Start a Commercial Modeling Agency

1. 1

   Confirm your state's talent-agency licensing rules

   As with any agency that procures work for talent, some states require a license and a surety bond, notably California under the Talent Agencies Act. Check your state before signing talent or taking fees. Operating unlicensed where a license is required can void contracts and bring penalties.

2. 2

   Position for commercial, not editorial

   Commercial modeling places talent in TV advertisements, catalog shoots, and brand campaigns, which book more frequently and diversely than runway and editorial. Build a roster of relatable, broad-appeal faces of varied ages and looks rather than a narrow high-fashion aesthetic. This breadth is the whole advantage of the commercial lane.

3. 3

   Sign a diversified, relatable roster on commission

   Recruit models whose everyday look fits catalog, retail, and advertising clients, and remember that legitimate agencies earn commission rather than charging talent large upfront fees. A roster spanning ages and types lets you say yes to more briefs. Vet measurements and reliability, because commercial clients value dependability on set.

4. 4

   Pitch advertising agencies, catalog retailers, and regional brands

   Your buyers are ad agencies sourcing talent for their clients, catalog and e-commerce retailers, and regional or national brands running campaigns. Build a book of these relationships and keep your roster in front of them. Repeat catalog and campaign clients are the backbone of steady commercial volume.

5. 5

   Set commission and usage terms clearly

   Take the standard 10 to 20 percent commission and put representation, usage rights, and expense terms in writing. Commercial work often involves usage and buyout terms for how long and where an image runs, so be precise about those in contracts. Clear usage terms prevent disputes and protect both talent and client.

6. 6

   Scale staff and software with booking volume

   Start lean, home-based if you can, then add bookers and agency management software as booking volume grows toward a staffed office. Because commercial work is higher frequency, invoicing and scheduling tools pay off sooner than in a boutique editorial shop. Let paid bookings fund each new cost.

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