Upmarket: The Business of Real Estate Photography & Media

In this episode, Reed sits down with Upmarket Producer and Social Media Manager Molly Peart to talk about what actually goes into building a brand online. After a year of managing Upmarket's social presence, Molly shares the biggest lessons learned, the strategies that helped grow the brand, and how her experience is shaping her next career move in marketing and communications. They dive into...

This week is our 9th 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...

Former Upmarket Producer Chelsea Froehlich joins Reed and Mark for a Very Special Episode... It's time to start thinking about PMRE 2026! Go to pmreconference.com for all the details on PMRE 2026, which is November 17-19th at Palms Resort & Casino in Las Vegas. The Photography and Media for Real Estate conference will be better than ever this year! Upmarket is proud to be the official podc...

In Road to PMRE #5, Reed sits down with Kelsey Kurtis for a conversation about burnout, reinvention, and finding the courage to pivot when something no longer feels right. Kelsey shares her journey from branding photography and content creation to building a business and life more aligned with what truly excites her. They talk about authenticity, failure, UGC, women's empowerment, and the chal...

In this episode, Reed and Mark sit down with Sam Benner to explore one of the biggest questions facing the real estate industry today: who actually controls real estate? From major brokerage mergers and the growing influence of companies like Compass and Zillow to battles over listing data and MLS access, the conversation dives into the shifting balance of power across the industry. They discuss h...

In Road to PMRE #4 , Reed sits down with Andrew Bramasco - @andrewbramasco and Gary Kasl - @ogkasl to discuss the realities of building a real estate photography business in today's market. The conversation covers everything from editing workflows, turnaround times, outsourcing, travel radius, and client expectations to the challenges of standing out in an increasingly competitive industry. Th...

This week is our 8th 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...

In Road to PMRE #3, Reed sits down with Matt Anderson to officially reveal him as this year’s PMRE host and talk about what the event means beyond just another conference. Matt reflects on hosting last year, the pressure and excitement that comes with bringing the community together, and what he wants to improve this time around. The conversation dives into how PMRE impacts real estate media busin...

Reed travels to Hamilton, Ontario, Canada for the Northern Spruce Summit Event hosted by Northern Spruce Media, powered by iGUIDE for the Upmarket Podcast’s FIRST EVER LIVE EPISODE! Recorded in front of a live audience, this panel brings together some of the voices shaping the real estate media industry across Canada to talk growth, competition, creativity, and the need for stronger community in t...

In this Road to PMRE episode, Reed sits down with Oliver Ward, real estate media coach and founder of Oliwood Films, for a real conversation about where the real estate media industry is at right now. They get into how much the industry is craving community, and why events like Northern Spruce Summit and PMRE are starting to shift how operators think about growth and connection. Oliver shares insi...

This week is our 7th 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...

In this episode, Reed sits down with Dustin McKibben, Founder and CEO of Art Home Photo, to break down what’s actually working right now when it comes to scaling a real estate media business. They talk through key takeaways from the Cancun PMRE retreat, including how operators are thinking about growth, hiring, and staying competitive. The conversation dives into Dustin’s approach to using VAs not...

Reed and Mark recap their time in Cancun at the PMRE Retreat, but more importantly, what it actually felt like trying to run a business while being away from it. Between admin piling up, kids on spring break, and working remotely, they talk through the reality of not fully unplugging and the tension of being “away” but still very much in it. The conversation touches on the value of smaller rooms a...

In this episode, Reed sits down with Andrew Coleman and Katie Coleman of DX Media to talk about what actually goes into rebranding a growing real estate media company. They break down why they made the shift, what wasn’t working before, and how they approached redefining their brand as the business continues to scale. The conversation also dives into how DX Media has evolved over time, from early...

This week is our 6th 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...

In this episode, Reed sits down with Matty Fisher, Co-Founder & Co-CEO of Pixlmob, to break down the current state of real estate media editing and where it’s heading next. As the founder of an editing marketplace, Matty has a unique view across hundreds of media companies, giving insight into trends most photographers don’t see. We talk about outsourcing, turnaround expectations, and how edit...

In this episode Reed sits down with Alex Coombs of Northern Spruce Media, to talk about the realities of leading and scaling a growing real estate media company. We discuss trusting your team, learning to delegate, and what leadership looks like once the business grows beyond just a few people. Alex also shares the emotional side of building something over many years and the gratitude that comes w...

In this episode, Reed sits down with Nikki Bashor to talk about what it really looks like to grow inside a scaling real estate media company. Nikki shares how she went from a new shooter learning the ropes to a highly efficient operator handling hundreds of homes a year. We discuss staying motivated in a fast paced production environment and how confidence with clients, systems, and workflow devel...

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 opportuni...

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...

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 abou...

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...

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...

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...

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...