An Unusual Path to Landing Art Commissions with Leisa Collins (#110)

Lots of artists make a good living, or at least a significant part
of their income, from commissions. The standard commission process
is something we don’t question, but what would happen if you turned
the whole commission process on its head?

In this episode I talk with Leisa Collins, who started her art
business by targeting people whose homes she wanted to paint.
After a few failed attempts at marketing her work, her career as
a house portraitist took off. To date she has painted more than
2,500 house portraits and has a waiting list for commissions. She
no longer has to send direct mail, which you’ll hear about, but
maintains that the personal relationships with clients are
paramount.


Leisa shares her quest across the country to paint a house in all
50 states, that following up with prospects results in 85% more
sales for her, and how she has partnered with realtors to provide
closing gifts for their clients.


First posted: artbizsuccess.com/commissions-collins-podcast


Highlights




“I exchanged my art for everything.” Leisa’s adventurous art
journey. (2:17)




Combining a love of art with architecture and advertising it
in effective ways. (4:36)




The details of direct mailings that lead to collectors.
(9:45)




Hand selecting the demographic you want to work with. (13:05)




The business process and price range of Leisa’s
non-traditional approach to commissioned art. (16:10)




Selecting, photographing and painting houses in all 50
states. (22:26)




Creating 250 pieces a year means Leisa gets two or three new
clients a week—and has to keep careful track of them all.
(30:50)




Selecting images, marketing and selling a book. (36:50)




The importance of following up with prospective
clientes—without being too pushy. (39:31)




The details of Leisa’s spreadsheets help her maintain a
personal relationship with her clients. (45:10)




Creating relationships with clients through realtor closing
gifts and phone calls. (48:51)




A look at what is coming up next in Leisa’s very busy holiday
schedule. (53:25)




Mentioned




Episode 68: Procedures for Art Commissions with Sema Martin




Leisa Collins




Leisa on Instagram




Resources




Show notes, images, and listener comments




Artist Planning Sessions




Free e-course: 31 People Who Can Help Sell Your Art




Quotes




“I could choose my demographic very carefully by looking at
the house.” — Leisa Collins




“I now get tons of commissions every week because they told
their neighbor… by now it's just word of mouth.” — Leisa
Collins




“I get quite a few commissions coming in every single week. I
get two or three new clients a week.” — Leisa Collins




“If you love what you’re doing, it’s not so much like work.”
— Leisa Collins




Guest Bio


Leisa Collins, a native of New Zealand, has carved a niche for
herself as an acclaimed architectural artist.Eventually settling
in the United States, Leisa became interested in the people and
cultures that defined architecture throughout the country’s
history. She was inspired to drive from coast to coast, creating
original paintings of homes in every state. She selected 650 of
these works of art—as well as the fascinating stories behind many
of them—to share with readers in her new book, Hand-Painted
Homes: An Architectural Artist’s Pen and Watercolor Journey
Across America (May 2021). This coffee table book explores
architectural styles in all fifty states, plus the nation’s
capital.


In 2013, Leisa established the Leisa Collins Historic
Preservation Award to pay tribute to exceptional individuals
committed to saving and restoring old buildings across the
country. Her work has been featured in publications such as The
New York Times, Huffington Post and Los Angeles Times.