I have just started my architecture and high-end real estate business (still working on my portfolio; business website in progress) and recently had my first paid shoot with an architect. That shoot involved a two-day session at a $7mm house with the client playing an extremely active role in the photography process. Some shots took 2hrs to complete. I charged on a project basis (creative fee+ digital processing+ admin) which, on a pre-tax basis, cost the client $190/image.
This includes unlimited, non-exclusive usage rights. She is thrilled with the results and the cost of the project and wants to do more with me. Her needs are purely marketing; she is building her website and needs professional images to show-off her work. She recently indicated that the builder she worked with on this and other remodels would like to use the images for his website. However, as with the first session, for future shoots she would play art director onsite to ensure she gets what she is looking for. He would not participate in this way. Assuming that $190/image is the right price given the market and given the usage rights included, I'm wondering how to price the photos for the builder for subsequent shoots. On the one hand, he will presumably receive the same economic benefits as the architect (ie brand development through web usage of professional images of his work). On the other, he will have no involvement in the process and direction of making the images. So, in that sense, the images aren't "custom made to (his) taste." He's getting the same product but not the extreme customer service experience she is.
Am I over-thinking this? Do I charge the same for everybody (for same usage rights)? Or, would it make more sense to charge X minus some discount for the builder?
To me, it seems your logic is sound. Charge less to the builder because the image is not customized for the taste of the builder.
What do others think?