Marketing Technology

Drones: A Game-Changer for Real Estate Marketing

by Victor Lund on September 27, 2016

Drone flying by house

For most real estate agents, marketing with aerial photography or video has been considered an extravagance reserved only for high-dollar properties and luxury homes. However, a new federal policy now permits Realtors to market properties at all price-points in ways that were cost-prohibitive in the past. The “Small Unmanned Aircraft Rule,” expands the possibility for commercial drone usage for the real estate industry—without the previous restrictions and complicated application process. With this new accessibility, aerial photography and video are shaping up to be the next evolution of transformative real estate marketing solutions. While video has already proven its value for Realtors, drone footage can now deliver a better value proposition. Currently, 70% of home buyers used video to tour the inside of a home. In addition, homes listed with video receive four times more inquiries than those without video. But, now that it is fairly simple to obtain a remote pilot certificate from the Federal Aviation Administration (FAA) for a mere $150 by studying independently and taking a test on basic aeronautical rules and concepts. It’s a simple matter of supply and demand: With more people positioned to provide aerial footage of properties, the costs integrating it into an agent’s online marketing strategy will inevitably go down. In an increasingly competitive market landscape, drone photography and video offers a unique approach for differentiating an agent’s services. Aerial shots provide more depth and dimension than standard street level photography, telling a story about the home, neighborhood, and surrounding area while increasing the emotional connection of prospect. This added-value can create an upscale feel for even modest home listings. But, drone imagery not only makes a listing shine above the others, it also showcases an agent’s marketing thought leadership. Of course, as with any disruptive technology, early adopters of drone photography and videography will gain the most competitive advantage—until consumers come to expect it as a standard service offered by all agents. Research shows that there’s a first-mover advantage to technology adoption; pioneers are more likely to experience increased revenue and market share. Other Realtors will follow suit as the technology bears marketing results. As Will Caldwell, CEO of the real estate technology company Rivolix, predicts: “Aerial photography will become another line item under the photos and virtual tour column when marketing a listing. Consumers will begin to demand it, as there is no question more people will enjoy watching it.” Driving […]

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Size Matters

by Kevin Hawkins on April 23, 2015

Bigger is better. At least that’s what Apple discovered when it unveiled larger iPhones. The sales numbers stunned everyone: 74.5 million iPhones in the first quarter of release. That’s more than 34,000 phones an hour, 24 hours a day, 7 days a week. Even Tim Cook was taken aback, telling analysts the “Demand for iPhone was staggering,” adding, “This volume is hard to comprehend.” Every major smartphone vendor has discovered that when it comes to consumer preferences, they are turning to larger screens. The bigger story But what is happening here goes beyond record sales numbers for Apple, Samsung, Google, LG or HTC. What the dominance of bigger screen smartphones in the marketplace is doing is accelerating the dominance of mobile in every aspect of our lives. Mobile growth has exploded with 71% U.S. market penetration, but I think we’ve just scratched the surface of what’s coming and coming on fast. This is what real estate professionals need to pay attention to. It’s more than just about market share of smartphones. It’s the behavior change that these big screens are creating. Just take a look around you every day and what are you seeing? I am seeing large screen smartphones everywhere I look. I was on a flight from Atlanta to Seattle and as I walked through the aisles, nearly everyone was in the prayer position: Head lowered, hands clutched, holding a large screen smartphone. On the ferry ride home, I saw the exact same thing, from every demographic group, young and old. If my wife’s parents, who are in their 70s, are a bellwether for how smartphones appeal to an older demographics, we going to see even strong sales – and greater behavioral changes. For years my in-laws held out getting a smartphone, coveting their pocket flip-phones. But this winter, they made the switch and got matching large screen smartphones. They said they could see everything so much better on their big screen phones. But what is most fascinating to me is how they too now whip out their smartphones when we are on the ferry, heading into Seattle. They used to give our teenage sons a hard time about “always being on their phones,” but now they too have the bug. They’ve also discovered the Zero Moment of Truth – the ability to Google search anything for an immediate answer during a purchase decision – and that is […]


