How to Price Your Real Estate Photography & Videography Services the Right Way

Tired of agents nickel-and-diming you on price?
Struggling to get paid what you’re worth?

If you’ve been in the real estate media business for any length of time, you’ve probably run into endless pricing negotiations—agents trying to lowball you, asking for discounts, and always looking for the cheapest option.

So how do you set your prices in a way that:
✔️ Pays you fairly for your work
✔️ Doesn’t scare off agents
✔️ Eliminates endless back-and-forth negotiations

I’ve been shooting real estate photography & videography since 2017, working with hundreds of properties and making six figures in this industry. After testing every pricing model imaginable, I finally found a formula that works—one that gets me paid what I deserve and keeps my clients happy.

Let’s break it down.

Understanding the Agent’s Perspective

Before we talk numbers, you need to put yourself in the agent’s shoes.

🔹 Agents don’t get paid until the sale closes. Unlike us, who get paid immediately for our work, real estate agents only make money when a deal is finalized.
🔹 Most agents aren’t making huge money. Yes, there are million-dollar producers, but the majority are making 1-2 sales per month—sometimes less.
🔹 They have big expenses. Between car payments, office fees, marketing, networking events, and lead generation, their commissions get eaten up quickly.

This means that when an agent is hiring you, they’re already thinking about their limited budget.

Breaking Down the Agent’s Budget

To price your services fairly, you need to understand what agents actually make on a deal.

Let’s use a $1,000,000 listing as an example:

💰 Standard commission: 5% → $50,000 earned on the sale.
💰 Split between buyer & seller’s brokers → Each side gets $25,000.
💰 Agent & broker split (typically 50/50 for new agents) → The agent takes home $12,500.

So on a $1M property, the agent’s real commission is $12,500—not $50K.

How Much of That Goes to Marketing?

Real estate professionals follow the 10% rule—meaning agents typically reinvest 10% of their commission into marketing the listing.

🔹 $12,500 (agent commission) × 10% = $1,250 marketing budget

But here’s the catch—that budget doesn’t just go to you.

It covers:
✅ Photography & videography
✅ Facebook & Instagram ads
✅ Printed brochures & flyers
✅ Virtual tours, 3D tours, staging
✅ Email marketing & listing syndication

👉 Only 20-30% of that budget is spent on media production.

That means for a $1M listing, the agent’s typical budget for photos & video is around $375–$500.

How to Price Your Services Based on This Budget

Now that we know what agents are working with, here’s how I price my services for different properties:

1. Standard Listings (Condos & Small Homes)

💰 Price range: $300–$500
📸 What’s included:
✔️ 15–25 professional photos
✔️ 1-minute highlight video

These are quick, simple shoots—the agent just needs solid media to get the property listed.

2. Mid-Range Homes (Luxury Condos & Single-Family Homes)

💰 Price range: $500–$750
📸 What’s included:
✔️ 25–35 high-quality images
✔️ 1–2 minute video
✔️ Aerial drone shots (if needed)

These listings require a little more attention—higher-end properties demand better presentation.

3. High-End Luxury Homes ($2M–$5M)

💰 Price range: $750–$1,500
📸 What’s included:
✔️ 35–50 high-quality images
✔️ 2–3 minute cinematic video
✔️ Drone footage
✔️ Twilight shots for premium effect

Agents with multi-million-dollar properties have bigger budgets and are more willing to invest in premium media.

4. Ultra-Luxury Estates ($5M+)

💰 Price range: $1,500+ (custom quotes)
📸 What’s included:
✔️ Full luxury photography package (50+ images)
✔️ 3–5 minute cinematic video
✔️ High-end aerial shots & 3D virtual tour
✔️ Lifestyle videography (actors, walk-throughs, storytelling)

At this level, the agent expects top-tier media. These projects take more time and skill, so the pricing is significantly higher.

How to Charge More (Without Pushback from Agents)

1️⃣ Know who you’re working with – New agents have smaller budgets. Seasoned brokers (80/20 splits) have more money to spend on media.

2️⃣ Break pricing down logically – Show the agent where their money is going. When you educate them, they’re less likely to haggle.

3️⃣ Focus on the value, not the price – High-quality media sells homes faster and makes agents look more professional. Don’t compete on price—compete on results.

4️⃣ Offer flexible packages – Give agents options rather than forcing a single price. Some will pay for premium services if you give them the choice.

Final Thoughts: Set Your Prices with Confidence

💡 Agents are business owners—they spend money where it makes sense. If you position yourself as an investment, not an expense, they’ll pay your rates without hesitation.

💡 Don’t be the cheapest. The cheapest media gets cheap clients. Raise your prices as your skills and experience grow.

💡 Use logic to back up your pricing. When you show agents where their money is going, they’ll trust you more and stop negotiating your rates.

💡 Different properties require different pricing. A luxury home isn’t the same as a starter condo—charge accordingly.

If you price your services strategically, you’ll get paid fairly while giving agents exactly what they need.

💬 Got questions about real estate photography & videography pricing? Drop a comment below!

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