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We’ve all heard the saying that “Timing is everything,” and it’s critical to the success of an insurance claim — as Zillow, Inc., the well-known online marketplace for real estate property listings, learned recently.

On July 10, 2014, VHT, Inc., a company specializing in property photography, sent a demand letter claiming that Zillow was misusing VHT’s images and demanding that Zillow remove them from its website. Specifically, VHT explained that Zillow was permitted to use the images only in sales or marketing. VHT claimed that Zillow had violated its limited license by allowing VHT’s images to remain on the website after the photographed property was sold, and for people to use and share VHT’s images through Zillow Digs, a Zillow application.

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