Marketing Trauma

by Victor Lund on July 15, 2014

REALOGY has made a big deal of the new 3-D virtual tours that they believe is the future of property marketing. They may be right. WAV Group took a look look at homes on the internet which offered three distinctive methods of viewing images – Photos, 3D Tours, Video Tours. When you think of marketing homes for sale, real estate professionals need to think in terms of priority. In consulting parlance – we divide prioritization into three categories – Trauma, Pain Killer, Vitamin. Beyond marketing decisions, it is a healthy idea to use this categorization across many of your technology considerations. Here is what we opined from looking at listings offering all three media types. Trauma = Photos Pain Killer = Video Vitamin = 3D tours Trauma – It all starts with great photography.  Your marketing will die without it. The worst-case scenario, agents take a single photo on their flip phone of the front of the house out of the window of their car (rear view mirror included). For the best case, look at photography by Malin Giddings of Coldwell Banker San Francisco. There are a number of issues related to the trauma of great photography. It starts with the agent. Agents who do not invest in photography are crippling their marketing effort. I have had countless conversations with agents about their photography commitment in property marketing. The answer is usually that they do the level of photography that is commensurate with the property value – Big Mistake! Every buyer is buying his or her dream home. Every seller is selling his or her most valuable asset. Buy a great camera and learn how to use it, or hire a great local real estate photographer EVERY TIME. WAV Group recommends that brokers manage the photography of all of their properties. Charge the agent the photography fee when the property closes. Pain Killer – Video is the best way to view a home. It is something that you have-to-have to deliver healthy marketing. As media evolved, consumers moved from print to video. We spend hours watching video on TV or YouTube – far more hours than we spend reading. Video is the most common form of consuming media. Our minds are trained to feel comfortable with video. Moreover, video stirs emotion that photography alone cannot produce as effectively. Photo players with great transition effects, audio overlays of music and […]


IMPREV Marketing Technologies

January 16, 2013 (New York, NY)– RE/MAX agents will be getting a “digital upgrade” to their Design Center with the ability to create mobile-ready Single Property Websites, YouTube enabled videos, and dozens of professionally written marketing campaigns for email, print and mail, and social media. This new suite of products, which will be available to over 70,000 RE/MAX agents in the U.S. and Canada beginning in January, delivers advanced mobile-enabled technology and engaging consumer content to help agents sell more homes and develop their personal brands. RE/MAX agents can use the new automated marketing campaigns to target first-time homebuyers, move- up buyers, sellers, and investors as well as stay in touch with past customers. Integrated into the RE/MAX Design Center, which seamlessly shares data with RE/MAX LeadStreet, agents can begin marketing to prospects as soon as a lead is created. The new YouTube-ready videos allow agents to pull in their listing data from LeadStreet to create home video tours and post them to their individual YouTube accounts – which play on all mobile devices. Agents can also create promotional videos to enhance their company and personal brands as well as create local area tour videos to help dramatically increase Search Engine Optimization (SEO). The new Single Property Websites use the latest in “responsive web design.” This technology automatically adjusts the website’s layout based on the size of the user’s screen, eliminating the need for separate mobile, tablet and PC websites. “RE/MAX continues to lead the industry with inventive and integrated technologies that make it easier for agents to reach buyers and sellers,” said Mike Ryan, RE/MAX Executive Vice President, Global Communications and Branding. “These new modern marketing products address the growing digital orientation of consumers who are living in a mobile-centric world.” RE/MAX Associates can learn more about the Premium products through free webinar previews provided by Imprev beginning the week of January 20th. Demonstrations of the new products are exclusively for RE/MAX agents who send an email to from their RE/MAX email address. Product Details Agents can purchase any of these modern marketing products independently: Premier Agent Campaigns, Premier Video-based Home Tours and Premier Agent Single Property Websites are each available for an annual subscription of just $199. However, all three offerings also are available in the “Premier Agent Plus” package for a special price of $299. Premier Agent series of products and the RE/MAX Design Center are […]