Partner Spotlight: Rick Farmer, The Listing Edge

Partner Spotlight: RICK FARMER with The Listing Edge

PHOTOGRAPHY + PROFESSIONALISM

By Zachary Cohen

Chance encounters have the potential to reshape lives, families, and communities. One small act or conversation can cause a chain reaction of unexpected and impactful events.

Such was the case for Rick Farmer. Before moving down to Florida in 2010, Rick had spent his entire life in New Jersey, where he built a successful, 15-year career in the mortgage industry. His family and his business were thriving — until the economy crumbled in 2008. The collapse affected every American, but perhaps no industry was more directly impacted than the mortgage lending world.

During this time, an old friend of Rick’s, who had moved to Florida years prior, ran into a mutual acquaintance.

“The person he ran into said, ‘Did you know Rick died? He got steroids and died.’ Now, if you look at pictures of me, maybe you’d understand why they thought I did steroids, but I didn’t, and of course, I wasn’t dead,” Rick laughs.

That strange conversation caused Rick’s old friend to call him up to reconnect. They were both in the mortgage industry, and Rick’s friend began trying to convince him to join him in Florida.

“At the time, it was right in the middle of the meltdown, and we were struggling. I was busting my butt just to earn a living. He got me in with a mortgage company down here, and I decided to give it a shot and come down.”

I think because I know how to market and network, I was able to come down and make a splash.

The Listing Edge

In Florida, Rick picked up his work in mortgage lending, but the industry was still in recovery. So in his spare time, he began working photography gigs. Over the years, Rick had discovered a passion for photography, and his involvement in jiu-jitsu and mixed martial arts gave him an inroad to sports photography.

“I got into doing some contract underwriting, which allowed me the free time to grow the photography business,” Rick reflects. “So I would underwrite in the morning and evening and build this business during the day.”

After two years of balancing both jobs, Rick had a realization: his photography business was sustainable and profitable. The time was ripe to make it his full-time work. So, in February 2012, Rick officially launched The Listing Edge.

Beyond Photography Outside work, Rick enjoys lifting weights, hanging with his family, and traveling. He takes regular trips to the west coast, where he enjoys hiking, offroading, and skiing.

Rick and his wife, Edith, have two sons, Luke and Jake, and have taken a third teenager, Justin, under their wings.

Launching The Listing Edge

Rick began his photography work in sports, but he slowly transitioned into real estate. After spending 15 years in mortgages, it was the business he knew the best. With The Listing Edge, Rick has been able to marry his love for photography with his passion for real estate. Today, real estate photography comprises about 95% of The Listing Edge’s business.

“I think because I know how to market and network, I was able to come down and make a splash. I also have a different philosophy about how I do business. Most photographers are all about how good they are. Don’t get me wrong, we’re all about quality, but I’m all about getting the quality to a point where our customers want and doing it for the right price. Because I focus on what the customer wants at a price that makes sense to them, we’re able to win business ... I don’t nickel and dime my customers. I don’t charge extra for a bunch of stuff. I figure out a fair price, and I build it in. Customers like that.”

When Rick launched The Listing Edge, he noticed that many of the photographers in the real estate business were freelancers and one-person shows. He’s taken a different approach, forming a professional company with the support that clients want and expect.

“The void that I saw in real estate photography is a lack of professionalism. You have to take care of people like it’s a company. For example, if we make a mistake, I’m going to take care of it. I’m going to do what’s right for every customer we’ve got,” Rick says. “We’re a professional company. I don’t mean you can’t joke around, but we treat the business as a real business.”

The Listing Edge provides a full suite of real estate photography and videography services, including aerial/drone and 3D tours. For more information, please visit listingedge.net.