How to Start a Real Estate Photography Business That Stands Out

Photography has always been a powerful medium for storytelling. Or the greats, like Annie Leibovitz, Steve McCurry, and Richard Avedon, wouldn't be as famous. 

Real estate photography carries the same potential. As a photographer, you play an influential role in creating that lasting impression on buyers. However, in this competitive market, the stakes are high, and it takes much more than just technical skills to launch a successful real estate photography business. You need the right strategy and means to draw in the crowd.

In this guide, we’ll show you how to build a business that delivers exceptional visuals, attracts clients, and thrives—and how Matterport can help you along the way.

What does a real estate photographer do, and why does it matter to get it right?

Real estate photographers capture high-quality images of a property’s interior and exterior to showcase it in the best possible way. These professional photos help industry stakeholders—like agents, architects, builders, and designers—market their services and sell properties.

The central role of real estate photographers

Real estate photography businesses have grown steadily over the past few years, with industry revenue increasing at a CAGR of 0.6% over the last five years, reaching an estimated $268.3 million in 2024. And it’s understandable why.

Real estate photography typically spans various specialties, including residential, commercial, architectural, and interior photography. Regardless of what's being photographed, high-quality visuals are essential for capturing buyer interest and driving purchase decisions—and real estate photographers are at the heart of making this happen.

Their expertise in lighting, composition, and post-processing editing makes sure properties look their best. More importantly, photographers help stakeholders like real estate agents, stagers, and marketers stand out in a competitive market. 

Plus, with trends like drone photography, 3D virtual tours, and virtual staging on the rise, real estate photographers have become all the more important for meeting modern market expectations.

How to start a real estate photography business in 6 steps

Starting a real estate photography business from scratch can be challenging, but having a solid framework makes it easier. Below, we break down six steps to help you launch and grow your real estate or commercial photography business.

1. Build your skills and portfolio

Mastering the fundamentals of real estate photography—like lighting, angles, and composition—is the first step to building a successful business. Simply put, you must deliver great work to attract clients, especially high-value and repeat ones.

There are plenty of resources to help you get started. For instance, LinkedIn and Udemy both offer courses on real estate photography that can help you sharpen your skills and even earn professional certifications. Typically, credentials can reinforce your expertise, especially when you’re just starting out.

And your portfolio is just as important as your skills. It’s what draws potential clients and shows them what you can deliver. If you haven’t landed your first client yet, that’s okay—there are other ways to showcase your work.

For example, consider offering free or discounted shoots for friends, family, or local real estate agents. This not only builds your portfolio but also gives you valuable practice in real estate photography, especially with different types of shoots, whether residential, commercial, architectural, or interior.

Alternatively, shadowing or interning with experienced photographers is another great way to learn. Reach out to established professionals in your area or look for mentors. You’ll find that many of them are happy to share their insights and knowledge. This way, you’ll get hands-on experience and also expand your network.

2. Get the right equipment

Having the right equipment is crucial for capturing professional-quality real estate photos. Start with the essentials: a reliable DSLR camera for high-resolution images, a sturdy tripod for stable shots, and a drone if you want to offer aerial photography.

For those looking to expand their real estate photography services, Matterport’s Pro3 camera adds another layer of value. It lets you create immersive 3D property tours and give buyers a virtual walk-through experience. Plus, Matterport works with a wide range of 360 camera brands, so you don’t need to invest in a new camera to get started. 

Interestingly, recent research shows that smartphone cameras are becoming a strong alternative to professional equipment among real estate photography businesses. Luckily, Matterport Mobile works just as well with smartphones, which means you have the flexibility to enhance your offerings without overhauling your gear.

3. Set up your business and sort out the paperwork

Getting the legal and administrative details sorted might not be the most exciting part of the process, but it’s what sets you up for success—and helps you avoid costly issues down the line.

Start by creating a solid business plan, as recommended by the U.S. Small Business Administration. Essentially, this will outline the services you’ll offer, your target market, and your financial goals. Include realistic targets and projections so your business can stay profitable. 

