On the property market, we see a significant increase in realized investments. More and more real estate is being built and developers are tempting customers with different methods. Government programs, discounts, ready-made flats arrangements. All treatments are aimed to sell as soon as possible- which means a significantly lower cost of crediting. In short, there is more money in the developer’s pocket, so everyone is fighting to sell the apartment when the shovel is almost dug in the ground.
Currently, in marketing, most companies rely on Adwords campaigns, social media campaigns, building company awareness at a variety of tradeshows, and it concerns not only property developers, but also other industries. How to stand out, surprise your customers, encourage them to your offer?
Companies are beginning to notice that it’s more about solving the problem than the product itself. Customers want the real value to be shown. Values should also match the target group. A single person looking for a small apartment has different needs than a working couple with two children.
Clients we talk to often mention the problem of imagining space. A flat apartment plan on A4 paper does not give us an idea of what the interior of this apartment will look like. It is also hard to imagine how a particular color of the paint will blend with the bright oak parquet, what equipment will fit our home and how to arrange whole space. And if we solve these problems?
Developing a consistent inbound and outbound strategy is the basis of marketing regardless of the industry. Outbound techniques are becoming increasingly inefficient. Traditional forms of advertising such as cold calling, sending mail, investing large amounts of money in newspapers, banners are no longer a good form of advertising. Let’s look at where our customers are now?
Inbound marketing has become a good practice for innovative companies. Creating content, guides, writing articles on topics that interest your customers, building communities around your business is a key. Being in Social Media (Instagram is a very underestimated medium for property developers) is a great place to showcase the interiors of future flats, common areas or green spaces. Why can augmented reality be another important tool for building interaction with your customers?
Augmented reality – your advantage.
Augmented reality finds more and more uses in many areas of life. One of them is the real estate market. What is really the mysterious “augmented reality”? In short, it casts 3D objects on “real” objects such as desk, wall, paper. It uses the camera inside is a mobile device: smartphone or a tablet. Technology gives us amazing opportunities that we should use. Especially if it allows us to solve our customers’ problems, which directly has the impact on better sales. The augmented reality allows architects or property to work with the 3D models they already have in Autodesk Revit or 3DsMax. Especially as the market of augmented reality is growing at a rapid pace. Large companies such as Skanska see such a future and heads in that direction.
Technology gives us amazing opportunities that we should use. Especially if it allows us to solve our customers’ problems, which directly has the impact on better sales. The augmented reality allows architects or property to work with the 3D models they already have in Autodesk Revit or 3DsMax. Especially as the market of augmented reality is growing at a rapid pace. Large companies such as Skanska sees such a future and heads in that direction.
We know well that in the property market a visual presentation of apartments sells. Proper images increase the sale of properties. It is not without reason that “home staging” is gaining popularity (the proper placement of furniture, products in the home, to increase its value) Developers provide photorealistic visualization to show better their investments. Thanks to the augmented reality, we can show the model of a 3D apartment from the A4 apartment plan. Even more, we can show several types of apartments: 40m2, 50m2 or 60m2. With a single button, we can show different functional layouts or a view with 20 cm walls high to make it easier for the client to see the layout of the apartment. And what about showing apartment with or without furniture? In addition to the different styles of arrangement: Scandinavian, modern, rustic? Every customer has a different taste. Match it!
Now imagine that flyer, catalog or apartment plan distributed by a sales representative is really just the beginning for further interaction with the customer through a mobile application that can be anyone who has a smartphone or tablet, which is probably most of your customers. If you want to stand out from the competition and implement innovative tools that take into account the use of this augmented reality.
Quo Vadis augmented reality?
What if using 3D models through augmented reality will help people to imagine the space or the future arrangement of the apartment, color or solve potential collisions? The return on investment in the form of new customers and gaining new markets will be outstanding. Nowadays, companies are trying to make more and more creative campaigns to attract more and more demanding customers. Maybe those modern technologies are what you are looking to stand out from the crowd.
Simon built his experience by leading over 100 creative projects. In More Infinity he is responsible for finding business value in implementing augmented reality in our customers’ daily products or services.