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Aerial Photography & The Law

Aerial Photography & The Law

Know Before You Fly.

Aerial photos and video are great for real estate listings, but did you know YOU and the drone pilot can be fined up to $11,000 by the FAA for each illegal flight?

Now that the FAA rules around aerial photography for commercial purposes (including real estate listings) are fairly clear, it is extremely important to only work with FAA licensed pilots – either a pilot that holds a Section 333 exemption or a person that holds a Part 107 remote pilot certificate.

If you are using someone that does not hold one of these certificates, you could be subject to fines up to $11,000 per occurrence and possible jail time!

However, just having the right credentials does not mean you can fly.  There can be local restrictions, either imposed by the FAA airspace classifications, or even the city.  Read below for specific detail of the situation in Seattle, currently the fastest growing city in America. The same situation is likely very applicable to your area.

Seattle Airspace Example

To illustrate the complexity and reason you need someone that knows what they are doing, let’s look at Seattle. The Seattle area has many airports that carve up the airspace between class B, C, D and E.  Certain high value residential areas, like ALL of Mercer Island and all much of the Seattle-Lake Washington waterfront are actually restricted areas.  If you fly here without approval, or meeting the rules, you are flying illegally and subject to fine, or worse…if something goes wrong, you could be looking at potential jail time too!

If you are using someone that has no knowledge of these airspaces, that is your first clue.  So do a test and ask them about airspace and see what they say.  If they have no idea what the solid blue, dashed blue or other lines means in the picture above, you should not use that person. Or, even what the orange circle means and why it is strictly prohibited to fly there. It is not worth the risk to you and your business. As part of getting a Part 107 certificate, you learn about these airspaces and why it is important to pay attention to them.

So let’s look at a couple of specific areas that are prime candidates for aerial imagery.

Mercer Island is a very affluent area where the average home is over $1 million, since it is 10 minutes from downtown Seattle, yet it has it’s own village like community.  ALL of Mercer Island is in a Class D airspace, because the Renton airport, and a Boeing plant, are just south of the island. The second a drone takes off, you are in Class D airspace.  That means you need FAA approval to fly there in the first place – before you fly!  To get approval, the remote pilot in command must fill out a form with the FAA and wait for approval. They say it can take up to 90 days!  Obviously this does not work well for real estate photography.

To speed the process, we have applied for an exemption from the FAA for the specific purpose of real estate photography on Mercer Island and the Seattle-Lake Washington waterfront, so we are waiting to see if we get approved.  If we do, then we should be able to do aerial photography on a much more timely basis and this will be an advantage over other providers as we will be 100% legal!

However…there is more. The City of Seattle has its own rules, of course!

Real estate photography comes under the Film Office jurisdiction. In order to do any kind of photography or video legally in the Seattle city limits for a commercial purpose, you MUST hold a Section 333 exemption, you have to have a permit (3 day period to get that at a minimum and $25 fee) and you need to meet their other rules.  A couple of onerous ones being you have to notify all people in the neighborhood 72 hours in advance AND you can’t fly within 500 feet of any nonparticipant unless they are under cover of a structure.

How is this practically applied for a real estate shoot?  Not very easily…

Per discussions with city employees, they are actively looking at how the Part 107 certificate holders (what FloorPlanOnline people have in most cases) can provide services legally.  Let’s hope they are smarter about this than other things the city does…  Until then we are not flying within the Seattle City limits.  If you are using someone that does, and they do not hold a Sec. 333 exemption specific for the purpose of filming (which I highly doubt anyone in Seattle has given it is public info and only 3 people have an exemption in the whole area), then you are doing it illegally.  Buyer beware!

So what is the risk of just doing it, either using someone not licensed or without FAA approval? The FAA is now handing out fines, that can reach up to $11,000 for each occurrence.  One guy that did not receive monetary compensation, yet the FAA viewed as a commercial purpose, received a $55,000 fine for 5 different events he filmed.  If a drone pilot has to land and change batteries, that is 2 occurrences, even if it is the same property.  You can see how this could add up.

Plus, the City of Seattle has prosecuted a drone operator that had a drone crash and knock out a lady during a parade.  He was sentenced to 30 days in jail.   Finally, what if a drone went rogue, hit an airplane or car and caused a catastrophic event.  You and others would be sued big time, not to mention you would likely be put out of business.

