One of the biggest challenges for new real estate photographers is figuring out what to charge. Price too high and you lose clients. Price too low and you burn out doing volume work that doesn’t pay the bills. Here’s how to find the sweet spot.
Know Your Market
Real estate photography pricing varies wildly by location. A photographer in Manhattan might charge $300+ for a basic shoot, while the same service in a smaller market might go for $150. Research what other photographers in your area charge before setting your prices.
Common Pricing Models
Flat Rate Pricing
The simplest approach: one price for a standard shoot. This works well when most homes in your market are similar in size.
Pros: Easy to quote, predictable income Cons: May lose money on larger properties
Per Square Foot Pricing
Many photographers charge based on property size, typically with a base rate plus additional fees for larger homes.
| Property Size | Price |
|---|---|
| Up to 2,000 sq ft | $175 |
| 2,001 - 3,000 sq ft | $225 |
| 3,001 - 4,000 sq ft | $275 |
| 4,000+ sq ft | Custom quote |
Pros: Fair pricing for different property sizes Cons: Requires knowing square footage before quoting
Tiered Packages
Offer different service levels to capture different segments of the market.
Example packages:
- Basic Package: 25 photos - $150
- Standard Package: 35 photos + twilight - $250
- Premium Package: 50 photos + twilight + drone - $400
Pros: Appeals to different budgets, easy upsells Cons: Can be confusing if you have too many options
What to Include
Most real estate photography packages include:
- Professional editing
- Same-day or next-day delivery
- MLS-ready photos
- Web-resolution files
- Print-resolution files
- Usage rights for marketing
Add-On Services
Increase your average order value with add-ons:
| Service | Typical Price |
|---|---|
| Twilight/dusk photos | $75-150 |
| Drone/aerial photos | $100-200 |
| Virtual tours | $100-200 |
| Floor plans | $75-150 |
| Video walkthrough | $200-400 |
| Virtual staging | $25-50 per image |
Setting Your Minimum
Calculate your true costs:
- Time per job: Travel + shoot + editing + delivery
- Equipment costs: Camera, lenses, lighting, drone, software
- Business expenses: Insurance, marketing, software subscriptions
- Desired hourly rate: What you want to earn per hour
If a typical job takes 4 hours total and you want to earn $50/hour after expenses, your minimum price should cover $200 in labor plus your costs.
Raising Your Prices
As you build your portfolio and reputation, don’t be afraid to raise prices. The best time to increase rates:
- At the start of a new year
- When you add new services or equipment
- When you’re consistently booked out
- When existing clients refer new business
Pro tip: Give existing clients 30 days notice before a price increase. They’ll appreciate the heads up, and it gives them a chance to book at the old rate.
Track Everything
Use Photeria to track your bookings, services, and revenue. Understanding your numbers helps you make smarter pricing decisions and identify which services are most profitable.
Need help managing your pricing and bookings? Try Photeria free and see how easy it is to run your real estate photography business.