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 utilize 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.
CGI animation is a cutting-edge technology that allows estate agencies to create photorealistic 3D models of properties using specialised software. The process of creating CGI animation starts with a virtual 3D model of the property, which is created using specialised software. The model can be customized to showcase various 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 that can be used 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 provides potential buyers with an experience that is as close to real life as possible.
- CGI animation is different from traditional photography and videography in that it allows estate agencies to create customized 3D models of properties. This technology allows for a high degree of customization, enabling estate agencies to showcase all the USPs of a property such as its layout, interior design, and landscaping.
- Additionally CGI animation is a flexible technology that can be used in various marketing materials such as 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 bet 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. CGI animation enables estate agents to portray photorealistic 3D models of properties which haven’t yet been built, providing potential buyers with a realistic and immersive experience. This, in turn, helps potential buyers visualize 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 in order to attract different potential clients. For example, a different kind of interior would appeal to a young professional couple than a growing family. A room in a large sunny villa would be designed differently to a smaller room in city apartment block. This level of customisation helps estate agencies to create marketing materials that are tailored to their target audience, resulting in more effective marketing campaigns.
- Engagement: CGI animation can significantly enhance early engagement levels in property marketing campaigns, before the properties are even built. By providing potential buyers with an immersive and interactive experience, CGI animation can capture their attention and interest, leading to better engagement levels. This, in turn, can lead to better lead generation and ultimately, more sales, particularly when trying to sell off plan.
- Increased On-line engagement: In the same way that more still imagery attracts house hunters to Rightmove listings, inclusion of animation tailored to social media attracts more views, whether they be 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 means 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 providing potential buyers with 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.
Examples of CGI Animation in Property Marketing:
The Virtual Tour or 360 Tour
Virtual tours are one of the most common examples of using CGI animation in property marketing. CGI companies can create a 3D model of the property and use it to create a virtual tour that provides potential buyers with an immersive experience. 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, providing potential buyers with a dynamic and interactive way to explore the property.
Fly-throughs are another popular example of using CGI animation in property marketing. CGI companies can create a 3D model of the property and then use it to create a fly-through video that showcases the property’s features and amenities, providing potential buyers with an immersive way of exploring the property.
The Interactive Floor Plan
Interactive floor plans are another effective way to use CGI animation in property marketing. Estate agencies can create a 3D model of the floor plan that allows potential buyers to explore the property’s layout and dimensions. Interactive floor plans can be used on websites, alongside apartment pickers, providing potential buyers with a clear understanding of the property’s layout and helping them to make informed decisions.
In conclusion, CGI animation is a powerful tool that estate agencies can use to create effective property marketing campaigns, especially for larger apartment or housing schemes. They can be used to build interest and reservations on the run up to the sales launch of a site, or even earlier to promote off-plan sales. They are particularly helpful if marketing to foreign investors, as many will buy on the strength of an animation.
If you’re a property developer looking to incorporate CGI animation into your marketing campaigns, here are some pointers to keep in mind:
- Understand your target audience: Before creating any marketing material, it is crucial to understand your target audience. Consider the demographics and preferences of your potential buyers, and tailor your marketing campaign accordingly.
- Highlight unique selling points: Every property has unique selling points that can be highlighted using CGI animation. Consider the property’s location, architecture, amenities, and layout, and showcase them in your marketing campaign.
- Use multiple CGI animation techniques: There are a number of CGI animation techniques that can be used in property marketing, such as virtual tours, fly-throughs, walk-throughs, 360-degree views, interactive floor plans, before-and-after images, and renderings. Consider using multiple techniques to create an engaging and immersive experience for potential buyers.
- Use social media: Social media platforms are an excellent way to reach potential buyers and promote your properties. Consider creating social media accounts and using platforms such as Facebook, Instagram, and LinkedIn to share your CGI animation marketing materials.