Why I use both iGUIDE and CubiCasa in my real estate photography business

As the owner of real estate media company Northern Spruce Media, I’m always looking for ways to help my clients market properties more effectively.

Floor plans are one of the most powerful tools for doing that. They build trust with buyers, answer questions before a showing and add a level of professionalism that makes listings stand out.

Over the years I’ve tested just about every floor plan solution out there. The two I use most today are iGUIDE and CubiCasa. They’re different tools that serve different needs, and both have a place in my toolkit. But when precision, detail and client confidence matter most, iGUIDE is the workhorse in my business.

In practice, iGUIDE has saved us countless hours. One of my shooters can now scan a standard townhouse in about 20 minutes — a task that used to take close to an hour. That efficiency adds up quickly when you’re shooting multiple properties in a single date.

Why floor plans and 3D tours matter

Real estate media isn’t just about making listings look good. It’s about giving buyers the information and confidence they need to take the next step. That’s where floor plans and 3D virtual tours make all the difference.

• 3D tours and floor plans keep people scrolling nearly twice as long as photos alone.
• Branded tours and floor plans set agents apart and show they invest in their clients.
• Buyers know what to expect upfront, saving time for everyone.
• Accurate measurements prevent disputes.

Proof in practice: a square footage disagreement

Having accurate measurements isn’t just about peace of mind, sometimes it saves the day.  We once had a client’s family member question the accuracy of the square footage. Thanks to iGUIDE’s detailed floor plans, my photographer Caitlin was able to clearly show the precise measurements and everyone quickly saw that the original iGUIDE data was correct. That moment sealed the deal for the agent, they knew they could trust Caitlin’s work, trust Northern Spruce and by extension trust iGUIDE. 

When we scan with iGUIDE, I know I won’t get a call from an agent questioning the numbers. It saves me time, builds trust and delivers a polished product that helps my clients win listings.

Adding analytics into the mix

One of the things that sets iGUIDE apart is the built-in analytics. Agents can see how many people are visiting a tour, how long they’re spending, and which parts of the home they focus on most.

At the end of every year we sit down with our top agents and show them their iGUIDE branding and analytics. A lot didn’t even know those features existed. Now they message us asking for them. iGUIDE isn’t just about selling homes... it helps agents sell themselves. The branding makes them look more professional and keeps them front and center in the tour.

CubiCasa: fast and simple

CubiCasa fills a different role in my workflow. It’s quick, budget-friendly and easy for agents to understand at a glance.

• Phone-based scanning, no extra equipment needed
• Clean, easy-to-read layouts
• Fast turnaround and low cost 

I use CubiCasa mostly for smaller properties, rental units or listings where the client just wants a floor plan without the extras. It’s not designed for appraisals or technical workflows, but it’s perfect when speed and affordability matter more than precision. 

CubiCasa lets me offer a low-friction option for clients who don’t need or can’t budget for the full iGUIDE package. It broadens my service menu without adding complexity to my capture process. 

How I choose between them

The decision usually comes down to three things:

• Client goals: do they want to impress or just check the box?
• Property type: large custom home vs. condo vs. rental
• Budget and timeline: premium listing vs. quick turnaround

It’s not about one tool being good and the other bad. It’s about matching the right tool to the right job. 

ROI and growth

Buying an iGUIDE camera was one of the best choices I ever made in my business. There’s no subscription, the accuracy is bang on and the time savings are like none other.

If you’re shooting a house anyways, add 20 minutes and make an extra $150–$300. That’s the kind of ROI iGUIDE delivers.

From my experience, buyers love being able to “walk” a property online and see how rooms connect. Agents love being able to prove square footage and show homeowners that their marketing is driving traffic. For me, including floor plans and 3D tours isn’t an optional extra anymore. It’s part of what makes a modern listing complete.

Final thoughts

Offering both iGUIDE and CubiCasa has helped me scale my business and serve more types of clients. CubiCasa is great for quick wins and simple projects. iGUIDE is my go-to for premium listings, commercial spaces and any scenario where accuracy really matters.

If you’re a photographer or media provider, don’t feel like you have to pick just one. Learn both and give yourself the flexibility to recommend the right option for each client. That flexibility builds trust, and trust keeps clients coming back.