The Million Dollar Photographer E-book

A Real Estate Photography Business Framework

Why You Should Buy The Book

Reader Reviews

Edwin M.
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I really like this book, and can honestly say this would be something I would definitely read and refer back to throughout my career. I like a lot of the points you outlined and really enjoyed your "food for thought" sentences! I think it's a fantastic book! Great job!!
Tyrese G.
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This book is a manual! I love it. Super enthused from start to finish. Well worth a read.
Randy A.
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If people don't want to read this than they don't really want to make it in this business. The amount of effort and attention to detail is already apparent. Great read.
Samuel D.
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This is gold, very professional and to the point. Honestly, from what I've been reading your expertise and your ability to write it is definitely of the highest quality, I recommend it!

Read The first couple chapters - free! ⬇️

Greetings and a warm welcome to you! I want to quickly go over some pieces of information to help you have accurate expectations over what you will learn in this book. I spent a lot of time creating this, and I want to make sure you get the absolute most out of it that you can. There are 2 goals I kept in my mind while writing and editing this book in an effort to have this be as valuable and as clear as possible in order to give you the most value. The questions I asked myself were: 

  1. Does what I’m writing help someone start, run, and grow their business and help them make money as a business owner?
  2. Is all this text valuable, concise, and free of unnecessary information?

After rewriting and revising, and then rewriting and revising again, and then for a third time, I think I landed at a piece of text that truly can help anyone start, build, run, and scale their real estate photography business to help them make thousands of dollars every single month providing the services I’ll go over later on.


This business is 90% marketing, networking, relationships, and branding, and 10% photography, videography, and related services. I’ve noticed that’s what a lot of online teachers miss when trying to make videos or courses related to this niche.


They focus nearly exclusively on the creation side of things, and totally neglect to teach anything about the business side of things – getting clients, keeping those clients, maximizing profitability by having someone else edit your photos for you, how to get paid quickly (on time, every time), stay lean with the minimum amount of gear possible, and so much more. They don’t go over the proper mindset you need to have as an entrepreneur, and the common problems and roadblocks you’re likely to face, and how to overcome them efficiently and effectively. 


This was massively important to me when creating this book. I made countless mistakes in my business journey, and I have not really seen anyone online share the mistakes they made. They only talk about composition, editing techniques, the latest gear, and why you should only shoot with a flash. This book strays very, very far from what others teach in this space. Hopefully it’s an extremely refreshing take that will give you actionable step after actionable step, and fill you with knowledge and information that you can immediately implement into your real estate photography business for increased revenue.


Super fast introduction so you can get to know me, my name is Jordan Horn, I’m a business owner and serial entrepreneur, a stay at home father of 2 toddlers, and I’m balding – got a noticeable bald spot at the top rear of my head. I’m getting used to it. I’ve built a successful real estate photography business for myself that I get to enjoy while staying home with my kids, something that just wouldn’t have been possible if I did anything else. It’s been absolutely amazing, and I think I’m being humble here, but I’ve successfully helped a handful of aspiring real estate photographers start and build businesses for themselves, and decided to venture further into the coaching and mentoring stage after seeing a severe gap in the market. Okay, let’s jump right in.


If you are brand new to real estate photography as an income generating business or side hustle, or even if you already have a real estate photography business that you can’t seem to scale past $3,000 or $4,000 every month, this is the perfect book for you. It’ll go over everything you need.


For those of you who are just getting started in your journey, you’ve picked an incredibly rewarding and awesome field to be in, and there’s a lot of safety in the job when you do it right, which is exactly what I’m here to show you how to do. It doesn’t matter what shape the economy is in, real estate transactions are always happening. Realtors are always looking to increase their brand presence to land more listing clients; real estate transactions are just always happening. People will always be relocating for a job, for school, you name it. Houses are always, always, always being bought and sold, which means that accompanying services like photography, video, virtual tours, floor plans, aerial services, and more, are always in demand.


