Real estate marketing: the tools for success?
Since the economic crisis was compounded by the health crisis, the real estate market has had to evolve. Since then, real estate development marketing has been the order of the day in this constantly evolving sector.
Indeed, in the current situation, it’s clear that differentiation from the competition is the key to closing sales.
to closing sales. If you’re a player in the real estate market, you no doubt know that the key to success for a developer is a well-targeted marketing strategy. And this strategy obviously relies on the creation of computer-generated architectural perspectives.
Real estate development marketing: trends 2022
With the health and economic crisis facing the world today, the real estate sector has been forced to accelerate its digitalization in order to reach a previously confined audience. Online real estate marketing is now turning to new advertising strategies that create a direct impact on future buyers.
The evolution of 3D technologies means that real estate can be presented in the most realistic and spectacular way possible. The trend today is to provide prospects with the most immersive experience possible, so that they can project themselves and appreciate all the details of a property without having to move.
So it’s vital to create marketing materials that meet your customers’ needs. And when we talk about marketing support in real estate development, we inevitably think of 3D technology.
The importance of realistic 3D rendering in a real estate development strategy
As the saying goes, “a picture is worth a thousand words”, especially when it comes to selling or renting real estate. Consequently, the use of hyper-realistic 3D rendering as a marketing tool for real estate promotion will be fundamental. In fact, 3D rendering is extremely useful: it can be used to present the property outdoors or indoors, highlight the project’s strong points and illustrate the future living environment.
The photo-realism of the visuals we create immediately immerse your customer in his future home. Seeing the project as if it existed, even though it’s still only in the form of plans, allows prospects to project themselves. You can show the project in all its finery: details of windows, glass ceilings, verandas or swimming pools… You can push the attention to detail right down to the fittings or the lighting plan for the home. 3D can reproduce anything: all we need is clear, precise and exhaustive information.
3D promotional video as a marketing tool
There are many ways to promote a property, but only one that really impacts and convinces potential customers: the 3D animated video. It’s not a question of making a video with more or less banal animations, but of showing the house or apartment as if it were real. This technique gives you the opportunity to present the interior and exterior of your real estate project in detail.
3D promotional video is also a major tool for creating real estate advertising campaigns tailored to your customers’ needs. These are ads with storytelling that seek to emotionally involve customers, so that they feel that the property on offer is a perfect match for their life project. For example, a video animation in which you see a family with a baby coming to settle into their new home is bound to appeal to those who have just become parents and wish to acquire a larger apartment.
The 3D plan for a complete real estate promotion campaign
The 3D plan allows the customer to understand the layout of the home at a glance.
By positioning the furniture according to the layout plan, customers can grasp the volumes, imagine the layout of the furniture, and can already allocate rooms to each member of the family!
What’s more, creating 3D floor plans for your property gives your project personality and character. In other words, in real estate marketing, it’s all about visibility, sales and conversions. The 3D plan is also a commercial tool for attracting more investors. It allows you to show the full potential of your buildings in a fluid, straightforward way.
What’s more, 3D plans are multi-channel media. You can attach them to your prospecting e-mails, integrate them into your website or landing page, and even your advertising pages on social networks. Above all, they can be used to present different apartments in a catalog – a must for VEFA.
Virtual tours: the ultimate real estate marketing tool
The ability to show a property while it’s still in the planning stage is undoubtedly the most spectacular feat that 3D can offer. If you had to choose just one strategy, a real estate marketing specialist would unhesitatingly opt for the 3D virtual tour.
But as you can imagine, the cost of a 3D virtual tour is quite substantial, due to the time required to produce it. After all, we literally have to build the whole house, down to the last detail, on our 3D software. Imagine the time needed to model the construction of a villa, to respect every choice of materials, to furnish every space in the house, to arrange the vegetation, to insert characters, and so on.
Next, 360° renderings of each space are required. Because of the size of the space to be reproduced, these renderings take 8 times longer than an ordinary visual. It therefore takes almost 8 hours to render a very high-resolution 360° image. And this rendering time must be devoted to each space. For example, it takes an estimated sixty hours to render all the spaces in a virtual tour of a contemporary villa.
How to sell real estate online easily and effectively? The key is to invest in all kinds of 3D visualization and marketing tools. These days, there are plenty of resources for promoting real estate online. However, without well thought-out marketing support, it will be a little difficult to convince and convert your customers. 3D computer graphics, 3D animation, business plans, 360º views, video animation – there’s a wide range of solutions to help you successfully design your real estate project.
