How BWRM Leveraged Adobe to Dominate Real Estate Marketing
January 16, 2025
In the highly competitive world of real estate photography, one company has risen above the rest to become the industry leader and Adobe's biggest global user.
BWRM has transformed how creatives do business with its unique blend of creativity, technology, and a passion for empowering creatives. It's no wonder their production numbers surpass anything previously possible.
BWRM is at the forefront of visual marketing in the real estate niche, delivering numbers nobody else can. Get ready to be impressed… Last year alone, BWRM produced 2,500 videos (with a microscopic editing team of 6), sketched 10,000 floor plans, delivered over 250,000 images, and captured over 20,000 property listings, making it the fastest-growing, highest-producing production house across Australia and New Zealand.
By customising Adobe's software infrastructure, BWRM has streamlined production, allowing the creative business person on the ground to focus on their core strengths: creativity and client relationships.
Scaling Creative Business with Adobe
Their intelligent use of Adobe's software is at the core of BWRM's success. Guy explains, "Using Adobe's software intelligently, we've built a business that can do 2500 video productions a year with a really, really small team of editors. Our focus has been to empower photographers on the ground and our editors in the studio, automating systems around the non-creative elements, saving them time to focus on the job's creative side and growing their businesses."
BWRM, which started in 2017, is now the world's largest user of Adobe Team Projects, a feature within Adobe Premiere Pro. They were among the first adopters when Team Projects launched. Now, seven years later, they produce an astonishing 2,500 video edits annually with a team of just 6 editors—a volume unmatched by any other business worldwide.
Customising Adobe for Creatives
Beyond just Premiere Pro, BWRM heavily utilises Illustrator for floorplans, Adobe Substance for virtual staging and 3D work, Photoshop and Lightroom for photo editing, and InDesign for marketing materials.
But the customisation of these products sets BWRM apart: they've uniquely personalised these tools to equip their network of licensees with world-class, fastest-speed infrastructure, allowing them to sustain and scale the volume of shoots on the ground.
"We've built a unique model – creating an exclusive and remote video editing house using Premiere Pro and Adobe Teams software, so our 120+ creatives can work and upload at scale, meaning they can focus on servicing the demand on the ground," Guy shares.
This pioneering approach has allowed BWRM to offer editable projects and enable remote collaboration.
Moreover, BWRM has customised Adobe's products to provide their licensees with editable files throughout the process. "We can run production but also provide editable finals and finished products to our licensees," Guy explains. "The end user gets a final video and editable files through Team Projects, so they can make changes to the final asset if they want to."
This level of flexibility empowers the creatives to have complete control over the final product, further setting BWRM apart in the industry.
Dominating the Niche Real Estate Market by Scaling Adobe Systems
Real estate photography is a niche within a niche, and BWRM has built the engine room for small creative businesses to run, sustain, and grow in this industry. By establishing five key pillars – People, Portal, Process, Pathway, and Product – BWRM provides a comprehensive solution for creatives.
The numbers speak for themselves. In 2023, BWRM captured and produced content for 20,000 properties across Australia and New Zealand. They've grown to 48 businesses/licensees with 120+ creatives in the network, many of which are no longer small businesses. This remarkable growth is in no small part related to BWRM's automation and Adobe Systems infrastructure, which has allowed them to scale their operations and effectively support their network of creatives.
As Guy puts it, "We are laser-focused on pioneering in this industry, using fast-moving technology to speed up production and connect the people with a passion for the work. We're growing quickly. We're building our network of fantastic creatives and our software infrastructure to equip them."
AI Adaptations for the Flourishing of Creatives
Leveraging AI has been key to BWRM's scaling – not to replace creatives but to help them flourish. "Before the footage lands in the Adobe software, it runs through our AI engine and our custom plug-in to Premiere Pro. This unique IP speeds up our workflows incredibly," Guy explains.
What would have previously required 40 editors can now be done with just 6. AI integration has fast-tracked BWRM's growth by significantly speeding up workflows while retaining high-end results. It's all about giving creatives the space to focus on what they do best - being creative.
The Passion at the Heart of Adobe: Empowering Creatives
At the heart of BWRM's story is Guy's unwavering passion for helping creatives meet their goals and build successful businesses. As a photographer turned electrician turned business entrepreneur, Guy says, "I just love to help creatives get where they want to go. I'm all about the creatives, helping them build businesses that work for them and excel in the industry," he shares.
This commitment to empowering creatives, combined with strategic use of technology, customisation of Adobe's products, and the integration of AI, has allowed BWRM to scale, grow, and dominate the real estate photography industry.
As BWRM continues to innovate and expand, one thing remains clear – they're not just revolutionising real estate photography; they're setting a new standard for what's possible when you put creatives first and equip them with the tools they need to succeed.
With Adobe as their partner, there's no ceiling to their success.