PlanOmatic
PlanOmatic provides automated photography, Zillow 3D tours, floor plans, and AI virtual staging for single-family rental property managers and institutional SFR owner-operators via a nationwide contractor network and direct PMS integrations.
- Company typePrivate
- Founded2005
- HeadquartersDenver, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What PlanOmatic does
PlanOmatic is a Denver-based, privately held LLC (legal entity: IPLAN, LLC D/B/A PLANOMATIC) founded in 2005 that provides automated listing media — professional photography, Zillow 3D tours, interactive floor plans, and AI-powered virtual staging — specifically for the single-family rental (SFR) market. The company's core technology is a cloud-based ordering and delivery platform that integrates directly with property management systems (AppFolio, Buildium, Rentvine) and syndicates 3D tours to Zillow Rentals in real time, eliminating manual file transfers, watermarking, and upload steps for property managers. Media production is executed by a nationwide vetted contractor network of professional photographers (PlanOtechs) using standardized shot lists, professional-grade cameras, and Ricoh Theta 360 cameras, with a stated 2.5-day order-to-delivery turnaround and over 1 million homes photographed cumulatively.
PlanOmatic monetizes primarily through unit-priced photo packages starting at $189 (one to 25+ photos), supplemented by add-on 3D tours, floor plans, virtual staging, amenity and build-to-rent photography, and recurring Monthly Membership and Prepay & Save subscription options. Go-to-market is dual: a self-serve product-led flow through app.planomatic.com for individual and mid-market property managers, and a field sales / 'Book a Demo' motion targeting institutional SFR owner-operators such as Invitation Homes, AMH, Progress Residential, Tricon Residential, FirstKey, Offerpad, Opendoor, and Roofstock. Enterprise platform access is also exposed via V3 Order APIs and webhooks.
The company employs 11–50 people, holds the PLANOMATIC® registered trademark, and is recognized by HousingWire's HW Tech 100, RISMedia Newsmakers (2022, 2023), Think Realty Honors, and Colorado Companies to Watch. Strategic moves since 2019 include the acquisition of Walkthrough (May 2019), additions to the engineering leadership (VP Engineering, August 2022), the 'WE ARE SFR' brand campaign (April 2022), integrations with AppFolio/Buildium/Rentvine, and a partnership with Rently (December 5, 2023) for photo feed automation.
PlanOmatic firmographics
Firmographics- Name
- PlanOmatic
- Legal name
- IPLAN, LLC D/B/A PLANOMATIC
- Website
- https://planomatic.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- PlanOmatic provides automated photography, Zillow 3D tours, floor plans, and AI virtual staging for single-family rental property managers and institutional SFR owner-operators via a nationwide contractor network and direct PMS integrations.
- Ownership category
- akta.pro rank
PlanOmatic industry classification
Industry- Product category
- Real Estate Listing Media Platform
- NAICS
- Interior Design Services (541410), Photofinishing Laboratories (except One-Hour) (812921)
- SIC
- Services-Mailing, Reproduction, Commercial Art & Photography (7330), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Closet Layout Planning & Space Optimization (HSAFABAB)
- akta.pro secondary industry
- Pre-Move Planning & Move Management (HSAFAFAA)
Keywords
Where PlanOmatic is headquartered
LocationHeadquarters
- HQ city
- Denver
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
PlanOmatic business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Supply Chain, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Photography Services: Professional listing photography packages for single-family rental properties, with packages starting at $189 for basic photo packages. Photo packages range from 1 to 25+ photos including exterior and interior shots.
- 3D Virtual Tours: Zillow 3D tours that syndicate directly to Zillow Rentals platform in real-time. Uses Matterport/Ricoh Theta technology for immersive property walkthroughs.
- Floor Plans: Interactive floor plans as part of listing media services, integrated with Zillow and other rental platforms.
- Virtual Staging: AI-powered virtual staging services to digitally furnish empty properties, increasing leads per listing.
- Amenity Photography: Photography services for community amenities like pools, parks, and recreational courts.
- Monthly Membership: Recurring membership option for property managers providing ongoing access to services with potentially preferential pricing.
