How Much Should I Charge for My PhotoWhip?
How Much Should I Charge for My PhotoWhip?
One of the first questions we hear from car owners is: “How much should I charge?”
The answer is simple: you are in control of your own pricing.
You may want to charge a little, or you may want to charge a lot. Every car is different, every owner is different, and every shoot is different. PhotoWhips gives you the opportunity, but you decide what your car is worth.
Start With the Car
Pricing can depend heavily on the vehicle.
A rare classic, exotic, luxury car, highly customized vehicle, or movie-quality car may command considerably more than a more common vehicle. Condition, color, uniqueness, location, and how desirable the car is for photography can all affect what someone is willing to pay.
Don’t underestimate the value of the right car. A vehicle doesn’t have to be perfect to be valuable to a photographer. Sometimes patina, rust, character, or a unique story makes a car even more desirable.
Consider Your Time and Distance
Don’t price only for the hour the photographer is shooting.
Consider:
● How far do you have to drive?
● How much time will you spend getting there and back?
● How long do they need the car?
● Are you required to remain with the vehicle?
● Do you need to clean or prepare the car before the shoot?
● Is the shoot early in the morning, late at night, or in a difficult location?
If a one-hour shoot requires four hours of your day, price accordingly.
What If They Want to Drive the Car?
We very seldom allow anyone to drive our cars.
Classic cars can be difficult to replace, difficult to repair, and sometimes impossible to duplicate.
However, depending on your insurance, the driver’s insurance, the vehicle, and the driver, you may decide that you’re comfortable allowing someone else behind the wheel.
If you do allow driving, we recommend charging considerably more.
Once someone is driving your car, your risk changes dramatically. Make sure everyone understands exactly what is allowed before the keys ever change hands.
Movies, Commercials and Advertising Are Different
Movie productions, commercials, music videos, advertising campaigns, and larger productions can require much more from both you and your car.
A production may need your vehicle for hours, days, or even longer.
Your car may be moved repeatedly, positioned under lighting equipment, touched by actors and crew members, driven, loaded with equipment, or exposed to dirt, makeup, fingerprints, dust, weather, and other conditions you wouldn’t encounter during a normal photo shoot.
There is also a greater possibility of something being scratched, smudged, damaged, or simply needing significant cleaning afterward.
Charge accordingly.
The bigger the production, the more important it becomes to understand exactly how your vehicle will be used before agreeing on a price.
Always Put the Agreement in Writing
Before every rental or shoot, make sure you exchange a short, clear and concise written agreement.
It doesn’t need to be complicated, but everyone should understand:
● The price
● The location
● The hours
● Who may drive the vehicle
● What the vehicle may be used for
● Who is responsible for damage
● Any restrictions you have as the owner
A few minutes spent confirming expectations beforehand can prevent a lot of misunderstandings later.
Remember: it’s your whip. You set the rules, you set the price, and you decide what you’re comfortable with.
In our next PhotoWhips vlog article, we’ll share the simple agreement we use with our own cars and the things we recommend confirming before every shoot.