The housing market is tough right now; with fewer people buying and selling homes, the interest in condo and apartment renting has peaked – despite increasing prices. Because of this, property managers and real estate developers are coming up with new ways to market their properties to stand out from the crowd. If you’re a part of this group, it’s time to start thinking outside the box.
One new strategy is three-dimensional (3D) marketing, which utilizes 3D digital technology to create simulations and architectural visualizations of products, buildings, or services. This marketing tool allows you to showcase the properties you sell or rent in an immersive and interactive way.
At Primary, we’ve seen it all in almost 40 years of working in the mulitifamily industry – so we know a thing or two about how to make your branding different from your competitors. So, what exactly makes 3D marketing so special? Why does it pair so well with multifamily marketing?
What are the Benefits of Using 3D Marketing Tools for Multifamily Marketing?
Multifamily marketing utilizes architectural visualizations, or renderings, which are computer-generated images of buildings or spaces created using specialized software. These images give a detailed representation of a complex’s design, layout, and features — giving prospective renters or buyers a clear idea of what to expect from the property. It also allows them to look at the space before they schedule a tour. On the other hand, it saves community managers time and resources by eliminating uninterested leads. Another time-saving idea is to pair your 3D marketing visualization with an eligibility form to eliminate unqualified applicants.
Building authenticity and transparency is the most beneficial thing multifamily marketers can glean from adding 3D marketing to their toolbox marketing toolbox. When prospects can see what they’re signing a lease for in multiple formats, they know you’re a legitimate company, not a scammer. Once this trust is established, you can sign leases faster and get residents into the home space they want.
Engaging prospective residents using marketing techniques that appeal to all five senses (or sensory touchpoints) is a proven strategy that companies have used for decades. Color, scents, and soothing music are all great ideas, but they’re old news—3D marketing ties in multiple senses at once.
How Do Multifamily Property Developers and Owners Currently Use 3D Marketing?
3D marketing tools also help differentiate multifamily properties from their competition. With so many communities trying to catch the attention of potential renters, it’s difficult to stand out in such a competitive market. Because most companies still use old-school photography or 2D floor plans, property managers or real estate developers that use 3D renderings will seem more advanced and ahead of the game. Here are some ways it’s already being used in the industry:
- Virtual Tours: Property managers use 3D modeling and virtual reality technology to create immersive virtual tours of their properties. These virtual tours allow prospects to explore the property and its amenities from the comfort of their homes. But what about people from out of town? When nonresidents of your area are looking at your community, they need more than a few pictures to envision themselves calling somewhere home. A 3D interactive tour lets them “walk” through the space rather than simply look at it. Providing a 3D view of the community and surrounding neighborhood is another way to help people identify nearby shopping or transportation, two major deciding factors for many people looking to move.
- Floor Plans: 3D modeling can be used to create detailed and accurate floor plans of apartment units. This can help potential residents better understand the unit’s layout and how their furniture might fit, which can be a significant factor in their decision-making process.
- 3D Renderings: Property owners/managers can use 3D modeling to create photorealistic renderings of their properties. These renderings can be used in marketing materials such as signage, collateral and websites to showcase the community’s features and amenities.
- Interactive Websites: Some property owners/managers are using 3D modeling to create interactive websites that allow potential residents to customize the look and feel of a unit by selecting different finishes, colors, and furniture. This can give residents a better sense of how a unit might look and feel with their personal touch.
Bringing Your Architectural Renderings to Life
While 3D marketing tools are a great asset to multifamily marketing, you’ll need a few things to start. First, you need the appropriate technology and computer programs to create 3D architectural renderings. In addition, you must have appropriately trained staff that know how to operate these programs. However, these things aren’t as easy to come by as you might think. Hiring additional full-time staff members or purchasing the necessary materials isn’t feasible or cost-effective for many companies. That’s why outsourcing to an agency like Primary is a great idea. It allows you to have the innovations you need without going over budget.
At Primary360, we know staying relevant in such a competitive market is tough. With our expertise in the current real estate market, our team can bring your multifamily complex to life with 3D marketing tools. It’s no secret that the most critical part of running a business is establishing a quality brand philosophy and a positive reputation in the community. Let Primary help you achieve that with innovative marketing strategies that create a welcoming environment for your future residents.