Upmarket: The Business of Real Estate Photography & Media

Upmarket Studios
  • 5.0 (29)
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Talking about the business of Real Estate Photography, Video, 3D Imaging and Marketing, with an emphasis on learning how to scale a Real Estate Media business.

  1. Ep. 115 - Don't Play Defense

    2D AGO

    Ep. 115 - Don't Play Defense

    In this episode, Reed and Mark unpack the reality that agents can feel loyal until they switch photographers and how that pushes media companies into scarcity thinking. We break down the luxury conversation and whether marketing yourself as luxury is actually strategic or just reactive. We also discuss how to evaluate education investments through ROI instead of emotion and why not every opportunity aligns with your direction. From territory mindset traps to agent churn, we define what playing defense really looks like in this industry. Most importantly, we outline what it means to play offense by building systems, leaning into your strengths, and making confident long term decisions. 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. To get started, visit https://fotello.co/?via=upmarket and subscribe to begin using the platform. If you do not use the link, enter the code UPMARKET during signup. 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 HDPhotoHub, the all-in-one platform for ordering, scheduling, and delivering complete marketing kits, from video reels to print. With pay-per-listing pricing, transparent terms, and industry-leading integrations, HDPhotoHub helps you build the workflow you actually want. Visit HDPhotoHub.com and use code Upmarket to get your first 15 full deliveries free. 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!

    56 min
  2. Ep. 114 - If We Had to Start Over Today: Premium vs Volume. Upmarket Mastermind #5.

    FEB 24

    Ep. 114 - If We Had to Start Over Today: Premium vs Volume. Upmarket Mastermind #5.

    This week is our 5th episode in our monthly Upmarket Mastermind series! Each month Reed sits down with a mastermind group of Real Estate Media Creators from around North America who are all at different stages of scaling their businesses. With the mastermind format, you'll be able to journey along with each company as they navigate the different times of year and always changing circumstances RE Media creators face. 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. Follow the pod on Instagram at @upmarketpod. In this mastermind episode, we explore a critical question: if you had to rebuild your real estate media company today, would you choose a premium model or a volume strategy? We unpack how the market has evolved, the positioning mistakes new companies are making, and how pricing, branding, hiring, and systems shape long-term scalability. The discussion moves into the tactical choices we’d make differently, including service offerings, team structure, and the essential tech stack needed to build efficiently from day one. We also share the hard truths behind burnout, early missteps, and operational challenges that influence which model is most sustainable. The episode closes with a strategy session for a solo operator at capacity, delivering clear guidance on scaling without sacrificing quality while debating which approach ultimately creates stronger business equity. 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. To get started, visit https://fotello.co/?via=upmarket and subscribe to begin using the platform. If you do not use the link, enter the code UPMARKET during signup. 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 HDPhotoHub, the all-in-one platform for ordering, scheduling, and delivering complete marketing kits, from video reels to print. With pay-per-listing pricing, transparent terms, and industry-leading integrations, HDPhotoHub helps you build the workflow you actually want. Visit HDPhotoHub.com and use code Upmarket to get your first 15 full deliveries free. 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!

    1h 3m
  3. Ep. 113 - Embracing Unpredictability

    FEB 17

    Ep. 113 - Embracing Unpredictability

    In this episode, Reed and Mark break down the operational reality of running a real estate media company when conditions are far from perfect. From rain weeks that compress revenue to training new hires during peak production and navigating a mid season switch to HDPhotoHub, we unpack what these challenges actually do to cash flow, team bandwidth, and client experience. We also speak candidly about leading a growing company while raising kids and managing the anxiety that surfaces when the industry slows down. This episode is not about highlight reels. It is about building systems, people, and revenue streams that can withstand imperfect weeks. Because the real goal is not perfection, it is resilience. 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. If you would like to access Sam Benner's Action Plan PDF, give us a follow and send a DM to @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. To get started, visit https://fotello.co/?via=upmarket and subscribe to begin using the platform. If you do not use the link, enter the code UPMARKET during signup. 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 HDPhotoHub, the all-in-one platform for ordering, scheduling, and delivering complete marketing kits, from video reels to print. With pay-per-listing pricing, transparent terms, and industry-leading integrations, HDPhotoHub helps you build the workflow you actually want. Visit HDPhotoHub.com and use code Upmarket to get your first 15 full deliveries free. 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!

