The Real Deal New York

Brokerages’ drones invade luxury market

December 24, 2013 03:28PM

Douglas Elliman, Sotheby’s International Realty and sister brokerages Halstead Property and Brown Harris Stevens are the among the brokerages deploying drones to capture angles of high-end real estate that few can otherwise access.

In the past three years, Halstead has used customized drones in more than 200 luxury properties in New York as well as New Jersey and Connecticut. Brown Harris Stevens and Elliman have largely operated the machines in the Hamptons market.

“We’re not selling $150,000 homes with this technology,” Matthew Leone, director of web marketing at Halstead, told the New York Times. “Multimillion-dollar homes demand Madison Avenue marketing and advertising, not Main Street.”

Sotheby’s listed a $65 million estate in North Haven, N.Y., with a photo of the home shot by a drone. A drone-taken video of a $7.6 million beach house at 24 Brush Island Road in Darien, Conn., has been viewed more than 500,000 times on Halstead’s website. [NYT]Mark Maurer