What are Modelling Agencies meant to be good at
This may get me in trouble; it’s a simplistic look at a complex job! But time and time again, I see models get mismanaged, and then be blamed for their lack of success, when really it comes down to agents doing their jobs and models been taught to put their best foot forward.
Let’s stop romanticising modelling agencies. Being “signed” isn’t the end goal. It’s the beginning — and what comes after really depends on who’s repping you. Most agencies only do one thing well. A few do two. Nearly none do all four. But if you’re with one that doesn’t do any, then you’re just a name on a website, not someone being represented.
Modelling agencies in Australia are taking their 20%, and if they’re being legitimate, they have to take out superannuation and charge GST to clients, which means that, at least in print, it will look closer to 40% of your income. It’s a fair chunk of money to feel like you’re not being looked after.
Here are the four pillars that actually matter.
1. Development
Development is the foundation of a modelling career. It’s not about taking a few digital photos and shoving you onto a website. Real development is about shaping potential into professionalism. It’s an ongoing process, not a one-off photoshoot and a pep talk.
A good agency will:
Show you how to move in front of a camera, how to find your angles, and how to carry presence.
Help you get a portfolio that actually sells you to clients, not just fills up space.
Talk about why you’re doing certain shoots — what the outcome is, what look you’re building toward, and what’s missing in your book.
Guide you on everything from haircut decisions to skincare routines, body maintenance, wardrobe basics, and even attitude. These things matter — not because beauty is everything, but because consistency in your image is a selling tool.
Here’s the truth: very few Australian agencies actually develop their models. Most throw you at whoever’s willing to shoot for free, and hope something half-decent lands. That’s not development. That’s outsourcing your growth to strangers and praying it works.
If your agency can’t tell you how your book is helping you book jobs — it’s not a book. It’s a scrapbook.
2. Bookings
Agencies love to post about their “scouting” and “new faces.” You know what really matters? Jobs. Are you booking work? Are you getting paid? Are you even being put forward?
Great agencies make things happen. They don’t just wait for briefs to come in and forward them to the same three faces. They advocate for you. They pitch you. They position you in a way that makes sense to the client, and they follow up.
Here’s the part most models don’t realise: your job isn’t just to look good. It’s to be bankable. Your agent’s job is to get you seen by people who make decisions — and to make those people see you as the right fit.
So if you’re barely hearing from your agency, or the only “work” they get you is test shoots and unpaid lookbooks, ask yourself: are they working for you? Or are you just giving them free promo every time you tag them?
3. Networking
In this industry, who knows you is often more important than what you’ve done. The best agents are connectors. They have real relationships with the people who matter — not just clients, but photographers, stylists, casting directors, editors, producers, runway coaches, and bookers in other markets.
They take meetings. They reply to emails. They walk into a room and people know them. If you’re aligned with someone like that, you benefit from their network.
Weak agencies? They rely on online platforms. They wait for briefs to drop. They cross their fingers and hope you book. That’s not networking — that’s lurking.
Great agents hustle. They know what projects are happening before the casting call goes out. They’re introducing you to creatives, pushing your name into conversations, and fighting for opportunities that don’t exist yet.
Networking isn’t about tagging magazines on Instagram. It’s about someone in the room bringing up your name before a decision is made.
4. Placement
Let’s talk about going international — because this is one of the biggest opportunities for Australian models. Some agencies in this country can’t do anything else right; they just starve a girl and put them on a plane. It’s a strategy that works, but I’ll say it plainly, I think it’s awful, and these agencies are lazy.
Placement is when your agency partners with agencies overseas to get you signed, seen, and working in other markets. But it’s not just about sending you anywhere — it’s about timing, fit, and strategy. A good agency knows when you’re ready for Tokyo, or Milan, or New York — and they’ll only send you when the odds are in your favour.
It’s not just a passport stamp. It’s an investment.
Placement also relies on strong networks. If your agency has no pull overseas, or sends you to second-tier partners that don’t care about your development, you’ll come home burned out and empty-handed.
The best agencies think long-term: how does a Paris season grow your rates back home? How does an LA commercial client reshape your book? Where can you make real money — and where should you be building your name?
If they haven’t talked to you about placement, they either don’t see your potential — or they have no one to send you to.
Strong agencies are also good at:
Less important if you’re reading this but it’ll get asked I’m sure!
5. Scouting
One of the most underrated skills a great agency can have is knowing how to scout properly.
One of my favourites is from this interview with one of Australia’s busiest models, Angelina Kendall, whose discovery by Simone Helicar from “The Scouted” on Instagram has led to a very impressive career!
My first shoot with Kult Models years ago was with a guy they’d literally signed the week before—spotted on the street in Chatswood, walking with his girlfriend. He’d never been photographed and never walked a runway. A week later? He was opening a Giorgio Armani show. Ten years on, he’s still working in the industry. I’ve heard agencies pass on models who have then been developed and managed well, to go on to have impressive careers!
That’s what real scouting looks like.
It’s not just about picking a pretty face—it’s about having the eye, the instinct, and the experience to know who will stand out. A good scout doesn’t chase trends. They find people who start them. They’ve seen thousands of faces and know when someone has that thing—even if it’s not obvious yet.
The best scouts are patient, intuitive, and persistent. They build real relationships and champion talent from day one. They don’t just wait in the office for the next thing to walk in. They’re out actively searching. Street casting is still an incredibly effective way of finding talent.
6. Commercial Negotiation
Let’s talk money.
What if I told you I’ve met models who’ve earned millions from a single job? I’m not exaggerating—global campaigns with licensing, usage, renewals, and residuals can pay insanely well. But only if your agency knows how to negotiate it properly.
A good agent doesn’t just get you in the door—they make sure you walk away paid what you’re worth. They understand the value of your image and how it gets used. They protect you from bad deals, lowball offers, and clients trying to milk lifetime usage for a one-day rate.
Bad agencies don’t negotiate—they pass on whatever the client offers. Great agencies know your value and fight for it. Full stop.
As Jerry Maguire said: “Show me the money.” And a great agent will.
Incredible agencies treat you like family
Not like an object.
They check in with you. They care if you’re burnt out, sick, or scared. They don’t punish you for gaining weight, they support you if you’re struggling mentally, and they give you time to grow. They don’t make you feel like you’re failing if you’re not booking back-to-back shows.
The best agencies create a space where you can have a career and a life. Where you’re not just a commodity. You’re a person—with goals, fears, and a story to tell.
The agency office should be a place you feel safe walking into. Not somewhere you’re afraid to go because you think you’re about to be weighed, dropped, or ignored.
A great agency backs you through the tough seasons—not just when you’re hot.
