Is it common to hire models for stock images without actually having any certainty of sales? I am thinking of choosing a few locations locally with the intent of creating images specific to my local market, images I believe they(local businesses and marketing groups) will buy for web and print promotional material, and am thinking that I need to hire models to get the right demographic to make my images unique and valuable relative to what is already out there. I have no contract or intent from any of the prospective buyers, but do have a strong sense of where their marketing will be aimed at and what locations and client base they want to market to. Mostly this will be based around destination tourism to foreign markets, and all the existing marketing images seem to be identifying with the Caucasian forty to fifty something consumer/tourist in North America and Europe, while the research group reports along with the chamber of commerce are telling local businesses that other markets may be more lucrative than their traditional consumer. Do I spend the money and hire amateur models from the college and university, or should I try to get paid work that fits specific business marketing goals? This is very amateur of me to have to ask, but I am legitimately asking if this is an important part of marketing in the photography business for individual photographers, or should this stuff be left to larger agencies that have big budgets to collect more generic images of certain demographics. This will be be outdoor activity photography showing local recreational activities, local industry tourism, and general lifestyle images for my specific area. Thank-you for the consideration and input.