In the past year, more jobs are being automated away through AI and other technologies. One such technology that may affect virtual tour photographers was recently launched by Matterport, called Digital Pro, which offers a complete photo and marketing package for real estate agents. In this post, we discuss its strengths as well as suggestions for virtual tour photographers to compete with this service.
Matterport, a leading provider of 3D scanning technology, has recently launched a new service called Digital Pro, which is an all-in-one marketing solution designed specifically for real estate professionals. While this service may seem like a game-changer for real estate agents, it has many photographers worried about the impact it may have on their business. In this article, we’ll discuss the potential reasons why Matterport may have chosen to target real estate agents directly with their new service, rather than working with photographers, and explore some strategies photographers can use to adapt and stay competitive.
Digital Pro offers a one-stop photography and marketing service for real estate agents. Matterport sends a representative to take photos of the property and in 1-2 days, you can have a property page complete with 3D scan. Not only is it fast, but it is straightforward and convenient. Will it make virtual tour photographers obsolete?
First, let’s explore why Matterport may have chosen to target real estate agents directly with their new service.
One reason could be that it’s simply a more efficient and cost-effective approach. By offering a service directly to real estate agents, Matterport can provide a streamlined, end-to-end solution that meets the needs of agents and their clients. Real estate agents can use the platform to create immersive, 3D virtual property tours quickly and easily, without having to engage the services of a professional photographer. This can result in significant cost savings for the agent and the client, which is an attractive proposition in a highly competitive industry.
Another reason why Matterport may have chosen to target real estate agents directly is that they may see an opportunity to disrupt the traditional real estate photography market. While professional photographers have traditionally been the go-to solution for real estate agents, Matterport’s 3D scanning technology provides an alternative solution that offers a level of convenience and interactivity that traditional photography cannot match. By offering a service that directly competes with professional photographers, Matterport may be betting on the idea that their technology will be more attractive to real estate agents and their clients than traditional photography.
So, what does this mean for photographers who specialize in real estate photography? It’s important to recognize that Matterport’s Digital Pro is just one of many technological innovations that are impacting the real estate industry, and photographers who can adapt and evolve with these changes will be best positioned to succeed.
One strategy that photographers can use to adapt is to offer complementary services that Matterport cannot. For example, photographers can offer services such as aerial photography and videography using drones, floor plan creation, virtual staging, and twilight photography, which can help differentiate their offering and add value to their clients.
Another approach is to focus on providing a more personalized and creative service. While Matterport’s technology is efficient and cost-effective, it cannot replace the expertise and creativity that a professional photographer brings to a project. Photographers who specialize in real estate photography can offer their clients a customized and tailored approach, which can result in a more unique and compelling visual representation of the property.
In conclusion, while Matterport’s Digital Pro may seem like a threat to photographers who specialize in real estate photography, there are ways to adapt and stay competitive in this evolving landscape. By offering complimentary services, a personalized approach, and keeping up-to-date with the latest technology, photographers can continue to add value to their clients and stand out from the competition.
I enjoyed reading your thoughts about the Matterport Digital Pro service.
About: “One strategy that photographers can use to adapt is to offer complementary services that Matterport cannot. For example, photographers can offer services such as aerial photography and videography using drones, floor plan creation, virtual staging, and twilight photography, which can help differentiate their offering and add value to their clients.”
Since the Matterport Digital Pro service is offered via Matterport’s VHT Studios division, real estate agents can also place an order for:
1) aerial photos
2) aerial photos and video
3) virtual staging
4) twilight photography
(black and white floor plans are included in the Matterport Digital Pro bundle.)
While there are likely many ways for real estate photographers to either differentiate and add value (or make Matterport Digital Pro irrelevant), the above may not.
Thanks for this comment Dan – I was not sure what the full suite or services was that Matterport was offering.
This is indeed a problem for real estate photographers then.
How do you think they can differentiate moving forward.
Too expensive… like a 4000.00 investment. Take too long to recover cost. Most of my clients would not be willing to pay 500-600.00 for a tour! I need to be at least that to justify the cost .
My 360 and Gopro works fine
Agreed, but one could argue that the service for $299 is fairly competitive if directly provided by Matterport.
Majority of real estate agents here in Houston rarely use Matterport, houses sell too quick and matterports subscription is stupid expensive now. Most don’t even want video, just drone photos and interior photos.
They don’t want the added expensive because they already pay so much in subscriptions just to maintain their presence on places such as realtor.com. One told me they have about $500 into a house just to list it.
My Matterport sits there collecting dust.
VR/360 was big during the pandemic but is now a dying trend, it just never took off for the general public.
I have to agree with you on all counts.