- Photo Editing Services: Comprehensive photo editing services including blue sky/green grass editing, touch-ups, small object removal, and cropping included on every order.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Photo Packages starting at $189 |
| Subscription | Monthly | Monthly Membership |
| Subscription | Multi-year contract | Prepay & Save |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
PlanOmatic product offering
Product offeringCore offering
PlanOmatic provides professional listing photography, Zillow-certified 3D tours, interactive floor plans, and AI-powered virtual staging for single-family rental properties, delivered through a nationwide network of vetted PlanOtech photographers. Orders are placed through the cloud-based PlanoX platform and automatically delivered into property management software, with a standard 2.5-day order-to-delivery turnaround.
Product overview
PlanOmatic is a single-family rental (SFR) listing media platform providing automated photography, 3D tours, floor plans, and AI virtual staging services. The core offering centers on Photography and Zillow 3D Tours as primary products, supplemented by Floor Plans and Virtual Staging. Additional services include Amenity Photography and Photography Editing. The PlanoX Platform serves as the customer-facing portal for order management and delivery, while V3 Order APIs and V3 Order Status Webhook enable programmatic access for enterprise clients. All services are delivered through a nationwide network of vetted PlanOtech photographers with automated integration to property management software.
Differentiator
Problem solved
Functional benefit
Products and services
- Photography Professional listing photography for single-family rental properties, delivered by a nationwide network of vetted PlanOtech photographers using professional-grade cameras with wide-angle lenses; packages start at $189 and range from 1 to 25+ photos.
- Zillow 3D Tours Interactive 3D virtual tours for single-family rental properties, captured with Ricoh Theta 360 cameras and syndicated in real time to Zillow Rentals so prospective renters can virtually walk through listings.
- Floor Plans Interactive floor plans for single-family rental properties, delivered with listing media and integrated with Zillow and other rental platforms.
- Virtual Staging AI-powered virtual staging service that digitally furnishes empty rental properties, with property managers reporting a 10-20% increase in leads per listing.
- Amenity Photography Professional photography of community amenities such as pools, parks, and recreational courts at SFR and build-to-rent properties.
- Photography Editing Photo editing services including blue sky/green grass enhancement, touch-ups, small object removal, and cropping, included with every PlanOmatic photo order.
- Build-to-Rent Photography Specialized photography bundle for build-to-rent single-family communities, including aerial photography and documentation of community amenities.
- PlanoX Platform Customer-facing platform portal where users place and manage orders, submit editing requests, configure watermarks, track order status, and access deliverables; includes Direct Upload feature for automatic syndication to property management software.
- V3 Order APIs Programmatic ordering REST APIs that let developer customers and enterprise systems place, manage, and retrieve PlanOmatic orders for photography, 3D tours, floor plans, and virtual staging.
- V3 Order Status Webhook Webhook endpoint that pushes automated, real-time order status updates from PlanOmatic to customer systems for integration with property management platforms.
Quantifiable outcome
- Properties lease 6 days faster on average with professional listing photography
- +6 more outcomes
Companies that use PlanOmatic
Customer profileNamed customers15 records
Segments4 records
Ideal customer profiles3 records
PlanOmatic technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability5 records
Feature6 records
PlanOmatic partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and strategic.
- RentlycorePartnership announced December 5, 2023 to deliver time-saving photo feed automation. Rently is a property technology company offering self-guided touring solutions. The integration allows PlanOmatic photos to automatically syndicate to Rently's platform, eliminating manual uploads and improving efficiency for property managers using both services.
- AppFoliocoreProperty management software integration enabling automatic upload of photos directly to the property record in AppFolio. Customers report easy-to-use dashboard with automatic upload that eliminates file transfer headaches.
- BuildiumcoreIntegration with Buildium property management software enabling seamless ordering and delivery of listing photography, 3D tours, and floor plans.
- RentvinecoreIntegration with Rentvine property management software for automated ordering and delivery of visual content.
- ZillowcoreZillow 3D tours syndicate directly to Zillow Rentals in real-time upon order completion. Zillow 3D Home tours help increase SFR leads and decrease days on market. Partnership enables PlanOmatic to offer Zillow-certified 3D tours through Ricoh Theta cameras.
- National Rental Home Council (NRHC)strategicNRHC is the primary trade association for the rental housing industry. PlanOmatic partners with NRHC to support the industry and participate in events. David Howard, NRHC Executive Director, has publicly supported the SFR industry and highlighted institutional best practices.
