Upmarket: The Business of Real Estate Photography & Media

A major shift is underway in the 3D real estate world. In this episode of Upmarket Pod, Reed, Mark, and Molly unpack the growing portal competition between Matterport, Zillow 3D, and Homes.com, and what it means for agents and real estate media. They explain how CoStar’s acquisition of Matterport changes the 3D tour landscape, why Zillow is pushing its own 3D tool, and how Homes.com is positioning itself as a new player for agent visibility. They also share what agents should ask portals, which platforms to prioritize, and how to use 3D strategically to stay competitive in 2026.Don't worry, they still end the show with their Action Items... things that any listener can do right now to help lay the foundation for scaling their Real Estate Media Business.Follow the pod on Instagram at @upmarketpod.The Presenting Sponsor of Upmarket is Fotello, an AI media platform built to snap, upload, and deliver. Pricing starts at $12 per listing, with human revisions available within six hours. Go to fotello.co and use code UPMARKET o get 25 free listings added to your account (a $500 value).Another amazing sponsor is iGUIDE, which helps real estate professionals capture spaces fast and with industry-leading accuracy. Their PLANIX Pro camera delivers trusted measurements, with no subscriptions and priced per project. Options like iGUIDE Instant provide a clean 3D tour and interactive floor plan in minutes, starting at $7.99. Learn more at goiguide.com or @go_iguide.Another sponsor is Aryeo, the best place to help grow and manage your Real Estate Media business. Use the code UPMARKET at aryeo.com to get 15 free bonus listings with any new account.Another amazing sponsor of Upmarket is SecondFloor, the fastest way to create a finished floor plan. It's so fast that you can deliver the finished floor plan while you are still on-site! Not only that, but you can get UNLIMITED floor plans for one low monthly fee. We love SecondFloor and you can go to secondfloorapp.com/upmarket and any new subscriber will get a one-month free trial.Our Action Items are sponsored by PixlCRM, where you can scale your real estate photography business through automation. It's an all-in-one business and marketing platform that complements your current delivery app. If you go to pixlcrm.com/upmarket you can get a 30-day risk-free trial!

A new set of rules is officially here. In this episode of Upmarket Pod, Reed and Mark break down California’s Altered Image Law AB 723 and what it means for real estate media. The law introduces new disclosure requirements around altered listing photos that directly impact how agents, photographers, and media companies market properties. They cover what qualifies as an altered image, when disclosures are required, and how to stay compliant while maintaining high quality marketing.Don't worry, they still end the show with their Action Items... things that any listener can do right now to help lay the foundation for scaling their Real Estate Media Business.Follow the pod on Instagram at @upmarketpod.The Presenting Sponsor of Upmarket is Fotello, an AI media platform built to snap, upload, and deliver. Pricing starts at $12 per listing, with human revisions available within six hours. Go to fotello.co and use code UPMARKET25 to get 25 free listings added to your account (a $500 value).Another amazing sponsor is iGUIDE, which helps real estate professionals capture spaces fast and with industry-leading accuracy. Their PLANIX Pro camera delivers trusted measurements, with no subscriptions and priced per project. Options like iGUIDE Instant provide a clean 3D tour and interactive floor plan in minutes, starting at $7.99. Learn more at goiguide.com or @go_iguide.Another sponsor is Aryeo, the best place to help grow and manage your Real Estate Media business. Use the code UPMARKET at aryeo.com to get 15 free bonus listings with any new account.Another amazing sponsor of Upmarket is SecondFloor, the fastest way to create a finished floor plan. It's so fast that you can deliver the finished floor plan while you are still on-site! Not only that, but you can get UNLIMITED floor plans for one low monthly fee. We love SecondFloor and you can go to secondfloorapp.com/upmarket and any new subscriber will get a one-month free trial.Our Action Items are sponsored by PixlCRM, where you can scale your real estate photography business through automation. It's an all-in-one business and marketing platform that complements your current delivery app. If you go to pixlcrm.com/upmarket you can get a 30-day risk-free trial!

