Many builders understand how virtual tools can enhance marketing campaigns. Some use photo-realistic renderings in promotional materials, or even virtual walkthroughs on Web sites. These high-tech tools, however, only work if they connect emotionally with the homebuyer.
One way to generate a reaction is through 3-D visuals. Showing a client what an entire neighborhood or highrise will look like before the first wall is built will likely have an impact. A potential homebuyer can see the fireplace flickering, a TV in motion and children playing in the street -- elements that may convey the projected lifestyle of a project. Such presentations can be used throughout the pre-sales period.
It takes time and money for a builder to animate a community. To make sure it's time and money well spent, builders should keep in mind who the target audience is and how to best convey the message to them. Home buying is ultimately an emotional process and potential buyers want to see more than architecture. They want to feel at home when they are watching the animated presentation. They want to be excited about the amenities and the lifestyle expected. The presentations should add excitement by syncing captivating music and special effects that allow buyers to experience the energy.
Partnering with a 3-D company is one way a builder can bring this element to its presentations. In choosing a 3-D partner, builders should consider the following:
- Does it have expertise in real estate?
- Could it serve as a consultant throughout the process?
- Does it offer a high level of technology? High-definition (HD) presentations were demonstrated at January's International Builders' Show. Does this company have HD capabilities?
- Has this company worked with anybody else in the industry? If so, how were they to work with in terms of reliability, creativity, timeliness and cost-efficiency?
If done right, the animated look and feel of the upcoming project can boost marketing, according to Lara Trovato of housing developer Taylor Woodrow. "We were able to sell out without building model homes and it allowed buyers a quicker way to view the different floor plans," she says.
Another benefit of 3-D presentations is mobility. It can be used in more places and in more ways than the typical "brick-and-mortar" model home. Animated presentations can be formatted and used for sales centers, Web sites, brochures, TV ads, print ads and promotional DVDs or CD-ROMs.
Prospective homebuyers might expect a certain level of technology in presentation, especially when seeing the actual construction isn't possible. "Our out-of-town prospects were also pleased to be able to view the DVD presentation and experience the feel of the upcoming community," says Trovato.
The race is on for builders to present their offerings to clients in the most compelling way possible. Meanwhile, presentation technology appears to be developing as quickly as homes are being built.
Martin Boucher is founder of Virtual Solutions (www.3dvs.com).