Why We Founded The Collective
The Collective
Real estate photography has rarely been built to serve the photographer or the agent.
Most of the industry has long leaned toward speed, automation, and anonymity—a transactional model where images are extracted, rushed through editing pipelines, and delivered without much conversation. The work gets done, but the craft is lost. And with it, the connection.
We formed The Collective to change that.
Our founders include key voices from both VHT Studios and Gotham Photo Company—individuals who have spent decades shaping the visual identity of real estate in New York and Chicago. These are not just photographers. They are visual strategists, trusted advisors, and long-standing partners to agents at every level of the market.
Together, we bring deep roots and a deep respect for the agents we serve in both of these cities—and the standards they deserve.
We are a network of independent photographers who believe in the power of partnership. Not just between agent and photographer, but among each other. We don’t compete in silence or rush through the work. We talk. We share. We give feedback. We push each other to refine our craft—because we know that when our standard rises, so does the success of every agent we support.
Founding Photographer Mark Gutierrez built his business not just on technical excellence, but on listening, adapting, and always putting his clients' needs first.
Founding Photographer Dan Pietrini turned a creative hustle into a sustainable business by showing up, learning the industry, and earning the trust of every agent he works with.
Founding Photographer Martina Magnusson expanded her service offering and structured her week around her clients' needs, not just to book more jobs, but to deliver more value per job.
Founding Photographer Ilma Udrenas leveraged her fine art background to deliver gallery-level composition under real-world time pressure, all while building long-term agent relationships rooted in trust and care.
These stories aren’t exceptions. They’re the ethos.
Inside The Collective, we talk about the work. We talk about light, angles, tonality, client needs. We study what makes a good frame great. And we do it together.
We are the opposite of "run and gun."
We are not discount photographers offering 24-hour turnaround and 60-image galleries for $99. We’re not here to win the race to the bottom. We’re here to serve serious professionals who value the story their listings tell.
In a marketplace where image is often treated as a commodity, it’s worth noticing which photographers are evolving their work. Which ones are continuously learning. Which ones are quietly surrounded by a community that sharpens their eye, strengthens their craft, and holds them accountable to a higher standard.
And which ones simply show up.
Because when you work with a member of The Collective, you work with a photographer who is part of a living network—not just someone with a camera, but someone with standards, peers, and pride in the result.
We know that image is everything.
That’s not a tagline. It’s a truth we operate by. Because when we create a photograph, we are acting as stewards of your brand. We are crafting an image that speaks not only to buyers, but to the kind of business you run.
And we do it best when we do it together.
Our clients are not customers. They are partners.
So here’s to elevating real estate together. With purpose. With consistency. And with the belief that collaboration always creates better outcomes than isolation.
The Collective is real estate media, redefined. Built on trust. Powered by craft. Rooted in partnership.
We are not a gig. We are a team. And we’re just getting started.