This is part two in my wrap up series of PMRE (Photography and Media for Real Estate) conference, and let me tell you, this is packed with valuable insights! One of the most exciting sessions was the “State of the Industry” presentation led by Aryeo, a Zillow-owned real estate media software company. They dove deep into the current state of the real estate market and how media trends are evolving. Here are some key takeaways that every agent, photographer, and real estate media professional should know.
The Market: A Local Story
We’ve all felt the impact of high interest rates and low inventory over the past few years, and Aryeo’s data showed just how nuanced the market is across the country. A Zillow heat map broke down the top 50 U.S. metro areas into buyer’s, seller’s, and neutral markets.
Notably, areas like Florida, Georgia, Texas, Tennessee, and Louisiana are strong buyer’s markets right now, while many West Coast metros are still favoring sellers. As for Seattle? It’s currently a neutral market, meaning neither buyers nor sellers have a distinct edge. But even within Seattle it varies with some areas or price points super hot and other areas-not. This heat map was a great reminder of how localized real estate truly is and why media strategies need to adapt to each market.
The Rise of Rich Media in Real Estate
Aryeo also presented some fascinating stats on how agents are leveraging media to market their listings. Spoiler: rich media is on the rise, and it’s transforming the way homes are sold.
Video: Video is now being used on 21% of listings, up from 14% in 2021. The trend is shifting from high-budget cinematic productions to short, social-media-friendly videos that are more affordable and effective at grabbing attention.
3D Tours: 23% of listings now feature a 3D tour, up from 17% last year. These tours surged during the pandemic, but with improving technology, they’re here to stay. They give buyers a sense of space and layout that photos alone can’t provide. Most importantly, the tech is improving by leaps and bounds and the amount of data on buyer behavior within the tour that can be extracted is mind boggling.
Floor Plans: This is where we’re seeing the biggest growth. Floor plans are now included in 29% of listings, compared to just 12% in 2021. Interestingly, floor plans are a standard feature in many other countries, and it’s exciting to see the U.S. catching up. From traditional 2D to interactive and 3D plans, there are so many innovative options available now.
Why Rich Media Matters
Overall, 45% of photo orders now include at least one additional media service, whether it’s video, 3D tours, or floor plans. And here’s the kicker: the top-performing agents—the ones landing the most listings—are consistently using full media packages. They’re investing in photos, Matterport tours, videos, and floor plans because it doesn’t just help them sell homes; it helps them secure their next listing.
As a real estate media professional, I’ve seen this play out firsthand. Sellers are starting to expect these tools, and buyers appreciate them. Media isn’t just an add-on anymore—it’s a competitive advantage.
The Future of Real Estate Media
The PMRE conference highlighted just how far real estate media has come and where it’s headed. From the growing use of video and 3D tours to the rise of floor plans, the tools we use to market homes are getting more sophisticated every year. And with emerging technologies like AI (stay tuned—I’ll share more on that soon!), it’s clear that we’re just scratching the surface of what’s possible.
What Do You Think?
Which of these tools do you think makes the biggest difference in marketing a home? Video? 3D tours? Floor plans? Or is it the whole package? Let me know your thoughts in the comments below—I’d love to hear what you think!
If you’re ready to level up your real estate listings with professional photos, video, 3D tours, or floor plans, reach out to me. Let’s make your next listing stand out from the crowd!
Comments