Additionally, make sure you choose the right structure for your business. There are different options out there: LLC, sole proprietorship, or S Corp, depending on your company's growth stage. Each option comes with its own benefits and obligations. For instance, an LLC can give you liability protection, while a sole proprietorship is much simpler to set up. 

On that note, you’ll also need the right licenses and insurance to legally work and protect yourself. Typically, in the U.S., real estate photography isn’t licensed or regulated at the state level, but the requirements might vary in cities and counties.

Check local regulations for any specific requirements, and definitely think about getting liability insurance to cover accidents or damages during shoots. The general liability insurance offered for members of the Professional Photographers of America (PPA) seems like a good place to start if you’re in the U.S., but research your options to find the right fit.

Lastly, you’ll need to set up systems for accounting and invoicing—Quickbooks, Wave, Xero, Zoho, and Sage are all popular options for small businesses. Organized finances are non-negotiable from day one, so whether you’re tracking expenses or sending invoices to clients, make sure you have your books in order. Plus, using accounting software can help you stay on top of it all and save time as your business grows.

4. Price your services right

Setting the right pricing is a balancing act—you need rates that attract clients while ensuring your business stays profitable. It’s not just about offering competitive prices; it’s also about reflecting the value of your expertise and services. 

According to an article by The Close, several factors influence real estate photography pricing: property size and complexity, the number of images and services required, your experience and skill level, the equipment and technology you use, location and travel costs, and usage or licensing fees.

Example 2D and 3D photography pricing estimates 

Source: The Close

Here are some tips on how to price your services:

1. Research local rates to get a sense of what’s standard in your area.  This is an opportunity to differentiate yourself—be it by offering unique services like drone photography or competitive package options. Most real estate photographers charge between $100 and $400 for a single property shoot, with packages including 10–20 photos and a set number of hours.

2. When setting your rates, don’t forget to factor in your real estate photography costs—things like equipment, software, travel, and time. As stated earlier, your experience level and the range of services you provide also play a role in pricing. For example, offering additional services like virtual staging, aerial photography, or 3D tours can justify higher pricing. If your business offers Matterport, you can get started for free or see the pricing for our other plans, depending on your needs.

3. Consider creating flexible packages tailored to different property types. For residential properties, you might offer a basic package at $150–$300, including 10–15 photos. For larger or more complex commercial shoots, packages could be significantly higher, ranging from $300-$500—depending on your expertise, equipment used, how much time it takes, and whether you’re including add-ons, like aerial shots, videography, or a virtual tour. Typically, add-on services can help you upsell and increase your overall earnings.

A simple way to figure out your rates is to work backward from your financial goals, as one real estate photographer notes on Reddit. Think about your cost of living, business expenses, and lifestyle, then break that into a day rate that makes sense for you.

For example, let’s say your goal is to earn $75,000 a year. You could structure your pricing like this: $250 for ground photos (capped at 30 interior and 10 exterior photographs), $250 for aerial photos, $0.15 per square foot for Matterport, and $60 per hour for video or other custom work. For travel beyond 50 miles, you might charge $0.75 per mile, depending on your state’s reimbursement rate.

This way, you'll ensure your pricing supports your financial goals and keeps your business sustainable—especially if you factor in seasonal demand or slower months.

Most importantly, make sure your pricing is clear and transparent. Offering options for different budgets and needs makes it easier for clients to see the value in your services.

5. Market your business

Put simply, attracting clients and building a steady stream of work takes more than a great portfolio—you also need a solid real estate photography marketing strategy. There are several things you can do to level the playing field:

To gain some visibility, network with realtors by attending local industry events. Promotions can also help you bring in new clients, like offering discounts for first-time customers or bundling multiple services (like ground photos and aerial shots) into a package to make your services appealing. 

Also, don't forget to leverage your existing clients—ask for referrals from those who are happy with your work and encourage them to leave reviews online. When you’re ready to scale, look into real estate advertising, i.e., running targeted online ads on social media can help you reach a broader audience. Platforms like Facebook and Google allow you to target specific demographics, such as local real estate agents or property developers. 

