1st Option

What 1st Option does

1st Option Representation Ltd. is a London-based shoot location agency founded in 2001 that connects photographers, filmmakers, and production companies with residential and commercial properties across London and the UK for use as filming, photoshoot, and event locations. The company represents a curated portfolio of unique and unusual properties — including houseboats, castles, converted school houses, chapels, warehouses, and luxury mansions — and serves primary customer segments of photography production companies, film and TV production companies, event organizers, and publishing/advertising agencies. Its core platform is a searchable website database with filters by area radius, location type, and property features, complemented by a Lightbox feature for saving and comparing properties and an Image Library for licensing location photography.

Revenue is generated through booking commissions from property owners, per-booking fees (£95 for photoshoots, £250 or 5% for filming), image licensing with a £15 administration charge per transaction, and ancillary catering arrangements. The company also operates its own branded studio, First Option Studio, in East London (E2), and maintains reciprocal partnerships with other London location agencies to expand its effective inventory. Distribution is direct: clients enquire via phone (020 7284 2345) or the website and are supported by knowledgeable account managers through the booking process. The company also markets through active social media profiles (TikTok, Instagram, Facebook, Pinterest, LinkedIn) and an email newsletter. Named clients include publishing titles (World of Interiors, Prima, Easy Living, Habitat, Brides, Vanity Fair) and fashion/retail brands (Joules).

1st Option is a privately held UK limited company (Company Reg No. 4124443) with 11-50 employees, no disclosed external funding, no parent company, and no acquisition history. Its technology stack is conventional web application infrastructure with no mobile app, API, or AI/ML capabilities. The business model is asset-light and human-relationship-driven, with competitive differentiation grounded in 22+ years of curated inventory, expert account managers, and an established network of property owner relationships.

Name

1st Option

Legal name

1st Option Representation Ltd.

Website

https://1st-option.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

1st Option is a London-based shoot location agency, founded in 2001, that connects photographers, filmmakers, and production companies with curated residential and commercial filming and photoshoot locations across the UK, earning revenue through booking commissions, transaction fees, image licensing, and ancillary catering services.

Ownership category

akta.pro rank

Product category

Film and Photography Location Services

NAICS

Commercial Photography (541922)

SIC

Real Estate Agents & Managers (For Others) (6531), Services-Allied To Motion Picture Production (7819)

akta.pro primary industry

Photography & Still Production (Stills, Product, Lifestyle) (MPAAAMAI)

akta.pro secondary industry

Specialty & Entertainment Venue Property Management (BPAJAGAO)

Keywords

• Shoot location agency
• Filming location booking
• Photoshoot location services
• Location scouting
• Property representation services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Location Booking Commissions: Commission from property owners for securing bookings of their shoot locations to photographers, filmmakers, and production companies
2. Location Booking Fees: Booking fees added to invoices: £95 for photoshoots, £250 or 5% for filming (whichever is greater)
3. Image Licensing: Licensing fees for images from the Image Library, with administration charge of £15 per transaction and usage-based repeat fees
4. Catering and Ancillary Services: Lunch orders and catering services booked through 1st Option for shoot days

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

1st Option is a London-based shoot location agency that represents residential and commercial properties for filming, photoshoots, music videos, product launches, fashion shows, and events. Established in 2001, the company curates a portfolio of unique UK properties and matches them to creative briefs from photographers, filmmakers, production companies, and event organizers, charging booking fees and taking commissions on transactions.

Product overview

1st Option is a shoot location agency offering a platform for booking filming and photoshoot locations across London and the UK. The core product is a searchable location database with hundreds of unique properties including residential homes, commercial spaces, studios, warehouses, and event venues. Supporting services include an image library for purchasing licensed location photography, property listing services for owners, and catering arrangements. The company also operates its own branded studio (First Option Studio) in East London.

Differentiator

Problem solved

Functional benefit

Products and services

• Shoot Location Booking Service Agency service connecting photographers, filmmakers, and production companies with residential and commercial shoot locations across London and the UK, featuring searchable location listings with filtering by area, type, and property features.
• Image Library Stock image library where clients can purchase licensed photographs captured at various shoot locations, with usage rights management and administration charges per transaction.
• List Your Property Onboarding service allowing property owners to register their homes or commercial spaces for consideration as shoot locations, gaining access to 1st Option's client base of photographers, filmmakers, and production companies.
• Catering Services Catering arrangements for shoot days, ordered through 1st Option or directly through location owners with advance notice.
• First Option Studio The company's own branded photography studio in East London (E2) featuring exposed brick, rustic kitchen island, and Shoreditch-style aesthetic for photoshoots and filming.

Quantifiable outcome

• One of the longest-running location agencies in London with 22+ years of experience
• +1 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Other London Location AgenciesminorStrategic or Co-development Partner1st Option maintains close working relationships with other reputable location agencies in London. If they don't have a specific location in their portfolio, they can often find it through one phone call to partner agencies, providing clients with broader access to the London location market.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Airbnb: Global short-term rental marketplace increasingly used by production crews for unique residential locations. Not a direct shoot-location specialist, but its inventory overlap and growing photography/film use case compete for the same owners and clients.
• Film London: London's screen industries agency supporting film and TV production in the capital. Broader scope (permits, crew, tax relief, locations), but competes for the same London-based production client base and location inventory.

Direct peers

• Peerspace: Online marketplace for hourly rental of unique venues for photoshoots, filming, and events. Closest direct competitor to 1st Option's model, though US-headquartered; comparable value proposition of connecting creative clients with one-of-a-kind spaces.
• Shootfactory: London-based location library specializing in residential and commercial shoot locations for editorial, advertising, and film productions. Directly comparable in geography, customer base, and curated-portfolio model.
• The Location Guide: Global directory and marketplace for film locations, location scouts, and production services. Overlaps with 1st Option on supplier discovery and serves the same international production clients.
• Location Collective: UK-based shoot location agency representing residential and commercial properties for film, TV, and photography productions. Operates a comparable broker model targeting London and UK-wide productions.
• Location Works: Specialist film and photography location agency based in the UK, providing a searchable library of unique properties to production companies and advertisers. Directly comparable service offering and target market.
• Amazing Locations: UK location agency representing distinctive homes and commercial spaces for photoshoots and filming. Competes in the same London-centric broker market with a similar portfolio-and-account-manager model.

Emerging players

• Giggster: Online marketplace for unique filming and photo locations including houses, warehouses, and studios. Comparable peer-to-peer marketplace model, US-focused but expanding internationally.

Regional players

• Screen Yorkshire: Regional film commission supporting productions across Yorkshire and the North of England. Comparable mission of connecting productions with regional locations, but geographically complementary rather than directly competing in London.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/1st-Option-Representation-176014735926724
• LinkedInlinkedin.com/company/6492982
• Instagraminstagram.com/1stoptionlocations
• TikToktiktok.com/@1stoptiondigital
• Pinterestpinterest.com/1stoption
• Xx.com/1stOptionBooker

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 1st Option