Are you missing a trick by not using 3D visualisation as a tool to sell or promote your new build property?
To say the use of 3D visualisation in property marketing has taken off in the past couple of years would be a slight understatement. The use of traditional complex 2D architectural drawings, static plans and photographs have been a pain-point in the property industry for many years.
With homebuyers now completing the majority of their house-hunt research before they contact an agent or developer directly, the importance of creating visually appealing marketing collateral that attracts and engages buyers from an early stage has never been more critical. Poorly executed marketing imagery can put buyers off, and instil a lack of confidence in buying.
The rise of 3D visualisation in property marketing
Happily, this changed with the introduction of 3D visualisation. The use of photo-realistic 3D visuals and animations for property marketing shows potential home buyers – in a realistic format – how their home is going to look when built. Critically, it allows marketers, agents and developers to capture a buyers attention even at the very early stages of their journey.
The ability to see accurate visual concepts gives the buyer much more confidence in committing to purchasing the property, and has a many positive benefits for the development company, even as far as securing deposits on properties before committing large sums of money on the build process. Here we look at 7 key benefits of using 3D visualisation to promote and sell property.
1. Capture buyer attention at an early stage
A good set of 3D images can let a potential home buyer see exactly what their home will look like before they purchase. These images can turn a home owners dream from something that only exists in their mind into something more tangible that they can see on screen or in a brochure.
2. Empower and include the buyer to build confidence
Including, (or offering the ability for the buyer to feedback) during the development process can increase consideration and build further trust and loyalty between the developer and buyer. With 3D models the buyer can view and suggest enhancements or alterations to design that could greatly benefit both parties in terms of product/market fit.
This would simply not be possible if the home was already built, or the concepts were flat and offered little in terms of detailed views of the property. Ultimately, this can save time and money and even improve the design of a home.
3. Video sells homes
According to research carried by The National Association of Realtors® and Google (The Digital House Hunt, 2013), the critical tools of house-hunting have changed, with buyers now relying heavily on search engines, and video when researching and evaluating properties and property companies.
With animated videos, we can deliver large amounts of useful information quickly, create easily adaptable and editable video assets, power increased visibility in search and on the Internets other major search engine, YouTube. Video strikes the balance across many touch-points not least the need to deliver information quickly, in a visually engaging format, and on mobile.
“New home buyers place emphasis on virtual tours and videos showcasing properties and communities.”
NAR/Google ‘Digital House Hunt’ Survey
Virtual walk-throughs, fly-overs and tours of pre-development properties become powerful sales tools that allow buyers to really visualise themselves living in the house. After viewing the walk through they have a connection to the house and can be more committed to buying the property.
4. 3D visuals can help developers get buy-in
Property Developers can use 3D visuals, video and in-situ VVM (visually verified montages) of a development to show town planners or concerned local residents how the building they are proposing satisfies their requirements, concerns and issues.
Aside from planning support, financial backing can be cemented by including visualisations along with business plans to aid loan and finance applications with banks and investors. A 3D visualisation image showing the future development adds more weight to the business plan, again, as with buyers, allowing backers to really understand the proposed development and see it’s features and selling points, rather than wading through 2D architectural drawings.