The real estate media industry is undergoing rapid technological change, and Tom Sparks, the new owner of the We Get Around Network (WGAN), is at the center of this evolution. Sparks has built a business that merges photography, technology, and education, creating a hub for property technology professionals and redefining how real estate media services are delivered.
A Photographer’s Unconventional Path
Sparks did not take a traditional route into real estate media. After nearly twenty years as a photographer covering subjects ranging from models to corporate events, he entered the real estate sector in 2017. “I just love taking pictures. So I was like, well, what’s the next move after I’ve done all this other stuff,” Sparks recalls.
His start was rocky. Working briefly as a contract photographer for a real estate media company, Sparks saw gaps in service and decided to strike out on his own. His first independent project nearly derailed his ambitions. Without editing experience, his initial deliverables were poor, and he risked losing his first client. The agent gave him a second chance, and Sparks hired a professional editor. The improved results led to steady referrals; now about 90% of his business comes from word of mouth.
From Competitor to Educator
Sparks’ approach to the industry shifted as his business grew. Initially, he guarded his knowledge closely, but training new photographers forced him to rethink his approach. “I got tired of repeating myself at every training session,” Sparks says. To address this, he began recording first-person tutorials with a GoPro, covering topics ranging from 3D tours to floor plans. These videos, intended for internal use, were posted to YouTube and quickly gained traction.
The reach of his educational content became clear when he was 1,000 miles away from home, and a stranger recognized his voice from his YouTube videos. It was then that Sparks realized he had become an “influencer” within the field.
Taking Over an Industry Hub
Sparks’ involvement with We Get Around Network began with guest appearances on founder Dan Smigrod’s Live at Five shows. Their collaboration deepened over time, and when Smigrod decided to retire, Sparks made an offer to acquire the network.
The We Get Around Network is a resource for property technology professionals. It provides members with a space to sell equipment, share news, troubleshoot issues, and connect with clients across various membership levels. Sparks describes it as “a space for everybody who’s in property technology to go and get information.”
Sparks plans to expand the platform into a specialized news outlet focused on property technology. He wants it to be a neutral, comprehensive source for industry updates, analysis, and community discussion. This approach proved valuable when CoStar acquired Matterport, and conflicts with Zillow followed. Sparks’ coverage of these events generated significant engagement, underscoring demand for in-depth industry reporting.
AI Changes Real Estate Media
Artificial intelligence is having the most significant impact on real estate media workflows, according to Sparks. He notes that while some in the industry are wary of AI, its practical benefits are clear. AI-powered photo-editing services can process images in minutes, compared with the 12–24 hours required by human editors. This speed is crucial for agents who often require quick turnaround—photos taken at 2 PM may be necessary by 2:30 PM.
AI is also changing how media is created. Photographers can now use AI to turn still images into video walkthroughs or generate aerial-style footage from a single balcony shot. Sparks describes using AI to make a video that simulates a drone flying over water, adding capabilities previously out of reach for many small providers.
Expanding Services to Meet Market Demand
The real estate media market has expanded beyond basic photography. Floor plans are now standard, and agents increasingly request social media content for platforms like Instagram and TikTok. “Agents all want to be able to show that off,” Sparks says, noting the need for agents to demonstrate comprehensive marketing strategies.
This shift is raising the bar for media providers. Photographers offering only still photos are losing business to full-service companies that can deliver a range of products, images, video, floor plans, and social content. “The ones that only offer photos are losing that business to real estate media providers who provide two, three, four services, or all the services like us,” Sparks observes.
Distribution platforms are also adjusting, accepting a wider range of media types as consumer expectations change. While Sparks does not have direct MLS access to track upload trends, he sees the demand in order patterns and at industry conferences, where expanded media offerings are a frequent topic.
Looking Ahead: Virtual Tours and Site Plans
Sparks sees virtual and augmented reality tours as a significant growth area. These technologies allow potential buyers to view properties remotely, reducing the need for in-person visits and filtering out casual lookers. “To be able to throw on a headset in your house, sitting in your shorts with your tank top on, on your couch, and just kind of tour a house” could make the process more efficient for both buyers and agents, he explains.
Site plans, already standard in Australia, are gaining traction in the U.S. Companies like iGUIDE are pushing for broader adoption, and Sparks expects these tools to become part of the standard package alongside floor plans.
Driving Industry Innovation
Sparks’ background in software consulting shapes his approach to improving the industry. He regularly consults with business owners to identify ways to streamline their processes and increase profitability. “I really thrive on talking to business owners, doing consultation calls, and finding out where they can improve their processes to make more money,” he says.
He combines this consulting work with content creation, producing YouTube reviews of platforms and services. Through these reviews and the discussions on We Get Around Network, Sparks is helping to create feedback loops that encourage innovation across the property technology sector.
A Blueprint for Real Estate Professionals
Sparks’ journey highlights how embracing technology and building community can help real estate media businesses thrive. His focus on education, comprehensive service offerings, and industry networking provides a clear model for success in a competitive market.
As the real estate industry becomes increasingly digital, leaders who combine technical expertise with practical solutions will shape how properties are marketed and sold. Sparks’ work shows that those willing to adapt—by adopting new tools, expanding their service offerings, and connecting with others in the field—can drive both their own growth and the industry’s direction.
In the years ahead, Sparks’ efforts to connect property tech professionals and promote practical innovation are likely to influence how real estate media is produced and delivered. For agents, media providers, and technology companies alike, the lessons from Sparks’ career suggest that success will depend on a willingness to learn, share, and move quickly as the industry continues to change.
