Overuse of drone images is not the answer in real estate marketing

by Alistair Helm in


Sometimes I am drawn to rant. Rant about something that in the context of real estate annoys me. Today it is the overuse of drone photography.

To my mind, just because a technology has become ubiquitous within the real estate marketing arsenal does not mean that it should usurp the core principle of real estate marketing.

Let me explain myself. I have over recent months noticed an ever more frequent use by real estate agents of a drone image as the No.1 image within a photo portfolio for a property. Here is a sample of just 7 properties among the most recent Auckland listings today, I think proves my point.

Such drone photos certainly have a place within the portfolio of images - just as pictures of the bathroom or garage and as importantly a floor plan, but placing them as the first images I think lacks a clear appreciation of the emotional connection that an agent needs to achieve with the prospective buyer as they scan their latest email alerts or favourite property search online.

Drone photos provide context, and context is key (especially as it supports the age-old adage of Location, Location, Location!) but context should be the support to the visual story that is a portfolio of images, not the lead. The lead image; that first image, the only image that appears in search results and email alerts has to powerfully tug at emotional heart strings. Let me demonstrate.

Below I've grabbed just 3 of the listings highlighted above - on the left, the current first image and on the right my choice of a 1st image that I judge would better present the property in search results and email alerts.

Powerpoint_images_2018_WIP.png
Powerpoint_images_2018_WIP.png
Powerpoint_images_2018_WIP.png