How to PROPERLY Price Your Headshot Photography

Every year photographers go out of business because they failed to cover their expenses when they set their rates. I cover how to calculate all your expenses, including hidden costs, and how to set your rate for solo headshot sessions and group headshot sessions.

00:00 Intro
02:15 Pricing Considerations
06:48 Pricing Group Headshots
10:05 Questions

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#photography #business #productivity

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[DaphneVerzosa]

Love this! How many photos does per person get for the pricing you’re doing?

[jamilgotcher]

Headshots have become my favorite photography jobs, the repeat business is wonderful to have. For most sessions, I'm having them select the images at their session, no proof galleries to create, Yay! Problem is I live in a city where professionals are charging only 89.00 for headshots! So me charging 145. for 1 retouched headshot makes me expensive for my city. I always end up upselling every headshot session so I rarely only make 145. Sometimes you need the lower price to get them in the door and then surprise, take so many great photos and have them bring additional wardrobe, take a few 3/4, if it's a couple, ask to take some shots of them together instead of just individual headshots. If it's a young actor, take a variety of photos, the Moms always love them all and she buys way more than the 2 headshots they thought they were going to buy.

[AdrianBacon]

For individuals in my studio, headshots are priced per shooting session and the base session fee includes one retouched image. Additional retouched images from that session are billed separately on a per image basis. I generally try to give the client a good selection of images that they can use, and often times, I get requests many months after the fact for additional retouched images. Groups are charged on either a base day rate plus a per person charge for formal group headshots, or if it's a corporate event where they want the event documented plus portraits, that's charged per event hours and includes the documented event, then all other retouched images are sold separately.  

I think a mistake a lot of people make is that you are in the business of selling finished photos, not shooting sessions. Yes you need a shooting session to get finished photos, but what you're selling is the finished photos, not the shooting session. Nothing burns me more than seeing a photographer charge some session fee and include all the photos taken during the session. ?!?!?! You realize you're giving your value away right? The first finished photo is the most expensive because the costs incurred to make that photo in the first place was pretty high, but each finished photo afterwards is also worth charging for. This is why you always shoot at least a couple of different setups tuned for different common headshot usages. This is part and parcel to selling finished photos. Most clients don't even realize they could use or even need those additional photos until they see them and go "Oh, that would be really nice for xyz". Great! When you're ready to do that, we've already got an image captured that we can retouch and finish for that use. Just let me know when and I'll send you and invoice for the work. Working out a shot list of common headshot usages and taking a few extra minutes after getting the images for primary need (the reason they contacted you in the first place) makes for additional revenue in the future in the form of sold additional retouched images.

Your way for calculate group photo price was really clever. It took me away a big pain in the ass. I just started my headshot business in Lima (Peru), that's why any good idea is well is recognized and received 💪

[ArnelGonce]

Whoa! The is AWESOME! I’ve never heard anyone explain a way to amortize equipment-and this is I LOVE this! ❤️

[gshotsmedia]

Thank you sir! This was great video. liked and subscribed!

[AaronAubreyPhoto]

For corporate, on location work, I've just been charging a flat fee $$$ per person. I'd like to incorporate a day rate plus per person rate next year.
For individual corporate and actors, I charge a 'session fee' with no images included, and then a $$ price per final edited image.

One thing I don't do, and was actually having a conversation about this today, is the method which is popular with the Peter Hurley types, which is to do the shoot, then force the clients to make image selections/purchases on the spot after the shoot while telling the client 'anything you don't select/buy today will be deleted' It's a high pressure sales tactic, that while it may be making some photographers quite wealthy...I just can't get behind. My clients will always get a proofing gallery for them to go through, ask friends/family/agents for suggestions, and then make final selects for editing.

[sixteen]

My goodness this really helped me. I have been doing commercial photography for a while, but am venturing into the headshot space. I have always had a 'day rate + cost per photo' model. But, if I apply my numbers to a 3-people team shoot, it's way too low. But if I bring them up enough for 3 people, then they're way too high for 13 people. I have really been struggling with this but I now have my answers. I'm going to charge the normal day rate, then X per headshot for the first 5 (let's say) shots, then a lower amount for any additional shots after that 5. Genius! Thanks for the help!