    58 min
  4. Ep. 112 - What Realtors Really Want From AI

    FEB 10

    Ep. 112 - What Realtors Really Want From AI

    AI is everywhere in real estate right now, but most of the industry is talking about tools instead of listening to agents. In this episode, Reed and special guest Sam Benner break down what Realtors actually want from AI, from real efficiency gains to the fears around losing authenticity and trust. We unpack how agent priorities have shifted, where they’re really spending money, and why marketing and tech fatigue is very real in 2026. From regulation and compliance to video, portals, and brand consistency, this is a grounded look at what actually matters to working agents. This is an honest conversation about cutting through hype and focusing on what truly helps Realtors grow their business. 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. If you would like to access Sam Benner's Action Plan PDF, give us a follow and send a DM to @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. To get started, visit https://fotello.co/?via=upmarket and subscribe to begin using the platform. If you do not use the link, enter the code UPMARKET during signup. 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 HDPhotoHub, the all-in-one platform for ordering, scheduling, and delivering complete marketing kits, from video reels to print. With pay-per-listing pricing, transparent terms, and industry-leading integrations, HDPhotoHub helps you build the workflow you actually want. Visit HDPhotoHub.com and use code Upmarket to get your first 15 full deliveries free. 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!

    1h 5m
  5. Ep. 111 - The Hard Truth About Hiring and Retention

    FEB 3

    Ep. 111 - The Hard Truth About Hiring and Retention

    Hiring and retaining talent in real estate media is harder than ever; and it’s not for the reasons most people think. In this episode, we break down the real impact of team turnover, what it actually costs a growing business, and why losing good people doesn’t automatically mean you’re failing as a leader. From long-tenured team members moving on to sudden exits that weren’t as unexpected as they felt, we unpack the operational, cultural, and leadership lessons that come with running a people-dependent business. This is an honest conversation about expectations, employer branding, and what truly keeps great people aligned; not hype, perks, or flexibility without structure, but clarity, professionalism, and intentional leadership. 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. To get started, visit https://fotello.co/?via=upmarket and subscribe to begin using the platform. If you do not use the link, enter the code UPMARKET during signup. 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 HDPhotoHub, the all-in-one platform for ordering, scheduling, and delivering complete marketing kits, from video reels to print. With pay-per-listing pricing, transparent terms, and industry-leading integrations, HDPhotoHub helps you build the workflow you actually want. Visit HDPhotoHub.com and use code Upmarket to get your first 15 full deliveries free. 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!

    1h 2m
  6. Ep. 110 - Goal-Setting and Accountability. Upmarket Mastermind #4.

    JAN 27

    Ep. 110 - Goal-Setting and Accountability. Upmarket Mastermind #4.

    This week is our 4th episode in our monthly Upmarket Mastermind series! Each month Reed sits down with a mastermind group of Real Estate Media Creators from around North America who are all at different stages of scaling their businesses. With the mastermind format, you'll be able to journey along with each company as they navigate the different times of year and always changing circumstances RE Media creators face. 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. This episode is all about goal-setting for the new year, without the fluff. The group reflects on the past year’s wins, challenges, and industry shifts, then dig into what it really takes to plan intentionally moving forward. From financial targets and business priorities to personal balance and burnout prevention, the conversation focuses on what needs to change to actually hit your goals. The episode also delivers practical, real-world strategy through a live problem-solving session, leaving listeners with clear takeaways and accountability as they head into the year ahead. 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. To get started, visit https://fotello.co/?via=upmarket and subscribe to begin using the platform. If you do not use the link, enter the code UPMARKET during signup. 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!

    55 min
  7. Ep. 109 - The 3D Portal Power Play

    JAN 20

    Ep. 109 - The 3D Portal Power Play

    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. To get started, visit https://fotello.co/?via=upmarket and subscribe to begin using the platform. If you do not use the link, enter the code UPMARKET during signup. 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!

    1h 3m
  8. Ep. 108 - Navigating New Rules: California’s Altered Image Law (AB 723)

    JAN 13

    Ep. 108 - Navigating New Rules: California’s Altered Image Law (AB 723)

    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!

    1h 2m
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Talking about the business of Real Estate Photography, Video, 3D Imaging and Marketing, with an emphasis on learning how to scale a Real Estate Media business.

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