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How to proceed to launch a successful marketing of architectural project?
Based on the fact that the majority of development projects begin to sell real estate a year, sometimes even more years before their actual realization, it is first and foremost necessary to process a high quality and representative 3D visualizations of a real estate. Since clients can not realistically see a real estate, 3D visualization must show as closely as possible the look of the future property. Last but not least, the 3D visualizations must capture the client at first sight by their high-quality graphics processing. Let’s not forget that 3D visualization is the first thing the client sees, which can capture or discourage him from further interest. The first and most fundamental mistake of developer projects’ marketing is the underestimation of the quality of 3D visualizations. It is important to realize that 3D visualization is a key marketing tool, since only after its processing it is possible to start presenting the project on the web page, social networks, media, billboards, flyers, etc. Each of these marketing tools will be displayed in 3D visualization. Here we could talk about two groups of 3D visualizations, both exterior and interior.
3D visualization of exteriors and interiors
Why is visualization of the exterior important for the presentation?
Clients must have a realistic idea of the exterior appearance of the building (i.e. its architectural design), the color and material solutions of the facade or the architectural solution of the surrounding area (gardens, parks, car parks, surrounding greenery, etc.). These are, at the first stage, the most important information that clients require to become more interested in the project.
Why is visualization of the interior important for the presentation?
For each client, it is very important to have an idea of the layout of the real estate (that is, how the property is pojected within the layout and the shape of the room, window constructions and their orientation, how big the living room is, the shape and the space of the kitchen, layout of the bathroom ). Thanks to the drones, it is now possible to accurately simulate the views of windows or terraces in visualization. This information is very difficult for the clients (especially people lay in the technical fields) to imagine only from the 2D ground plan or from the drawing. Therefore, it is very important that visualizations of interiors are also taken into account in the marketing of the development project.
Virtual videotours?
Very popular form of developer’s project presentation is a virtual video tour of the exterior and the interior. In this presentation, clients can see the upcoming project in a dynamic form and therefore a form that will surely interest client, whether on television, a large screen in public spaces, a large-screen display in business centers or a website and social networks.
Virtual videotour of development project
With 3D visualizations for development projects, we have rich experience. We have realized 3D visualizations of exteriors and interiors of residential buildings, residential areas, business centers or multifunctional buildings in Slovakia and abroad (Czech Republic, Austria, Switzerland, Croatia, Germany, Hungary).
How do we work?
We create 3D visualizations from the project drawing documentation of the property that the investor orders and receives from the architect (designer). From the drawing documentation we then create photorealistic visualizations of exteriors and interiors using 3D modeling and rendering technology. Then we model all the details of the real estate with the surroundings (building, greenery, parking, reinforced surfaces, parks, etc.) and also inside the interior (colored and material solutions of the floors and walls, furniture, decorations, sanitary, etc.). Thanks to the fact that in our team we have interior designers, we make custom designs of custom-made interiors according to the idea of the investor.
Modern and now widely available virtual reality technologies(VIDEO) allow marketing tools for development projects to move to a new level. Technologies such as Oculus Rift or Samsung Gear allow real estate buyers to view a real estate much more intuitively and realistically than just on 3D visualization. They can move around the real estate (not yet realized), perceive the view from each window or balconies and terraces thanks to the photos from drone, perceive the interior lighting and the amount of light in each room thanks to the simulation of the sun in every season and phase of the day and also download applications of development projects from Google Store and Apple Store. A view from the terrace, the sun’s interior behavior and orientation are important information that clients require from a developer before investing in the real estate (which will actually not exist for several months / years, so the client can not verify this information other way than virtual reality).
Available virtual reality technologies in architecture(VIDEO)
Why is semi-interactive virtual tour important for the presentation?
Virtual tours based on the semi-interactive virtual reality are today the most affordable and cheapest solution for presenting real estate to clients in dynamic form (not just in static form through images). In this virtual tour, the client can have free view from prepare preset point in the interior or exterior, and can move to the other prepare points in the area. The advantages of semi-interactive tour are excellent graphics, low-cost parameters of the devices on which it is running, compatibility with each operating system and every device (PC, Mac, mobile, tablets). This application can be run from an Internet browser (Google Chrome, Internet Explorer, Opera, Mozilla Firefox, ..) as well as on a mobile phone (Android, iOS, Daydream) and, of course, also on virtual reality HMD devices (Samsung Gear VR, Oculus Rift, HTC Vive, Goole Cardboard). Therefore, a developer’s project can have its own mobile app on Google Store and Apple Store, which gives the project a good image.
Semi-interactive virtual tour of residential project
Exterior semi-interactive virtual tour of residential project. LINK: https://vizualizacky.com/semi/vr_all.html
Why is a fully-interactive virtual tour important for presentation?
This form of virtual tour is technically and financially more demanding due to its full interactivity and functionality. However, it offers an irreplaceable experience that the client can experience through this tour. The client can move around the exterior and the interior of an unrealized project completely freely(VIDEO). The client can come into every room, perceive their proportions, illuminate them at different seasons and time (thanks to the simulation of the sun), perceive the view from each window (thanks to the drones) and the orientation of the apartment or the house itself. All this is possible with the head-mounted display for virtual reality.
Fully-interactive virtual tour of apartment house
Fully-interactive virtual tour features:
-Free walk around the interior and exterior of the building,
-Simulation of the season and phase of the day (solar conditions),
-Information about orientation with respect to the world sides
-Teleport to individual apartment,
-Object view (free rotation of the object) from the bird’s eye view,
-In each apartment there is an information board with the information about apartment price, flat area, flat orientation, etc.
Since we deal with the areas of virtual reality at academic level (development, publishing in professional journals, lectures, trainings, etc.), we are able to bring our clients the most appropriate solution to the use of this modern technology for their particular project and requirements. Thanks to our approach and solutions, we have won several awards (Student Entrepreneur 2014, MasterCard for Innovation 2014, TOP 5 Young Innovative Entrepreneur 2017 etc.). Our apps are used by developers or on their websites and social networks, as well as at their sales points and exhibitions where clients, via mobile (tablet) or virtual reality display devices (Oculus Rift, HTC Vive) freely walk through the exterior and interior of the property, and thus they perceive it realistically.
How do we proceed?
Using drawings of project we are able to create a dynamic virtual environment of the exterior and interior of the property in which the clients will be able to move fully or semi interactive. The clients can see the project much more realistically than just static visualizations (images).
Autor : Ing. Pavol Kaleja, PhD. – CEO VIZUALIZACKY Ltd., (PhD. thesis : “Virtual reality in civil engineering and architecture”).
