A picture is worth a thousand words. How many is a video worth? How far can the potential of an architecture render go?
The potential of virtual real estate views is giving way to cinematics: virtual tours in the form of video that reaffirm the concept and communicate the essence of a project with audiovisual content.
Where do they come from? Why do they exist? How can you use them for your properties? Read it all below.
Evolution of render in architecture: from image to kinematics
Media evolves, grows and transforms. The contents that inhabit it must do the same.
Before, everything to do with real estate marketing was more or less static: paper on brochures, screenshots on desktop websites, images in sales presentations, and so on.
However, the way we convey ideas has already changed. You no longer need to stop for a coffee while uploading a video on the internet. Our mobile devices already do much more than calls and messages. Therefore, messages must be updated to better adapt to the environment in which they exist.
Storage, resolution, and loading time used to be issues in videos, but they aren’t anymore. On top of that, our screens, whether in pockets, on desks or on walls, are becoming more and more incredible in their ability to reproduce impressive visualizations.
These factors together create a most interesting situation for the evolution of the art of rendering: cinematics.
The ultimate purpose of any render is to sell a property, but there is another more immediate intention: to make anyone who sees it fall in love with the project.
Make your prospects awe at a living and stunning space that makes them feel the desire to inhabit it. Moving images can be much more vivid and captivating than a static image.
Who are you rendering for in architecture?
From the board of directors of a real estate agency to the brokers in the showroom, through the architects who create the project and the prospects who buy it, they all speak the same language: that of the gaze.
There is a huge misunderstanding when it comes to creating content wherever it is for anyone: creators think that whoever will consume that content is equal to them.
The reality is obviously different. The sensibilities of the audience are different. Their aspirations and wishes too. But many don’t get it, and that’s how you end up with writers who only write for other writers and architects who create content that only other architects understand.
And that’s the situation: if you are an architect, unless you are preparing your final semester presentation for your teacher to see, you cannot assume that anyone will understand your project as you understand it.
The content that is created for real estate marketing is not for architects. Clients do not understand plans. If you explain materials to them, they won’t know what you’re talking about.
But do you know what they do understand, and trust? Their eyes.
The windows of the soul are also the door of understanding. A black and white shot doesn’t make sense to your average client, but a visualization? That inspires love – and that’s what we’re looking for.
Cinematics: a new way to sell
New is good. Change is constant and only rewards those who are ready to innovate. Adopting new and better ways of doing things without fear is the only way to face the future.
There are more and more ways to sell projects. New ways are emerging to make the prospect not only know but fall in love with real estate developments. Amid uncertainty, agencies and developers struggle to find the right path to innovation.
The key is simple: it’s all about showing.
Future points towards hyperrealism. The road ahead is one in which every client perceives projects as real, sometimes before they are even built.
That is what cinematics are: real images in the form of a journey, in which architecture is not only seen but felt.
The human eye is unique in the way it processes and tracks images. A fraction of a second is enough for you to decide that something is not worth your attention. And the same in reverse: knowing how to gain attention is to capture the prospect by their gaze.
The eye follows the real. And the eye follows what moves. Sequential images – such as cinematics – attract simply by how our ocular organs work, which is attracted to movement. Once that attraction is achieved, they sustain it, with a journey that must create experiences and awaken feelings in whoever sees it.
Remember, real estate marketing reaches its highest point when you learn to sell with your eyes. Using cinematics is the next big step forward.