Aerial Northwest - Why Realtors Can't Afford to Undervalue Drone Pilots

The struggle with underpaid real estate media work cannot be understated. How can drone pilots who love to capture homes and properties and opt to serve local real estate agents overcome the issue pertaining to profits and overall perceived value?

As drone pilots in the real estate industry, many face the frustrating challenge of providing top-tier media assets—videos, photography, 360° tours, and more—only to be met with resistance from realtors who undervalue professional-quality work. The issue is pervasive, with real estate professionals often opting for cheap alternatives over high-quality media that can truly showcase a property.

The Problem: Underappreciation of Quality Media

One of the major issues with real estate photography and videography is that many agents are either unaware of the value of premium media or unwilling to invest in it. High-quality images and videos are crucial for attracting potential buyers, especially when marketing multimillion-dollar properties. However, many agents opt for cheaper alternatives, settling for basic, often poorly-edited photos or relying on low-cost providers.

As the following industry forum user illustrates:

“Realtors market multimillion-dollar homes but are unwilling to pay for quality photos. They want a full media package—drone shots, 360 tours, floor plans, and videos—for as little as $299, despite the fact that these media assets can significantly impact a sale.”

This sentiment is all too common. Real estate agents, especially those handling lower-end properties, often treat photography as an afterthought, failing to recognize its direct impact on sales.

Why Does This Happen?

Several factors contribute to why real estate agents often undervalue high-quality media, particularly when it comes to drone photography and videography. From a lack of understanding to budget constraints and intense competition, these issues create a challenging landscape for drone pilots and photographers in the industry.

1. Lack of Education on Media’s Impact

Many realtors don’t fully grasp the role that professional-quality visuals play in selling a home. The rise of smartphones and inexpensive cameras has led some agents to believe that a quick DIY shoot will suffice. However, professional images and videos don’t just enhance a listing—they directly impact a property’s perceived value, increase engagement, and help listings stand out in crowded markets.

Additionally, some agents prioritize traditional sales tactics over modern digital marketing, failing to recognize that most homebuyers begin their search online. Without compelling, high-quality media, a listing can struggle to attract attention, leading to longer market times and lower offers.

2. Price Sensitivity

Real estate operates on commission, and many agents work with tight margins, especially in lower-priced markets. When an agent is earning a small percentage of a home’s sale price, they may be reluctant to invest in marketing, viewing professional photography, videography, and drone services as unnecessary expenses rather than strategic investments.

Furthermore, some agents operate under brokerage caps that limit their spending or work in markets where sellers are unwilling to pay for professional media. As a result, they often seek the cheapest available option, even at the expense of quality.

3. High Competition and Market Saturation

The real estate media industry is highly competitive, with many photographers and drone pilots willing to undercut pricing just to secure work. In some cases, newcomers to the field offer steep discounts or even free services to build their portfolios, which sets an unrealistic expectation for agents regarding pricing.

This saturation leads to a “race to the bottom,” where clients expect professional work at unsustainable rates. Unfortunately, once agents become accustomed to paying rock-bottom prices, it becomes challenging to shift their mindset toward valuing premium services.

4. High Expectations, Low Budgets

In many cases, agents want the highest level of service—complete with drone footage, 3D virtual tours, twilight photography, and floor plans—but expect to pay only a fraction of what these services are worth. The accessibility of technology has contributed to a mindset where high-quality media is seen as a commodity rather than a specialized skill set.

Additionally, the prevalence of budget media providers means that agents frequently compare prices without considering differences in quality, turnaround time, or expertise. Many real estate professionals fail to recognize that an investment in premium media can lead to faster sales and higher closing prices, ultimately benefiting their bottom line.

Understanding these challenges is key for drone pilots and real estate photographers looking to position themselves as professionals rather than low-cost service providers. The next step is to develop strategies to educate clients, set clear pricing expectations, and attract the right kind of clientele.

How Can We Solve This?

The undervaluation of real estate media is a challenge, but it’s one that can be addressed with the right strategies. By educating clients, targeting the right market, setting firm pricing, and optimizing efficiency, drone pilots and real estate photographers can elevate their value and attract the right clientele.

1. Educate Agents on Value

One of the most effective ways to combat undervaluation is through education. Many real estate agents don’t fully understand the impact that high-quality media has on their sales, which is why it’s crucial to highlight its benefits.

