We caught up with the brilliant and insightful Lukas Martin a few weeks ago and have shared our conversation below.

Lukas, thanks for taking the time to share your stories with us today How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? The world needs to hear more realistic, actionable stories about this critical part of the business building journey. Tell us your scaling up story – bring us along so we can understand what it was like making the decisions you had, implementing the strategies/tactics etc.

When people see our team and client list today, it might look like success happened overnight, but that couldn’t be further from the truth. Scaling Martin Photography Real-Estate Media has been a multi-year process full of long days, tough decisions, and lots of learning.

It all started in 2019 with just me. A family friend, a realtor in Cleveland, asked me to do drone photos and videos for one of his listings. I wanted to do it legally, so I immediately got my FAA Part 107 license. That first job opened my eyes to the demand for high-quality real estate media, and I dove in headfirst.

In January 2020, I landed my first major client, just before the COVID-19 pandemic hit. It was a lot of trial and error, but it gave me critical experience and confidence. When I went off to college at Embry-Riddle in Florida, I realized I couldn’t keep up with shoots in Cleveland alone. So I made my first big leap, hiring another photographer to handle the local work. That was my first real taste of scaling, letting go of doing everything myself and trusting someone else. I was honestly scared to hand over the keys to something I had built from the very beginning.

From there, growth became intentional. Over time, I built a team of 12 people, including photographers, editors, a salesperson, and an executive assistant. We didn’t just add staff for the sake of it, we focused on serving our realtors better. We expanded our service areas to cover both Cleveland, OH and Daytona Beach, FL, giving us year-round opportunities in two vibrant markets. Most recently, we added a Director of Operations to our team and are expanding rapidly into Melbourne, Florida, with one of our Cleveland creative media specialists moving there to help lead the way.

One of our biggest strategic moves was acquiring one of our largest competitors in Cleveland in May 2024. That wasn’t an easy decision. It was a big investment and a big responsibility, knowing our choices affected more than just me. But it was the right move to solidify our position in the market and strengthen our team.

We also invested in technology to make our service more seamless. In 2025, we launched the Martin Photography app, giving our clients an easy way to book shoots, download their media, and access their entire portfolio from anywhere. It’s one more way we try to make working with us as simple and professional as possible.

Of course, it wasn’t all smooth sailing. Early on, I was working a couple of hours before school, then doing eight hours of classes, then working until 10 PM. It was exhausting, and there were times I seriously considered giving up and selling the business. But what kept me going was my competitive mindset. I’ve always seen business as the ultimate sport, with the biggest rewards for those who outwork and outthink the competition.

Today, we serve around 300 realtors across two states. I’m incredibly proud of our team. They share the same vision and dedication, and they’re the reason we’ve been able to grow. My advice to anyone trying to scale is this: invest in your people. If someone is an A-player who delivers output that’s five times greater than a B-player, it’s worth paying them substantially more, typically around 25 % above market rate. Also, communicate clearly, and don’t be afraid to take calculated risks. Growth is never easy, but it’s worth it.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m Lukas Martin, a pilot, entrepreneur, and the founder of Martin Photography Real-Estate Media. I started this company with one goal in mind: to completely raise the bar on how real estate is marketed.

My journey really combines two passions: aviation and business. With aviation in my DNA, I’m currently earning my degree in Aeronautical Science with a minor in Airline Operations at Embry-Riddle Aeronautical University in Daytona Beach, Florida. Aviation taught me discipline, planning, and the importance of clear communication, all of which I bring to my work as a business owner.

I launched Martin Photography because I saw an opportunity to help realtors stand out in a competitive market. What started with me and a single camera has become a full-service media company serving over 300 real estate agents across Northeast Ohio and Central Florida. We deliver high-impact listing photography, cinematic video tours, aerial drone imagery, 3D virtual tours, virtual staging, and social media content.

I’m most proud of the team and culture we’ve built. Today, I lead a group of talented photographers, editors, sales professionals, and operations staff. We don’t just show up and take photos; we become a partner realtors can count on to help them win more listings and deliver for their clients.

