In the age of online convenience and hyper-competitive markets, it’s easy to see how the business world has drifted toward a “get more quotes, get a better deal” mindset. When buying office chairs or print runs, that logic makes sense. But when you’re investing in your brand, your message, and your audience’s attention through professional video? That thinking does more harm than good.
At Postcreatives, we’ve watched too many businesses chase the cheapest bid, only to return to us months later after realizing the final product didn’t reflect who they are—or worse, damaged their credibility.
So, let’s talk honestly about the problem with the ten-quote culture in video production, why it devalues your brand and the craft, and what businesses should really be focused on when looking for a video production partner.
Table of Contents
- Why So Many Quotes? Understanding the RFP Trap
- Video Is Not a Commodity—It’s a Craft
- The Pitfalls of Over-Quoting
- How to Vet Video Partners (Beyond Price)
- Why Two to Three Quotes Is the Ideal Range
- What Postcreatives Believes: Quality, Strategy, Partnership
- A Better Way Forward: Rethinking the RFP
- Conclusion: Invest in Vision, Not Just Video
1. Why So Many Quotes? Understanding the RFP Trap
Let’s start with empathy. It’s not wrong for companies to want to understand the market. Especially when budgets are tight or when a CMO or marketing manager has to justify a big creative spend.
But here’s the trap: RFPs are built for commoditized services. They were designed to get comparable bids on similar deliverables—think IT support or catering. Video production doesn’t work that way.
Because with video, you’re not just buying footage. You’re buying:
- Creative interpretation
- Strategic planning
- Brand alignment
- Storytelling style
- Technical skill
- Emotional impact
- And most of all, trust
That’s why 10 different video quotes will often come back looking nothing alike. It’s not just a price difference—it’s a difference in vision, voice, and value.
2. Video Is Not a Commodity—It’s a Craft
A strong business video isn’t just a deliverable—it’s a brand asset. One that can:
- Increase landing page conversions by over 80%
- Boost brand recall by 60% or more
- Raise social shares and engagement 2x–3x
- Shorten your sales cycle with compelling proof
(Source: HubSpot & Wyzowl, 2024)
Yet too often, it’s treated like a line item in a spreadsheet.
Why?
Because there’s a massive misunderstanding in the marketplace: video production is not like ordering business cards.
The differences between a $3,000 and a $30,000 video aren’t minor—they’re monumental:
- Scripting vs. strategic narrative development
- Single shooter vs. full crew
- Shot on a phone vs. RED cinema camera
- One lighting setup vs. dynamic commercial-grade visuals
- No editing strategy vs. data-backed pacing and formatting
You’re not paying for pixels. You’re paying for perception—and performance.
3. The Pitfalls of Over-Quoting
Let’s get specific. What happens when a company sends out an RFP to 7–10 video production companies?
❌ 1. You Get Wildly Inconsistent Quotes
From $5,000 to $50,000—because every company interprets your brief differently.
Some include scriptwriting, some don’t. Some plan for social cutdowns, others just deliver one final file. Without a deep creative discovery process, you’re not comparing apples to apples—you’re comparing apples to orange traffic cones.
❌ 2. You Dilute Creative Quality
The best video partners don’t chase every RFP. If your request feels like you’re pricing out 10+ shops, the best creators may opt out altogether, assuming you’re price-hunting.
That means you could end up with low-cost generalists instead of experienced specialists—just because your process filters out quality by design.
❌ 3. You Risk Decision Paralysis
Ten quotes mean ten pitch decks, ten meetings, ten references, and ten different approaches.
That doesn’t help you make a better decision. It just creates noise.
Worse, it shifts your focus from “Which partner can help us reach our audience?” to “Who’s the cheapest that won’t screw this up?”
4. How to Vet Video Partners (Beyond Price)
So, what should you look for instead?
✅ Alignment With Brand Vision
Does the company ask thoughtful questions? Do they challenge assumptions in a way that shows strategic insight?
At Postcreatives, our best client relationships started with a conversation—not a pitch. We care about where you want to go, not just what you want to shoot.
✅ Demonstrated Quality
Do their past projects show mastery of pacing, tone, brand voice, and emotion? Is their work cinematic, compelling, and professional? Don’t look for just pretty visuals—look for emotional impact and clear messaging.
✅ Process & Collaboration
Do they explain how their process supports deadlines, revisions, and client feedback loops? Ask them how they manage creative differences. That’s where trust is built.
✅ Strategic Thinking
Do they approach the project as content, or as a campaign asset? Do they plan for multiple uses—ads, social, web, sales enablement? Great partners think bigger than the brief.
5. Why Two to Three Quotes Is the Ideal Range
You don’t need ten quotes. You need two or three serious conversations.
Here’s why that works:
- You still get market context
- You give each team space to really understand your brand
- You minimize confusion and comparison overload
- You allow space for trust and creative alignment to develop
And most importantly, you invest more time in the right relationships—instead of spending that time on spreadsheets and stress.
6. What Postcreatives Believes: Quality, Strategy, Partnership
We’ve been doing this for years, and we’ve seen the same pattern again and again.
- The brands that succeed don’t look for vendors—they look for partners
- They understand video is a strategic growth tool, not just a one-off deliverable
- They value expertise as much as execution
- They know the most expensive video is the one that doesn’t perform
Our team is made up of storytellers, strategists, cinematographers, and creative directors who obsess over one thing: how to make video work harder for your business.
We’re not the cheapest. And we’re proud of that. Because what we offer isn’t just time and gear—it’s results, creativity, and impact.
7. A Better Way Forward: Rethinking the RFP
Here’s how businesses can stop the “quote madness” and find the right partner the right way.
➤ Start With a Discovery Call
Have a conversation before you ask for a quote. See how they think. See how they ask. The best partners will make your ideas better, not just cheaper.
➤ Share a Budget Range
Don’t play the hide-and-seek game. Be upfront:
“We’re targeting under $20K for this campaign. What can we do within that?”
A great partner will help prioritize what matters, offer scalable solutions, and help you spend smarter.
➤ Ask the Right Questions
- What does your process look like from concept to delivery?
- How do you approach storytelling for brands like ours?
- How do you ensure visual and narrative consistency with brand identity?
- What kind of results do your videos typically drive?
➤ Look for Fit, Not Just Flash
A slick reel is great. But real value comes from a team who “gets” your brand and treats your message like it matters. Because it does.
8. Final Thoughts: Invest in Vision, Not Just Video
When you ask for 10 video quotes, you don’t get clarity—you get clutter. And you risk turning one of your most powerful brand investments into a race to the bottom.
Instead, ask better questions. Seek partners who challenge, guide, and elevate your ideas. Choose collaboration over cost-cutting. Because the real price of a business video isn’t just in dollars—it’s in what it says about you.
At Postcreatives, we help brands create video that doesn’t just look great—it performs, persuades, and lasts. If you’re tired of sorting through spreadsheets and ready to tell a story that actually works, we’re ready to talk.
🎬 Let’s get to work.
Book a discovery call today →
