How to Sell Property on Social Media Using Renders [With Case Studies]

Posted by Justin Bourn

For the last several decades the property development industry has relied on traditional marketing channels to generate leads and sales for their projects – but, in the age of digital marketing, all of that is changing.

 

With digital marketing, and particularly social media marketing, becoming more popular marketing channels, developers are now able to showcase their projects while creating measurable data that clearly show the marketing team where new leads and sales are coming from.

 

With the right strategy and timing, a property developer can now launch a tailored digital marketing campaign aimed at a unique and specific target audience. But, no campaign would be complete without a concerted and targeted social media strategy that begins in the rendering phase of the project.

 

As people’s usage and exposure to social media grows, as does its importance as a tool for property developers. As we have discussed in previous blogs How to Use Visual Content Part 1 and Part 2, Social Media has become an essential tool for property marketing teams.

 

Why Social Media Matters for Property Sales

 

We’ve said it before and we’ll say it again: social media is a key component of a successful property development marketing campaign.

 

Social Media for Branding

 

Social media is important for branding because 70% of all Australians are using it, which includes a large portion – if not all – of your target market. In fact, Australians spend on average 5 hours on social media per day, which far exceeds the reach of traditional marketing channels.

The utility of combining media such as images, video and creative text combinations make all social media an unbeatable force for communicating with an audience, and building relationships directly with your target market.  

 

Social Media for Sales

 

For consumers, a brand’s successful social media presence can measurably sway their purchasing decisions – with 71% of consumers being more likely to make a purchase based on social media referrals and 78% of consumers saying that companies’ social media posts directly impact on their purchases.

On top of all of that, over 31% of consumers say they are using social media purely to browse for purchases – that’s why it’s imperative for project teams to harness the power of social media when marketing a brand new development.

When it comes to social media, visuals still reign supreme – eye-catching visual content is what is going to get the most attention from your audience, and is what will make them stop scrolling and interact with your content.

That’s why a new property needs an impressive visual representation (just like any other retail product using social media to grow their business), which is where 3D renders come in.

3D renders and project imagery can be used to help tell the story behind your development and create an interested and engaged community. When shared through social media, 3D renders help to promote and illustrate the key unique details of your project, and give potential purchasers the feeling of what the property will be like once completed.

We know that a lot of people still aren’t convinced that social media can do the job of driving property sales like other marketing tools. When not done right, social advertising is full of pitfalls and challenges that can leave some developers disheartened by the experience.

 

Proven Results for Property Sales: Social Media Case Studies

 

But, while data and statistics are one thing, real results are another. Here are a few examples of recent projects that have successfully used renders to drive sales:

 

Lead Generation with Facebook Ads

 

The Facebook ad below used our renders to promote a property development. Interested buyers click on the ad, then submit their email address and phone number in return for more information on the property.

 

Coupled with a few key selling points, the renders tell a convincing story about why a buyer might want to live in this apartment building. In just 30 days, this ad collected several leads daily.

Developer: Stirling Capital
Project: Treehouse
Renders: Blank Canvas Studio

 

Campaigns like this one have been used to produce several qualified leads per day. These campaigns can use laser-focused targeting, and results can be tracked with great detail – not only generating leads, but offering critical insight into what images, copy, and selling points make potential buyers want to invest.

 

Branding with Facebook Ads

 

No property development is without a branding campaign – but do you know how well your awareness campaigns are working? And have you taken a keen eye to exactly how much your market can learn about you by catching sight of your media?

 

Social Media can offer branding opportunities with deep messaging and measurable results. Take the following Facebook Ad we are running for our own business:

 

Branding Results: For every $100 spent, this ad is seen by about 15,000 people in a highly targeted audience.

 

Deep Messaging: Once someone clicks on this ad, they are taken to a second screen with much more information. This screen loads instantly, and turns awareness into education by providing more detail.

Advertiser: Blank Canvas Studio
Developer: Stirling Capital
Project: Treehouse
Renders: Blank Canvas Studio

 

Unlock These Results: Design for Social Media

 

Utilising social media for lead generation and tangible sales results doesn’t mean going in blind, and just hoping for the best. In order to unlock the power of social media, project marketing teams need to work to create a strategy, preferably starting as early as the rendering phase of a project.

 

By creating a social media strategy (primarily focused on visuals) at the rendering stage of a project, property marketers can ensure that brand visuals will remain consistent throughout the entire sales/marketing campaign.

 

By working together with the CGI studio, property marketers can also ensure that the whole design team understand exactly what the visuals are being used for – allowing them to use their expertise to create eye-catching visuals specifically designed to make an impact on the various social channels.

 

Using CGI visuals on social media ensures that your social feeds are filled with stimulating content that captures the imagination of your target audience. Marketing teams can work with the CGI designers to create the right type of content, at the right volume – ensuring that the project/brand never becomes ‘dry’ or ‘stale’ online, while multiplying the value of the initial CGI investment.

 

Social media – the new powerhouse on the marketing scene – has changed the property marketing game forever and promises unparalleled reach into your audiences’ motives, habits and interests.

 

Taking the time to understand the importance of social media is the first step, but developers and project marketers need to ensure that they have a clear and innovative strategy (with a focus on visuals) driving their digital success.

 

For more information on how your project can use 3D renders to drive your social strategy to success, get in touch with us directly.

Justin Bourn

Justin Bourn

Justin Bourn is director of Blank Canvas who specialises in 3D visualisation images for architectural, interior design and property marketing.
Justin Bourn