The Truth About Discounts: Do They Actually Help You Get More Clients?

Pricing is one of the most challenging aspects of running a real estate photography business. Many photographers consider offering discounts to attract clients, fill their schedules, or stand out from the competition. But do discounts actually help you grow your business, or do they end up hurting your bottom line?

Let’s dive into the pros and cons of discounts, explore when they make sense, and discuss smarter pricing strategies that help you attract clients while maintaining profitability.

I. The Pros and Cons of Offering Discounts

1. The Potential Benefits of Discounts

✅ Attracts New Clients: A well-timed discount can help you gain the attention of real estate agents who have never worked with you before. Lower prices can be an incentive for them to try your services.

✅ Increases Short-Term Bookings: If you’re experiencing a slow period, offering a limited-time discount can help fill your calendar and generate immediate revenue.

✅ Encourages Bulk Orders: Some photographers offer discounts for high-volume bookings, encouraging clients to book multiple shoots at once. This can help you secure steady work.

✅ Creates a Sense of Urgency: Special promotions with deadlines (e.g., “Book by Friday for 10% off”) can push hesitant clients to take action quickly.

✅ Helps Build Relationships: If you’re entering a new market or working with a high-value client, a first-time discount can help establish trust and build a long-term relationship.

2. The Hidden Downsides of Discounts

❌ Attracts Price-Sensitive Clients: If clients only book you because of your lower price, they might not value your work and will likely move on to the next cheapest option.

❌ Devalues Your Services: If you regularly discount your rates, clients may start expecting lower prices and hesitate to book at your standard rate. This can make it difficult to increase prices later.

❌ Reduces Profit Margins: Offering a discount means you earn less per job, which can be problematic if your expenses remain the same. A 20% discount could mean working 20% harder just to make the same amount.

❌ Undermines Your Brand Positioning: Clients often associate price with quality. If your services seem too cheap, potential clients may assume you’re inexperienced or offer lower-quality work.

❌ Can Lead to Burnout: If discounts bring in a flood of low-paying work, you might find yourself overworked and underpaid, leading to frustration and exhaustion.

II. When Should You Offer Discounts?

Discounts aren’t inherently bad, but they should be used strategically. Here are a few cases where discounts can work in your favor:

1. To Attract High-Value, Long-Term Clients

If you’re targeting a real estate agency that handles hundreds of listings a year, offering a one-time discount for the first shoot can be a smart way to get your foot in the door. Just be clear that it’s a first-time incentive, not an ongoing deal.

2. During Slow Seasons

Real estate markets fluctuate, and there will be times when bookings slow down. Instead of lowering prices across the board, consider offering value-added promotions such as “Free Virtual Twilight Edit with Every Booking” rather than straight discounts.

3. For Bulk Orders

If a client books a package of 10+ shoots, a volume discount can make sense. This not only secures more work for you but also ensures a steady income flow.

4. To Launch a New Service

If you’re introducing a new offering, such as drone photography or virtual staging, a limited-time promotional discount can encourage clients to try it out.

5. Referral Discounts

Encouraging word-of-mouth marketing by offering a small discount for clients who refer others can help you grow your business organically. Just ensure it’s a controlled program, so you don’t devalue your services.

III. Smarter Pricing Strategies That Work

Instead of relying on discounts, consider these alternative pricing strategies to attract and retain clients while maintaining your value:

1. Focus on Value, Not Price

Many real estate agents understand that high-quality photos help sell properties faster and at higher prices. Instead of positioning yourself as an affordable option, emphasize the benefits you bring. Use case studies and testimonials to demonstrate how your photography has helped agents close deals more quickly or get higher offers.

For example, showcasing that properties with professional photos sell 32% faster than those with amateur images can highlight the value you provide.

2. Create Strategic Pricing Packages

Offering tiered pricing options can make your services more appealing without requiring discounts. For example, you could offer:

• Basic Package: Standard interior and exterior shots.
• Premium Package: Includes aerial photography, virtual twilight editing, and more.
• VIP Package: Adds video walkthroughs and social media content.

This way, clients can choose what best fits their needs while you increase your average booking value.

3. Implement a Loyalty Program

Rather than giving one-off discounts, reward repeat business. A simple program like “Book 5 shoots, get the 6th one free” can encourage long-term client retention. Another option is offering exclusive perks, such as priority scheduling or additional edits for loyal clients.

4. Offer Value-Added Bonuses Instead of Discounts

Instead of lowering your price, add something extra. For example:

• Free social media-optimized images with every standard package.
• Complimentary virtual staging for first-time clients.
• A free additional exterior shot when booking a full home tour.

This way, clients feel like they’re getting a deal without you reducing your profit margins.

5. Build Strong Relationships with Real Estate Agents

The best way to keep clients coming back isn’t by offering discounts—it’s by delivering consistent, high-quality work and being easy to work with. Respond quickly to inquiries, meet deadlines, and provide an excellent client experience. Building strong relationships can lead to referrals and repeat business without needing to lower your prices.

6. Upsell and Cross-Sell Services

Encourage clients to invest in additional services that enhance their listings. If they book a basic package, suggest adding drone photography or a video walkthrough. Many agents may not realize the full range of services you offer until you present them with options.

7. Use Limited-Time Offers Wisely

Instead of ongoing discounts, create limited-time promotions that create urgency. For example:

• “Spring Special: Free Virtual Twilight Edit with Every Booking in March”
• “Book Three Shoots This Month and Get a Bonus Aerial Shot”

This approach keeps clients engaged without making discounts an expectation.

8. Position Yourself as a Premium Service

If you want to command higher rates, brand yourself accordingly. Maintain a professional website, showcase high-end images, and highlight your expertise. When clients see you as an expert in real estate photography, they’ll be willing to pay more for your services.