What happens when the economy is in shambles, like so many fear is happening right now, you may ask? Well, like I said, the transactions are always going on. Around 14% of realtors are responsible for around 82% of transactions. You’ll see this online typically rounded to something like “20% of realtors do 80% of the business”, and that’s absolutely correct. Just because interest rates are, as of right now, around 8%, does not mean that everyone who is selling or buying is having to pay those rates. You have to expand your own horizon and thought process to realize that there is so much money in the world – and there’s some for you too.


There is so much money in the world, and not everyone is affected by these economic shifts like your average joes who live paycheck to paycheck. As of right now in 2023, around 34% of all home purchases in the United States are all cash. So those people are completely unaffected by interest rates, so why would they not buy? I’ll reiterate, real estate transactions are always happening; it’s up to you to find and convert the 14%, the responsible parties, into your paying clients. Work is always available, so it doesn’t really matter what’s going on in the economy. You can find work and make a lot of money for you and your family.


This industry is super niche, and, luckily for you, it’s under-saturated. What this means is that there’s a ton of room for domination of your local market which leads to huge market capture if you do it right, and potentially tens of thousands of dollars or more in revenue flowing to your business and ultimately into your pocket, every single month. And you are going to learn how to do it all right here in this book.


Fair warning, though; this is way more than just showing you how to take great real estate photos and leaving it at that. Of course, we’ll go super in-depth on each of the services that you can provide, and I’ll show you exactly how to do them, and do them really well, but first and foremost, it’s important to understand and keep in the forefront of your head while you venture through this journey that you’re starting a business, so we want to focus on the things that will bring you and your business to consistent profitability. 


There are plenty of videos online that you can watch of reviewers going over the latest gear, editing techniques, and how to get better composition, but what’s sorely missing from those is someone to teach you how to be more than just a starving photographer. You need to learn how to start, run, and grow a business. And it would be nice to make $10,000 or more every single month directly from that business, right? So that’s our goal. You’re going to build a successful business that gives you the freedom you want, working, essentially, part time, and earning more than enough money to pay all your bills and live the life you want. Bold claim. Let’s go further into this.


In this book, you can expect topics like client acquisition, client care and retention, referral programs and review building, in addition to how to gain enough confidence to sponsor a broker team meeting and present directly to your target market; how to upsell services, and how to create value-packed service bundles to offer to your clients to make sure your average revenue per listing is as high as possible. Not to mention, I’ll also teach you how to create amazing listing videos, capture great drone footage, and all the other services you can provide in this business.


So don’t worry if there is a ton of information in the beginning of each chapter that you’re not exactly sure how you can actually use, because I’ll boil it down and show you exactly how you can do everything I teach you in your business. Sound fair?


Above all else, though, learning the fundamentals is super important. You want to be able to provide the best quality service that you possibly can so you can charge more, working less hours for more money, right? I’ll walk you through all of this step by step; how to provide all the services, but instead of just leaving you there, I’ll walk you through the foundation of how to set up your business for long term success, and how to handle the difficult situations that will come up at one point or another. 


That’s the #1 priority of this book, it’s to provide you with everything you need to build a long lasting, profitable, and successful business for you.

As far as plugging in to get the most out of this, this book is jam packed with a ton of really important information that gives you the best possible path to starting or expanding your real estate photography business as quickly as possible. I want the value of this book to far surpass any of your expectations and give you actionable steps to take so that you can start implementing these ideas and recommendations immediately. So pay close attention to the information in this book! Take notes, download all the content and worksheets when they’re linked, watch each video that is linked here a couple times if you need to. All this information is for you, and I want to make absolutely sure you get the absolute most out of it that you can. 


Support is available any time you need it, you can either DM me on Instagram @reallyjordanhorn, or by email at If you want private 1-1 coaching, I am available for that as well, you can reach out in any of the ways I previously mentioned and we can schedule a call to go over your hopes, dreams, and deepest darkest secrets (just kidding).


I think that’s all the foundational information out of the way, so let’s move on.

Let’s not over-complicate it, the purpose of a real estate photography business is to promote a property that’s for sale through various mediums of content. Full stop. That’s all it is. It’s really tempting to make this more than it is, especially when you start making some real money, but it’s important to keep it simple. A real estate photographer is a service provider that helps real estate agents develop their brand, create new connections, and increase exposure across multiple platforms to sell a property. And, even though the name is “real estate photography”, it’s not just photos, hence why I stated “through various mediums of content”. All this business is, is just content creation for your clients to help them sell a property. That’s it. 


