Lovely duplex house with nice colours 3D render

3D Rendering – The Edge Needed For Property Marketing In Melbourne

2015 so far has been a great year for the property market in Melbourne. Two consecutive interest rate cuts have helped Melbourne achieve acceleration in the housing segment. The CoreLogic RP Data home value index has reported a 10.2% year on year growth rate. There is an increased activity by both the investors and home buyers in the residential segment. Commercial segment though lagging a bit is catching up.

Melbourne however is lagging behind in price growth as compared to Sydney. Though both markets are currently a “seller’s market”, Melbourne has a higher number of units available for sale which is impacting the pricing. There is also a disparity in the market; some suburban areas Albert Park, St Kilda, Richmond and Carlton are seeing higher growth as compared to the inner city areas like Southbank and Docklands. Real estate experts are attributing this to oversupply especially in case of apartment complexes.

In such an overcrowded and complex market, the marketing plan of a project needs to be robust and alluring. It has to be developed at the project planning stage. A standard marketing plan starts and ends at designing and printing a brochure, developing a vanilla website with a few pictures and signing up with real estate agents who can hard sell your property.

But those days are far behind. It is a well-known fact that the property marketing works best on a pull system rather than a push system. There is multiple reasons why you should use 3d rendering in your marketing strategy. Now the marketing starts even while designs are being submitted for approval. Many architects are opting to submit high quality 3d rendering of the property along with the architectural plans so as to create a buzz even as the approval comes through.

We live in a digital world and the biggest promotional weapon is a well-designed website. A vanilla website with a few photographs showing the exterior of the property and the architectural plans for the inside are no longer viable. If a project’s website needs to stand out in the crowd of websites in the cyber world, there is a need to understand if the website answers a few basic questions that the customer might have, for example, “what will my apartment look like with furniture and people in it?”, “How will it look from different angles and viewpoints?” and “What kind of lifestyle is being offered?” Etc.

These questions can be answered if the project website has a 3D floor plan which can make the boring architectural plans come to life. They help a customer visualise his home and give him an idea of the space in way a 2D plan never can. Add 3D rendering and Architectural Visualisation to give a warm and photo realistic feel to the project. For the external photographs one needs to use a Photo Montage 3D Rendering which combines real life photographs with a realistic model of the project making the whole look inviting and highly marketable. Add a video with all the above and one is ready to launch. Of course one needs to ensure that the website is mobile friendly.

All the above can also help design one’s brochures which will look more real and more interesting. Many developers are also using these on big screen televisions in their marketing offices and in real estate offices to help make selling a little easier.

lovely exterior lounge render

An important point in all this is to remember that the customer today is technically smart. He knows what he wants and he knows quality when he sees it. If your presentation, be it on your website or in person, is not of top quality he will mentally mark your price down. A good quality photo has sold more houses with lesser negotiation than all the smart talking an agent can give.

Looking for an edge to market your property????

Read More