Matty and Moses, the co-founders of propmedia.com and pixlmob.com, host Reed Fish, a 13-year industry veteran and co-founder of Upmarket Media, on the PropMedia podcast. Reed is also known for his podcast, the Upmarket Podcast.

Reed Fish talks about his background in film and fine art. He shares the "desperation" that led him to transition from the film industry to real estate media. He notably wrote a feature film called I'm Reed Fish that was produced in 2006, had a million-dollar budget, and was picked up by Netflix for streaming. The film premiered at the Tribeca Film Festival and starred Alexis Bledel and Jay Baruchel.

After returning from a year of traveling, Reed and his wife moved to Ojai, California. He started his real estate photography business as a side gig.

Reed discusses the decision to merge his real estate media company with his biggest competitor, Mark Corcoran, about five years ago to form Upmarket Media, which is located in Ventura, California. The merger allowed them to hire a full-time administrator, Chelsea, who took so much off their plate. This also allowed Reed to stop shooting and focus on growing the business.

The Upmarket Podcast was started to build credibility before Reed spoke at PMRE in 2022. Reed shares how the podcast has been personally fulfilling because it helps other real estate media professionals and has led to the formation of other companies through the concept of merging businesses.

Reed shares his philosophy on growing a business in real estate media, emphasizing that the goal of having a business is to have a better life. He states that being good at the real estate photography business will lead to success and being "run racket" if one doesn't adopt a scaling mindset. He posits that the only options are to do nothing, raise prices and serve a few select clients, quit, or scale. He highlights the benefits of a collaborative environment, which combats the loneliness of being a solo real estate photographer.

Reed talks about building a company culture by:

• Always reminding employees that you are grateful for them.
• Giving them an avenue to bring up issues and ensuring they feel supported.
• Having regular meetings and asking for feedback (e.g., meet them for lunch twice a year).
• Hosting a couple of parties a year to get the team together.
• Having vibrant people who bring a fun energy.

Finally, Reed discusses the shift in the industry over 13 years, from convincing people they needed real estate photography to realizing the importance of marketing realtors, not just property, and becoming a full media agency.

Tune in to hear more about Reed's journey and his "hot takes". You can follow Reed and his work:

• Upmarket Podcast across all social media (Upmarket Pod).
• Up Market Media's Instagram (upmarket media).
• Reed's other podcast, I Love You So Much (IYSM Pod on YouTube), which is about two divorced dads getting better.

In this episode of the PropMedia podcast, Matty & Moses, co-founders of Pixlmob.com and PropMedia.com, discuss everything relating to property media. This episode focuses on new legislation recently passed and coming into enforcement in California that is highly relevant to real estate photography, videography, and image alteration. They discuss licensing, usage, copyright, and how California's AB723 law now mandates disclosures for digitally altered real estate media, moving regulation from the private sector (MLS systems) into law with potential civil and criminal penalties. The hosts explore the impact of AI on image manipulation, the specific types of alterations the law covers (like changing fixtures, furniture, or views through windows), and which types of normal editing are excluded. They also discuss their positive view of the bill as a necessary step for data veracity and share details about a tool Pixlmob is developing to help realtors and photographers comply with the new disclosure requirements.

Chapter Markers:

- 00:00 - Introduction to the PropMedia Podcast and the episode's topic
- 00:37 - Discussion of licensing images in real estate and media pricing based on usage
- 02:15 - Copyright ownership, protection, and how it applies to real estate versus architectural photography
- 05:35 - California's AB723 law on image alteration and the shift from MLS regulation to state law
- 05:53 - Disclosures and the impact of AI on media alteration
- 11:05 - Specific enforcement details of AB723, including the requirement for a publicly accessible link to the unaltered photo
- 11:32 - The definition of a "digitally altered image" in AB723, including examples of covered and non-covered alterations
- 14:18 - Discussion of HDR blending, the "window pull" technique, and concerns about generative AI
- 17:21 - The law is primarily aimed at the people publishing the material, specifically realtors, brokerages, and those acting on their behalf
- 19:10 - Concerns about AI models creating fictitious elements, such as lighting from non-existent windows, and the high stakes of real estate photos
- 21:51 - Digital alteration is not new; examples of non-AI manipulation and the inherent manipulation of reality in photography
- 24:44 - The rapid proliferation of easy-to-use AI tools is the driving force behind the bill
- 26:21 - A non-lawyer suggestion for realtors: consider if a change would materially alter a buyer's decision to see the house
- 27:03 - Disclosure is the safety net that allows for creative tools to be used responsibly
- 28:43 - The law applies to *all* advertising, not just the MLS, setting a precedent for future laws in other states
- 29:34 - Reading the specific text of the law regarding disclosure and the required publicly accessible link
- 30:35 - How the law might include videos with digital alterations, such as digital actors
- 33:20 - The high stakes for authenticity in real estate compared to other fields
- 34:50 - Pixlmob's upcoming tool to simplify compliance with the disclosure law by providing a long-living site with the before-and-after images

