Why pricing matters in real estate photography

When entering the real estate photography industry, your pricing model can determine how fast you grow and how competitive you remain in your local market. Many photographers struggle to balance the cost of time, equipment, editing, and travel. This section explores how to factor in these elements from the beginning.

Setting the right price begins with understanding your costs and the value you bring to your clients. If you're capturing images that help sell properties faster, your service is a premium offering. But charging a premium rate means justifying it with fast turnarounds, high quality, and professionalism.

What should you include in your rates?

Before setting prices, decide what services you'll offer. Will you provide just interior and exterior photography? Or will your services include drone photography, twilight shoots, or even 3D virtual tours? These added elements can increase both value and pricing.

Make a list of fixed and variable costs:

• Equipment depreciation

• Editing software

• Travel time and costs

• Insurance

• Post-production labor

Include a profit margin of at least 50% on top of those costs. If your editing tools, travel, and shooting time cost $100, your charge should be $150 to $200 to make the effort worthwhile.

How location affects price

Pricing varies widely depending on your geographic area. Photographers in cities like Los Angeles or New York can command rates between $400 and $600 per session. Meanwhile, professionals in smaller or rural markets may need to keep pricing lower to stay competitive.

Use local pricing data as a benchmark. Sites like Thumbtack or GigSalad offer insight into what others charge near you.

Experience and turnaround time add value

Newer photographers typically charge less until they’ve built a portfolio and client base. But you can still earn more if you offer added value. One strong strategy is to offer next-day delivery of edited images. Agents often need to get listings up quickly and are willing to pay more for a fast turnaround.

Use your speed as a differentiator, even if you’re new to the field.

Tiered packages vs. square foot pricing

If you're photographing large properties or commercial buildings, tiered pricing or square-foot-based models can prevent undercharging. A flat rate might make sense for smaller homes, but large projects require more time and should be priced accordingly.

A simple tiered model might look like:

• Up to 1500 sq. ft.: $150

• 1500–3000 sq. ft.: $250

• Over 3000 sq. ft.: $400+

• Or offer add-ons like:

Aerial photos: +$75

• 3D tours: +$100

• Virtual staging: +$150

Tools to help you get paid and booked faster

Once your pricing is dialed in, the next step is to make it easy for clients to book and pay. With Fieldd, you can build your own branded online booking portal, collect deposits, and reduce no-shows. Customers can choose packages, schedule their shoots, and receive updates without needing to call or email.

You save time, get paid faster, and deliver a better experience.

Sign up for your free trial today