kind of take the bull by the horns and market that business and you know, treat it like a real business to get that revenue coming in and get those new leads and customers.
Carl Armijo:But we've built it the same way. We have an online ordering platform. That way, people don't have to call if they don't want to call, they don't have to text. They can, you know, do everything online. We'll show up when. When we say we're going to show up, we're going to clean the house. You know, it's the same kind of process that I built Carl Armijo Photography, that I've taken over to Louisville Cleaning Pros because I've seen the success that the online ordering platform has in an industry that a lot of people don't always associate that with.
Gary Pageau:Do you think you're going to be able to like add a third business now that you've kind of looked at this sort of? You know, I can kind of take the same model of easy online ordering, service, fulfillment kind of thing, I mean it's easy, like once you have that process down.
Carl Armijo:You can replicate it more than twice yeah, you know, it's all a matter of how much you know how much bandwidth you have as a person, right? You, you know I am married with family, you know. So it's like you know, you got to balance you know running you know two businesses already with with family life, with with things like that, and not get, you know, not get burnt out, you know it's easy and most business owners know it's easy to focus only on your business and just run a hundred miles an hour and neglect the other parts of your life.
Carl Armijo:And most of us are business owners like to do business, we like to run our business, we enjoy it, we have fun with it, but it's too easy to get caught up into it, neglect other parts of your life. So I don't see myself starting a third business, like in the near future. But you know, I'm only in my forties so you never know what's going to happen, you know as you get older and you know things are going well.
Gary Pageau:So where can people go for more information? To learn about you and your various businesses.
Carl Armijo:Yeah. So, um you know, I've got three websites out there that people can hit up if they want to see.
Carl Armijo:Um so for my real estate photography side of things. People can visit louisvillerealestateimagescom. I'm also a headshot photographer, you know, and you can see that at carlarmijocom, that's C-A-R-L-A-R-M-I-J-O. You can also visit louisvillecleaningproscom and you can see kind of the online platforms that we use for for all of those websites to kind of, you know, allow people to order, you know, photography whether it's headshots, real estate or order cleaning all online without having to pick up the phone. Or, you know, talk to somebody which people love awesome.
Gary Pageau:Well, thank you, Carl, for your time. I think I think everyone's learned a little bit about you kind of looking to see where opportunities are right, because I think that's what a real business owner and entrepreneur does is see something in the market and then creates a business to fill it. So I think people will learn a lot from what you're shared here. Thank you so much for your time and hope to talk to you again.
Carl Armijo:Thanks, Gary.
Erin Manning:Thank you for listening to the Dead Pixels Society podcast. Read more great stories and sign up for the newsletter at wwwthedeadpixelssocietycom.
