Starting scrappy: one camera, one founder, one yoga mat
Eight years ago, Alex Coombs launched Northern Spruce Media with little more than a camera, a laptop and the determination to carve out a space in Ontario’s competitive real estate media market. In those early days, she sometimes slept on a yoga mat in her office just to keep up.
Today, Northern Spruce serves more than 600 clients across the province. But this type of growth didn’t come without bumps.
When your tools slow you down, your clients notice
The first 3D scanning platform Alex used proved slow, expensive and poorly supported.
The biggest push to switch to iGUIDE was Matterport’s lack of customer service. I didn’t want another company making me look bad.”
Alex Coombs, Owner,
Northern Spruce Media
For a company built on speed and service, waiting days for help just wasn’t an option. With Matterport, support tickets often went unanswered, subscription fees ate into margins and the workflow felt cumbersome. “It was costly and their customer service isn’t as good,” recalls Caitlin, one of Alex's earliest hires.
Betting on iGUIDE: the leap that paid off immediately
Alex made the leap by purchasing her first iGUIDE camera and immediately putting it in Caitlin’s hands. “I bit the bullet, bought an iGUIDE and gave it to my first full-time employee. She learned the system,” Alex says.
After just a one-hour training session, Caitlin was scanning homes confidently. “It used to take me about an hour to scan a townhouse,” she says. “Now I can do it in 20 minutes.”
In the field, the difference was obvious. The camera was rugged enough to handle daily use. “I’ve dinged it off doors and ceilings — it holds up great. And it even fits in my bag,” Caitlin laughs.
From 60 minutes to 20: faster scans, more listings
With iGUIDE, scanning a standard home takes 20–30 minutes, and even properties over 5,000 square feet rarely take more than 40 minutes. Caitlin can now capture both photos and an iGUIDE in under an hour, a task that once took twice as long.
“A monkey can learn iGUIDE, that’s how easy it is,” Alex jokes.
But the time savings are no joke. Videographer Saad Khan adds: “Being able to shoot 4–5 houses in a day would not be possible by hand.”
Why precision matters
Speed alone isn’t enough in real estate media. Accuracy is non-negotiable, and here too iGUIDE has delivered.
“Reliability and accuracy are unmatched. Clients rely on it, even in legal disputes. iGUIDE’s accuracy can stand up in court,” Saad says.
That precision has helped win trust with skeptical clients. Even in cluttered or hoarder homes, the scans still came back clean and precise. Caitlin recalls a client challenging her measurements.
“He thought my numbers were off, but with iGUIDE’s data, I was able to show they were accurate.”
Agents notice the difference — and so do their buyers
The switch to iGUIDE didn’t just make life easier for the team; it reshaped how clients experienced Northern Spruce’s service.
“Clients literally call me to say they love iGUIDE so much,” Alex says.
For agents selling rural properties, the impact is especially strong. “The tour gives buyers a real sense of the space. Fewer wasted showings. Everyone knows what they’re getting into before they make the drive,” Saad explains.
The value is clear: listings with iGUIDE stand out, help agents attract buyers and justify premium pricing.
Analytics, branding, floorplans: the extras that matter
Beyond speed and accuracy, iGUIDE brings features that make Northern Spruce a trusted partner. Premium 2D floorplans with furniture layouts elevate marketing for luxury properties. Branding and analytics are another standout.
“Agents love analytics and branding — weekly clicks, how often people are viewing and seeing their face on the screen,” Caitlin says. Alex has built that into the company’s approach: “We sit down with our top agents at year end and walk them through the analytics. Now they message us asking for them.”
For Saad, the differentiator is clear: “It’s not just about selling homes, it’s about agents selling themselves. iGUIDE branding reinforces that.”
Work hard, treat yo’ self, grow bigger: investing in growth
Northern Spruce is expanding into the Niagara region and building a new creative studio, with iGUIDE at the center of its growth strategy. Alex’s advice to other professionals is simple: “Save up, buy the camera and make money. Add 20 minutes per shoot and make an extra $150–$300.”
Saad frames it in terms of positioning: “For anyone interested in iGUIDE: it’s an upscale product that helps build better packages for clients.”
Built on hustle, growing with trust
From Alex’s decision to walk away from outdated unreliable systems, to Caitlin’s quick adoption in the field, to Saad’s daily reliance on iGUIDE, the tool has become an important driver of Northern Spruce Media’s growth.
iGUIDE gives Northern Spruce the speed, accuracy and confidence to keep saying yes to more clients, without losing their creative spark.
Author:
Natasha is the Sr. Marketing Manager at Planitar, makers of of iGUIDE, where she helps bring customer stories to life and makes technical topics more accessible across industries like real estate, construction and insurance.
Check out more from iGUIDE
Why I use both iGUIDE and CubiCasa in my real estate photography business
In this post, Alex Coombs of Northern Spruce Media walks you through her dual-tool approach to floor plans and 3D tours, and explains why iGUIDE is her go-to for premium listings, commercial spaces and any scenario where accuracy really matters.
Ask Alex Anything: Scaling your real estate photography business
