Selling a property that doesn’t exist can be difficult. When a resort project is in the planning or early construction stages, potential buyers don’t have a clear idea of what to expect, no matter how amazing the plans might be. Artist renderings help, but they have limitations. 3D Illustrations were made popular by the highly viewed HGTV television show, Property Brothers. The Sketch Up images used by the Property Brothers just three years ago were static and relatively crude by current standards.
A relatively new technology - 3D virtual tours - makes it possible to offer a complete tour of the property before the first shovel hits the ground. Builders, developers and resort owners are commissioning these video-like tours from architectural rendering firms to boost real estate marketing, take pre-construction orders, generate project buzz and close sales.
3D virtual tours are used to sell a variety of real estate including condominiums, vacation homes and memberships to resorts or beach clubs. They offer photorealistic views of how the finished property will look, whether it’s new construction or a renovation. 3D tours are especially effective for luxury real estate marketing because those buyers want to know their high expectations will be met.
What Are 3D Virtual Tours?
3D virtual tours are panoramic and interactive. They simulate what a person would see if they walked around the property. The viewer can zoom in on certain areas or features or view the property from a variety of angles. They can “walk” from the beach to the clubhouse or from the clubhouse to a particular unit.
Typically, 3D virtual tours are built around an actual photograph of the property, similar to augmented reality applications. That’s what makes them so realistic. They’re not an artist’s interpretation of how the resort will appear; virtual models are superimposed on geo-tagged images, allowing buyers to see not just the buildings, but how they will look in the actual setting, whether it’s beachfront, mountainside or in the on the green of the golf course. 3D virtual tours are tablet and mobile friendly. Post them to your website, share them via an email link, or post them on Pinterest, Twitter, Facebook and LinkedIn.
A 3D virtual tour is a more powerful tool for real estate marketing than a 2D image or artist rendering because it allows the potential buyer to imagine themselves in the space - lounging by the pool, grabbing lunch on the patio or sipping a cocktail at the tiki bar. When you’re selling resort properties, you’re selling a lifestyle, not just a building. Potential buyers need to be able to connect with the space and picture themselves there.
Real Estate Marketing with 3D Virtual Tours
Sales presentations come alive with 3D virtual tours. You don’t have to rely on words to describe the amenities; you can show them. 3D virtual tours are also effective for selling a project to city or town planning or zoning officials. The sooner local boards understand your project and how it will appear, the sooner approvals will come.
Aside from real estate marketing, 3D virtual tours are helpful in the planning and design process. When you can see a property before it is built, you know what works and what doesn’t. Changes to the design can be made before construction, and before they’re costly.
3D renderings come at a cost, of course, but the investment is negligible when you’re planning a multi-million dollar project. Builders and developers find that they save money in the long run by boosting pre-construction real estate sales and eliminating costly project changes on clubhouses and large scale amenities like pools and tennis courts.