The real estate industry has always been competitive, and today it’s even more challenging to stay ahead of the game. With the advent of technology and the internet, property buyers are now more informed and demanding than ever before.

As a result, estate agencies need to use innovative marketing strategies to grab the attention of potential buyers and showcase their properties effectively. One such marketing tool that has proven to be effective is CGI animation.

What is CGI animation?

CGI animation is a cutting-edge technology that allows estate agencies to create photorealistic 3D models of properties. The process starts with a virtual 3D model of the property, created using specialised software.

The model can be customised to showcase features such as the property’s layout, interior design, and landscaping. Once the model is complete, it can be rendered into a photorealistic image or video for use in marketing materials.

• This technology uses computer-generated imagery to create virtual 3D models of properties, which can then be used to create various marketing materials.
• With CGI animation, estate agencies can showcase properties in an immersive and interactive way that gives potential buyers an experience as close to real life as possible.
• CGI animation differs from traditional photography and videography in that it allows a high degree of customisation, so estate agencies can showcase all the USPs of a property, such as its layout, interior design, and landscaping.
• CGI animation is also flexible. It can be used in virtual tours, fly-throughs, walk-throughs, 360-degree views, interactive floor plans, before-and-after images, and VR.

Used effectively, marketing materials created in this way can help attract potential buyers and ultimately lead to more sales, sooner. Having properties stand empty once they are built is costly, so using CGI in a tailored way to produce a bespoke marketing campaign is the best way of avoiding such an outcome.

Advantages of using CGI animation for property marketing campaigns

Enhanced visualisation

One of the primary advantages of using CGI animation in property marketing is enhanced visualisation. It enables estate agents to portray photorealistic 3D models of properties which haven’t yet been built, giving potential buyers a realistic and immersive experience. This helps them visualise the property better and make informed buying decisions.

Customisation

CGI animation provides the flexibility to customise marketing materials to meet specific needs. Different styling can be used to attract different potential clients. For example, a different kind of interior would appeal to a young professional couple than to a growing family, and a room in a large sunny villa would be designed differently to a smaller room in a city apartment block.

This level of customisation (see our case studies for real examples) helps estate agencies create marketing materials tailored to their target audience, resulting in more effective campaigns.

Engagement

CGI animation can significantly enhance early engagement in property marketing campaigns, before the properties are even built. By giving potential buyers an immersive and interactive experience, it captures their attention and interest. This can lead to better lead generation and, ultimately, more sales, particularly when selling off-plan.

Increased online engagement

In the same way that more still imagery attracts house hunters to Rightmove listings, animation tailored to social media attracts more views, whether on property portals such as Rightmove and Zoopla or across social media channels.

Decreasing attention spans, coupled with an ever-increasing appetite for the moving image, mean an aspirational animation snippet is the perfect medium for piquing initial interest in a new-build project.

Improved sales

Finally, the use of CGI animation in property marketing can lead to improved sales. By giving potential buyers an immersive and interactive experience, estate agencies can increase the likelihood of making a sale. The more informed the potential buyer is, the more likely they are to buy the property.

Of course, if overseas investment buyers are the target market, animation and 360 tours are a must, and our clients’ feedback shows how well they work.

Examples of CGI animation in property marketing

The virtual tour or 360 tour

Virtual tours are one of the most common examples of CGI animation in property marketing. CGI companies create a 3D model of the property and use it to build a virtual tour. House hunters can move from room to room with the click of a mouse, in the same way they would on Google Maps. Virtual tours can be used on websites, social media, and other marketing materials.

The fly-through

Fly-throughs are another popular example. CGI companies use a 3D model of the property to create a fly-through video that showcases its features and amenities, giving potential buyers an immersive way of exploring it.

The interactive floor plan

Interactive floor plans are another effective way to use CGI animation in property marketing. A 3D model of the floor plan lets potential buyers explore the property’s layout and dimensions. Interactive floor plans can be used on property websites alongside apartment pickers, giving buyers a clear understanding of the layout and helping them make informed decisions.

Conclusion

CGI animation is a powerful tool for creating effective property marketing campaigns, especially for larger apartment or housing schemes. It can build interest and reservations in the run-up to a site’s sales launch, or even earlier to promote off-plan sales. It is particularly helpful when marketing to foreign investors, as many will buy on the strength of an animation.

If you’re a property developer looking to use CGI animation in your marketing campaigns, check our prices and timescales, and keep these pointers in mind:

1. Understand your target audience. Consider the demographics and preferences of your potential buyers, and tailor your marketing campaign accordingly.
2. Highlight unique selling points. Consider the property’s location, architecture, amenities, and layout, and showcase them in your campaign.
3. Use multiple CGI animation techniques. Virtual tours, fly-throughs, walk-throughs, 360-degree views, interactive floor plans, before-and-after images, and renderings can work together to create an engaging, immersive experience.
4. Use social media. Platforms such as Facebook, Instagram, and LinkedIn are an excellent way to reach potential buyers and share your CGI animation.