This episode of the PropMedia podcast features Brendan Hsu, co-founder of Aerial Canvas and Acre Partners. Brendan discusses his journey from fixing phones in a college apartment to building Aerial Canvas into a $7 million per year business. He also shares insights from his coaching company, Acre Partners, which helps real estate media agencies scale their businesses.

Brendan talks about the importance of a compelling offer and how Aerial Canvas pioneered the bundled real estate media services. He also shares why cold calling and "whale hunting" for top-producing real estate agents was a key to their success. A major theme is the shift in mindset from focusing on vanity revenue metrics to optimizing for profitability and building a business that can run on autopilot.

Chapter Markers:

• 00:00 - Introduction to the PropMedia Podcast and Brendan Hsu
• 00:40 - The moment Aerial Canvas became a "real thing"
• 01:01 - The entrepreneurial drive for growth and hitting the first million
• 01:39 - Achieving business "autopilot" as a key milestone
• 02:57 - What does $7 Million in revenue look like for Aerial Canvas?
• 03:33 - Aerial Canvas's geographic footprint
• 04:30 - The offer and partnerships that fueled Aerial Canvas's success
• 05:29 - Pioneering the bundled media services offer
• 05:40 - Scaling a real estate media business outside of major markets
• 07:13 - Winning over top agents through cold calling and hustle
• 10:19 - "Whale Hunting" vs. "Net Fishing" for clients
• 12:54 - Building Aerial Canvas vs. Building Acre Partners
• 14:14 - Who is the ideal candidate for Acre Partner coaching?
• 17:04 - The outcome of putting a business on autopilot
• 17:57 - The mindset shift from solopreneur to scalable business owner
• 19:19 - Why real estate media is a good market for a scalable business
• 23:37 - Shifting from a focus on revenue to optimizing for profit
• 25:10 - Managing growth, recession, and the risks of scaling too fast
• 27:57 - Target budget percentages for a profitable media company
• 28:51 - Making sacrifices and committing to growth
• 29:59 - Coaching to a budget model and financial literacy
• 32:49 - Lessons learned from "pulling an Aerial Canvas"
• 34:42 - Planning an exit strategy and building enterprise value
• 35:39 - The commitment required after hiring a team
• 38:36 - The difference between a Lamborghini and a Tesla business model
• 41:26 - Why you don't need to be a genius to scale
• 43:10 - Mergers, acquisitions, and the power of consolidation
• 43:51 - The easiest way to double your business
• 45:14 - Where to follow Brendan Hsu and Acre Partner

In this episode of the PropMedia podcast, hosts Matty and Moses, co-founders of Pixlmob and PropMedia, interview Alex Coombs, who owns a large real estate photography and videography business in Hamilton, Canada. Alex's business, Northern Spruce Media, started in the real estate space but has expanded into social content and is experimenting with AI.

Alex shares the origin story of her business, which started "by fluke" while she was selling hats. She is now the face of Northern Spruce Media, focusing on sales and growth, and has a team of 15 full-time employees and several part-timers. Alex discusses her decision to step away from shooting and focus on sales, and how she gained business knowledge by immersing herself in the world of real estate agents.

She explains that the hardest phase of growth was going from one to five employees, as it required "letting go of control" and trusting others with the service. Northern Spruce Media serves Hamilton, which has over half a million people, and is expanding into Niagara Falls. Alex's ultimate goal is to build a sustainable business large enough to sell.

Alex also shares her biggest hiring mistake: hiring for talent over attitude. The hardest role to fill, she notes, is a dedicated administrator or office manager who handles client care and bookings. She discusses how she and her team use AI, such as the tool Higgsfield, to try new creative ideas. She shares how they charge for AI services—categorizing them as small, moderate, or hard—based on factors like time, cost, and complexity.