It's once again SWOT Analysis time on Upmarket Pod! We take our listeners in depth through Upmarket Media's 2025 SWOT Analysis. SWOT stands for Strengths, Opportunities, Weaknesses, and Threats. Reed and Mark go deep on everything Upmarket Media is thinking and feeling heading into 2026. Follow along with their SWOT bullet points and find out what questions you should ask yourself when you do your own SWOT with this document: https://bit.ly/3PBMwJjDon't worry, they still end the show with their Action Items... things that any listener can do right now to help lay the foundation for scaling their Real Estate Media Business.Follow the pod on Instagram at @upmarketpod.The Presenting Sponsor of Upmarket is Fotello, an AI media platform built to snap, upload, and deliver. Pricing starts at $12 per listing, with human revisions available within six hours. Go to fotello.co and use code UPMARKET25 to get 25 free listings added to your account (a $500 value).Another amazing sponsor is iGUIDE, which helps real estate professionals capture spaces fast and with industry-leading accuracy. Their PLANIX Pro camera delivers trusted measurements, with no subscriptions and priced per project. Options like iGUIDE Instant provide a clean 3D tour and interactive floor plan in minutes, starting at $7.99. Learn more at goiguide.com or @go_iguide.Another sponsor is Aryeo, the best place to help grow and manage your Real Estate Media business. Use the code UPMARKET at aryeo.com to get 15 free bonus listings with any new account.Another amazing sponsor of Upmarket is SecondFloor, the fastest way to create a finished floor plan. It's so fast that you can deliver the finished floor plan while you are still on-site! Not only that, but you can get UNLIMITED floor plans for one low monthly fee. We love SecondFloor and you can go to secondfloorapp.com/upmarket and any new subscriber will get a one-month free trial.Our Action Items are sponsored by PixlCRM, where you can scale your real estate photography business through automation. It's an all-in-one business and marketing platform that complements your current delivery app. If you go to pixlcrm.com/upmarket you can get a 30-day risk-free trial!

This week Reed sits down with the Legend, Vince Collura! Vince is the former COO of VHT Studios and then the Director of Photography & Add-on Services at Matterport. Now, he's ready for the next chapter and is the Founder and CEO of The Collective. Vince has had a birds-eye view on the broad changes in our industry over the last 10 years and offers a ton of perspective on what's to come. Vince is a delight and Reed was so happy to sit down with him at the Upmarket Suite at Palms in Las Vegas during PMRE 2025. Of course, as always, they drum up some Action Items, so stick around until the end of the show!Upmarket Pod is once again, beyond excited to partner with iGUIDE to bring you our exclusive Road to PMRE 2025 series of Upmarket episodes.Upmarket is proud to be the official podcast of pmreconference.com!The Presenting Sponsor of Upmarket is Aryeo, the best place to help grow and manage your Real Estate Media business. Use the code "Upmarket" at aryeo.com to get 15 free bonus listings with any new account.Another amazing sponsor of Upmarket is SecondFloor, the fastest way to create a finished floor plan. It's so fast that you can deliver the finished floor plan while you are still on-site! Not only that, but you can get UNLIMITED floorplans for one low monthly fee. We love SecondFloor and you can use the code UPMARKET at checkout and any new subscriber will get a 1 month free trial.Go to Fotello.co to check out Fotello, an ethically sourced AI photo editor. Try it for free and if you end up signing up, use the code UPMARKET25 to receive 25 free listings (~1,500 photos / $500 value) added to your account — no matter which plan you choose.Our Action Items are sponsored by PixlCRM, where you can scale your real estate photography business through automation. It's an all-in-one business and marketing platform that compliments your current delivery app. If you go to pixlcrm.com/upmarket you can get a 30 day risk free trial!!!

