Setting the price on Fusion

At our assisted care photography business we have had a flat price for our residential real estate virtual tours.  This made it easy for us in the past because each virtual tour was a combination of still and panorama images and we like having the freedom to showcase each home in its best light rather than having to pick and choose which areas to photograph and charge on a per photo or spin basis.  

Fusion — the latest virtual tour software platform from RTV, Inc., has essentially changed the way that we think about virtual tours and has presented us with so many additional bells and whistles that we had to reevaluate our virtual tour pricing options.

In the end, we decided to keep the base price of a residential virtual tour the same but offer up sell opportunities that would increase the price of the tour should the agent choose to select these add-ons.  Our base tour price of $100 for our local real estate market includes the basic virtual tour and our social ignition package.  The social ignition package includes distribution of the tour to over 40 social bookmarking sites as well as a YouTube video and Craig’s List ad.  We are offering several $25 upgrades that allow each Realtor to customize their virtual tour package.

Many of our Realtors choose to upgrade their virtual tours to include a stills package.  For an additional $25 we will guarantee 25 still images in addition to the handful we use in the tour.  When searching the MLS listings, most people search by price range and number of bedrooms and when sorting the results, they choose first to see the listings with the most pictures.  Since 25 is the maximum pictures our Realtors can upload with a listing, they want to make sure that they rank high in these searches.  Getting 25 still images can be difficult on smaller houses but we have gotten great responses from home buyers and Realtors alike.

Other add ons that are available are automated scene narration which we will include for an additional $25 with a client provided script.  This general or scene by scene narration allows the seller to showcase individual features that may not otherwise be obvious when looking at the pictures.  While scene narration provides additional information, it also captures and holds the viewer’s attention better than the typical background music that normally accompanies our tours.

With each virtual tour comes the option for flyers — both an e-brochure and downloadable graphic intensive flyers.  The flyers are included in the base price of the tour but if the Realtor wants us to customize these flyers for them, we can do so for an additional $25.  The agent has access to these features within the new tour delivery system however some of our agents aren’t comfortable doing these things themselves.

For listings that the agent really wants to attract attention to, we offer the option of a single property website.  While the virtual tour provides a 24/7 open house, the single property website goes a step further by inviting people to go directly to the website and view the virtual tour AND learn more about the listing.  Other features that are available include virtual staging, integrated video and customized hot spots.  The price for these varies depending on the size and scope of the additional feature.

We do not want to “nickel and dime” our Realtors but we do feel that allowing them to customize their tour to suit their particular needs was a better choice in our market than raising prices across the board.  We do offer an “All You Can Eat” option that features the virtual tour plus single property website, flyers, voice over with client provided script, interactive floor plan with client provided floor plan for a flat price of $200.