Last week I got the following real estate photography pricing question:
When was the last time you did an updated story on what photographers should be charging. There are a lot of people in my area charging $100 or $125. To me this is way off! All the trades have gone up.
There's drive time, shooting, wear and tear on your vehicle, editing, equipment, computers, software, insurance. $200 seems like it would be fair.
What are your thoughts on this?
I agree, when I see someone in the US charging around $100 USD, I'm inclined to think that maybe they haven't updated their arithmetic recently to figure out their expenses and what they are paying themselves as an hourly wage etc. But every time we have this discussion credible people in some locations make the case that they can't get their local agents to pay more. I believe there are some markets where the demand for real estate photography is lower. And some markets where real estate photogaphers have been low-balling for so long that they have established a low standard price.
There are there are a bunch of factors to consider in the process of establishing your shoot price. There just isn't one number that works for everyone everywhere. I think it makes more sense to talk about a process you go through and all the factors to consider. I did that a post back in 2012 that listed those factors and I don't think that process or the factors have changed. Your answers to these questions may change over time so I think you should go through this process periodically and check the arithmetic. Your expenses change, you get better at your craft and many things affect what you should be charging.
For various reasons, there will always be people in your market that will be charging too little. There's not much you can do about it. Just make sure what you are charging makes sense for you.