Drones for real estate marketing purposes have been around for a few years, mostly for large scale homes, rural properties and the like. These days, drones are making appearances on your average house lot, providing perspective to the entire property and it’s position within the neighbourhood. Considering services such as Google & Bing Maps, do we really need drones to show case our properties?
Companies wishing to employ the technology in the US have worked closely with the FAA (Federal Aviation Administration), in an attempt to allow drone use to operate on private property for marketing purposes.
Taking in account law implications in Australia, drone use in real estate marketing just sounds way more complicated than it needs to. Drone operators are not permitted to fly over private property, or close to other assets not on their property. In a recent story by the Australian, they discuss drone use and the use of video in general concerning real estate marketing.
A new HD video technology which is making big moves on real estate marketing is the handheld HD stick. This apparatus (and it is just that) is a motion controlled gyro driven motorised rod, that keeps the video completely still, at any angle. You can read more about the HD stick on the Agent Focus article (www.agentfocus.com.au/2015/10/real-estate-video-tour)
Source: www.theaustralian.com.au – Kylar Loussikian & Lisa Allen
There are drones that deliver pizza, others that help fight crime and others still that even monitor whale colonies. It is the year of the drone and real estate is no exception.
On Sydney’s northern beaches, Janelle Williams and her team take two days to construct the perfect movie. It is meant to be cinematic and convey an emotional connection to the house, rather than simply appeal through a list of features, she says.
First, the team comes to look around the property — “reconnaissance”, Williams says. Questions are asked of both agent and owner, and a storyline created. Sometimes it’s a simple flyover, other times far more complicated.
The next day the team is back with a two-person operation to fly the drone and record the video.
“Drones are great for allowing us access to a storytelling aspect,” Williams says. “It lets the sellers differentiate themselves and it engages with people.
“One of my friends told me it was like going to see the previews at the movies, and saying, ‘Oh god, I really have to go see that movie.’ ”
Hundreds of luxury properties have been shot using drones, allowing for views impossible to capture using regular cameras and equipment. Real estate agents say the process best suits grand homes with sweeping views, lush estates and other expansive plots that are difficult to capture with a static camera.
But is it really worth it? Depending on the complexity of the shoot, the video can cost $500 to $500,000, and the value depends on who shoots it, Christie’s International agent Ken Jacob says.
“If it’s a real high-end property, most of them have a story to tell,” Jacobs says. “They do help, but like anything they have to be done properly.”
Goldeneye Media of Melbourne, recently won best film/video at the Melbourne Design Awards for its seven-minute documentary of The Creamery, a luxurious rural homestead at Jackson Hole, Wyoming (the first buyer to watch the video bought the property). It has also produced a luscious video of Elaine, the famous former Fairfax family property on Sydney Harbour.
LJ Hooker Double Bay principal Bill Malouf says video works for him.
“When you are dealing with international clients rather than just the stock-standard pictures, we send them a connection so that they can just go straight into a virtual video of the property,” Malouf says.
“There’s no talking, it gives a complete day-and-night walk through. I am talking about stuff in excess of $18, $20, $30, $40 million, but we don’t give it out until people respond to us. Then they get the complete connection.” Malouf says his videos cost about $6000.
Williams’s Campaign Track has been offering services to real estate agents for two decades, but it is only this year it began making drone films, racking up about 10 to date. But it is not the only company in the field. About 200 outfits offer similar services, including Goldeneye Media out of Melbourne.
Still, there are limits. Australian law strictly forbids the use of unmanned aerial vehicles over private property, making some shots difficult. Operators are also forbidden to fly closer than 30m to cars and boats not on their property and over areas such as beaches, parks and sports ovals if there is a sports game under way.
In the US, the use of drones to shoot stunning videos of luxury property was brought to the attention of the police, particularly in Los Angeles, before a change of law compelled the US Federal Aviation Administration to consider new rules that would allow drones to be used for the sale of real estate.
Equipment is also expensive, as is maintenance for imported drones, although these issues are slowly being overcome.
But all these issues fade away when buyers snap up a property because they have been enchanted by a clever video showcasing its best features.