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Starting your business

How to start a real estate
photography business the right way.

I started cold calling agents in 2019 and built two full-time real estate media companies from scratch. Here's everything I know about getting started — including the mistakes I see new photographers make constantly.

Let's start here

The market has changed — but the fundamentals haven't

When I started in 2019 the market wasn't nearly as saturated as it is today. Cold calling was easier because agents weren't hearing from five photographers a week. That's changed. But here's what hasn't: agents still need great photos, they still want someone reliable, and they still respond to people who show up and make it easy to say yes.

The path to your first client is the same as it's always been — you have to put yourself in front of people. The difference today is you have to be smarter about how you do it.

Jace's take

I got my first clients through cold calling. I picked up the phone, called real estate agents, and asked if they needed a photographer. Simple as that. It felt uncomfortable at first. It still works.

The biggest mistake

Stop undercharging. It's hurting you.

The #1 mistake I see new photographers make is drastically undervaluing their services thinking that low prices are the only way to get clients. I understand the logic — you're new, you don't have a portfolio, you feel like you have to compete on price. But this strategy backfires almost every time.

Real example

If the average price in your market for 20 photos is $199 and you're charging $100, you're not just making less money — you're signaling to agents that your work is worth less. Many agents equate price with quality. A suspiciously low price raises red flags, not interest.

Charge close to market rate from day one. If you need to offer an incentive to get your first few clients, offer a free add-on — an extra photo, faster turnaround, a complimentary drone shot. Never race to the bottom on price. You'll build a business that can't sustain itself and attract clients who'll leave the second someone cheaper shows up.

New photographer
$150–175
For 20 photos. Close enough to market rate to be taken seriously.
Growing photographer
$175–225
Once you have 10+ clients and a track record. Raise it.
Established photographer
$225–299+
Full-time, consistent quality, reliable turnaround. Charge for it.
Action plan

Your first 30 days — exactly what to do

Don't overthink this. Here's the exact order of operations for your first month.

1
Build a website
You need somewhere to send people. It doesn't have to be perfect — it has to exist. A simple one-page site with your photos, your services, your prices, and a way to contact you is enough to start. Squarespace, Wix, or even a Google Business profile will do the job at first.
Week 1 priority
2
Cold call at least 20 agents per day
This is the fastest way to get clients. Pull a list of active real estate agents in your area from Zillow, Realtor.com, or your local MLS. Call them. Keep it short — introduce yourself, mention you're a local real estate photographer, ask if they need photos for an upcoming listing. Most will say no. Some won't. That's the job.
Every single day
3
Drop off marketing materials at local real estate offices
Print simple flyers or business cards with your name, your services, a sample photo, and your contact info. Walk into local real estate brokerages and leave them at the front desk or in the break room. Ask if you can put something on the bulletin board. This gets your name in front of agents who might not be active on the phone.
2–3x per week
4
Shoot anything you can to build your portfolio
If you don't have clients yet, reach out to agents and offer a free or deeply discounted shoot for one listing in exchange for the right to use the photos in your portfolio. Get 5–10 strong examples of your work before you start charging full rate. Quality portfolio beats a price discount every time.
Weeks 1–2
5
Set up your business properly
Open a business bank account. Get a basic contract in place before your first paid shoot. Look into liability insurance — it's not expensive and it protects you if something goes wrong on a property. You don't need an LLC on day one, but you need to treat this like a business from the start.
Before your first paid shoot
Next step

Now let's talk about gear.

You've got the business foundation. Now you need to know what to actually shoot with — without overspending before you have clients.

See the gear guide →