This week Reed chats with Oliver Ward, real estate media coach and founder of Oliwood Films, serving agents in Muskoka, Ontario, Canada and Nosara, Guanacaste, Costa Rica. Oliver was able to come up to the Upmarket Suite at Palms in Las Vegas durian PMRE 2025. Interesting conversation ensued! The guys also throw down some Action Items, so stick around until the end of the show!Upmarket Pod is once again, beyond excited to partner with iGUIDE to bring you our exclusive Road to PMRE 2025 series of Upmarket episodes.Upmarket is proud to be the official podcast of pmreconference.com!The Presenting Sponsor of Upmarket is Aryeo, the best place to help grow and manage your Real Estate Media business. Use the code "Upmarket" at aryeo.com to get 15 free bonus listings with any new account.Another amazing sponsor of Upmarket is SecondFloor, the fastest way to create a finished floor plan. It's so fast that you can deliver the finished floor plan while you are still on-site! Not only that, but you can get UNLIMITED floorplans for one low monthly fee. We love SecondFloor and you can use the code UPMARKET at checkout and any new subscriber will get a 1 month free trial.Go to Fotello.co to check out Fotello, an ethically sourced AI photo editor. Try it for free and if you end up signing up, use the code UPMARKET25 to receive 25 free listings (~1,500 photos / $500 value) added to your account — no matter which plan you choose.Our Action Items are sponsored by PixlCRM, where you can scale your real estate photography business through automation. It's an all-in-one business and marketing platform that compliments your current delivery app. If you go to pixlcrm.com/upmarket you can get a 30 day risk free trial!!!

It's our FAVORITE episode of the year!!!! It's our PMRE 2025 Action Item Spectacular!! The Photography and Media for Real Estate Conference in Las Vegas once again did not disappoint. So many new faces at the conference this year and we got a cool 24 of them (along with some familiar friends) to come up to the Upmarket Suite to lay down a little bit of wisdom in the form of Action Items! Big thanks to all of the attendees who so graciously gave up a little of their conference time to come share with our listeners. Check out this roster!:Peter Holmes - @go_iguideNatasha Robertson - @go_iguideAshli Sirtliff - @nwphotoandmediaScott McCurdy - @visual_advantage_caPhil Maurian - @visual_advantage_caRenata Goos- @shinephotograph.mediaAndrew Bramasco - @andrewbramascoZuhair Ali - @zuuuuu786Tom Sparks - @SparksmediagroupHarman Walia (ad) - @fotello.aiAmy Dill - @the_vine_studiosAli Rivera - @homesofnevadaIvan Marquez - @MarquezivanKianna Sunshine - @kianna.sunshine.photographyIan Kautzman - @hdphotohubNick Narodny - TitusMercedes Matthews - @matthewsmedia772JD Matthews - @matthewsmedia772Josh Mais - @showandtourMartina Magnusson - @thecollective_reMark Gutierrez - @thecollective_reAdam Housley (ad) - @secondfloorappJoshua Chopy - @chopymediaMike Sperando - @mikesperandophotoBrandon Cooper - @pmreconferenceAfter this, YOU KNOW you want to be at PMRE 2026!!! Do Not Miss It!!!!Upmarket Pod is beyond excited to partner with iGUIDE to bring you our exclusive Road to PMRE 2025 series of Upmarket episodes AND this ACTION ITEM SPECTACULAR.Follow the pod on Instagram at @upmarketpod.The Presenting Sponsor of Upmarket is Aryeo, the best place to help grow and manage your Real Estate Media business. Use the code "Upmarket" at aryeo.com to get 15 free bonus listings with any new account.Another amazing sponsor of Upmarket is SecondFloor, the fastest way to create a finished floor plan. It's so fast that you can deliver the finished floor plan while you are still on-site! Not only that, but you can get UNLIMITED floorplans for one low monthly fee. We love SecondFloor and you can use the code UPMARKET at checkout and any new subscriber will get a 1 month free trial.Go to Fotello.co to check out Fotello, an ethically sourced AI photo editor. Try it for free and if you end up signing up, use the code UPMARKET25 to receive 25 free listings (~1,500 photos / $500 value) added to your account — no matter which plan you choose.Our Action Items are sponsored by PixlCRM, where you can scale your real estate photography business through automation. It's an all-in-one business and marketing platform that compliments your current delivery app. If you go to pixlcrm.com/upmarket you can get a 30 day risk free trial!!!

