How Measure My Space expanded into commercial work
When Dan Richard adopted iGuide in 2020, he initially used it to support virtual tour demand during the pandemic. Over time, he saw a larger opportunity. By repositioning Measure My Space around documentation, floor plans and building plans instead of photography, Dan was able to expand beyond residential real estate photography and build a more stable business through commercial projects and documentation services.
From residential listing to commercial documentation
Like many operators, Dan started in residential real estate media. iGuide entered the picture in 2020 as virtual tours surged during the pandemic. Over time, however, Dan began seeing a larger opportunity beyond listing media.
As competition increased in residential photography, Dan saw an opportunity to build a more durable business model. Floor plans, measurements and documentation services opened the door to entirely different buyers and use cases.
Breaking into commercial work and building credibility
Moving into AEC and commercial work required more than offering a new service. Dan quickly realized that commercial clients weren't buying photography. They needed trusted partners who understood measurements, project needs and how commercial work gets done
That meant changing how the business showed up in the market. The Measure My Space brand intentionally emphasized documentation over media services. It also meant learning new terminology, attending industry events and spending years building credibility before momentum arrived.
Commercial opportunities existed, but there wasn't a shortcut into them. Dan also became intentional about where he invested his time and energy.
Once iGuide started doing CAD files and I saw the potential with that, I went into commercial.
Dan RichardFounder, Measure My SpaceUsing documentation workflows to expand beyond residential listings
Measure My Space began using iGuide beyond residential listing workflows. Instead of leading with virtual tours, Dan focused on documentation services that fit commercial projects. Floor plans and building plans became an entry point into architects, designers, property owners and commercial projects. Industry involvement through groups like BOMA helped build visibility and trust over time.
Project-ready drawings
Provided documentation teams could use without extra site visits.
As-built support
Supported property measurements and project documentation beyond residential work.
Fast site capture
PLANIX R1 helped streamline site visits and project work.
Mobile uploads
Allowed processing and uploads while travelling between projects.
Commercial property documentation captured by Measure My Space
Operational wins from expanding into commercial work
Expanded beyond listings
Built a second growth path outside traditional real estate media.
More stable revenue
Reduced reliance on highly volatile residential market swings.
Faster site capture speeds
PLANIX R1 improved efficiency across field documentation workflows.
Established expertise
Moved from being seen as a service provider to a trusted advisor.
Building a more resilient business beyond residential
Dan estimates the business today sits around a 70/30 split between residential and commercial work, with commercial projects often carrying significantly larger scope and value.
In 2025 alone, Measure My Space captured approximately 3.8 million square feet of space. Through the first part of 2026, that figure had already surpassed 3.3 million square feet.
One recent project involved approximately 562,000 square feet and represented a roughly $40,000 engagement.
For Dan, the bigger change wasn't simply project size. It was stability.
If you want something less dramatic than residential real estate, this is the way to go.
Commercial work created a business that felt more predictable and less dependent on the highs and lows of housing activity. As Measure My Space's reputation grew, Dan became more involved in the commercial real estate community, including serving on the BOMA NB/PEI Board of Directors.
Today, the company is also positioned to provide BOMA Standards leasing area certification services across North America.
Diversified revenue streams
Commercial projects created opportunities beyond housing market fluctuations
From photographer to partner
Clients increasingly brought Dan in as a documentation partner, not just a photographer.
Expertise compounds
Industry relationships eventually turned networking into recurring inbound demand.
Creating long-term growth beyond residential real estate
Measure My Space continues expanding its commercial work and exploring new ways to document buildings and support commercial projects. Dan also sees opportunities for other photographers willing to rethink what they can offer beyond traditional listing media.
The biggest lesson wasn't making a dramatic pivot. It was showing up consistently, speaking the language and building trust over time.
Expanding beyond photography starts with expertise
For Dan, growth beyond residential wasn't about abandoning photography. It was about broadening how clients saw the business and what problems it could solve.
Don't position yourself as a photographer. Position yourself as the expert.
See how iGuide supports commercial property projects.
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