How much should I charge for a real estate photo and video package?

Price the bundle as one number she reads against her commission, not as a sum of line items. The tell is where her face changes: at $750 she thinks about her $9,000 check, at $1,000 she winces.

Should drone photography be an add-on or included in the package?

Included. A pilot costs $100 an hour minimum, so drone alone has to be $200 to $300, and no agent pays a $199 add-on. Put aerials inside the bundle.

How do real estate photographers sell video to agents?

After the yes. Lead with a bundle that has video in it, and if she picks a package without it, let the order page offer video at 50% off. Call it 20 assets and 20 days of posting.

Answers › Pricing & packages

Ask the agent

How do I price photos, video and drone as one package?

I want to sell photos, drone and video together, but when I add it up the number scares me, and it’ll scare the agent more.Asked by a photographer on Dominic Turner, Central Texas

Stop adding it up. The number scares you because you are adding line items, and she never sees line items. She sees one price and holds it against what she makes on the listing.

She reads one price against one commission

You add. Photos, plus drone, plus video, plus editing, and the total makes you wince before you have even sent it.

She compares. One number against what she makes on the listing. That is the only math she does. She is not adding anything, and the only test your price has to pass is that one.

Agents see marketing as risk. What if I don’t sell the house? One bundle at one price answers that question. Six line items are six chances for her to say no, and each one feeds the fear.

Sell them as add-ons and you already know how it ends. Drone dies on its own, video dies at the total, and you are back to selling photos only. The total did not scare her. The list did.

Add-ons die on drone alone

Drone is where the add-on model breaks, and the math says why. A pilot runs $100 an hour, minimum. So drone sold on its own has to be $200 to $300 to make sense.

No agent pays a $199 drone add-on. I spent ten years on her side of the table, and a drone line at 10 p.m. with a seller waiting was a decision I skipped every time.

Inside a bundle, she never has to decide on it. The drone is just in there, the same way the kitchen photo is in there. She does not price it. She does not skip it. It happens.

Let the order page sell the video

If video will not sell as an add-on either, how does it get sold? The order page does it, not you.

Lead with one bundle that already has video in it. If she picks a package without video, the order page offers video at 50% off. She already said yes to photos. The offer arrives after that yes, in the same cart. That is not a pitch. It is a checkbox.

Call it what it is: 20 assets, 20 days of posting. She is buying the posts, not a video.

Two prices where her face changes. At $1,000 her face melts. At $750 she thinks, "I’m making $9,000 on this transaction." Price it the way she reads it, not the way you add it.

At $1,000 her face melts. At $750 she thinks, ’I’m making $9,000 on this transaction.’

The big lesson

Stop adding it up. Price it the way she reads it.

Do this

This week: put one bundle with video on your order page, and offer video at half off after she picks a package without it.

The three-package sheet I send agents

Put your numbers in it before your next booking. Free. Then take the sixty-second roadmap quiz and I tell you what to fix first.

Get the sheet Get my roadmap

Straight answers

How much should I charge for a real estate photo and video package?: Price the bundle as one number she reads against her commission, not as a sum of line items. The tell is where her face changes: at $750 she thinks about her $9,000 check, at $1,000 she winces.
Should drone photography be an add-on or included in the package?: Included. A pilot costs $100 an hour minimum, so drone alone has to be $200 to $300, and no agent pays a $199 add-on. Put aerials inside the bundle.
How do real estate photographers sell video to agents?: After the yes. Lead with a bundle that has video in it, and if she picks a package without it, let the order page offer video at 50% off. Call it 20 assets and 20 days of posting.