Turn up the volume on your real estate success at Inman On Tour: Nashville! Connect with industry trailblazers and top-tier speakers to gain powerful insights, cutting-edge strategies, and invaluable connections. Elevate your business and achieve your boldest goals — all with Music City magic. Register now.
Matterport continues its shift into becoming a more comprehensive marketing partner to the real estate industry with the launch of its latest software offering, Matterport Marketing Cloud.
TAKE THE INMAN INTEL INDEX SURVEY FOR FEBRUARY
The digital twin company announced in a Feb. 25 statement that its latest tool is “a powerful, all-in-one hub designed to help agents create high-impact digital marketing campaigns in just a few clicks.”
Driving the application’s creation of immersive listing content is Matterport’s Property Intelligence, the company’s engine for automating the application of what’s in its data warehouse. Together, users can have generated for them a “ready-to-market listing package” within 48 hours.
Included in the content kit is the company’s eponymous 3D listing tour, high-resolution stills, social media video and listing descriptions. Floor plans are included, complete with whole-house and per-room dimensions, as is the option to have furniture and personal items removed via the AI’s editing talents.
Users can then send a home’s assets directly to their multiple listing service for public broadcast.
Marketing Cloud is one component of Matterport’s 2025 winter update, according to the announcement. Also shipping are product enhancements around tag management and the evolution of the de-furnishing function, launched in the fall. The company said it’s also working on virtual interior design tools.
“We want to take adoption friction to zero,” Matterport CEO and Chairman RJ Pittman told Inman in a phone call about the announcement.
His comments take aim at a long-running issue brokers and real estate technologists have with industry software: Even great products are subject to collecting dust if agents can’t be convinced of their benefits. Pittman recognizes that his company needs to continue innovating beyond the tour tech it’s known for and that the “three million measurements” a single scan can capture is a great starting point.
Part of the effort to make Matterport’s ever-growing suite of innovations easier to integrate is a renewed focus on hiring scanning technicians. The company is building out a national network of professionals that can create a digital twin and ready the Marketing Cloud assets.
RJ Pittman
“We’re taking two pathways in,” Pittman said. “If you have a photographer you like and want to use, great. They’re not excluded from Marketing Cloud or the whole digital package. Matterport does not have to be an expensive add-on on top of photography; in fact, it’s the opposite. We’re trying to move the whole world forward.”
Matterport started dropping breadcrumbs for its latest release more than a year ago when it announced its “automating the future” initiative, essentially a formal sequence of product updates made possible by what its powerful cameras have captured from years of digital twin creation and spatial data processing.
Listing marketing has become increasingly automated in the last decade, but within the last couple of years, the pace is blistering. Artificial intelligence — and consumer acceptance of it — is largely the reason.
The influence started small as surface-level translations of primary features into readable narratives. Today, the deeper business capabilities being made possible by AI have flourished, with Matterport’s use of it only one example.
Innovators are building tools that empower agents and brokerages to better understand consumers, launch responsive email sequences, predict and manage agent churn, qualify leads and process documents, among other workflow-flattening benefits, such as automatic room measurements and dynamic floor plan creation.
Pittman said that what Matterport is building is like a “glorious media vending machine, with all of your assets and everything a click away.” The company has more in store for future releases that will help better organize and publish its assets for consumer intake, something Pittman said is in part powered by more than a million users of the company’s mobile app.
“There’s this huge volume of DIYers using the smartphone capture to scan their property themselves,” he said. “You can de-furnish it, you can plan a remodel, you can redecorate … you want people, when it’s time to sell your house you want the owners to be fully empowered and in charge and aware of these technologies.”
CoStar, parent company of Homes.com, acquired Matterport in 2024 for $1.6 billion, a move that seems to be already expanding the role of dynamic property data.
“We see potential for CoStar to layer Matterport solutions into Homes.com memberships (e.g. “buy a Homes.com membership, and get access to Matterport capabilities”), which could make Homes.com even more attractive to seller-focused agents with another competitive differentiator,” William Blair proptech analyst Stephen Sheldon wrote in a report released after the acquisition.
