Marketing Technology

The rise of drone technology in real estate

As drone technology takes off in Australia’s real estate market, you need to understand the services on offer. Find out how the latest technology can transform your property photography and videos.

The rise of drone technology has ushered in a new era of real estate marketing. While aerial photography has played a starring role in high-end property listings in recent years, the new generation of drones is changing what’s possible for real estate photography and video.

Known officially as unmanned aerial vehicles (UAVs), commercial drone use has skyrocketed in the last two years. According to the Civil Aviation Safety Authority (CASA), the number of commercial UAV operators in Australia soared to 220 in 2015 from just 34 in 2013.

That’s excellent news for real estate agents, with a thriving local drone photography industry putting a whole new set of marketing tools in their hands. However, it also means that selecting the right operator from a crowded marketplace can be increasingly challenging for agents.

Drone photography and video - Campaigntrack 4

Create stunning aerial photos and videos for your property campaign like never before.

Get the most out of drone technology

The key benefit of drone photography and video technology lies in its ability to capture unique low-level angles and elevated location shots in the same flight profile.

“We’re finding that real estate agents are looking for more immersive ways to display their properties,” says Josh Brookes-Allen, managing director and chief drone pilot at Campaigntrack Drones “Drones have the ability to get low-level shots of the façade, which were not possible before, and we can also get up to 400 feet high to show the features of the surrounding areas.”

A cinematic yet intimate view

While other aircrafts are restricted from flying lower than 500 feet above built-up areas, drones can get up close and personal to the property for a much more integrated experience.

“We have the ability to hover and tweak angles, which gives us an opportunity to really perfect those shots. It’s more intimate than footage shot from a helicopter.”

This new set of precise, bird’s-eye camera angles is allowing savvy real estate marketers to achieve high-end cinematic videos that build emotion around a property with video-editing techniques straight out of Hollywood.

For example, this property video by Campaigntrack showcases how – in the right hands – drone technology can add a narrative element to your property campaign and build deeper connections with potential buyers.

https://youtu.be/wDsHrrEvv00

Weather plays an important role in achieving the best results, with big-blue-sky images the order of the day. While drone video can’t control weather patterns, it does give real estate agents more options and opportunities on those rainy days.

“We can be more flexible with our booking times, and fly on days that a helicopter can’t. And we can take advantage of short gaps in the weather to get the shot you need,” Josh says.

How to select a quality drone operator

Not all drone operators are created equal, but there are some keys things agents can do to gauge the quality of suppliers.

The drone technology

The first is to pay attention to the technology the operator is using. Make sure your drone operator uses multi-rotor models so they can get steady shots.

“There is a range of drones available now, from cheap consumer models right up to professional high-end systems. The drones we use are multi-rotor, so they typically have four, six or eight motors and propellers.

“That gives us a very steady platform, and it can hover in place as well, which means we can get very precise with our camera angles,” Josh explains.

Drone photography and video - Campaigntrack 3

A six-motor drone, the number of motors impacts the drone’s performance.

 

Licensing and insurance

Drone video operators also require an operating certificate issued by CASA, and drone pilots need a licence, so ask to see the relevant paperwork.

“Operators also need public liability insurance, so if you’re using an unlicensed operator, they won’t have that insurance. That means if something does go wrong, the agent is liable.”

Regulations

According to CASA regulations, drone operators may not fly closer than 30 metres to vehicles, boats or buildings without permission from the property owner – so it’s worth quizzing operators to check they have a full understanding of their responsibilities before engaging them.

With the right operator selected, you’ll be ready to take to the skies and make next-generation property videos that will cause a splash in your market. Find out how Campaigntrack uses aerial photography and video technology to create cinematic real estate videos for clients.

Drone photography and video - Campaigntrack 1

Drone technology has taken real estate photography to new cinematic heights.

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Shane Conroy

Shane Conroy

Shane has worked as a journalist and freelance copywriter for more than a decade. He is a columnist on Real Estate Business Online and is the author of ‘The Complete Guide to Writing: Property Listings’.