by Tre'vell Anderson
While many have heard Amazon's Jeff Bezos assert that in five years drones will be used to deliver its packages, right now a Palo Alto resident is making use of these unmanned aerial vehicles (UAVs) in the field of real estate.
"Not all drones are created equal and certainly not all drone pilots are created equal," Manie Kohn said.
Kohn is the owner of Don't Tell Me Show Me, a Palo Alto-based startup specializing in "superior marketing strategies" for real-estate properties in the Bay Area and beyond. He recently gained national attention for his expertise in using drones to aid in real-estate marketing, an idea, he said, born out of many years in real estate and a frustration with the industry.
Kohn served as a senior trainer for the Multiple Listing Service or MLS, a system used by real-estate brokers to share information about their properties. Having "trained over 20,000 Realtors from San Mateo to Monterey" over eight years and working exclusively with a top Palo Alto agent, he started Don't Tell Me Show Me in 2007 as a way to better serve home sellers, a niche he says was missing in the industry.
"There's never been a resource for home sellers," Kohn said. "Without ever having to engage the Realtor, they can confidentially come to my third party, independent, quality-controlled company and vet a Realtor before they even start a conversation with them. Think Carfax for real estate."
Kohn presents himself as a conduit of information for home sellers, outside of their Realtors, and for Realtors who want to do their jobs better.
He developed the idea of using drones to help in the marketing of properties almost four years ago after being on countless luxury photo shoots of homes where they had to bring in helicopters to get aerial shots.
"I was wildly disappointed in the product that it was able to produce," he said. "It was problematic on several different levels," as the helicopters were loud, clunky, expensive and unable to drop below 400 or 500 feet above the house.
This left the capturing abilities of a property to a zoom lens. "I wanted something I could literally fly through the front door," he said.
Three years later, he claims to be the only factory-trained, certified and insured drone pilot in the Bay Area, and perhaps in the county -- a title he is willing to challenge any other drone pilot, and the Realtors who've used untrained, uncertified and/or uninsured pilots, to match.
"It's the reason I get the big projects, the reason celebrities and network TV come use me," he said.
Kohn has worked with Josh Flagg of Bravo TV's "Million Dollar Listing," HGTV, National Geographic and ESPN, among others. He says they come to him because of his unique set of credentials.
He has undergone training from the manufacturers of the drones he uses and received their certification, demonstrated extensive flight experience and attended ground school taught by the Federal Aviation Administration (FAA). These criteria allowed him to qualify for insurance that helps protect him in the event of any damages incurred while using the drone.
Very few others have any insurance, let alone factory training and certification, he said.
Another aspect that sets him apart from other pilots is his ability to produce aerial videos of real estate properties. Just providing images, Kohn says, requires very little skill, experience and creativity.
"Once you introduce video into the drones, it begins a whole other element of complexity, not only to the cinematic quality, but to the aircraft itself," he said.
As a result, Kohn wears both real-estate and cinematographer hats. Spending more than $100,000 to stabilize his drones, he maintains an "artistic license while offering safe and dramatic cinematic flights simultaneously."
As a price point, Kohn charges on average $2,000 for his services, but can do such work for as little as $800, though his competition charges between $300 and $600.
"While I am more expensive than everybody else that's out there, the most visionary of Realtors have engaged me because they understand that they're winning more listings and more business because of that offering," he said. "While other Realtors are looking at video and drones as a line item expense, the most visionary see it as an investment."
Kohn is forward thinking in terms of other areas where the drone could be used. He's worked with both the Palo Alto and Half Moon Bay police and fire departments on the ways drones can be used to assist in emergency services. He also sees potential benefits in wildlife and conservation, construction and forensics.
The challenge, he says, however "is how do we use it safely." For that, he's working with the FAA and UAV underwriters to develop public policy in this still nascent area.