We have reconvened our Upmarket Mastermind group and recorded an episode LIVE IN PERSON together in Las Vegas at PMRE 2025! Reed, Alex, Kelly and Jenn got together towards the end of the week to sit down and go over all the thoughts swirling in their heads after the whirlwind that is the Photography and Media for Real Estate Conference. What a crazy and informative week and the crew does their best to distill what they've learned and how they are going to apply it to their businesses. The Upmarket Mastermind consists of:Alex Coombs, of Northern Spruce Media in Hamilton, Ontario.Kelly Clark of Local Flavor Films in Atlanta Georgia.Jenn Lueck, of Jenn Lueck Photography in Prescott, Arizona.Reed Fish of Upmarket Media in Ventura, California.Upmarket Pod is beyond excited to partner with iGUIDE to bring you our Mastermind Series. iGUIDE is an easy and amazing 3D tour option that displays on ANY website, including Zillow, Redfin etc. Check them out and show them some love!The Presenting Sponsor of Upmarket is Aryeo, the best place to help grow and manage your Real Estate Media business. Use the code "Upmarket" at aryeo.com to get 15 free bonus listings with any new account.Another amazing sponsor of Upmarket is SecondFloor, the fastest way to create a finished floor plan. It's so fast that you can deliver the finished floor plan while you are still on-site! Not only that, but you can get UNLIMITED floorplans for one low monthly fee. We love SecondFloor and you can use the code UPMARKET at checkout and any new subscriber will get a 1 month free trial.Go to Fotello.co to check out Fotello, an ethically sourced AI photo editor. Try it for free and if you end up signing up, use the code UPMARKET25 to receive 25 free listings (~1,500 photos / $500 value) added to your account — no matter which plan you choose.Our Action Items are sponsored by PixlCRM, where you can scale your real estate photography business through automation. It's an all-in-one business and marketing platform that compliments your current delivery app. If you go to pixlcrm.com/upmarket you can get a 30 day risk free trial!!!

This week Reed chats with Elena Pastorius, the Co-Founder and Managing Director of Narwhal Creative in Windsor, Ontario. Elena details some strategies in how to lay the business foundation to be able to scale your Real Estate Media company. She also details the Rocket Paradox which tells you how to fuel your business. This is majorly informative episode! They also each throw down an epic action item, so stick around until the end of the show!Go to pmreconference.com for all the details on PMRE 2025 is November 18-20th at Palms Las Vegas. The Photography and Media for Real Estate conference will be better than ever this year!Upmarket Pod is once again, beyond excited to partner with iGUIDE to bring you our exclusive Road to PMRE 2025 series of Upmarket episodes.We also announce the 2025 iGUIDE Tour to PMRE Grand Prize Sweepstakes Winner!!!!! Upmarket is proud to be the official podcast of PMRE!The Presenting Sponsor of Upmarket is Aryeo, the best place to help grow and manage your Real Estate Media business. Use the code "Upmarket" at aryeo.com to get 15 free bonus listings with any new account.Another amazing sponsor of Upmarket is SecondFloor, the fastest way to create a finished floor plan. It's so fast that you can deliver the finished floor plan while you are still on-site! Not only that, but you can get UNLIMITED floorplans for one low monthly fee. We love SecondFloor and you can use the code UPMARKET at checkout and any new subscriber will get a 1 month free trial.Go to Fotello.co to check out Fotello, an ethically sourced AI photo editor. Try it for free and if you end up signing up, use the code UPMARKET25 to receive 25 free listings (~1,500 photos / $500 value) added to your account — no matter which plan you choose.Our Action Items are sponsored by PixlCRM, where you can scale your real estate photography business through automation. It's an all-in-one business and marketing platform that compliments your current delivery app. If you go to pixlcrm.com/upmarket you can get a 30 day risk free trial!!!

