Chapter 10: Making the most of your 3D assets
So, you've acquired great photorealistic renderings and 3D virtual tours made for your properties. What's next? How do you get the most benefit from them? Well, read on!
Now that you know many of the ins and outs of what makes for really great 3D renderings, I want to offer you some suggestions on how you can get the most bang for your buck from those 3D assets.
We'll take a look at some useful rules for making the most of your 3D assets, but I should also say that there will always be exceptions to those rules. Like every other marketing method, it's all about knowing your market, understanding your customers well and using your marketing to build a strong and trusting relationship and brand identity with your prospects.
Just like a prospective buyer will take a “drive by” of a home before getting out for a closer look, checking out a full guided virtual tour of a home is not the first step in your buyer's journey.
Instead, their search will most likely begin online. More and more companies are moving away from dense, cluttered home pages towards more simple designs. These pages are designed to convert visitors into leads by convincing users to provide their contact details (like their email address) so they can be guided and nurtured through the buying process.
Here's an example of what kind of site I'm talking about:
Your site's home page can be the perfect vehicle to include static images of your best 3D renderings – the ones that emphasize the very best features of your homes.
Notice how the home page is very simple, focuses on the building and makes the neighborhood the centerpiece of the page. While putting a guided 3D tour on the home page might look really cool, it's likely to do two things that can quickly turn off users:
• Slow down the load time of the home page
• Give potential buyers too much information way too soon
So, the point I'm making here is to get the most out of your 3D renderings, use a static version early in the buyer's journey to entice prospects and leave them wanting more.
Save using the interactive features contained in good virtual reality tours to engage your prospects and build interest a little later on in the process.
Once your visitor has moved past your home page and is exploring a specific community or checking out specific homes, that's when it's time to get them more engaged with a great VR tour.
Check out what it looks like here:https://round.me/tour/11057/view/
This is one of our Mirage 3D guided tours. It's 100% computer generated (except for the high resolution photograph of the distant landscape) and it is a great example of what I mean about photorealistic detail, the right lighting, and the little details that make a virtual home feel real and inviting.
While interactive 3D tours can be used before a buyer visits a model home, they can also be used after the visit to strengthen and reinforce their emotional connection with the home. Your sales team or marketing automation system can follow up after a visit with a simple email that includes links to a 3D virtual tour of the model(s) they were most interested in, which they can then be shared with family and friends to provide them with the experience of being there. This not only provides free publicity for your company, but also offers the opportunity to deepen a potential buyer's emotional connection with a home.
Instead of asking themselves “was the living room big enough for our annual Christmas party”, they can revisit the virtual tour to remember more clearly the size, scale, and flow of a home.
Virtual reality has opened the door for some pretty innovative stuff, like allowing potential buyers to decorate a home in their personal style to really see if it's the right home for them. The kind of interactivity that is on the horizon includes the ability to actually purchase furniture and accessories inside a virtual reality tour after you place it in the virtual space!
You can begin to experience and use all of the innovative features virtual reality offers right now! Of course, I don't recommend trying to scale up from 0 to 60 overnight. But, I'm seeing 3D rendering and virtual reality play a bigger role in helping production homebuilders lower costs, improve engagement with potential buyers and increase important numbers like absorption rate and profit margins.
If you 'd like to know more, just send me an email at firstname.lastname@example.org! I'd love to answer any questions you might have about 3D rendering, virtual reality tours and how you can use this cutting edge technology to help you sell more home!