Show the Numbers: Use case studies, statistics, and real-world examples to demonstrate how professional media can help listings sell faster and for higher prices. For example, homes with professional photography sell 32% faster and for an average of $3,000–$11,000 more than homes with amateur photos.
Highlight the Buyer’s Journey: Explain how most homebuyers begin their search online. High-quality images and video make listings more appealing, leading to higher engagement and more showings.
Create a Comparison: Offer side-by-side comparisons of professional versus low-quality media to visually demonstrate the difference. This can be done through before-and-after edits or sample listings that showcase the stark contrast between professional and DIY media.

By positioning yourself as an expert and educator, you help realtors see professional media not as an expense, but as a necessary investment in their success.

2. Specialize and Target High-Value Properties

Not all real estate agents are budget-conscious; some understand the importance of investing in quality media. Instead of chasing low-paying clients, shift your focus to high-end markets where premium services are appreciated and compensated accordingly.

Luxury Real Estate: High-end properties require premium marketing, making drone footage, cinematic videos, and virtual tours essential. Luxury agents are more likely to invest in professional media because their commissions justify the expense.
Commercial Real Estate: Developers, brokers, and property managers often need professional aerial footage and detailed photography for large-scale projects, leasing, and investor presentations. These clients typically have bigger marketing budgets.
Vacation Rentals & Airbnbs: Property owners who rent short-term rentals understand that stunning visuals directly impact their bookings and nightly rates. Targeting this niche can be more lucrative than working with traditional home sales.

By narrowing your focus to clients who value and pay for quality, you eliminate the struggle of constantly convincing agents to invest in better marketing.

3. Set Clear Pricing and Stick to It

One of the biggest mistakes drone pilots make is lowering prices just to secure work. While it may seem like a way to attract clients, it ultimately devalues your services and makes it harder to charge what you’re worth in the long run.

Establish Non-Negotiable Rates: Set a pricing structure that reflects the value of your work and stick to it. If an agent is unwilling to pay for professional services, they are not your ideal client.
Use Tiered Pricing: Offer different pricing levels based on deliverables, ensuring that clients can choose a package that fits their needs without undercutting your baseline rates.
Communicate the ROI: When agents push back on pricing, remind them that professional media leads to faster sales and higher commissions. If they are serious about maximizing their earnings, investing in top-tier media should be a no-brainer.

Setting firm pricing establishes your credibility and attracts clients who respect and value your expertise.

4. Offer Custom Packages

Agents often operate on different budgets, so offering flexible packages can help you appeal to a broader range of clients while maintaining profitability.

Premium Package: Includes aerial footage, interior photography, 360° virtual tours, and twilight shots—ideal for high-end listings.
Mid-Tier Package: Includes drone photography, standard interior photos, and basic video walkthroughs—suitable for mid-range properties.
Basic Package: A simple aerial and ground photo shoot—perfect for lower-priced homes where agents want cost-effective visuals without extensive production.

By structuring packages in a way that offers flexibility while preserving your value, you allow agents to choose an option that fits their budget without compromising your worth.

5. Increase Efficiency and Lower Costs

Offering competitive pricing doesn’t have to mean taking a pay cut. Instead, focus on streamlining your workflow to reduce time and costs while maintaining quality.

Invest in Faster Equipment: Upgrading to faster drones, cameras, and editing software can reduce production and post-processing times, allowing you to handle more jobs efficiently.
Use Automation Tools: AI-based editing software, batch processing, and preset workflows can speed up your turnaround time without sacrificing quality.
Optimize Your Shooting Process: Plan shoots strategically to capture all necessary shots in one session, minimizing the need for reshoots or extended on-site time.
Offer Subscription-Based Services: Instead of one-off projects, consider offering monthly or quarterly media plans for agents who list homes frequently. This ensures steady income while optimizing workflow through batch scheduling.

By increasing efficiency, you maintain profitability while remaining competitive, giving realtors an incentive to choose professional media without being deterred by price.

The Takeaway: The Path to Success

Overcoming the issue of underpaid real estate media requires strategy, confidence, and positioning. By educating agents, focusing on the right market, setting firm pricing, offering flexible packages, and improving efficiency, drone pilots and photographers can elevate their worth and attract higher-paying clients.

The key is to work smarter, not cheaper—because when you position yourself as a high-value provider, the right clients will recognize and pay for the expertise you bring to the table.

If you have any questions, let us know! If you’d like to hire us, you can get more information here.

Written by: Tony Marino, MBA – FAA Certified Part 107 Commercial Drone Pilot and Chief Business Strategist at Aerial Northwest

Disclaimer: The information provided in this blog post is for general informational purposes only and should not be construed as legal advice.