- NARPM (National Association of Residential Property Managers)strategicPartnership with NARPM, the professional association for residential property managers. Featured as partner in PlanOmatic branding and marketing materials.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
PlanOmatic competitors and assessment
Company assessmentDirect peers
- Matterport: Matterport is the dominant 3D capture and digital twin platform used across real estate, including SFR. PlanOmatic uses Ricoh Theta cameras to create Zillow-compatible 3D tours and competes with Matterport's own ecosystem for property listing walkthroughs.
- BoxBrownie: BoxBrownie is a global real estate marketing services provider specializing in photo editing, virtual staging, floor plans, and 3D renders. It directly overlaps with PlanOmatic's virtual staging and editing offerings.
- HomeJab: HomeJab is an on-demand real estate photography marketplace serving agents, brokers, and property managers with same-day shoots. It is a direct competitor for the SMB property manager segment where PlanOmatic also operates.
- TourFactory: TourFactory is a long-standing real estate photography and virtual tour provider serving individual agents and brokerages. It overlaps with PlanOmatic on listing photography, virtual tours, and floor plans for residential properties.
- VHT Studios: VHT Studios is a national real estate marketing services company offering professional photography, video, 3D tours, and floor plans. It is a direct competitor to PlanOmatic in serving large brokerages and institutional real estate operators.
- Realync: Realync is a video-based virtual tour and self-showing platform widely used by multifamily and SFR operators. It overlaps with PlanOmatic on virtual tours and self-service property showcasing for property managers.
Emerging players
- Rently: Rently is a self-guided touring and smart-access platform for SFR and multifamily operators. It is both a PlanOmatic partner (photo feed automation, 2023) and an adjacent competitor in the broader SFR leasing-tech stack.
- roOomy: roOomy is a virtual staging and 3D room visualization platform used by real estate professionals. It competes with PlanOmatic's AI Virtual Staging service in the digitally-furnishing empty properties category.
Broad incumbents
- Zillow 3D Home: Zillow's native 3D Home tour product is both a PlanOmatic distribution partner and a competitive incumbent. Zillow can push its own listing media and capture tools directly to its rental marketplace, which is PlanOmatic's primary syndication channel.
Others
- Snaply: Snaply is PlanOmatic's own sister brand for the for-sale / real estate agent market (not SFR). Listed as a peer to highlight PlanOmatic's adjacent go-to-market rather than a third-party competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
PlanOmatic social profiles
Digital presencePlanOmatic compliance and trust
Trust signalCompliance1 record
PlanOmatic financial estimates
Financial estimateRevenue estimate
Valuation estimate
PlanOmatic leadership team
Management profileNumber of profiles
Profiles3 records
PlanOmatic funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PlanOmatic M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PlanOmatic
What does PlanOmatic do?
PlanOmatic provides professional listing photography, Zillow-certified 3D tours, interactive floor plans, and AI-powered virtual staging for single-family rental properties, delivered through a nationwide network of vetted PlanOtech photographers. Orders are placed through the cloud-based PlanoX platform and automatically delivered into property management software, with a standard 2.5-day order-to-delivery turnaround.
Is PlanOmatic a public or private company?
PlanOmatic is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was PlanOmatic founded?
PlanOmatic was founded in 2005. It employs 11 to 50 people.
Where is PlanOmatic based?
PlanOmatic is headquartered in Denver, United States, in the North America region.
How does PlanOmatic make money?
Seven revenue lines are on record. Photography Services are the primary driver. The others are 3D Virtual Tours, floor Plans, virtual Staging, amenity Photography, monthly Membership and photo Editing Services.
Who are PlanOmatic's main competitors?
Direct peers on record are Matterport, BoxBrownie, HomeJab, TourFactory, VHT Studios and Realync. Emerging players are Rently and roOomy. Zillow 3D Home is listed as a broad incumbent. Snaply is listed as an others.
Does PlanOmatic have an API?
Yes. PlanOmatic offers V3 Order APIs and V3 Order Status Webhook for programmatic ordering solutions and automated asset retrieval. The developer platform enables developers to build programmatic ordering solutions and automate asset retrieval directly. Developer documentation is at docs.planomatic.com/reference/introduction.
What industry is PlanOmatic in?
PlanOmatic's product category is Real Estate Listing Media Platform. Its primary akta.pro industry code is HSAFABAB, Closet Layout Planning & Space Optimization, with a secondary code of HSAFAFAA, Pre-Move Planning & Move Management. Its NAICS code is 541410 and its SIC code is 7330.