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Pricing is one of the most important decisions you'll make in your property photography business. Price too low and you'll burn out working long hours for little reward. Price too high and you'll struggle to win work. Here's how to find the sweet spot.
Understanding the UK market
Property photography prices in the UK vary significantly by region:
- London and South East: £200-400+ per property
- Major cities (Bristol, Manchester, Birmingham): £150-300
- Rural and smaller towns: £100-200
- Scotland, Wales, Northern Ireland: £100-200
These are rough guides — your actual pricing should reflect your experience, quality, and local competition.
Package-based pricing
Most successful property photographers use a tiered package structure:
Essential (£149): Up to 15 images, 1 hour on site, 48-hour delivery, drone included Standard (£199): Up to 25 images, 2 hours on site, 48-hour delivery, drone included Premium (£249): Up to 40 images, 3 hours on site, 48-hour delivery, drone included Ultimate (£349): Up to 60 images, 4 hours on site, development/estate work
Add-ons:
- Express 24-hour delivery: +£50
- Twilight photography: +£100
- Virtual tour (Matterport): +£150-250
- Floor plans: +£75-150
- Video walkthrough: +£150-300
Calculating your costs
Before setting prices, understand your costs:
- Equipment depreciation and maintenance
- Insurance (public liability, equipment, drone)
- Vehicle costs (fuel, insurance, maintenance)
- Software subscriptions (Adobe, delivery platforms)
- Marketing and website costs
- Time: shooting + travel + editing + admin
A typical property shoot involves:
- 30 minutes travel each way
- 1.5-2 hours on site
- 1-2 hours editing
- 30 minutes admin (booking, delivery, invoicing)
That's 4-5 hours per property. If you charge £199 and your costs are £40, you're earning £159 for 4-5 hours — roughly £35/hour. Is that enough?
Volume vs premium
Two viable business models: 1. Volume: Lower prices, more shoots per week, faster turnaround. Works well with estate agent contracts. 2. Premium: Higher prices, fewer shoots, more time per property, higher quality. Works well with developers and private clients.
Most photographers start with volume to build their portfolio and reputation, then gradually move towards premium work.
Key Takeaways
- Use tiered packages to give clients clear choices
- Calculate your true costs including time, travel, and equipment
- Include drone photography in your standard packages — it's a differentiator
- Offer add-ons (twilight, virtual tours, express delivery) for additional revenue
- Start with competitive pricing to build your portfolio, then increase as your reputation grows
Important Disclaimer
This lesson is provided as a general educational guide only and does not constitute legal, financial, or professional advice. Regulations, insurance requirements, and pricing norms vary by region and change over time. You are responsible for verifying all information with the relevant authorities and professional advisors in your area before relying on it. The Property Photo Guy accepts no liability for any actions taken based on the content of this guide.
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