**Chapter Markers:**

0:00 - Introduction
0:42 - How Alex Coombs got into Real Estate Media
1:32 - Alex's current business: Northern Spruce Media
3:36 - Stepping away from shooting to focus on growth
6:02 - Drawing inspiration from real estate coaching
7:08 - The journey from hats to a large media company
8:51 - The hardest stages of business growth
9:35 - Northern Spruce Media's geographic reach and future goals
11:58 - The ultimate goal: building a business to sell
12:03 - Commercial break
13:06 - Biggest mistake in hiring
15:02 - The hardest role to hire
18:56 - Scratching the creative itch
20:55 - Selling the creative vision to agents
23:45 - Investing in the company
24:34 - System for testing new technologies
27:17 - Fun with AI video editing
28:47 - Social media engagement with AI content
31:09 - The trend cycle of creative content
32:48 - The value of "behind-the-scenes" content
34:46 - Tips for experimenting with AI
36:42 - Pricing AI video services
38:50 - Shooting differently for AI
41:04 - Educating clients on AI costs
44:23 - Concerns about realtors underestimating the work involved in AI
46:34 - Opportunities for the future
48:08 - Where to follow Alex and Northern Spruce Media

Moses Nickerson and Matty Fisher, co-founders of Pixlmob and PropMedia, welcome Fraser Almeida, a luxury home photographer, to the PropMedia Show. They discuss luxury etiquette, the dos and don'ts of working in luxury real estate, and what differentiates a luxury real estate photographer.

About Fraser Almeida

Fraser Almeida is based in Las Vegas, Nevada, and has been shooting real estate and architectural photography for about 15 years. His introduction to real estate photography was actually in the luxury sector. He has a degree in graphic design, multimedia, and animation, and started his own company doing website design and TV commercials before getting into photography. He acquired the domain name luxuryhomesphotography.com to promote his real estate services and focus on the luxury market.

Chapter Markers

00:00 Introduction of Moses Nickerson, Matty Fisher, and Fraser Almeida

00:45 Fraser Almeida's Background and Start in Photography

07:09 Differentiation and Distinction in Luxury Photography

08:51 Luxury is a Service, Not Just a Price Point

10:17 Luxury Photography Process and Engagement

11:53 Luxury vs. Architecture and Design (A&D) Photography

14:12 AI Editing and the Luxury Space

17:10 Photography Packages: Basic, Premium, and Luxury

20:56 Separating Luxury Real Estate and A&D/Commercial Websites

22:14 Licensing and Term of Use for Pricing

26:51 Building a Team in the Luxury Market

39:30 Living and Working in the Las Vegas Market

43:00 Trends and the Future of Luxury Photography

47:45 Where to Find Fraser Almeida

Welcome to the PropMedia podcast. In this episode, your hosts, Matty and Moses, the co-founders of Pixlmob and Propmedia.com, are recording from the third day of PMRE in Las Vegas. They are joined by Aaron Smith, the Director of Sales for CubiCasa, a company that has revolutionized how floor plans are taken.

Aaron shares his journey from being a local real estate photographer in Michigan to becoming the Director of Sales at Cubicasa. He recounts his early days as a photographer, including joining a joint venture model called Next Door Photos and the challenges of learning to take photos.

Learn about Cubicasa:

• What it is: A mobile app that allows you to scan a home in about five minutes for the average U.S. home size and get a floor plan.
• Its impact: Cubicasa was founded in Finland, where floor plans are ubiquitous. While only 6% of U.S. listings had a floor plan when Aaron started, 34% of U.S. listings now have a Cubicasa floor plan.
• Its goal: The internal goal is "FP Pole," which stands for "Floor Plan on Every Listing".
• Its technology: The process relies on a proprietary model that runs the scan through a system, outputs the floor plan, and includes a QA feature. It was AI and machine learning before those became buzzwords.
• Photographer programs: Cubicasa has programs for photographers to help them be more successful.
• Value of floor plans: Floor plans combine images with spatial recognition, helping potential buyers determine if their belongings, like a couch or a piano, will fit.

Aaron also discusses the important role of real estate photographers in the industry, noting that between 70% and 80% of Cubicasa's scans come from real estate photographers. They are the first provider in the house outside of the realtor.

Welcome to the Prop Media podcast with your hosts Matty and Moses, the founders of Pixlmob and propmedia.com. In this episode, they are live from the PME conference in Vegas and are joined by Navjeet Chhina, one of the co-founders of Nucleus 4D.

The hosts and Navjeet discuss Nucleus 4D's cutting-edge technology, Gaussian splatting, which is poised to revolutionize the property media space. Navjeet, who has a background in land development, architectural rendering, 3D, and visualization, explains that he started Nucleus 4D with his top engineers from his previous 3D innovation studio. His previous work in creating photoreal digital twins was time-consuming and expensive, sometimes taking six to eight months and costing hundreds of thousands of dollars to build just one location, requiring cloud streaming that cost $2 per user hour.

