Five Insights to 3D Visuals for Effective Off-the-Plan Marketing Campaigns

FIVE INSIGHTS3D visuals for effectiveoff-the-plan marketing campaigns

I have always felt fascinated and inspired by the way experienced developers and architects have such phenomenal vision of what their projects will be like - both in look and feel - and then go on the implement that vision and create something so significant. That vision, and the imagination behind it, have the potential to tell an incredible story but, unfortunately, the supporting images used for marketing their off-the-plan projects often fall flat - and make it difficult to share the scope of their ideas with potential buyers. High-quality 3D imagery is a powerful asset - one that effective-ly communicates the foundations of creative architectural design to help others see it as a meaningful reality.

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INTRODUCTION

3D visuals for effective off-the-plan marketing campaigns 6


THE GAP BETWEEN VISION AND REALISATION CAN BE BRIDGED

| Introduction

I want to share these practical insights to give a better understanding of how you can market your next project with genuine vision - for property development marketing that makes an impact and generates more sales. Showcasing a high level of artistic expertise is important and it’s what makes many of the visuals produced by leading 3D imagery studios really stand out from their competitors. A solid understanding of some simpler basics can still make the difference between an ineffective image and an image that sells. To show how you can utilize cutting-edge technology and professional 3D visuals to market your property development effectively, we would love to talk.


Creating the 3D visuals is only the beginning. For a marketing campaign to be truly successful, developers, real estate professionals and industry marketing specialists need to understand how to create, use and distribute images effectively. Even the most impressive 3D designers can’t magically sell your next project unless you use those images to their full potential. Your business can’t afford to lose thousands of dollars on images that don’t sell your product. Professionally planned, produced and distributed images engage your target market to make a purchasing decision - and spread the word to other buyers. I know you will find these insights valuable.

Stan Zaslavsky – Principal

My property development industry knowledge is multi-faceted - and I de-liver strategic advice that’s based on genuine experience. I come from an engineering and industrial design background, followed by a diverse prop-erty development CV that included brokering joint ventures between land owners and professional development consultants. The next stage of my evolution within the property development industry was when I took the opportunity to work from the other perspective and learn what it takes to purchase development sites for clients. It was a valuable experience because I saw things through the eyes of a buyer and developer - putting together feasibility studies, plus the layout of the development concept. The process of purchasing dozens of future projects gave me a solid understanding of how estate professionals marketed off-the-plan developments. And how they could get better results. The lack of high quality 3D marketing im-agery was obvious. It was the motivation I needed, to create real industry change. Eagle Vision launched in 2008 and continues to fill that gap with our effective, engaging visuals that help property developers, marketing agencies and real estate agents improve their sales process.

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RESEARCH


KNOWING YOUR TARGET MARKET BEFORE YOU MARKET

| Research

Knowing your target market for each unique development - and styling your project to engage with that specific market - is one of the main keys to successful property development market-ing. Recognise this, rather than approach every project with the same generic marketing ideas, and you can achieve genuine results. It’s all about starting with the end in mind. Do you truly know your target market? Identify them, then cater to them - in a visual language they ap-preciate and understand. Use the demographics of the suburb, combined with the nature and culture of the surrounding area, to help you plan the best marketing strategy for your project.

- Understand defined target market - Create clear guidelines to your suppliers and

consultants - Style the project to satisfy actual demand - Identify your project’s best possible finish and fit-out - Market your development effectively - Sell your project faster


Marketing habits of a successful property developer:

1. Understand target demographics2. Understand your target market’s needs &

preferences3. Understand the price points that lets your

product connect4. Deliver up-to-date and innovative styles in

building design and finishes


CASE STUDY, PENINSULA BLUE DEVELOPMENT

| Research

For an upcoming 17-storey development in Frankston - a beachside sub-urb of Melbourne, about 40kms from the CBD - the marketing team had to overcome a very strong stigma of the past. In order to do this effectively, lots of on-the-ground research was conducted to ultimately bring out a theme of ‘Loving Frankston’. The target market was two-fold - downsiz-ers and young families looking to be in a beautiful spot, just a short walk from a beautiful beach and all the amenities without having to deal with a hustle and bustle of an inner-city location with traffic congestion and high prices. Quality research involves understanding key aspects of the area, as well as appreciating the less defined nuances of that area. With that level of research in place, you can then create an authentic ‘why?’ to promote the right reasons potential buyers should fall in love with your project.

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ALIGN


FIND A POINT OF DIFFERENCE WITH YOUR BRAND AND FUTURE PROJECTS

| Align

In a world of grey, unremarkable buildings and no-name projects, it takes creativity and vision to make your development shine. When you create 3D artist impressions, you choose the way your project is branded and represented to potential buyers. The power to give that project a clearly defined identity is in your hands. That identity can - and should - flow through every aspect of your marketing visuals, whether it’s about embed-ding the name of the development in the physical exterior features, or in-stalling a stunning mosaic in the entrance foyer. It’s all about the look and the mood it inspires. Identity connects with audience. When you create your project, consider its brand personality from the beginning. Because, guaranteed, your potential buyers will.

