What Every Property Marketing Media Type Actually Does product guide
A plain-English guide to every property marketing format — what each one is for, what it can't do, and which ones depend on the photography being right first.
Property marketing has accumulated a lot of formats, and the names don't always explain the job. This is what each one actually does, what it can't do, and how they depend on each other.
Photography
What it does. Captures the property as it presents, external and internal. Base Photography comes in three sizes — Base 2 (external only), Base 5 and Base 10.
What it can't do. Show how spaces connect. Two beautiful room photographs tell a buyer nothing about whether the kitchen opens to the living area.
Depends on. Nothing. Everything else depends on it.
Floor plans
What it does. Answers the layout question — how rooms relate, where the flow runs, what the proportions are. Measured on site, branded to your business, supplied portrait and landscape.
What it can't do. Convey atmosphere, finish quality or light.
Variants. Standard, Extra Large for complex layouts, Redraw when an accurate plan already exists, Site Plan and Landbox when the block matters, and interactive when a buyer should explore it.
Video
What it does. Carries motion, sequence and emotion — the walk through a home rather than a set of frames. Formats run from a roughly 45-second Social Property Trailer to a Showcase Video, a Prestige film, or a Custom brief.
What it can't do. Be scanned. A buyer comparing six listings reads photographs; video is for the shortlist, not the sweep.
Depends on. A separate attendance and a longer clock — days rather than next morning.
Aerial and drone
What it does. Shows what cannot be seen from the ground: land size, boundaries, orientation, aspect and proximity to surroundings.
What it can't do. Operate unconditionally. Aerial capture is subject to airspace conditions at the address, with known restrictions flagged before the shoot.
Best for. Land, acreage, waterfront and anything whose value is partly its position.
Virtual styling
What it does. Digitally furnishes rooms from a furniture library, applied per image to existing photography.
What it can't do. Furnish the actual property. The buyer arrives to an empty room. It should be disclosed.
Depends on. The rooms having been photographed.
Virtual dusk
What it does. Produces a twilight exterior from a daytime photograph — the moody hero shot without a second attendance.
What it can't do. Replace a genuine dusk shoot where the home's own lighting is the feature.
Depends on. A suitable daytime external existing in the set.
Virtual tours (VR360 and Matterport)
What it does. Lets a buyer navigate the property themselves, with hotspots surfacing detail. An always-open inspection that qualifies buyers before they attend.
What it can't do. Hide anything. A scan captures every room it covers.
Best for. Remote buyers, display homes, commercial space, complex layouts.
3D rendering and visualisation
What it does. Depicts what doesn't exist yet — facades, streetscapes, interiors and product renders for off-the-plan and pre-construction campaigns.
What it can't do. Stand in for photography once the building exists.
Best for. Developers, builders and project marketers selling before completion.
Image retouching
What it does. Runs from tonal adjustment through street appeal enhancement and scene refinement to full scene reconstruction. In-house, which is what makes next-business-day standard turnaround possible.
What it can't do. Fix what wasn't captured, or substitute for property preparation.
The dependency chain, in one line
Photography first; floor plans in parallel; video on its own longer clock; drone subject to airspace; virtual styling, virtual dusk and retouching all derived from the stills. That ordering is why the brief and the shoot date carry more weight than any single product choice.