Real estate photography is an indispensable part of the research process for both buyers and sellers. Listings that feature high-quality, professional real estate photos sell 32% faster than their competition—and the more photos attached to the listing, the less time the property will stay on the market.
Most luxury real estate agents understand the value that high-quality images offer their listings, and many will happily pay a professional real estate photographer for their guidance and expertise. But what does reasonable real estate photography pricing look like these days?
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Real estate photography pricing models
There are a number of ways to figure out the actual cost of photography for your listing in advance. Here’s a look at popular real estate photo pricing models.
Hourly rates
The most common form of billing for real estate photography is via an hourly rate. The total bill for the service will reflect the time spent at the photo shoot, preparing for it, and editing post-shoot. Photographers will often specify a minimum number of hours they’ll consider.
Number of deliverables
Another common billing method that professional real estate photographers use is based on the number of images they deliver to you. A real estate photographer using this model might charge $10 per edited image.
Size of the property
Because the amount of time and effort that goes into making a property shine may vary, the scale of a particular project can add to the cost. In the case of a property with large square footage, the photographer may create a bid based on the size of the job and the number of details that need to be captured. The larger the property, the more time and photos it will take to properly showcase it.
Additional factors
Some photographers will take the following into account when figuring out their real estate photography pricing:
- Number of properties photographed: In the case of commercial real estate, the photographer might be under contract for multiple properties. Think large-scale apartment buildings or newly developed subdivisions.
- Experience: If a photographer is at the top of their game with a stellar reputation and years of experience, they can often charge a premium, compared to those just starting out.
- Drone photography: If images and videos captured by a drone are part of the package, this could increase costs, as commercial drone photography generally must be captured by licensed operators.
- Distance to the shoot: If a real estate photographer has to travel to remote photo shoots, they may charge an additional premium to compensate for travel time or mileage.
- Amount of post-production work: Many photographers will charge a premium for extensive editing, retouching, or virtual staging.
- Weather: Ask your professional real estate photographer about contingencies and their strategies for troubleshooting a day impacted by bad weather.
Average real estate photography prices across the U.S.
Real estate photography pricing can vary significantly based on the factors discussed above. Here are some general estimates for different types of real estate photography services and what you can expect to get from them.
Standard residential photography
- Basic package: $200 – $400
- 10-20 edited photos
- Suitable for small properties or apartments
- Mid-range package: $300 – $600
- 20-40 edited photos
- Suitable for standard single-family homes
- Premium package: $500 – $1,200
- 40-60 edited photos
- Includes twilight or night shots
- Suitable for larger and luxury homes
Aerial photography
- Basic drone photography: $150 – $300
- 5-10 aerial shots
- Suitable for showcasing the property and its surroundings
- Comprehensive drone package: $400 – $800
- 10-20 aerial shots
- Includes video footage
Videography
- Basic video tour: $200 – $500
- 1-2 minute video
- Basic editing and background music
- Full video tour: $500 – $1,500
- 3-5 minute video
- Professional editing, music, and voiceover
3D tours and virtual staging
- 3D tour: $200 – $500
- 3D walkthrough using Matterport or similar technology
- Virtual staging: $50 – $200 per room
- Digitally furnishing empty rooms, decluttering, or reimagining usage
These estimates provide a general idea of what you might expect to pay for real estate photography services. Prices can vary based on regional market conditions and the specific needs of the project. Always check with local photographers to get accurate quotes tailored to your specific requirements.
How to best use professional real estate photography
Implementing real estate photos into your listings will have tangible effects on the success of your real estate business. Here are some of the most effective ways to circulate those images.
Using listing photos in marketing
To ensure agents don’t irritate former clients when using photos of their homes in business marketing, they can follow these best practices:
- Always ask for permission from the former client before using any photos of their home. This can be done through a simple consent form that clearly outlines how the photos will be used.
- Clearly explain how and where the photos will be used. This includes specifying whether the photos will be used online, in printed materials, or both.
- Avoid sharing photos that reveal too much personal information or identifying features. For example, avoid showing street numbers, personal belongings, or distinctive features that could easily identify the home or its owners.
- Let former clients know they can request the removal of their home’s photos from your marketing materials at any time.
- Keep in touch with former clients to ensure they remain comfortable with the use of their home’s photos and to address any concerns they may have.
Website
Your business needs a solid digital footprint in order to keep up with the competition. That means leveraging a well-built, data-rich website as your marketing hub. The site itself should use professional real estate photography to attract potential homebuyers and build trust in your brand.
Paid media
Digitally-targeted ad campaigns are highly effective in generating exposure. Social media ads, display ads, and paid search campaigns provide a quick and data-rich approach to selling to your audience while gaining insights about potential clients.
Traditional advertising methods like television, billboards, and print require high-quality real estate photography but offer little data to your team. Digital campaigns allow you to reach a wider audience with your investment in real estate photos, and also provide better visibility into who is viewing and engaging with your ads.
Social media
Do not underestimate the power of social media. The majority of today’s homebuyers maintain an active social media presence across multiple accounts. Use your professional photography to boost engagement, build brand awareness and loyalty, and show off your marketing skills.
Blog content
Your business website serves as a vehicle for your brand, and blog content can be an engine to drive visitors to you via search engine results pages. Adding high-quality real estate photos and videos to your blog will help to break up text and make your content more visually engaging.
Property website
Single-property websites can be a core part of your business strategy, but in order to thrive, they require a healthy dose of high-quality images to draw in and engage viewers.
Professional real estate photography + Luxury Presence
Real estate marketing relies heavily on captivating visual storytelling. If you want to explore innovative ways to leverage imagery to enhance your real estate business, reach out to Luxury Presence today.
