What HomeJab Customers Bought in 2025: An End-of-Year Look at Real Estate Media Trends

Every year, we like to step back and look at what our customers are actually buying, not what the industry says agents should be buying.

With tens of thousands of photo shoots completed by HomeJab in 2025, our order data gives us a clear picture of how real estate professionals are using media to market listings today, and how those habits are changing year over year.

Below is a breakdown of the most commonly added services paired with professional photography in 2025, followed by a comparison to 2024 and what it all means.

What Services Were Added to Photo Shoots in 2025

Based on HomeJab order data:

• Video walkthrough: 16.4%

• Aerial (drone) photos/video: 14.2%

• 3D tour: 11.0%

• Floor plan: 4.3%

• Social media reel: 1.7%

How That Compares to 2024

For reference, here’s what the same add-ons looked like last year:

• Video walkthrough: 16.8%

• Aerial (drone) photos/video: 13.0%

• 3D tour: 6.7%

• Floor plan: 2.4%

• Social media reel: 0.8%

What Stayed the Same (and Why)

Video Walkthroughs Are Still #1

Video remains the most popular add-on to photography, and that’s not surprising.

While the percentage dipped slightly year over year, video walkthroughs continue to be the most consistently ordered upgrade. Social platforms, listing sites, and even private text messages are increasingly video-first. Agents know that if they’re going to invest in one add-on, video delivers the broadest value across MLS, social media, email marketing, and listing presentations.

We expect video to remain the top add-on for the foreseeable future.

Aerials Stay Remarkably Consistent

Aerials increased slightly from 13.0% to 14.2%, but overall remain very steady.

This consistency tells us something important: agents order drone services strategically, not impulsively. Aerials are typically added when the property truly benefits from them, for example:

• Proximity to a park, waterfront, or open space

• Large lots or acreage

• Unique terrain or scenic surroundings

• New developments or neighborhood context

In other words, aerials aren’t trend-driven, they’re property-driven, which is why demand stays stable year after year.

Where We Saw the Biggest Changes

3D Tours Saw the Largest Growth

3D tours jumped from 6.7% in 2024 to 11.0% in 2025, representing the biggest year-over-year increase among all services.

This growth is likely driven by a few factors:

• Continued use in new construction and higher-end listings

• Demand from relocation buyers who want spatial context

• Builder and developer workflows that rely on consistent documentation

That said, 3D tours still face a major limitation: they perform poorly on social media and mobile devices. Navigation can feel awkward, load times matter, and the experience isn’t easily shareable in short-form formats.

They’re valuable, but very situational.

Social Media Reels Are Growing Fast (Even If the Number Is Still Small)

Social media reels doubled from 0.8% to 1.7% year over year.

While this is still a relatively small percentage, the growth rate is meaningful. Short-form video is no longer optional, especially for agents who actively market on Instagram, Facebook, and TikTok.

We’re seeing reels ordered most often by:

• Agents building a personal brand

• Teams focused on listing-focused content

• Agents targeting sellers rather than buyers

This trend aligns with broader platform shifts toward vertical video and algorithm-driven discovery. We expect this category to continue growing quickly.

Floor Plans: Low Standalone Demand, Higher Combined Value

Floor plans remain one of the lowest-ordered standalone services, increasing modestly from 2.4% to 4.3%.

However, this number doesn’t tell the full story.

HomeJab includes floor plans with many 3D tour packages, which means a significant portion of floor plan usage is already baked into the 3D tour category. If you conceptually combine floor plans and 3D tours, the overall demand for spatial information is much stronger than the standalone floor plan number suggests.

In short:
Agents want floor plans, they just don’t always order them by themselves.

What This Data Tells Us Overall

A few clear conclusions stand out:

1. Photography is still the foundation, but add-ons are becoming more intentional

2. Video is no longer a luxury, it’s the default upgrade

3. Aerials are chosen based on property characteristics, not trends

4. 3D tours are growing, but remain purpose-specific

5. Short-form video is gaining momentum, especially for agent branding

6. Bundled services outperform standalone upgrades

Most importantly, agents are getting smarter about why they add services, not just what they add.

Looking Ahead to 2026

If 2025 taught us anything, it’s that real estate media continues to move toward flexibility and reuse. The most popular services are the ones that can be repurposed across multiple platforms, formats, and marketing channels.

At HomeJab, we’ll continue refining packages that reflect how agents actually work, not just what looks good on a price sheet.

If you’re curious how these trends might impact your own listings, or which add-ons make the most sense for your market, we’re always happy to help.

Here’s to another year of smarter media and better listings.