If you’ve ever Googled “location agency,” you’ve probably found a lot of vague language about “curated portfolios” and “creative partners.” Here’s what we actually do — explained the way we’d explain it to a friend.
The one-sentence answer
A location agency is the middle layer between people who own beautiful, useful, or unusual properties — and people who need to film, photograph, or shoot at one.
We represent the property owners. We find them shoots. We negotiate fees that work for both sides. We handle the paperwork. We’re on hand on shoot day. After the shoot, we chase payment, manage damages if anything goes wrong, and pay our owners. That’s the loop.
What we do for producers and clients
When a producer or photographer comes to us with a brief, we:
— Match the brief to the right property. This is the bit that takes the most experience — knowing not just which houses are on the books, but which producers like working with which homeowners, which locations photograph well in winter light, which neighbours are noise-sensitive, which streets have parking.
— Arrange the recce. We coordinate the in-person visit so the production can see the location, walk through the plan, and check practicalities (power, light, access, sound).
— Negotiate the fee. We know what each kind of shoot is worth, and we negotiate to a rate that’s fair to both the producer’s budget and the property owner’s time.
— Issue the contract. Standard terms, signed digitally, deposit collected if required.
— Liaise on the day. We’re contactable throughout the shoot. If anything changes — overtime, additional rooms, damages — we manage it in real time.
— Wrap and reconcile. Final invoice, payment terms, any negotiated additions or damages. The producer deals with one point of contact (us), not the homeowner directly.
What we do for property owners
If you’re considering listing your home, here’s what your agency does for you:
— Lists the property. Photos, description, fee guidance, added to the agency’s library.
— Vets every brief. We never share your home with a brief that doesn’t fit, and we’d never bring a production we don’t trust.
— Negotiates fees on your behalf. As a leading agency – we’ve done thousands of these — we know what your home is worth.
— Handles the production directly. You don’t deal with strangers; you deal with us.
— Looks after you on the day. Walk-through, point of contact, end-of-day wrap with the production team.
— Manages damages. If anything goes wrong (rare), we negotiate the cost with the production and chase payment on your behalf.
— Pays you. The location fee minus commission, paid within agreed terms.
How agencies make money
A location agency makes its money on commission, not on listing fees. If your home doesn’t book, you don’t pay anything. The standard UK commission is 15-25% of the hire fee, deducted before the homeowner is paid. The producer never pays a separate agency fee — the day rate is the day rate.
What an agency doesn’t do
A few things people often assume an agency handles, but doesn’t:
— We don’t insure the production. Productions carry their own public liability insurance — we’ll always confirm this is in place before a shoot proceeds.
— We don’t cover damages directly. We mediate and negotiate, but the production company is responsible for the cost of damages.
— We don’t crew the shoot. Talent, gaffers, hair and makeup — all the production’s responsibility.
— We don’t provide film permits. For street-side or council-controlled shoots, productions arrange their own permits.
Why use an agency rather than DIY?
For producers: speed and trust. We can put 10 location options in front of you within hours, all of them already vetted and willing to host shoots. DIY-finding a willing homeowner takes weeks.
For homeowners: protection and ease. We screen every booking, negotiate fairly, manage the production professionally, and handle the awkward conversations (about money, damages, overtime) so you don’t have to.
Frequently asked questions
How long has the agency model existed? Location agencies have been part of the UK production industry since the 1960s, growing significantly since the 1990s as advertising and TV production expanded.
How many locations does a typical agency represent? Smaller agencies might have 100-200 properties on their books. Larger ones, like LC Locations, represent 1000+. Some specialist agencies focus on fewer properties but in deeper detail.
How do I list my home with an agency? Get in touch with photos and a short description. A good agency will respond quickly, visit if needed, and explain the process clearly. Listing is free at most reputable agencies.
Do agencies pay homeowners directly, or does the production? Always the agency. The production pays the agency the gross fee; the agency deducts commission and pays the homeowner net.