Luxury real estate buyers are their own animals. You can’t blame them: anyone who is spending big money on a custom home or resort property has the right to be choosy when it comes to style and design.
A real estate marketing strategy that has proven successful with others buyers might not fly with the luxury set. When you’re asking people to spend more, they expect a sleek presentation. Luxury buyers want to know exactly how the home or property will look, and how it will appear in the context of its surroundings. They don’t want to be left with any unanswered questions.
Virtual panoramic tours eliminate the guesswork by providing a panoramic, 360-degree view of the home or property before it is built. They’re great for selling your project to individual clients, but builders and developers have also found that they help create buzz around a project. Incorporate them into your real estate marketing efforts, including email blasts and social media posts, to generate excitement about the high-end features and amenities your project will offer.
Setting realistic project expectations with 3D tours
Virtual panoramic tours are relatively new for real estate marketing, but they’re taking off because they provide a photorealistic view of how the property will appear. Two-dimensional artist renderings can be beautiful, but they can’t match the level of detail. 3D tours display the property in video-like quality from a variety of angles. They allow potential customers to “walk” around the property and zoom in on certain areas or features.
3D virtual tours are computer generated, but they start with an actual photograph of the site. Potential buyers will see what the home or buildings will look like on the actual site, not an artist’s interpretation of how they could look. If changes to the design need to be made, you can make them before construction starts - saving time and money.
Let’s say you’re building luxury custom homes. In addition to using 3D virtual tours as a real estate marketing tool (more on that in a bit), you can work with the buyer to modify the design while it’s still in the planning stages. If a buyer decides they don’t like the stone siding, you can show them the home in brick or wood. Changes at this stage in the process are far less expensive. Equally as important: When a buyer signs off an a design after seeing a virtual panoramic tour, you can be confident that he or she knows exactly what to expect.
Why do developers need 3D virtual tours for real estate marketing?
Real estate marketing is all about generating buzz. You can describe all of the amenities of a home or development, but words don’t always resonate. The best way to get potential buyers excited about what you’re offering is to show them exactly why the project is exciting. Images are powerful, particularly when they’re detailed, interactive and realistic.
Virtual panoramic tours can be used to:
- Market your project via social media sites
- Speed up the local planning board approval process by making sure local officials understand the design and scope of the project
- Send email blasts introducing the project or development to potential customers
- Send individual emails previewing the project to potential customers
- Advertise the project on your website or on other websites
- Share images of the project or development with media sources via public relations
3D virtual tours are mobile and tablet friendly, and they’re available in HTML or Flash formats. This flexibility allows you to incorporate the tours into all of your online real estate marketing efforts, and it ensures that all recipients will be able to view the panoramic tour.