01:11:42 · John Coogan, Jordi Hays, Thomas Wright, Kyle Schiller
[01:11:42] S1: How does that how does that compare to Lake Castaic? Is that the one that we have here close to us? [01:11:50] S0: It's not... No. Recently went wakesurfing in California and had a lovely time, one of the closest lakes to LA. But it was extremely convenient. That... That's my... [01:12:01] S1: The convenience factor. The [01:12:02] S0: convenience factor. [01:12:03] S1: Hey. I [01:12:04] S3: think you just fly to Utah and be to one of these outdoor lakes in just the same amount of time. [01:12:09] S1: Oh, boy. [01:12:09] S3: You guys dial me up, and we'll trust me. We'll make it happen for you. You're... You can wakesurf your heart out in the mountains of Utah. [01:12:15] S1: I love it. Amazing. What is your opinion or strategy around AI AI AI enhanced photography? When I look at properties, sometimes it's really nice to say, what would this look like with a renovation? At the same time, sometimes you click on one and you're like, okay. I have no idea what this house actually looks like. Disclosure. What... What's been your what's been your process for working through the new technology? [01:12:39] S0: I'll just jump in and say like, there's an absolute epidemic of AI content on the the Zillows and the compasses and the [01:12:49] S1: and it's not disclosed or [01:12:50] S5: it's like people
01:12:50 · Kyle Schiller, Jordi Hays, John Coogan
[01:12:50] S5: it's like people [01:12:52] S0: are taking it on themselves to AI enhance images of their home. Yep. And it's horrible because you're looking through and oftentimes it's like one real image, one AI image, and then one like just total render like... Okay. And you come away from it being like this house, this this asset must be terrible because [01:13:10] S1: If they're doing this to [01:13:11] S0: red you won't even show me. Like, let people do the AI work themselves. It's very easy. That's the point. Or at least very clearly label like real image, AI image. Real image, AI, you know, up res. But to me, it's like completely ruining these platforms right now. I think they need to take action to like do much better labeling of it. But anyways, I'm not in the industry.
01:13:11 · Jordi Hays, Thomas Wright
[01:13:11] S0: red you won't even show me. Like, let people do the AI work themselves. It's very easy. That's the point. Or at least very clearly label like real image, AI image. Real image, AI, you know, up res. But to me, it's like completely ruining these platforms right now. I think they need to take action to like do much better labeling of it. But anyways, I'm not in the industry. [01:13:35] S3: You're dead on. You just answered the question. I mean, in our organization, especially with Sotheby's International Realty, you know, we are trained and taught that AI enhancement images that mislead people into thinking about property, something it's not as is not ethical and not something that we should be involved in. Somebody wants to take those images and drop them in to see what kind of changes they could make or improvements they could make. That's I guess their prerogative. So we are very careful with AI enhanced images because one, it's misrepresentation a of the property and it creates liability for us and for our client. But at the same time, it's just misleading them. So we believe in incredible photography, Photoshop it a little bit to clean it up, make the light better, to be a great depiction of the property. But AI is a step too far when you're making your property look like something it's not.
01:13:35 · Thomas Wright, John Coogan
[01:13:35] S3: You're dead on. You just answered the question. I mean, in our organization, especially with Sotheby's International Realty, you know, we are trained and taught that AI enhancement images that mislead people into thinking about property, something it's not as is not ethical and not something that we should be involved in. Somebody wants to take those images and drop them in to see what kind of changes they could make or improvements they could make. That's I guess their prerogative. So we are very careful with AI enhanced images because one, it's misrepresentation a of the property and it creates liability for us and for our client. But at the same time, it's just misleading them. So we believe in incredible photography, Photoshop it a little bit to clean it up, make the light better, to be a great depiction of the property. But AI is a step too far when you're making your property look like something it's not. [01:14:20] S1: Yeah. What, what then... Obviously, capturing, like, real images and footage is really key. Like, portfolio? What is the strategy for actually showing a property off? Obviously, you... Like, do you have to bring in a specialized drone pilot and a videographer and a photographer and invite a real estate influencer? There's, like, 17 people around the table when you plan to market a property? Or Yeah. Is that it? Okay.
01:14:20 · John Coogan, Thomas Wright
[01:14:20] S1: Yeah. What, what then... Obviously, capturing, like, real images and footage is really key. Like, portfolio? What is the strategy for actually showing a property off? Obviously, you... Like, do you have to bring in a specialized drone pilot and a videographer and a photographer and invite a real estate influencer? There's, like, 17 people around the table when you plan to market a property? Or Yeah. Is that it? Okay. [01:14:47] S3: Yeah. I mean, at at at Summit Sotheby's International Realty, which is the Utah affiliate of Sotheby's International Realty Yeah. We have in house photographers and videographers. They're drone pilots. They're certified to use the Matterport three d. [01:15:00] S1: Oh yeah, that's a big one too.
01:15:00 · John Coogan, Thomas Wright
[01:15:00] S1: Oh yeah, that's a big one too. [01:15:02] S3: So yeah, I mean, I always tell clients in a general sense, the first showing is online. Whether that's us emailing photos to a high end client privately or them seeing it on the internet. The first showing is online. And you know what people do when they look at properties, they're not really looking for the perfect property. They're eliminating properties that don't work for them. So you've got to package and present every property to draw as many eyeballs in, but also to not be disqualified. And I think the industry in general, certainly not our organization, really struggles with the visual presentation of properties. I think if you go online and look at real estate, you'll see a difference between what we're doing and what a lot of our competitors do. Think they've lagged behind and it's disappointing. I'll look for clients at pictures and it's, oh man, like some listings you see like seven or eight exterior photos before you see anything on the interior, you know? And we know from studies that people look at five to six photos and that's it. That's as much attention span as people have online. So there... There's a there's a system, there's an art to this, there's a process, and there's a way to be effective in marketing properties online. [01:16:10] S1: But that's ultimately what's your brand. Yeah.