The emotional power of 3D renderings can be tempting. On the one hand, the temptation to “exaggerate” can be hard to avoid, but on the other if you don't connect with reality enough, your interior visualizations won't feel inviting to prospective buyers. It's all about achieving the perfect balance to get your buyer to the “I love it” place!

It's easy to try to use this power to exaggerate reality a little bit, for example:

Notice how in this image from schmidt hammer lassen architects the trees and ground look very realistic, but the building at the center is just a little more “dreamy” and idealized than a parking garage or office building ever looks in real life.

These types of renderings absolutely connect strongly with the emotional part of the brain that makes us decide to buy, but in terms of the logical side it's a major fail. Prospective buyers know better than to believe that an idealized, dreamy rendering is what they're going to get after they pay 600K or more for a luxury property.

The takeaway, make sure whatever 3D renderings you do use are photorealistic.

There's another element that really separates a so-so 3D rendering from really great work...

You (or the company you hire for your rendering work) just can't sweat the small stuff enough. When it comes to creating an interior visualization that feels inviting to your prospective buyers, it's all about the details! Things that seem small or inconsequential, like a throw on the sofa or a wine glass on the kitchen island can help a 3D image feel more natural, more human, and more inviting. Not only should these small, but important touches be there, they should be tasteful and stylish.

It's a fine line to walk. While you don't want to have a 3D rendering that looks like a page out of a Pier One catalog, you absolutely want to make sure the artist creating your renderings understands what is appealing to the kinds of sophisticated buyers you are trying to attract for your luxury properties.

Be aware that outsourcing your renderings overseas does have some cost advantages, but it's these critical little details that are often how you pay for those overseas savings. I've found that it's the details that make a VR experience a completely immersive one, one that triggers the emotional response you want from your prospects.

The final detail that separates really great VR renderings from so-so work is the quality of the tools  used to produce them. Without getting into too much detail here, understand that the better rendering tools create light that feels more natural and true to life, while the cheaper tools just can't pull that off.

In the next chapter I'll tell you all about the things that separate a nauseating (literally!) VR experience from an emotionally captivating one!

Next Chapter: Nausea...

Previous Chapter

If internet users are going to be able to use virtual reality to meet with peers and teachers, as well as interact with doctors and specialist services, then there is no reason why the luxury property market could not adopt this new technology to further residential sales... allowing users to peruse various property types from their desktop or tablets before they book. With virtual reality, our clients could offer a virtual tour on a whole new level allowing users to view a residence like never before. This would be especially useful when looking at international property and real estate. Similarly, users could have virtual ‘site visits’ that show the latest construction updates overlaid with data such as build schedules, temperature and time and even upcoming events to entice the user/buyer to the real world location.
— Ian Garstang, Kingsland Linassi