- Smart, strategic branding of your project helps you stand out from your competitors

- The name and design style of the project creates its identity - Buyers want to identify with a project and its features and

benefits - Creative architects often assist in branding the project through

external finishes and styling - Consistent branding that flows across all associated marketing

collateral presents a professional, image to prospective buyers


Important reasons to align:1. Stand out from your competitors2. Create a point of difference 3. Form a unique and compelling identity for

the project 4. Help your potential buyers connect with that

identity 5. Enable real estate agents to market consis-

tently and strategically 6. Allow the unique qualities to stand out in

visual presentations 7. Achieve better sales figures


CASE STUDY, ELISTON ESTATE

| Align

Selling the concept of a prestigious housing estate in outer Melbourne required a professional, enticing campaign including quality images that stacked up against the best examples of inner-city property developments. Eliston features notable lifestyle amenities including a major town centre, future train station and beautifully landscaped open spaces right at your doorstep. This development has a number of target audiences - with state-of-the-art family-style residences, as well as luxury townhouses and villas. The overall identity is a strong one - a truly contemporary development project in an area not immediately known for that type of architectural style. Marketing needed to stand out and be aligned to the future lifestyle potential of the estate - and professional 3D imagery helped create that critical brand buzz.

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DETAIL


RELEVANT, WELL-RESEARCHED INFORMATION AT YOUR FINGERTIPS

| Detail

We love working with developers and marketing agents who know what they want. Being told the aesthetic details on a specific couch, or coffee table, or the type of indoor plant that will work in the corner of the room, the texture and colour of the rug on the polished concrete floor, or the sculptures that soften the hard lines - this is the stuff of true happiness when it comes to communicating efficiently with your 3D visual imagery experts. When a developer is attached to the outcome of their project’s marketing imagery, it helps us know what they want and how to deliver it - a way to create a beautiful project that attracts buyers.

- Knowing our clients’ expectations sets the right boundaries

- Scope of work is easily identified - Research and professional presentation ensures accu-

rate delivery of client’s needs. - Delivery of completed work becomes much more

time-effective. - Quality of product is superior and gets results.


Is your exterior scenery ready?1. Have you highlighted the most appealing

single feature of the project?2. Select daylight, dusk, twilight or night-time

lighting for the image? 3. Review all exterior textures and finishes to

be per the architect’s schedule?4. Decide whether you would like to see people

and cars in the street?


Is your interior scenery ready?1. In the kitchen, have you chosen a table and

chairs that suit the overall style you want to create?

2. What do the table furnishings, tea-towels, cookbooks, vases or fruit bowls say about your brand?

3. In the living rooms, have you selected the couch, the coffee table and the rug?

4. Are they right for your target demographic?5. How do sculptures, indoor plants and art-

works represent the project’s style and identity?

6. In the living room, does the choice of elec-tronic equipment - TV, stereo, computer - complement the design?


CASE STUDY, SAVVY APARTMENTS

| Detail

We recently worked on a project with a marketing agent who had a back-ground in interior design. She was very particular with her choices and our experience was much more enjoyable and productive because she clearly knew what she wanted. This made our ability to visualise her concept and exceed her expectations even easier. She made strategic decisions about colour schemes, tables, chairs, couches and more. The result was a project that looked completed - something that definitely helped attract buyers who found it easy to imagine their own lives in that space. When it came to the exterior - as an option, there was going to be a gym on the ground floor - the styling was similarly edgy and contemporary, which added to the overall look that was consistent with the interior 3D images. The ultimate result looked like a fashion magazine shoot and, while we are aware that most developers don’t have interior design degrees, it is a useful reminder that careful plan-ning and research makes a massive difference in the quality of the visuals. If you need help putting the finishing touches on your project before your marketing visuals are done, engage a professional interior design consul-tant to guide the creative direction of your project. You’ll be glad you did.

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IMMERSE


SURROUND POTENTIAL BUYERS IN A MARKETING EXPERIENCE

| Immerse

Today’s sophisticated property developers enjoy a diverse range of market-ing opportunities across a multitude of platforms - many of them literally at your fingertips. Cutting-edge 3D imagery and the power of social media sharing and reach are amazing for property developers wanting to connect directly to their target markets and boost sales results, but what does the future hold when it comes to effective property development marketing that makes you stand out from the crowd? The vision is exciting - interac-tive, immersive technology that lets potential buyers have an experience and genuine connection to your development - before it even exists.

Managing the way artistic impressions are viewed: - Explore both offline and online marketing to reach

your target. - For high quality printing, imagery should be pro-

duced at 300dpi - and at least 5000px wide. - When it comes to web-styled images, however,

images that are just 1200px wide are often sufficient.