And something I want to get through to you from the get go, is if you’re only providing photos, you probably aren’t going to make a ton of money. Where you’ll make your real money is in your add ons. Let me say that again so you can write it down; photos are not where you’ll make your money, you will make your money from add-ons.

Real estate photography is a lot more complex than people think it is when they’re on the outside looking in or just getting started in this space. I certainly know that I didn’t know what I know now when I originally started, and people don’t put enough stock in the importance of providing all the other services. Because the industry is called “real estate photography”, people think that all the money that you can make is from photography, but in reality that couldn’t be further from the truth.


If I could stop offering photography and just focus on other services, I would. Well that’s an exaggeration, I wouldn’t do that. But what I mean by that is that the pricing for photography is, in a lot of markets (but not all) a race to the bottom. You’ll see it in almost every competitor you find. And, if you primarily focus only on your photography, you won’t make fantastic money. Sure you might have consistent work and make okay money, but you won’t make great money. So with that information in your head, you might be asking yourself “Why should I provide awesome photography services then if I’m practically offering it for a loss?” Well, the answer to that, my friend, is that good photography is your in to get more clients in order to upsell them on more services.


What dictates how much money you’ll make is your ability to upsell and provide additional services once you have those initial clients. So your market may only support you being able to sell photography for, let’s say, $175 – but once you successfully learn how to upsell additional services, you’ll go from just offering photos, to upselling drone photos for $200, floor plans for $125, virtual tours for $249, and listing videos for $349, plus an additional $225 for aerial video to be added into the listing video, then maybe the client wants surrounding video of nearby locations for another $199. 


Maybe they want to be on camera for an introduction and outro so they can build their own personal brand, and you can charge another $150 for that. But wait, they need a centralized location to house all these materials; so you sell a single listing website for $149. But wait, they don’t want a standard URL domain name for the site, they want the website to be “”, so you tack on another $50. Congratulations, you’ve gone from $175 for photography, to $1,871 total for a single listing.


So you’ll have photos, but also videos, aerial footage, virtual tours, 2D and 3D floor plans, twilight shoots (where you can provide not only photos and videos, but also twilight aerial photos and twilight aerial videos), realtor headshots, single listing websites, realtor spotlight videos, etc. Everything to do with real estate photography, you’ll do if you’re full suite, and when you create your service offerings correctly, you can expect tens of thousands of dollars coming into your business. You can expect to work with clients like real estate agents and brokers, home owners, vacation rental companies, hotels, commercial building owners, your local government, and more. 


You can skip a bit ahead if you want, but I want to take a moment to go over the book’s outline with you, so you can really understand what all is coming your way. 


Section 1 is all about your foundation. It covers the fundamentals of the business and how to nail down your services, attach pricing, and create value-packed service bundles. Section 2 will cover the best gear to buy, and why you shouldn’t get more than you absolutely need, and section 3 will go into how to get the most out of the equipment you end up with for the longest amount of time possible so you’re not constantly wasting all your money on new gear that you don’t really need. 


Section 4 will cover initial setup and frameworking of your business. We’ll give a high-level overview and outline of the tools and software you’ll need to provide these services, how to optimize a website to generate leads, how to grow your social media, automation, creating business listings, a little on search engine optimization, & more.


In section 5, we dive deep into creating your brand & how to get clients and retain them. The secrets behind how to build a rock solid portfolio to start generating more leads, targeted client acquisition, how to schedule shoots, how to market creatively, & what you need to know about getting your FAA Part 107 drone license to legally provide aerial services will all be gone over in this portion of the book.


In section 6, we’ll go over common difficult situations that you’ll come across when working with clients, the best ways to handle them, and ensuring you get the proper training to handle all situations according to your brand’s image and your business’s individual policies and procedures so you don’t lose clients! Because we wouldn’t want that!