How would the FAA or City of Seattle find your aerial photos?  All they have to do is look on Zillow and view the images.  You as the listing agent will be listed.  So it would not be difficult for them to pursue this easily just by viewing photos people post online.  If they come knocking and you do not have the proof of legally being able to fly, you face fines or more penalties.

The bottom line is not to scare you.  But it is to educate you to make the right business decision and hire the right people for the job.  It is not worth you saving $50 or $100 to hire a college kid or unlicensed drone operator. We do have licensed pilots in WA, NJ, NY, CT, and TX, and more to come down the road. But as you see, just because you hold a valid license does not mean you can fly in all areas.  So be smart and know before you fly and hire the right company for the job!

HomeDiary Claim Home

HomeDiary Claim Home

Introducing Claim Home, powered by HomeDiary

 

Now every buyer can claim their new home right from the FloorPlanOnline virtual tour.  With the click of a button, the buyer sends a request to you as the listing agent to approve giving a copy of the photos and floor plans (including the 3D Space planner) to the buyer in their own private HomeDiary account.  Now, that great content created on the “For Sale” side of the transaction can live on with the “For Living” side!  No other virtual tour platform has this capability because no one else has their 2016-10-04_1202own 3D floor plan tool that can do the amazing things the FloorPlanOnline tool can do!

Right now, the Claim Home feature is live on the Full Screen tour.  We will be working to add it on other tour versions.  If you want it on your tour now, simply go to Edit Details from the Manage Tours page and select the Full Screen tour option, then save at the bottom.  The Claim Home button will then show under tools as you see in the above screen shot.

Then just look for the approval request from the buyer.  You can also point out this feature to the buy side agent as a courtesy to them and their client.

We are currently working on some market research as part of our participation in the NAR REach program around HomeDiary options and integrations with some of the tools you already use, such as transaction management platforms, CRM systems and even some larger regional brokerages.  So stay tuned for some interesting things to come as we approach the National Association of Realtors’ annual convention.

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YouTube Can Drive Website Traffic

Here is a great new article from RealtorMag about a study conducted by the WAV Group and Victor Lund that talks about how the portal sites like Zillow, Trulia and Realtor.com are not driving traffic back to broker’s websites….and that YouTube is one of the top referring sites, thanks to Google.  See the full post from the WAV Group here.  He further states there should be a driving force to get virtual tours on every listing.

Google was also a top referrer, and that has important implications for virtual tours on YouTube because “Google displays YouTube results in the search results above the fold,” Lund writes. “That means that the video gets great SEO — usually better than the broker’s listing detail page. This is the driving force behind the strategy of publishing virtual tours on every company listing.”

Luckily, as a FloorPlanOnline customer, we generate a free YouTube video for each listing, and we can post it either to our YouTube channel or yours.  Just set it up under your Linking Profile.  The video is all automatic, based on your settings under the Edit Photo/Video tab.  You can even add text or video clips.  Some of the other guys charge you $25, and it is a manual process.  Plus, we are working on a cool new video update this winter…so stay tuned for that update.  A preview of what it might look like is in this post.

call2action brandedThis study highlights the importance of a new tool we have been working on for the last month, called our Call2Action Photo.  The goal of the Call2Action Photo is to get more users to the virtual tour, where lead capture and engagement can happen.  The photo is a composite image of the floor plan, a video screen shot and several other images, with the virtual tour link prominently displayed and text that says Get Exclusive Content.  So now, leverage the traffic on Zillow, Trulia, Realtor.com, Craigslist or other websites  and create an incentive for people to get the exclusive content, like floor plans, on the virtual tour!

When you think about it, the virtual tour is the ONLY piece of content that can live on all of these websites (as well as your competitor sites) and drive traffic back to the listing.  If your tour features floor plans, the #2 requested item from buyers, and if you do not upload the floor plans as images with other photos (we think this is very important not to do), then the only place people will be able to see the floorplans is via the tour. This creates an opportunity for the potential buyer to find your tour, and you!