- Websites like Realestate.com.au require a spe-cific set out of the imagery. Make sure to check with the advertising department on the sizes before submitting imagery to them otherwise it may get distorted and look awkward online

- Create a unique website to promote your devel-opment - enabling you to add detailed descrip-tions and imagery and invite potential buyers to register their interest

- Online marketing methods include Google Ad-Words, as well as social media-driven campaigns on the most appropriate platform for your target market

- Offline marketing methods include print bro-chures, billboards, newspaper editorials and letterbox campaigns - led by the habits of your target market


Augmented reality, with computer-generated input to connect our senses, is on our doorstep and for property developers wanting to stay ahead of the pack, there has never been a better time to forge a professional rela-tionship with a trusted 3D imagery specialist. Online marketing strategies include Google adwords campaigns, dedicated websites, email marketing campaigns, iPad and iPhone mobile applications and social media sharing (everything from Twitter, Facebook, LinkedIn and Pinterest to easily con-nect your visuals with a waiting market). But even as social media has cre-ated a marketing democracy that puts community reach in the hands of the smallest operator, the need for well-managed print advertising is also very powerful.

Steps to effective online and offline marketing campaigns: 1. Identify the most appropriate marketing channels to con-

nect with your target audience2. To print to required resolution, communicate with a print-

ing professional to discuss imagery size and purpose3. For printing to large billboards, ensure 3D imagery cre-

ation is at least 5000 px wide, and at least 150dpi to pre-vent distortion

4. Online marketing imagery resolution should be at least 1200px wide in RGB format

5. Uploading to online portals like realestate.com.au, create images at 800x600px resolution to avoid distortion

6. Utilise social media marketing with ad campaigns that target your potential buyers

7. Launch your project with consistency and strategic timing across multiple platforms, and using Google AdWords to increase visibility

Billboards in highly visible locations and print campaigns in local news-papers make it more difficult to measure ROI but are still adept at raising visibility and the public profile of the development. It’s important to re-member this: creating the 3D artist impressions is just one step - managing the way they are viewed is also important.


CASE STUDY, THE MILL NEWPORT

| Immerse

This limited collection of designer terrace homes and garden villas came to life in the minds of potential buyers - thanks to considered 3D still vi-suals and an animated CGI film, combined with other local marketing, that focused on a specific demographic and highlighted the benefits that would resonate with them and their motivation to buy in this location. The creation of a video was a marketing success story - an engaging, en-ticing visual that showcased the development in a way that made it easy for the potential buyers to imagine themselves in the space and want to access the lifestyle on offer. Waterfront lifestyle is at the doorstep and the well-planned imagery pitched all the benefits to a specific audience - peo-ple looking for the qualities of Williamstown’s established reputation for lifestyle and location, with the added bonus of Newport pricing that put this development in the hands of even more potential buyers.

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LAUNCH


LAUNCHING A SUCCESSFUL CAMPAIGN IS NOT DONE IN ISOLATION

| Launch

Your target market for your next project move around their individ-ual worlds in many ways - engaged with social media, print and oth-er influences. To ensure your next marketing campaign is handled with cost-effective style, make sure you are prepared. Launch your online campaign at the same time as you print materials - making sure that bill-boards and print brochures are ready for real estate agents to work with. Today’s busy world demands instant gratification and if your audience does not receive that, doubt about your development can diminish the impact of your professional presentation - losing you those all-important early sales that are the lifeblood of your project.

- Collate and present all the marketing material at one time

- Launch online campaigns in tandem with offline distribution

- Create a consistent message that your project is high-quality and trusted

- Create a dedicated URL so potential buyers arrive easily at their desired online destination


1. All marketing hits the ground at once2. Creating a consistent, comprehensive vision

showcases your professionalism3. Gaps in your presentations leave unanswered

questions that raise doubt - and lose sales 4. Launching across multiple platforms creates

the high visibility that inspires a buzz around your project’s brand


CASE STUDY, ARDOR DEVELOPMENT

| Launch

To sell ‘luxury’, the senses need to be aroused. Luxury conjures up thoughts of more than just visual cues - but the added extras of feelings, mood and status. So, to ensure the marketing of this boutique, luxury off-the-plan apartment development sold well, we created imagery that con-nected potential buyers with all the benefits of these stunning properties. Our creation of both exteriors and interiors of the million-dollar apartment and townhouse project completed the marketing package of 3D images - inspiring potential buyers to want to experience the quality that was on display. The launch was extremely successful because the marketing was multi-faceted - connecting with potential buyers across multiple platforms, with a brand personality that was aligned, professional and visually excit-ing.

When you implement these practical insights into your own project marketing, you will see the difference that strategy makes. Professional 3D visual marketing is in your hands - and used well, it will bring measurable results and improve your sales outcomes.

Eagle Vision | Level 2, 189 Rouse Street, Port Melbourne VIC 3207 | www.eaglevision.com.auT 1300-208-177 | + 61-383-931-506 [email protected]

Five Insights to 3D Visuals for Effective Off-the-Plan Marketing Campaigns

Real Estate

Transcript of Five Insights to 3D Visuals for Effective Off-the-Plan Marketing Campaigns