PropMedia Podcast

In this episode of the PropMedia Podcast, founders Matty and Moses sit down with Phil Maurion, the founder of Visual Advantage. With over 17 years of experience in the real estate media space, Phil is often considered a "godfather" of the industry. He shares his journey from being a single shooter to scaling his business across four different locations and managing thousands of shoots annually.

Phil provides deep insights into the complexities of scaling a team, maintaining quality control, and the importance of building genuine relationships with real estate agents. He also discusses his preference for iGuide technology over other 3D platforms and how integrated workflows are essential for handling high volumes of work. Whether you are a solo photographer looking to make your first hire or an established business owner looking to expand into new markets, Phil’s wisdom on retention, marketing, and navigating a changing real estate landscape is invaluable.

**Connect with Phil Maurion:**

  * **Website:** visualadvantage.ca
  * **Instagram:** @Visual_advantage_CA
  * **Facebook:** Visual Advantage

**Chapters:**

  * **00:00** - Introduction to the Prop Media Podcast
  * **00:10** - Meet Phil Maurion of Visual Advantage
  * **01:07** - Phil’s 17-Year Journey in Real Estate Media
  * **04:09** - Challenges and Realities of National Scaling
  * **06:55** - Maintaining Quality Control Across Large Teams
  * **08:31** - Developing Fast Editing and Training Workflows
  * **11:32** - The Power of Repeat Business and Relationships
  * **13:12** - Beyond Social Media: Networking and Presentations
  * **15:52** - Advice for New Business Owners: "Hang Out Where They Hang Out"
  * **18:48** - Understanding the Real Estate Agent Demographic
  * **21:26** - Pixlmob Feature Spotlight
  * **22:53** - Why iGuide? Comparing 3D Tour Platforms
  * **26:00** - The Importance of Integrated Workflow Systems
  * **30:23** - A Playbook for Expanding into New Markets
  * **31:17** - Photographer Retention and Finding the Right Talent
  * **39:01** - Where to Follow Phil Online

In this episode of the PropMedia Podcast, Pixlmob co-founders Moses and Matty welcome their first-ever in-person guests to the studio: Jamie, founder and CEO of Autoenhance.ai, and Josh, the Head of Growth. Together, they dive into the evolution of AI-driven photo editing and its growing impact on the property media landscape.

The Big Reveal: Unmasking Omni

A highlight of this episode is the official announcement that Pixlmob’s “Omni” model has been powered by Autoenhance.ai since its launch in August 2024. The team discusses the upcoming rebranding effort that will allow the Autoenhance.ai brand to shine directly on the Pixlmob platform, offering users more clarity and access to their cutting-edge technology.

Key topics discussed in this episode include:

• The Origins of Autoenhance.ai: Jamie shares the backstory of starting the company in 2020 and the challenging process of refining AI to meet the high quality standards of the American real estate market, such as perfect white balance and punchy colors.
• The AI Adoption Curve: The guests discuss the shift from early innovators to mainstream adoption, noting that while AI editing currently accounts for roughly 20–30% of the market, that number is rapidly climbing as the technology matures.
• Human vs. AI Editing: A look at the role of human editors in an AI world, exploring how AI serves as an "amplification" tool that empowers solo photographers and small businesses to compete at scale while still allowing for a "human touch" in quality control.
• The "SAS Apocalypse" and Burnout: A candid conversation on how AI can either lead to burnout through an obsession with productivity or offer "time back" to spend with family and focus on high-value business tasks.
• What’s Next for Autoenhance: Jamie and Josh tease upcoming releases for 2026, including a new "PostEdit" product designed to give users even more granular control and customization over their final images.

To learn more about Autoenhance or to try their AI photo editing services, visit autoenhance.ai.

In this episode of the PropMedia podcast, hosts Moses and Matty, co-founders of PropMedia.com and Pixlmob, discuss AI editing and the question: "Is it legal to use AI editing?" The conversation explores the distinction between generative AI and other machine learning technologies and the ethical implications of using AI editing in property media.

The hosts emphasize that AI editing is a tool, and its legality depends on how it is used. They discuss scenarios where using AI editing can lead to fraud or misinformation, such as removing non-real estate objects like bar stools or boxes, which can inadvertently alter important details about the property. The responsibility for misrepresentation ultimately lies with the person listing the home, not the photographer.

