How To Answer “What Is Your Rate?” As A Fashion Photographer
"What is your rate?"
That's the question that pops into my Instagram DM's or email inbox most often. And I know that it's the same for most of you. So how do you respond?
Well, there's no wrong or right answer, but over the years, I've found what works for me.
When someone first gets in touch, it's often via Instagram. Sometimes it's in a direct email, which I prefer. Email feels more organised and professional to me than DMs, so the first thing that I do when someone messages me asking for rates is I try to move the conversation over to email.
Potential client: “Hey! We love your work, and wondered what your rate would be for a full day shoot in November? Thanks!”
Olivia: “Hey! Thanks so much for getting in touch, and the kind words. I really appreciate that. I'd love to put an estimate together for you - I just need to ask a few questions to make it's as accurate as possible. Please could I grab your email address, and I'll email you this morning? To give you an idea, shoots with me usually start at around £X. Thank you!"
Potential client: “Great, our email address is _____. We look forward to hearing from you shortly.”
Why do I mention what my starting rates are? Because it will help weed out anyone who will automatically be way out of budget. If someone messages, and sees that I start at £1000 per day, and their budget was £500 max, they probably won't bother replying to my message.
I know to many of you that might seem harsh, but just think of how much time that saves both them and me! Putting together quotes, asking all the right questions, and sending those emails does take time, so if the potential client can rule themselves out immediately, then it saves us both time in the long run.
However, if they see what my starting shoot rate is, and still want to carry on the conversation, that gives me a good indication that we could be a good fit.
The next stage in my process would be to send the potential client an email, where I ask most of these questions (unless they've already given me some info in their original message/email).
Dear _____,
Thanks so much for your message on Instagram about shooting together. As discussed, before I can give you an accurate estimate, I just need to ask a few more questions to better understand your particular shoot.
Please could you let me know:
What the total budget for photography is, if you know it?
How you plan to use your images? (ie. social media, website, point of sale, etc)
When you'd like to shoot, and for how long/how many days?
How many garments/pieces you would need shot?
When you would like to shoot, and when you would need the images back by?
How many final images will you need?
What kind of post production would you require? Just cleaning and grading, or full retouching on all/some images?
Do you have a moodboard with inspiration images?
Any other key information that you think I might need to know.
Thank you so much! As soon as I've received your response, I'll get to work on an estimate for you.
All the best,
Olivia
And that would be my email!
As you can see, I very, very, very rarely go straight in with a rate. Each shoot is so different, and has so many different deliverables, that it just wouldn't make sense for me to have one “fixed rate” for every client. Some clients need 10 images that are graded quickly in Capture One. Others need 50 fully retouched images shot over 3 days. The cost of both of these shoots would be totally different to one another.
I know that there can be temptation to want to give clients a number as soon as they ask for one, because we fear that we might lose them if we don't. But I can assure you that if you take the time to create an accurate, planned out, and well explained estimate, you will come across as far more professional. The client will know what they're getting, and where every penny of their money is going.
I really hope that this has helped, and given you the tools you need to better answer the most common question you'll get asked: “What is your rate?”
