5 Steps to Getting The Most Out Of Technology In Property Marketing

Technology is becoming a crucial part of the property marketer’s arsenal. As we reported in our recent whitepaper (you can download this at the bottom of this page), one in five people put down an offer on a property before even viewing it in the flesh. This is partially due to buyers who know the vendor directly, but it’s also down to the rising use of Virtual Reality (VR) CGI technology, allowing people to view an architectural visualisation of both the interior and exterior of a property before deciding.

It goes without saying then, that property marketers need to up their game and start introducing technology into their business strategy. But how do you get started? We take a look at the five steps to take in order to start reaping the benefits that this new technology will bring to your property marketing.

1. Start off with 360 Degree Video

360 degree cameras are pretty easy to come by without a massive financial outlay. This can allow you to create short videos of the inside of a property which can then be viewed online, from such everyday platforms as YouTube. Assess the success of this strategy before considering moving on to more sophisticated CGI technology. It’s worth noting that this is a basic form of virtual walkthrough and only works if the property is already complete, so if you’re marketing high-value luxury properties or off-plan, then you will probably want to skip this and move onto the next stage.

2. Engage a CGI Visualisation Studio

Before you even get started, you will need to strike up a relationship with a leading studio who is able to provide the high-quality interior and exterior architectural visualisations you need. The better the studio you engage, the higher the quality of the visualisation you’ll get at the end of it. The better quality your visualisation is, the more it’s likely to convert. It’s good to start working with your chosen studio as early as possible, as they’ll be able to advise you of the best way to proceed before you rush ahead and possibly make costly mistakes.

3. Invest in the VR Hardware

The high-end real estate marketers who have already engaged the use of virtual reality walkthrough simulations in their marketing suites also have high-end hardware. The Oculus Rift and HTC Vive are the best hardware out there. But if you’re just at the point at which you want to test the waters, then you could opt for one of the mobile-based headsets, such as the Samsung Gear, Google Daydream, or – if you’re on a budget – the Google Cardboard.

Having said that, there is a benefit to the Cardboard, in that there is the capacity to have the cardboard headset customised with your company branding. There is, nonetheless, still the necessity to work with a studio and build an architectural visualisation in the first place, or you’ll have nothing to show clients at all.

4. Consider Augmented Reality

If you are running a showhome on a development site, then there is the option of working with augmented reality. Augmented reality is a less immersive version of the virtual reality model, in that a participant simply sees virtual objects laid over their real-world view. One of the ways that augmented reality can be used in a showroom is to allow potential buyers to ‘try on’ different interior decor aesthetics, or to see how furniture would look within the space.

AR is also a useful tool to see a standalone property that is currently either in development, or mid-refurbishment. It allows viewers to see a digital representation of the finished product whilst retaining contact with the property as it is. It is a more subtle way of suggesting the possibilities of a building, without asking them to fully immerse themselves in a visualisation of a property that, as yet, does not exist.

5. Market Your Tech, Of Course!

Having the latest CGI technology in your office, marketing suite or showhome is an excellent way to demonstrate your commitment to the future and to place yourself at the cutting edge of property marketing. But if nobody knows about the tech you’re using, then you may as well not have it at all.

Invite those who get in touch about viewing your properties to come and experience your CGI technology, and make it clear on your website on which properties you’re offering your new virtual reality experience. Of course, your marketing capability goes far beyond this, so ensuring that you get the word out there, whether by press, social media, email, PR, or good old fashioned window displays, let the world know that you are stepping into this bold, new territory.

To Conclude

It is unquestionable that CGI technology property walkthroughs and similar property marketing tools are going to dominate the way we market property, and soon. Property marketing is about to change; in fact, it is already doing so. Any marketer, in any industry, knows that being ahead of the game is what sets you apart as a leader in your sector. There is no time like the present for adapting your property marketing strategy for the future.

Find out more about using augmented and virtual reality in house building, architecture, and property marketing by downloading our whitepaper. Just fill out the details below to get yours:

Download our Whitepaper Revolutionary Tech – Augmented & Virtual Reality in Property Development:

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