6. Provide exceptional service

Exceptional service is the foundation of any successful business—including real estate photography. It’s what keeps clients coming back.

There are a couple of things you can do to avoid any friction for your clients. For starters, you'll want to create a smooth workflow—from booking to final delivery—so your clients know what to expect every step of the way. Always be clear and consistent in your communication, whether you’re confirming details or updating them on timelines; this will solidify your position as a reliable business to work with. 

And, of course, deliver high-quality images on time, every time, and stay open to feedback to make sure your clients feel heard and valued. Ultimately, for your business to succeed, you must build trust and long-term relationships that turn first-time clients into repeat customers.

Tips to build a successful real estate photography business

Whether you’re starting a photography business as your main income, a side gig, or you’re already a professional photographer looking to add real estate to your portfolio, breaking into a new field always comes with a learning curve.

Understand your audience

Real estate photography isn't just about taking images of a property—it’s about telling a story. You’re showcasing what makes a house or apartment feel like a home and helping potential buyers imagine themselves living there.

This means focusing on the basics, like accurately portraying the space’s layout and features, but it also means highlighting what sets it apart. Think about the surrounding neighborhood, the current tenants, and the type of buyer the property is targeting when planning your photoshoot. 

Ultimately, tailoring your approach to match your client’s vision and the needs of their audience can make all the difference in winning their business.

Capitalize on tech trends

In real estate, first impressions are everything. Quality visuals don’t just attract attention—they help bring in serious buyers, close deals faster, and even influence a property’s final sale price.

As a real estate photographer, you have access to marketing tools that can take your work to the next level. 

Virtual reality and 3D tours, for example, offer buyers a complete, 24/7 view of a property, making it easier for them to engage with real estate listings. With the VR industry projected to grow to $131.93 billion by 2029, 3D tours are quickly becoming the norm in real estate marketing. 

In short, the real estate industry is undergoing a major tech revolution, and photographers are leading the charge. Keeping up with the latest tools and understanding their marketing potential can help you stand out now—and stay ahead in the future.

Build a diverse portfolio, professional portfolio

Setting your business apart starts with showcasing your best work. That's because a strong portfolio highlights what you’re capable of and has the potential to position you as the go-to photographer for real estate agents and their clients.

To stand out, focus on creating a portfolio that’s unique, eye-catching, and comprehensive. Include a mix of views that buyers value, such as 2D photography, floor plans, and 3D models. Offering this kind of variety makes you a one-stop shop for agents, giving them the tools they need to shine in front of their clients. Diversifying your techniques and incorporating the latest tools also helps you improve your craft while gaining more visibility in the industry.

When it comes to presenting your portfolio, choose the format, size, and layout carefully. Whether it’s a digital gallery, a printed book, or a well-designed website, tailor the presentation to fit your audience. No matter the format, your goal is always the same: impress potential clients and win their business.

Know your competition

Understanding your competition is just as important as knowing your audience. Taking the time to evaluate businesses targeting the same market gives you a clearer picture of where you stand—and what makes your photography business different.

To start, look at nearly every aspect of a competitor’s business. This can reveal what works, what doesn’t, and how your approach stands out. One approach that can help is a SWOT analysis, which breaks down strengths, weaknesses, opportunities, and threats. By using this framework, you can identify areas where you excel, spot opportunities to differentiate yourself and address any gaps in your strategy.

In the end, building on your strengths while improving areas of weakness puts your business in a better position to compete. The more you understand both your competitors and your unique value, the better equipped you’ll be to stand out in a competitive market.

How Matterport helps real estate photographers shine

We offer real estate photographers a clear way to set themselves apart in a noisy market. Our Pro3 camera lets you create detailed digital twins that create truly immersive property experiences. Plus, our 3D tours and HDR photography go beyond standard visuals, making it easier to create a stunning portfolio and attract new clients.

What’s more, Matterport works with many 360 camera brands (as we’ve already covered). So, whether you’re just building your business or expanding your services to meet growing demand, you’ll have the flexibility to do your best. 

Learn more about our equipment, like the Pro2, Pro3, and Axis.