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.

Nothing needs attention. 1 better than most and 9 in the typical range.

Compared against 44 firm clients on Recon’s standard chart of accounts. 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.

    You

    81.8%

    +12.3 pts

    Median

    69.6%

    66%–75%

    In the typical range

  • Net margin

    Profit after every expense, before owner draws.

    That is about $24,933 a year better than the median business.

    You

    60.0%

    +13.4 pts

    Median

    46.7%

    39%–52%

    Better than most

Cost of each shoot

  • Contract photographers

    Second shooters and subcontractors as a share of revenue.

    You

    2.9%

    −11.1 pts

    Median

    14.0%

    2%–18%

    In the typical range

  • Photo & video editing

    Outsourced editing and retouching as a share of revenue.

    You

    7.3%

    −0.7 pts

    Median

    8.0%

    7.1%–9.0%

    In the typical range

  • Virtual staging services

    Staging vendors as a share of revenue.

    You

    4.8%

    −1.9 pts

    Median

    6.7%

    3%–11%

    In the typical range

  • 3D tour hosting & scans

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

    You

    3.1%

    +0.7 pts

    Median

    2.4%

    1.9%–3.2%

    In the typical range

Running the business

  • Software & subscriptions

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

    You

    2.8%

    +0.5 pts

    Median

    2.3%

    2.0%–3.0%

    In the typical range

  • Vehicle & fuel

    Fuel, oil changes and repairs for getting to listings.

    You

    5.1%

    −0.6 pts

    Median

    5.6%

    4.4%–6.2%

    In the typical range

  • Advertising & marketing

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

    You

    3.9%

    +1.0 pts

    Median

    2.9%

    2.2%–3.5%

    For context

  • Merchant & booking fees

    Card processing and booking platform fees.

    You

    2.7%

    +0.1 pts

    Median

    2.6%

    2.6%–2.7%

    In the typical range

  • Wages & payroll

    Staff on payroll. Compare alongside contract photographers.

    Compared among the 11 businesses that use this account.

    You

    0.0%

    −12.3 pts

    Median

    12.3%

    11%–16%

    For context

  • Insurance

    General and drone liability.

    You

    0.7%

    +0.1 pts

    Median

    0.5%

    0.4%–0.7%

    In the typical range

Revenue mix

  • Video & drone share

    Share of revenue from video and drone work.

    You

    18.5%

    +4.2 pts

    Median

    14.3%

    11%–17%

    For context

  • 3D tours & floor plans share

    Share of revenue from tours and floor plans.

    You

    11.8%

    +2.2 pts

    Median

    9.6%

    7%–13%

    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.