Nucleus 4D uses an AI neural rendering technique called Gaussian splatting to take photos and images of the real world and create a photoreal 3D twin. This process reduces the cost and time of creating a photoreal digital twin by 95–97%. This technology allows users to truly walk around and explore a 3D scene in photoreal quality, like a video game. Unlike technologies like Matterport, users are not anchored to nodes or hopping between 360 bubbles/panoramic photos.

Navjeet shares how the technology accurately replicates real-life reflections, lighting, textures, and shadows. He also discusses the potential for adding 3D objects and assets into the spaces via an editor, leading to the idea of “Fortnite open houses”. The technology is significant for real estate media because it allows all deliverables (3D tours, cinematic videos, measurements, floor plans, and photos in the future) to be extracted from a single scan. This efficiency allows media companies to spend 45 minutes to an hour on-site and get all their deliverables, increasing their profitability.

The episode also covers:

• The power of virtual cameras for infinitely remixing and outputting videos and photos from one capture session.
• The "Live Guided Tour" feature, which allows realtors and up to ten clients to meet inside the virtual space via a Zoom-like meeting.
• Future features, including dynamic lighting, the ability to program the time of day, and geopositioning for the space.
• The recommended hardware for capturing Nucleus 4D tours is the $5,000 Portal Cam by XGrids, which allows a 3,000 sq ft home to be scanned in about 45 minutes.
• The business model, which charges three cents a square foot per listing per year, including the live guided tour feature, and the CMS system for managing realtor accounts.
• The legal question of whether unlicensed individuals could conduct virtual showings.
• How Nucleus 4D fits into the future of AR/VR, where the underlying data collected is valuable for augmented reality applications.
• Current turnaround time expectations, which are 48 to 72 hours for most deliverables.

Navjeet emphasizes that the technology is just at the tip of the iceberg, and advances are being driven by major companies like Google, Nvidia, and Meta, which will benefit real estate applications.

This episode of a casual conversation with the Pixlmob team features co-founders Moses Nickerson and Mattie, who live at the intersection of media and real estate. Moses is a long-time real estate industry veteran who has launched real estate teams, brokerages, and a real estate media company (Pixlmob media company). Mattie has a background primarily in film and TV, specifically producing and directing television commercials and other advertising. They discuss the business models and functions currently working in the real estate industry, focusing on the conversation between real estate agents and real estate photographers.

The co-founders explore what it takes to start a successful real estate photography business, using the goal of making $100,000 in a year. A basic framework for success is: make $100,000, net $100,000, and give $100,000. For a photography package priced at $200 (a common price across the country), achieving $100,000 in revenue requires completing 500 shoots in a year. This breaks down to around 45 shoots per month or 10 per week.

The discussion then moves to strategies for obtaining shoots. While pure volume is one approach, raising the average order value by adding services like video and drones can lead to reaching the $100,000 goal faster. The first step in sales is getting in front of enough realtors.

Key sales advice for new real estate media professionals:

• Think of yourself as a business-to-business salesperson, providing value to help a realtor grow their business.
• Focus on forging a quality business relationship rather than just selling the quality of your photography. The quality of the media is "table stakes".
• Find ways to make yourself indispensable to realtor partners. This could include offering ancillary services like sign installation or lockbox management, which busy agents highly value.
• Targeting a consistent rhythm of outreach is more likely to succeed than relying on sheer willpower.
• Higher context communication, such as in-person meetings, leads to a higher conversion rate for those with little sales experience, compared to low-context mediums like DMs.
• Track and measure your conversion ratio (e.g., how many calls/meetings it takes to get a new client) to transform your business.
• Engage with the local realtor association through sponsorships, lunch-and-learns, or teaching classes.
• Focus on building relationships for repeatable business.
• When courting teams, you must make the administrative assistant's life easier by providing convenience through services like availability and simple delivery.
• Boutique brokerages (5 to 25 agents) may be easier to partner with than large franchises, as they are often looking for differentiators and may mandate or pay for professional photography for their agents.
• Find opportunities to create a beneficial alliance with a gatekeeper (like a broker who is also a high-volume seller), which can unlock business with multiple agents.
• Be humble, ask questions about what is valuable to agents, teams, and brokers in your area, and be curious to build connections.

Finally, the discussion briefly touches on the difference between netting $100,000 while working in the business as an operator, versus netting $100,000 in passive income where the business doesn't depend on you.