The discussion highlights California's current law, which does not ban editorial changes but requires disclosure of those changes by the advertisers of the property. The hosts argue that external legislation and enforcement are necessary to protect the public and restore trust in imagery, advocating for systems that link images back to the camera and disclose any alterations.

They also explore the broader ethical issues, drawing a parallel between image manipulation and the difference between persuasion and propaganda: transparency in reasoning is key. The episode concludes by stressing that the authenticity of images in real estate media is increasingly important given the speed and convincing nature of AI editing.

For more on disclosures, visit https://propmedia.com/disclosure.

Mickie Kennedy, founder of e-releases, joins the PropMedia podcast to discuss how small businesses, particularly real estate photographers and videographers, can successfully get media coverage and grow their business through Public Relations (PR) and press releases. Learn how local companies can compete with big names like Coca-Cola or National Geographic by leveraging their niche and local appeal.

Mickie shares how he has helped thousands of clients with PR, including generating over $132 million in earned media, and specialized in helping local businesses get into the news.

Chapter Markings:

00:00 - Introduction to Prop Media Podcast

00:12 - Introducing Mickie Kennedy of e-releases

00:27 - How a small business can get press (the focus of the conversation)

01:20 - Mickie Kennedy’s background in press releases

02:27 - Why PR matters for real estate photographers and videographers

02:48 - Why niche and small businesses have an easier time getting media coverage

03:58 - Using data points and before-and-after photos for real estate PR

05:31 - Leveraging historic, celebrity, or architecturally significant homes for news

08:09 - The advantage of media coverage (credibility and authority)

09:40 - The ROI of PR (largely anecdotal, but helps attract and keep clients)

10:59 - The "Pay-to-Play" scenario in real estate media

13:02 - Why press releases commonly fail (not newsworthy to the media)

14:09 - Putting the spotlight on the client, not just yourself

15:54 - Building an ongoing relationship with local media

18:48 - The non-daunting strategy: focusing on less than 10 people quarterly

19:51 - Press Releases 101: What is a press release?

21:41 - How press releases are distributed today

24:32 - The Duopoly of Newswires (BusinessWire and PR Newswire)

27:46 - Timing your pitch to local news

28:27 - Product/Service announcement failures and the power of a use case study

30:37 - Strategic ways to make your story compelling (contrarian viewpoint, data points)

33:42 - The power of a strong quote and collaboration with agents

35:38 - Realistic expectations for press release success

36:43 - Case Study: Finding a successful, repeatable PR strategy

39:43 - Is all press good press?

40:56 - Where to find Mickie Kennedy and e-releasesConnect with Mickie Kennedy and e-releases:

• Website: e-releases.com
• Get the free guide on strategic press releases: e-releases.com/plan

Connect with Pixlmob:

• pixlmob.com
• propmedia.com

In this episode of the PropMedia podcast, hosts Matty Fisher and Moses Nickerson, co-founders of PropMedia and Pixlmob, speak with international speaker and consultant Ricky Mendez.

The conversation focuses on mindset over willpower and using storytelling in your marketing. Ricky Mendez primarily works with entrepreneurs, often in the real estate space, on emotional storytelling. He considers himself an "implementation speaker," asserting that people have an implementation problem, not a motivation problem. He encourages small, incremental changes and consistency, rather than relying on willpower, which he calls an "exhaustible resource".

Mendez also shares advice for real estate photographers and videographers, including:

  * Focus on telling an emotional story and communicating the value you bring to real estate agents.
  * Realign your business with your initial goals and say "no" to some gigs to say "yes" to better ones.
  * Suggest to agents that they use video testimonials instead of the "death by text boring ass text testimonials".
  * Move the agent's bio to the bottom of the marketing material, since people care why they do what they do, not just what they do.
  * Ask clients for help in the form of a referral or a video testimonial.
  * For mindset, he suggests starting the day with intention, practicing gratitude, moving daily, and asking for help.

You can find Ricky Mendez on his website, RickyMendez.com, and on Instagram at RickyMendezSpeaks.

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