You get More Traffic, More Leads and More Results

But wait…it gets better!  Introducing a new option for corporate accounts where we can actually rebrand our virtual tour link with your domain name. So, Zillow can actually drive traffic to the tour which is now considered your website!  This means more visitors, more visits and more time on site, thanks to Zillow’s traffic!   This custom tour rebranding can be easily done with a sub domain, like tours.kw.com/xxxxxx, or with a little work on the IT side, like kw.com/tours/xxxxxx  where xxxxxx is our virtual tour ID.  This feature is exclusive to corporate account customers.  Please use the contact from below to discuss adding this feature to your account/sub accounts.

The bottom line, you need to provide something different than the same photos and text a user will find on Zillow, Realtor.com or your company website.  The FloorPlanOnline virtual tour does that, with the clickable floor plans, the RoomPlanner tool, flyer and other marketing tools we provide exclusive to the listing.  Buyers want to see floor plans….the virtual tour is the bait that will let you set the hook!  Plus, we can embed it on your website and further keep the user engaged.

New Search/Filter for Corporate Accounts

We released a new simplified way to either search/filter for accounts on the Manage Tour page, or when you are placing an order.  In the past, there was a long list to select from.  Now, if you are placing orders via a corporate account, just start typing the person’s name (first or last) or their customer ID and the list of filtered agents will appear.  You can then quickly select from the list.

This is an example.  Once the list appears just mouse over the desired name and click.
Agent Search

The Secret Sauce

I recently read a post by a popular blogger named Andrew Spence regarding how important time on site is for your SEO rankings.   Andrew states that the two biggest metrics Google looks at are “time” and “click throughs.”   You can ready the full post here.  http://www.andrewspenceonline.com/website-visitors/

This post touches on something I have been talking about for a long time now:  Create a better user experience AND content than the other guy, and more and more visitors will come to your site.

Sure it might take some time and effort, but if you provide the same content as the other guys and you pull it from the same source (the MLS), then how in the world are you ever going to differentiate your website from anyone else.  Last I heard, Zillow had $400 million in the bank…so you can’t compete there.  Yet Zillow, Trulia, Realtor.com, your company website, and all of your competitors pull the same content from the MLS and regurgitate it in slightly different ways.

Where is the secret sauce?

I may be biased, but I think the Interactive Floor Plan Tours and some of the advanced things you can do with them are the secret sauce of the online real estate marketing world.   One place you can compete on is a better user experience and content.  We know from research buyers want to see floor plans.   They rank right behind photos as the top 2 content items desired for a listing.  They can also generate 30% more interest and even more commissions for agents.  Use the valiable content created for your tours to lure people to your site and keep them longer.

Easily add embedded content on your website or blog

Easily add embedded content on your website or blog

To help with the time on site issue, we offer embedded tour content for your site.  Think of how you can embed a YouTube video on a blog….it is basically the same thing.  We offer “embed code” via our Embeddable Tour tool and our  WordPress Plugin where all you have to do is copy and paste the code into a page or a post to add the whole tour, or just parts of it, right into your website.   We offer a pop-over tour, or an embedded in-line tour option.   With both of these options, the user is technically still on your site.  No clicking a link and taking the user away to another tab (which means they leave your site…hopefully to come back).  While it is technically content not hosted by your site, the fact the user does not leave your site and stays longer is very good for your SEO, regardless.

 

If you just put a link or button to virtual tour, two things happen. 1. The user is LEAVING YOUR SITE.  Bad.  2. Each click means you are losing 50% of your audience. Bad.

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Give ’em the Sauce!
So show your website visitors the great content you created with FloorPlanOnline.com – the secret sauce – right on your pages….and don’t hide it so half of your audience, or more, never sees it.   Click here to see our embedded tour content live in action and read more about how to set things up. Or just click on the floorplan image to pop our pop-over tour! You can use our Pop-up Tour widget and put it anywhere, just like I did in this blog post, or in a sidebar widget area, etc.  This is a great option if the content area for your page is narrow (like 600 pixels or less).  Just use our button (you can upload your own as well) and when clicked, it pops the larger window over your site so you can maximize the view based on the user’s screen, not limited by your website layout.

Plus, with our new lead capture system coming soon, you will be able to capture leads in more places throughout the web.  Something you can’t do with any other marketing medium.  Click here to read more on our upcoming Lead Capture enhancements.

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