I believe what sets us apart is our focus on results and innovation. We recently built and launched our own app to make booking, downloading media, and managing appointments seamless. We also acquired one of our biggest competitors to strengthen our service in Northeast Ohio. Whether it’s improving turnaround time or expanding into new markets like Melbourne, Florida, I’m always looking for ways to serve our clients better.

Beyond the work itself, I’ve been fortunate to share my journey on podcasts like Talking Realty and Rep Leadership and in publications like VoyageOhio.

At the end of the day, I want people to know this: I’m not just about creating pretty content. I’m here to help realtors market smarter, sell faster, and grow their own businesses. That’s what drives me every day.

Can you talk to us about your experience with buying businesses?

Yes, in May 2024, I acquired one of our largest competitors in Cleveland, Ohio. It was a big decision for me because it meant taking on more responsibility and risk, but it was the right move for our growth.

The competitor was well-established with a solid client base, experienced photographers, and a good reputation in the local market. I saw the opportunity to expand our market share, strengthen our team, and ensure consistent quality and service for our realtor partners.

One big reason I felt confident about the acquisition was that we already had strong systems in place. We had developed clear processes, reliable turnaround times, and great customer service. I could see that the competitor had some weak points in those areas, especially with communication and speed. I knew if we brought them into our system, we could deliver an even better experience for clients and make the most of the talent they had.

The acquisition process itself was new territory for me. It involved careful negotiations, reviewing contracts, evaluating their client lists and equipment, and making sure the cultures would mesh well. I spent a lot of time making sure we weren’t just buying revenue, but bringing on people who shared our vision and commitment to service. I also learned that if I felt like I had to read every single word of the contract with suspicion, that was a sign I probably shouldn’t be doing business with them in the first place. Building trust was just as important as getting the numbers right.

Integrating the teams was one of the most important parts. Communication was key. I wanted everyone to feel valued, understand our approach, and see the opportunity to grow with us.

Looking back, it was one of the smartest moves I have made. It allowed us to strengthen our position in Northeast Ohio, serve more clients with better coverage, and add talented people to our team. For anyone considering buying a business, my advice is to do your homework, plan for the integration, and make sure you’re buying into a good team and culture, not just numbers on a spreadsheet.

Have any books or other resources had a big impact on you?

Yes, there are two books that have really shaped how I think about leadership and running my business: Management by Trust by Kenn Ricci, president of Directional Aviation, and Turnaround Time by Oscar Munoz, former CEO of United Airlines.

Management by Trust made a big impact on me because it drives home the idea that trust is the foundation of any successful organization. Ricci explains that building trust with your team isn’t just a bonus, it’s essential for making quick, confident decisions and empowering people to do their best work. That really resonated with me as I grew my own team. I’ve learned that trust comes from setting clear expectations, communicating openly, and always following through. When you trust your team and they trust you, you can move faster and handle challenges more effectively.

Turnaround Time by Oscar Munoz is another book that really stuck with me. It’s about leading through a crisis, listening carefully, making tough decisions, and pushing forward even when things seem impossible. I appreciated Munoz’s honesty about his own mistakes and his emphasis on listening to employees and customers. As a business owner, it’s easy to get tunnel vision with your own plans, but this book reminded me how important it is to truly hear people, understand their needs, and adapt quickly.

Both books reinforced for me that leadership isn’t about being the smartest person in the room. It’s about creating an environment where your team can do their best work, being open about goals and challenges, and having the courage to make tough calls when it matters most. I try to bring those lessons into how I run Martin Photography every day.

Contact Info:

• Website: https://www.martinphotography.pro/
• Instagram: https://www.instagram.com/martinphotographyre/
• Facebook: https://facebook.com/martinphotographyohio
• Linkedin: https://www.linkedin.com/in/lukaskmartin
• Youtube: https://www.youtube.com/@martinphotographyre