Then, sections 7 and 8 really dive right into what you need to know. These are the real skills development sections. I’ll bring you out into the field with me for in-depth job shadows and teach you how to take professional real estate photos, film cinematic listing videos, create stunning virtual tours using matterport, create floor plans, get twilight footage, & how to get amazing photos & video with your drone. 


I will not go into how to correctly shoot and edit flash ambient photography. You may have seen all over YouTube and Reddit people talking about how you need a flash, and this and that. Here’s what you need to know about flash photography as it relates to real estate photography:


If you are not charging $500+ for only photos, and you are not shooting luxury mansions (and even then you don’t need a flash), and your main shoots you go on are standard single family homes with the occasional home that’s a tad more expensive, using a flash is an enormous waste of your time. It’s a waste of time on location, at the actual houses taking the photos, and it’s a giant waste of time when you do your own editing (which you shouldn’t do), and it’s a giant waste of money if you’re paying a 3rd party editor (they charge a premium for blending in a flash shot). 


I’ll say it again, clear as day: shooting flash photography in real estate photography, for 9 cases out of 10, is a huge waste of effort, time, and money. Do not do it. 


Anyways, back to the outline.


You might be wondering how I’ll bring you out in the field with me while you’re reading, and you’ll see that there are links throughout this book to videos I’ve uploaded on YouTube, some of which are publicly available for anyone to watch, and others that are only available through the purchase of this book; so be on the lookout for those links as they come up, and be sure to check them out as they were all created specifically for this book. 


We’ll also cover everything you need to know about editing with the Adobe Suite for Real Estate services & getting those materials ready for client delivery in section 8. We’ll learn how to edit: photos, videos, virtual tours, twilight footage, aerial photos & video, floor plans. You’ll learn the techniques to edit faster than you ever thought possible, while skipping any steep learning curves, and avoiding costly mistakes you might encounter if you did all of this on your own. For videos, we’ll simplify the entire process and show you how to make sure your footage looks crisp, clean, and buttery smooth every time.


We’ll also learn how to quickly build real estate single listing websites with just a few clicks that your clients will love, and you’ll love because they’re a great add-on, and they’re so easy. I’ll give you everything you need to know about file organization, the best ways to deliver real estate materials, and quickly get paid on time, every time, and how to handle difficult clients that take forever to pay.


Then, in sections 9, 10, and 11, we’ll go over crafting your personal style, increasing your business’s profitability by outsourcing, proper income reinvestment for explosive & strategic growth, & how to streamline your processes for long-term sustainability. You’ll learn how to be in front of a camera, and how to prepare for your first broker presentation. I’ll teach you the most effective methods of client acquisition, and how to avoid wasting time with low producing realtors, & how to maximize your service offerings & upsell for more revenue. 


Section 12 covers the best ways to market your business, and how to strategically align your company to stand out amongst your competitors as the go-to provider in your market. 


Section 13 covers further growth, touching on client retention, review building, and referral programs. Section 14 covers scaling your business, like hiring employees, learning to be a good trainer, how to maintain profitability, etc. Section 15 is incredibly important, and it covers the entrepreneurial mindset and lifestyle. A lot of you may be working a 9-5 job earning $2500 a month working your ass off, and you can’t imagine how people could be earning tens of thousands of dollars per month, so we’re gonna work on some mindset shifts to make sure you can believe in yourself and accommodate and grow to the $10k/mo level and beyond. Section 16 has some legal considerations and other miscellaneous information that you’ll want to pay attention to as well. 


You’re in for a lot of very, high level information, but it doesn’t stop there. This book’s main objective is to take you from knowing absolutely nothing about real estate photography, to owning and successfully operating your own real estate photography business, earning thousands of dollars per month doing real estate photography, videos, floor plans, virtual tours, and more. If you don’t know anything about any of the equipment, don’t worry, I’ll teach you the fundamentals of all the gear you’ll need for this business, and how to get the most out of what you use.


If you already have and are operating a real estate photography business, don’t worry. This book is for you too. There’s a ton of useful information that you can use to implement into your current business to absolutely blow up. You already have a leg up if you know how to do all the services, but there is absolutely going to be information in the business side of things that you haven’t thought of before. So stick around. 

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