From residential listing to commercial documentation
Like many operators, Dan started in residential real estate media. iGUIDE entered the picture in 2020 as virtual tours surged during the pandemic. Over time, however, Dan began seeing a larger opportunity beyond listing media.
As competition increased in residential photography, Dan saw an opportunity to build a more durable business model. Floor plans, measurements and documentation services opened the door to entirely different buyers and use cases.
Breaking into commercial work and building credibility
Moving into AEC and commercial work required more than offering a new service. Dan quickly realized that commercial clients weren't buying photography. They needed trusted partners who understood measurements, project needs and how commercial work gets done
That meant changing how the business showed up in the market. The Measure My Space brand intentionally emphasized documentation over media services. It also meant learning new terminology, attending industry events and spending years building credibility before momentum arrived.
Commercial opportunities existed, but there wasn't a shortcut into them. Dan also became intentional about where he invested his time and energy.
Once iGUIDE started doing CAD files and I saw the potential with that, I went into commercial.
Using documentation workflows to expand beyond residential listings
Measure My Space began using iGUIDE beyond residential listing workflows. Instead of leading with virtual tours, Dan focused on documentation services that fit commercial projects. Floor plans and building plans became an entry point into architects, designers, property owners and commercial projects. Industry involvement through groups like BOMA helped build visibility and trust over time.
Project-ready drawings
Provided documentation teams could use without extra site visits.
As-built support
Supported property measurements and project documentation beyond residential work.
Fast site capture
PLANIX R1 helped streamline site visits and project work.
Mobile uploads
Allowed processing and uploads while travelling between projects.
Operational wins from expanding into commercial work
Expanded beyond listings
Built a second growth path outside traditional real estate media.
More stable revenue
Reduced reliance on highly volatile residential market swings.
Faster site capture speeds
PLANIX R1 improved efficiency across field documentation workflows.
Established expertise
Moved from being seen as a service provider to a trusted advisor.
Building a more resilient business beyond residential
Dan estimates the business today sits around a 70/30 split between residential and commercial work, with commercial projects often carrying significantly larger scope and value.
In 2025 alone, Measure My Space captured approximately 3.8 million square feet of space. Through the first part of 2026, that figure had already surpassed 3.3 million square feet.
One recent project involved approximately 562,000 square feet and represented a roughly $40,000 engagement.
For Dan, the bigger change wasn't simply project size. It was stability.
If you want something less dramatic than residential real estate, this is the way to go.
Commercial work created a business that felt more predictable and less dependent on the highs and lows of housing activity. As Measure My Space's reputation grew, Dan became more involved in the commercial real estate community, including serving on the BOMA NB/PEI Board of Directors.
Today, the company is also positioned to provide BOMA Standards leasing area certification services across North America.
Diversified revenue streams
Commercial projects created opportunities beyond housing market fluctuations
From photographer to partner
Clients increasingly brought Dan in as a documentation partner, not just a photographer.
Expertise compounds
Industry relationships eventually turned networking into recurring inbound demand.
Expanding beyond photography starts with expertise
For Dan, growth beyond residential wasn't about abandoning photography. It was about broadening how clients saw the business and what problems it could solve.
Don't position yourself as a photographer. Position yourself as the expert.
See how iGUIDE supports commercial property projects.
Author
Jennee Rasavong
Content Marketing Manager
Jennee is the Content Marketing Manager at Planitar, makers of iGUIDE, where she creates clear, practical content grounded in real customer workflows. Her work focuses on blogs, customer stories, and guides that help make complex tools easier to understand.