[KenyattaDavisPhotography]

I searched this topic for a corporate job with the county I live in. I usually just do individual branding headshots but this job has 9 people and I had no idea had to price it. I really appreciate you breaking down the 3 methods to price group headshots. The Lehmann scale seems to be the one that makes the most since. I always an issue with the per head rate because it does indeed leave gaps.

[Coolcatgrooves]

I really have to say that I dig that you have put the formula out there which helps the community instead of keeping it a secret. I have subscribed to your channel and looking for more great content. I may lead to the day rate+

[vijaym]

A slightly modified method could be to quote for the fees upto 4 ( or x) person headshots. Each additional member x more. This way if there are less people photographers time and investment gets compensated well. If more people his additional energies will be rewarded. Importantly lesser of calculations.

[chani]

After listening to the pricing considerations segment, it's hard not to click the like button! Thanks for this one! I was subscribed by the end of the vid! Well said, thank you!

[mauropalmieri]

Good breakdown. I find a major problem with the professional headshot space is that you essentially have amateurs and pros working in the same space where the barrier for entry is way too low and unfortunately creates a 'race to the bottom' approach to pricing. I am a pro and price myself as a pro, though the amount of times that I am competing on price with shooters who charger $150 (or less) per headshot is becoming a little too often.

[jimmyhill]

I use the the same scale as you for multiple headshots, though I never new the name of it. Only 1 pharma company gets a flat per person rate because they have me there every 4-6 months photographing 10-12 new sales reps and I'm fine with making $15-1800 before lunch for the limited usage those images see(ID's/internal email signatures).

My biggest problem is the absolute glut of supposed 'professional' headshot photographers in the NYC area charging cut rate prices. I know they aren't actually making a living at their rates. Photographing lawyers/realtors/Jr executive types, I can't charge too much or they will go elsewhere. Charge too little and I'll need to pick up a few bar tending shifts. My solution to find a balance is offering on location sessions at clients offices and homes. Doing so saves me the cost of a studio rental and my clients are glad to pay a little extra for the convenience.

One thing a lot of headshot photographers don't know about when starting out is usage, and that leaves a lot of money unearned. Typically my clients get usage for social media/the company website/business cards/small advertising mailers/etc included in my basic rate. Once they start getting into the realm of bus stop ads additional usage fees kick in.

[triplewinlin]

Thank you for the nitty gritty reality for setting prices. Subbed because this is a refreshing, practical take on it.

[elijahmoss]

This is very helpful. I’ve been doing senior portraits and casual portraits for about three years and I’ve always just used 2 different packages, but now I am getting into studio headshots and packages just don’t work the same. I like the idea of a day rate, and I also love the last idea you mentioned. Thanks for sharing!

[MichaelFrederickPhoto]

Coming in late to this, I did market research for headshot shooters within 5 miles of where I live which is an upper middle class area. For this area a 2 pic + shoot rate is $350-425 so I pout myself in the middle of that. Not the cheapest/not the most. For group shots, I follow the base shoot rate and a PP rate. One of the things that frustrates me is people not valuing their time. I have a buddy who lives in a VERY affluent area and he is afraid to ask my rates. I told him to grow a set and charge it. Until he starts losing jobs on his rates then reconsider but I did a market analysis on his area and he could get more than me. It comes down to confidence !

[odarrien]

This is absolutely brilliant! Thank you. That Lehmann scale sounds ideal.

[tevinsmith]

Thanks for making this video, greatly appreciated.

[charleschessler]

Great video. I like your Lehmann method. Since I'm in NYC and bring a portable studio to a corporate office I think I'd want to guarantee myself a certain amount so might do, say, $1000 for first 1 or 2 people (That's $1000 whether you have 1 OR 2 people) and then implement a per person amount for the next 4 and then the next amount for beyond the next 4. Thank you.