From media to messaging, a successful project marketing campaign requires several elements working in unison for maximum efficacy. More than anything though, product visualisation is key to showcasing your project vision to inspire buyers, generate leads and convert sales.
Before selecting a render studio to help bring your project to life, it’s important to consider how 3D imagery can support your project marketing. Planning your go-to-market strategy is key, as is of course, deciding which spaces, design features and project benefits are most important to visualise.
There are plenty of studios that can execute against a clear brief. However, developers seeking a greater level of input to achieve the best results should engage a studio with a marketing-leaning approach to visualisation.
Building early momentum is everything
Building interest and creating urgency is vital when it comes to launching a project and securing early sales.
According to realestate.com.au, the purchase cycle for buying an apartment off-the-plan is around 18-months.* This means an effective EOI campaign can easily span 2-3 months (or more), vs. the commonplace 4-weeks.
Of course, the longer you’re in market or engaging with prospects via a CRM program, the more content and imagery you will require for use across paid and owned marketing channels like social, web and email marketing, so it’s worth factoring this into your marketing budget.
Creating inspiring imagery takes time, so it’s important to work closely with your chosen studio to map out your campaign strategy and timeline as early as possible. Keep in mind, you don’t necessarily need all your images delivered in one go, though. A staged delivery approach allows you to build early interest and ‘drip-feed’ new images into the market to keep your campaign fresh.
*Realestate.com.au Developer Insights Series Research, 2020.
Understanding the customer journey
Recognising how 3D imagery can play a different role at each stage of the customer journey is essential to creating successful project marketing campaigns.
At the beginning of the buying process, inspiration is everything.
This means that intricate product detail is less important than showcasing elegant architecture, impressive amenity and inviting living spaces that engage buyers on an emotional level.
As buyers continue to research your project weeks and months down the line, the thoughtful details – textures, materials and clever design features – become just as important to highlight through your imagery.
Ultimately, creating a comprehensive suite of renders aligned with a considered marketing communication strategy is the key to success.
Creating imagery with marketing application in mind
Your imagery will become the focal point of your marketing, so understanding where and how the renders will be used is critical. Elegant portrait images showcasing vertical building form can be striking, but a landscape format brochure may not do them justice.
Likewise, there’s little point obsessing over framing and crops without considering aspect ratios for web and instagram, as this may affect how images appear in application. Engaging a render studio with strong experience in marketing application is key to ensuring your imagery is effective in application.
Supporting your sales team
Awareness building and lead gen are clearly important, however arming your sales team with the imagery they need to sell your project effectively is vital.
Just like an up-specced display, there is logic to leading with your premium-level product and upgrades when it comes to your renders to create a ‘halo’ effect over the rest of the product.
But it’s also important to remember you have only so many penthouses available, and buyers will want to see what they’re actually buying if their budget will only stretch to a 2-bedroom apartment, without the upgrades.
Ensuring you can produce the number of renders you need cost effectively, and without compromising on quality, is vital.
A holistic marketing plan always wins out
Cinematic imagery can be so much more effective if considered at the early stages of the marketing and sales strategy. The sooner you can involve your studio in discussions around your sales strategy, marketing execution requirements and key product USPs, the more value they can create for your project.