You just know that AI is going to be a hot topic at PMRE 2025 (and, let's face it, probably PMRE 2026 et. al. too) so we decided to sit down with Matt Gia, founder of AutoHDR, to talk about optimal AI workflows for real estate media creators. Reed drills down with Matt about all the way AI can aid our businesses beyond the obvious image editing that is already making serious inroads into our industry. This is an illuminating talk with lots of actionable nuggets to take away. They also each throw down an epic action item, so stick around until the end of the show!Go to pmreconference.com for all the details on PMRE 2025 is November 18-20th at Palms Las Vegas. The Photography and Media for Real Estate conference will be better than ever this year!Upmarket Pod is once again, beyond excited to partner with iGUIDE to bring you our exclusive Road to PMRE 2025 series of Upmarket episodes.We also announce the 2025 iGUIDE Tour to PMRE Grand Prize Sweepstakes Winner!!!!! Upmarket is proud to be the official podcast of PMRE!The Presenting Sponsor of Upmarket is Aryeo, the best place to help grow and manage your Real Estate Media business. Use the code "Upmarket" at aryeo.com to get 15 free bonus listings with any new account.Another amazing sponsor of Upmarket is SecondFloor, the fastest way to create a finished floor plan. It's so fast that you can deliver the finished floor plan while you are still on-site! Not only that, but you can get UNLIMITED floorplans for one low monthly fee. We love SecondFloor and you can use the code UPMARKET at checkout and any new subscriber will get a 1 month free trial.Go to Fotello.co to check out Fotello, an ethically sourced AI photo editor. Try it for free and if you end up signing up, use the code UPMARKET25 to receive 25 free listings (~1,500 photos / $500 value) added to your account — no matter which plan you choose.Our Action Items are sponsored by PixlCRM, where you can scale your real estate photography business through automation. It's an all-in-one business and marketing platform that compliments your current delivery app. If you go to pixlcrm.com/upmarket you can get a 30 day risk free trial!!!

(Easter Egg for "fans" in this episode! Listen deep into this show to find out the original name of this podcast!) Can you believe we made it to 100?!?!?!? Reed and Mark sit down together and reflect on the previous 99 episodes of Upmarket Pod. It's INSANE that we've even made it this far! They guys also catch us on what's been going with Upmarket over the summer and fall and introduce listeners to Molly, the newest member of the Upmarket Family.Friends, it's not just Mark and Reed who've brought you 100 episodes of this show. First and foremost we need to thank Producer Chelsea, who has been with us the whole way (except for episode 100, when she got sick last-minute lol.) Also, we need to shout-out the rest of the Upmarket Crew, Marco (who edited a bunch of the early episodes), Nikki, Cory, Dary, and Bethany, who has been our amazing editor for years now. Extra-special thanks to all our sponsors, especially Aryeo who has been with us from Day 1. Thank you as well, to SecondFloor, iGUIDE, Fotello and PixlCRM!!!! Most of all though, we need to thank our viewers and listeners. The community around this show is what keeps us going. It has been our honor to take this journey with you all. To give thanks, we present you with two new Action Items at the end of the show!The Presenting Sponsor of Upmarket is Aryeo, the best place to help grow and manage your Real Estate Media business. Use the code "Upmarket" at aryeo.com to get 15 free bonus listings with any new account.Another amazing sponsor of Upmarket is SecondFloor, the fastest way to create a finished floor plan. It's so fast that you can deliver the finished floor plan while you are still on-site! Not only that, but you can get UNLIMITED floorplans for one low monthly fee. We love SecondFloor and you can use the code UPMARKET at checkout and any new subscriber will get a 1 month free trial.Go to Fotello.co to check out Fotello, an ethically sourced AI photo editor. Try it for free and if you end up signing up, use the code UPMARKET25 to receive 25 free listings (~1,500 photos / $500 value) added to your account — no matter which plan you choose.Our Action Items are sponsored by PixlCRM, where you can scale your real estate photography business through automation. It's an all-in-one business and marketing platform that compliments your current delivery app. If you go to pixlcrm.com/upmarket you can get a 30 day risk free trial!!!