Why Graphical Renderings Help Sell Luxury Real Estate


For many buyers, luxury real estate is just as much about emotion as it is an investment. If you’re going to sell them that beautiful lot for their dream home you’ve got to sell them the dream, not just the land. 

Graphical renderings and 3D Virtual Tours give buyers a realistic, 3D-looking image of a property's potential long before the site crew shows up. The Ohio couple retiring to Florida can see how your top model homes look on that lakefront property they're considering. The Boston family is looking to buy a lot in Palmetto Bluff; South Carolina can visualize their dream home as it overlooks the May River. 

Architectural renderings are an order of magnitude more efficient than 2D floor plans or sketches at selling a luxury home on the property because they allow potential buyers to imagine themselves at home. 

A 3D rendering can also be used to sell a building project to the public or local planning department. They can be used in brochures and marketing materials, on billboards, on Pinterest and Houzz and in the media to raise awareness about the project and show off the design. 

What Is a Graphical Rendering? 

Graphical renderings are computer-generated illustrations that offer a 3D-looking view of a planned property, home or building. The still images are created with advanced software that shows precise details in high definition. The quality mimics that of a photograph. 

Rendering companies can create a single, high-definition image or several images of the same structure from multiple angles. Images can show the inside or the outside of the building, and exterior images often show surrounding buildings and landscaping, like this example here. The popular tv show Property Brothers has used before and after architectural renderings with great success. 

Increasingly, architectural rendering companies are also offering 3D virtual tours using a combination of photography, CGI, and advanced web software. These take clients around, above and inside a building with a complete 360-degree view. They show a client how the kitchen flows into the living room, for example, or how the roof would look slate were used instead of asphalt shingles. These provide the client with an even more realistic view of the final product. 

Village Features, LLC offers still renderings, 3D virtual tours and animated videos. The panoramas and videos can be viewed in standard web browsers and on mobile devices like the iPad. They’re downloadable with PC- and MAC-compatible versions too. 

Who Needs Architectural Renderings? 

Renderings are used by architects, landscape architects, developers and real estate agents to sell property, and to demonstrate various design options. They allow the buyer to make changes while the structure is still conceptual, not after construction starts - saving everyone time and money. 

Homebuyers might also choose to commission a rendering company. Still images provide buyers the chance to make sure they love the looks of a home before it is built - they can make changes if they don’t like a particular detail, and test out different layouts, finishes, paint colors, lighting and materials before committing to anything. 

What’s Wrong With Traditional House Plans? 

In a word: Nothing. Much like the radio’s role in society changed but did not disappear when the TV was invented, floor plans and 2D sketches will always have a place in the design world. They’re simple, straightforward tools that work well as a means of communication between professionals like architects and builders.

Where 2D images fall short is in speaking to the consumer. Buyers are less likely to develop that emotional connection to a property that can close a sale. And 2D images can be difficult for the average person to read, leading to confusion about the actual layout or look of a finished home or building. Realistic graphical renderings, on the other hand, break down communication barriers between builders, designers and customers. 

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Joshua Hale

Joshua Hale is the founder of Village Features. He enjoys writing about the effects of computer visualization on a business's bottom line as well as it's branding.