Benchmarks

Your last twelve months (Sep 2025 to Aug 2026) against other real estate media businesses Recon keeps the books for. Everyone uses the same chart of accounts, so every line is like-for-like. Figures are a share of revenue.

1 line is worth a look, 4 better than most and 5 in the typical range.

Compared against 12 similar-size businesses on Recon’s standard chart of accounts with revenue near yours ($112K over the last 12 months). Refreshed nightly from QuickBooks.

How to read the scale

Where the middle half of businesses sit

The firm median (0)

You, in percentage points from the median

Profitability

  • Gross margin

    What is left of each sales dollar after contractors, editing, staging and tour fees.

    That is about $17,978 a year better than the median business.

    You

    90.3%

    +16.1 pts

    Median

    74.2%

    71%–78%

    Better than most

  • Net margin

    Profit after every expense, before owner draws.

    That is about $12,718 a year better than the median business.

    You

    58.3%

    +11.4 pts

    Median

    46.9%

    42%–51%

    Better than most

Cost of each shoot

  • Contract photographers

    Second shooters and subcontractors as a share of revenue.

    You

    1.7%

    −0.4 pts

    Median

    2.1%

    1%–12%

    In the typical range

  • Photo & video editing

    Outsourced editing and retouching as a share of revenue.

    That is about $4,734 a year better than the median business.

    You

    4.6%

    −4.2 pts

    Median

    8.9%

    7%–10%

    Better than most

  • Virtual staging services

    Staging vendors as a share of revenue.

    That is about $10,066 a year better than the median business.

    You

    1.2%

    −9.0 pts

    Median

    10.2%

    5%–12%

    Better than most

  • 3D tour hosting & scans

    Matterport, floor plan and hosting fees as a share of revenue.

    You

    2.3%

    +0.1 pts

    Median

    2.1%

    1.6%–2.9%

    In the typical range

Running the business

  • Software & subscriptions

    Every monthly tool: delivery platform, Adobe, storage, CRM.

    You

    4.5%

    +1.0 pts

    Median

    3.5%

    3.2%–4.0%

    In the typical range

  • Vehicle & fuel

    Fuel, oil changes and repairs for getting to listings.

    Closing the gap to the median is worth about $1,997 a year.

    You

    7.4%

    +1.8 pts

    Median

    5.6%

    4.7%–5.9%

    Worth a look

  • Advertising & marketing

    Ads, print and memberships. Spending more here is often a choice, not a problem.

    You

    2.3%

    −0.8 pts

    Median

    3.1%

    2.6%–3.6%

    For context

  • Merchant & booking fees

    Card processing and booking platform fees.

    You

    2.6%

    0.0 pts

    Median

    2.6%

    2.6%–2.6%

    In the typical range

  • Wages & payroll

    Staff on payroll. Compare alongside contract photographers.

    Compared among the 2 businesses that use this account.

    You

    0.0%

    −14.4 pts

    Median

    14.4%

    12%–17%

    For context

  • Insurance

    General and drone liability.

    You

    1.4%

    +0.5 pts

    Median

    0.9%

    0.7%–1.1%

    In the typical range

Revenue mix

  • Video & drone share

    Share of revenue from video and drone work.

    You

    17.1%

    +5.8 pts

    Median

    11.3%

    10%–13%

    For context

  • 3D tours & floor plans share

    Share of revenue from tours and floor plans.

    You

    10.4%

    +2.1 pts

    Median

    8.3%

    6%–10%

    For context

Peer figures are aggregated and anonymous. No other business’s name or numbers are ever shown, and businesses with a custom chart of accounts are left out so the comparison stays fair.