Research has confirmed what many agents already know: real estate drone videos can be a powerful marketing tool. Not only does Google favor video content, with video appearing in 70% of the top 100 search result listings, but websites that incorporate video on their home or product feature pages have also witnessed a significant increase in sales, ranging between 64% and 85%, according to a study by Kissmetrics.
Real Estate Drone Videos
MLS research reveals that properties with aerial photography sell about 68% faster than those using standard photographs. With the significant decrease in drone costs and the availability of experienced professional real estate photographers offering aerial imaging services, the question arises: should you utilize professionally shot drone photography or video to help sell your listings?
It depends. Drone videos can be a blessing for most properties, but a curse for others. To determine whether aerial photography and/or videos can benefit your listing, consider the following four factors, also known as the "CLIP" test:
Context
Every property has a unique story to tell, whether it's the essential benefits it offers to buyers, its design, or its positioning on the lot. Agents often try to capture this essence in their listing descriptions. Aerial imagery can play a crucial role in enhancing and visually showcasing the key property benefits or features that words alone cannot accomplish. If you can visually highlight a benefit in a way that significantly enhances its appeal, aerial imagery becomes a valuable addition.
Image: Real estate drone photo Stone Mountain, GA
Location
When it comes to real estate, location is everything. Showing prospective buyers where a home is situated in relation to community amenities can be invaluable. Aerial imagery allows buyers to visualize how easy it would be for their child to bike to school, shop at local grocery stores, or enjoy nearby recreational facilities. It can also showcase a property's proximity to water bodies, golf courses, or highlight its outdoor space in relation to neighboring properties. Thus, featuring aerial shots becomes an effective way to present the surrounding neighborhood.
Image: Drone shot Schwenksville, PA
Impact
Aerial footage has an instant "wow" factor, especially when presented in video format. In the hands of skilled professionals, drones capture stunningly high-quality photos and videos that can make a listing look more desirable and the home appear more valuable. The versatility of images captured by drones is unparalleled, reminiscent of Hollywood filmmakers. By wowing your seller with professionally shot drone footage, you can increase your chances of winning the listing.
Image: Drone photo Tucson, AZ
Perspective
Seeing a home from 50 feet above provides a perspective that cannot be adequately captured through other means. Buyers gain a better understanding of the house size, layout, and design. Drones also offer access to areas that would otherwise be inaccessible, such as close-up views of the roof, outbuildings, dense trees, and more. However, it is crucial to note that while drone footage can highlight a property's best features, it can also emphasize its weaknesses.
The CLIP test reveals that drone footage should not be limited to million-dollar listings. While high-end homes often utilize this technology, it should be considered for any property that can benefit from aerial shots. While drone footage is currently a "nice to have" addition to real estate listings, as competition among sellers increases, we can expect to see more professionally shot aerial photos and videos.
For properties where drone footage can potentially expedite the sale, generate better offers, or assist agents in closing more deals, aerial footage should become a "must-have" feature for listings.
This article was originally published in retechnology.com
