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Meet Carlton SooHoo of Panospin Studios

Today we’d like to introduce you to Carlton SooHoo.

Carlton, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
Prior to 2005, I was in the Biotechnology industry, and I changed careers to being a Business and Life Coach.

From 2000-2005, I worked with many entrepreneurs in starting their businesses. In 2005, I used those coaching skills to look inward and coached myself to start a commercial photography studio.

My interest in landscape and wide-angle photography led me to an interest in 360-degree photography and virtual reality photography, that is today called Virtual Tours.

Around 2013, Google was looking to expand their program of using the Google Maps StreetView Technology to go indoors inside businesses. I became the first Boston area Google Trusted Photographer photographing 360-degree views inside businesses.

This past year has been very busy and I expanded my company and hired three employees.

Our clients are mostly in the travel and hospitality industry where it is very important to show off their locations on the Internet to their prospective customers.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Our main struggle has always been the sales effort. We suffer from the good problem of too many potential clients and remaining focused on a few target markets is a strategy we are currently pursuing.

We also have a large selection of programming tools and technology partners that we can work with and our challenge is to work with the partners that have staying power and a long-term presence. The risk of doing business on the “technology highway”, is that companies and technologies can suddenly disappear or stop functioning, requiring significant troubleshooting and execution of back up plans.

Alright – so let’s talk business. Tell us about Panospin Studios – what should we know?
Panospin Studios is a provider of Virtual Tours that help our clients convert their website visitors into in-person visitors. The Virtual Reality experience that we create, showcases how beautiful a location is on the Internet, and that gets Internet surfers excited about going in-person to check it out in real life.

Also, when people are looking through the Virtual Tours, Google registers that time as important, and this helps with search engine ranking.

We are most proud of our technical photography skills, and excellent client service and reliability. We’ve been in business for 12 years, and we have a long list of very satisfied clients who ask us to create tours for them repeatedly. Our service motto is “Client Service, not Lip Service”. We intend to be in business for a very long time.

Is there a characteristic or quality that you feel is essential to success?
Two main qualities are essential for success as a photography and design studio. The first is technical excellence. The quality of photography and design must be very high and to our clients’ total satisfaction. We typically can achieve this because as photographers and designers ourselves, we know when an image and design is excellent. We first “wow” ourselves before we try to “wow” our clients.

An equally important quality for success is working with the client and really listening to what their needs and desires are. They know in their minds what they want, and it’s up to us to creatively translate that into something easily seen on the Internet. We are proud of our communication and reliability. If we ever make a mistake, we do whatever it takes to make things right. Reputation and “word of mouth” referrals are critical in our industry.


  • Virtual tour packages start at $450

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