Last week, after my post talking about what it takes to make the ‘perfect’ suburb or location, I started to think about the best ways to market such desirable spots, and I immediately thought about the use of drones.
The marketing challenge is always concentrated around telling the story about a particular property or a new project development site, and conveying all of the details of a complete neighbour and community, so that you fully capture the markets attention. What better way to do this than with a ‘bird’s eye view’ of the project.
Drones were first used by the US military in 1991, so they have been around for 25 or more years, and every year drones have become more accessible, less expensive and today experienced operators can now help deliver really interesting and compelling video footage, a real boost for property marketing. We might even soon have them delivery parcels to our front doors courtesy of Amazon and others.
However, it has to be remembered that there are flight limitations that we need to work within and regulations are managed in Australia by CASA and there was a major up-grade of rules in September 2016, so it always necessary to check.
Since they were first introduced, drones have evolved in terms of operational flexibility and lower costs. Drones are much more flexible than for example taking aerial images, which has limits of cost and access, while drones are much less expensive than taking helicopter footage which can be a very costly and logistically tough exercise.
Inside & Out
Much of the appeal of using drone footage comes via the fact they can be used inside and outside a location, to make a big statement or cover an individual property. Taking drone footage of a local neighbourhood really helps paint an appealing picture of all of an area’s facilities, creating an easy and immediate connection for buyers.
This inspires excitement, and if, like me you will have flown into your home town or any destination, as you peer out of the planes window you become absorbed in the terrain and individual features below that become more interesting as the flight descends lower and lower.
A drone helps create this same excitement and helps unlock the appeal of an area creating a great way to explore a large housing estate or local suburb, and then matched with a voice over or just music, it’s almost like a Hollywood experience, well almost.
You can take footage at 1000 feet or just a few feet above ground, so imagine promoting a great local golf-course or skimming along near the surface of a cool pool with a swimmer in the water on a hot day, now that’s a good marketing tool in Sydney, given our recent sizzling summer. Let your imagination take over and drones are right there to help add interest and drama to our marketing.
Inside properties it’s also possible to create great footage, and whilst a drone might be hard to manage in small confined spaces there are endless applications. In an apartment, flying into the living room across the balcony after featuring the magic view, might be one innovative way to use a drone.
I also think there’s little doubt that buyers are captivated by drone footage, because they see a property or an area from a unique perspective and in a way that’s almost impossible by any other means, unless they had wings.
As a marketing tool, drones deliver a few really big options and benefits: they can add drama to a marketing campaign, I think they are an option to a virtual tour, in particular for established areas and existing apartments, they allow a lot of features to be covered in a single media, the cost is always getting more affordable and finally they are perfect additional content format when used on a project web site, so drones are work considering.