When Mr. and Mrs. Retirement are spending $600,000 to build their custom dream home, they want every detail to be perfect.
Can you blame them? When you’re spending that much money (or more) on a home, it should be exactly what you want. Besides, real estate is about more than dollar signs; it’s personal. Many buyers have been planning this dream home in their heads for years, and they won’t commit until they’re sure that image can be realized.
In the luxury real estate market, 3D architectural renders have become a popular selling tool. The computer-generated images go beyond 2D drawings and floor plans to give buyers a photo-quality image of the home before it exists. They help sell properties by showing luxury buyers that their high expectations will be met.
Selling With 3D Architectural Renders
The luxury real estate market is its own animal. Buyers tend to be sharp and business savvy, and they want detailed information about the property before they commit. They require a good first impression and sleek sales tools that demonstrate your professionalism. Luxury buyers also want options. They want you to show them what’s possible, not just what’s available.
3D renderings show luxury buyers exactly what they’re getting for the money.They display the kind of realistic details not found in 2D drawings: depth, light, shadows, textures - even real-world imperfections in some cases. Buyers can see the inside of the home, the outside of the home, what their street will look like when all the homes are complete and how the neighborhood will be laid out. Buyers don’t have to rely on their imaginations to bring 2D drawings to life. They can actually picture themselves in the home, which leads to sales.
The same goes for luxury real estate developments such as resort communities. Buyers don’t have to guess what the clubhouse will look like; they can see it. They don’t have to wonder how convenient their home or condo will be to the beach; they feel as if they’ve already done they walk. Before construction starts, they’ve imagined the first vacation.
Static 3D renderings are used to pique a potential buyer’s interest in the early stages of interaction, while architectural walkthroughs, interactive apps or virtual tours are better suited for analyzing details and making changes to the home’s design and finishings before construction begins. Clients can swap out a granite counter for slate, for example, or one type of crown molding for another. Interactive tools give your luxury clients the options and input they crave, while also preventing costly change orders after construction starts. Essentially, your clients will have seen the home before it exists, making it far less likely that they’ll be surprised or disappointed by the final product.
Village Features, LLC works closely with the luxury real estate market to create 3D renders, including still images, VR Tours and architectural walkthroughs. Clients include luxury home developers and luxury resort developers.
Marketing With 3D Architectural Renders
Raising public awareness about a luxury real estate development is crucial to making sales. A marketing campaign needs to speak not only to luxury buyers, but to the public and local planning officials. Developers are increasingly using 3D renders to:
- Send still and interactive images to current and potential customers as a MAC or PC download
- Share images with news organizations writing about the development
- Create planning board presentations
- Drive traffic and leads to the project website by hosting a web version of an interactive app
- Promote luxury real estate via social media
- Create marketing materials such as brochures
- Create billboards and other advertisements
In some cases, a 3D render is what sets you apart from the competition. If buyers can picture themselves in your development, but struggle to relate to 2D sketches and plans used by other luxury real estate developers, you’re in a good position to make the sale.