Selling properties and developments is a competitive area in which only the most capable and prepared can get ahead. Visibility is necessary to succeed in real estate and one of the most useful ways to achieve this is through the use of real estate marketing tools.
Although marketing predates the digital age by almost a century, new technologies have embraced marketing, forming one of the most successful adaptations to new media our age has seen.
Now, vendors have a wide variety of opportunities at their fingertips, but with these come a number of challenges as well. Staying on the cutting edge of marketing tools is essential.
Real estate marketing
To stand out from the crowd in real estate marketing it is especially important to be innovative. The accelerated growth of architectural visualization tools not only help the design and construction of the development, but have become a key piece in the puzzle of selling real estate.
The main difficulty here is keeping up with the most innovative forms these digital tools take, since adoption time is relatively short, which means that having the technological advantage for a month does not guarantee that the competition cannot catch up easily.
The best way to deal with this situation is to keep your eyes open and never settle. While some feel comfortable with renders of quality unthinkable a few years ago, others surpass them with newly developed interactive applications.
Key tools for real estate marketing
Renders have been for years an ideal way to convey the image of the final product in its most idealized and perfect form, in a much more attractive way than an illustration or blueprint could be.
Thanks to constant advances in technology, these can become increasingly hyper-realistic, to the point they become almost indistinguishable from reality to untrained eyes.
The biggest advantage of hyper-realistic renders is that they can adapt to different styles and functions, from idyllic depictions of life designed to evoke romance and fascination, to 360-degree renders that make it easy to appreciate the dimensions and characteristics of the project.
If an image is worth a thousand words, then how many is a video worth?
Cinematics are short videos of a few seconds –usually no more than 30– that bring the digital representation of a project to life and allow it to speak for itself.
This tool is great because it adapts to a variety of needs, such as sales material on websites and social media or concept videos. Likewise, they are very useful for selling in real estate expos, since the moving images stand out visually over simple renders, attracting attention.
Real Time Render
Beyond just a video, technology unlocks the potential to engage in real interaction with a simulated environment through a virtual tour.
With a video game controller and a computer, real-time renderings can be made so that potential buyers, assisted by virtual reality glasses, can explore the development as they please.
The key word here is “interactive“. The experience is especially memorable because instead of using pre-generated images or videos the interested party can do whatever they want with the digital world they are exploring. They appropriate the moment and make the journey truly theirs.
This tool is perfect for showrooms and expos, as it is ideal for making people who have already shown enough interest in the property to physically move to the space where the tour is taking place fall in love with the project.
Real Time Render stands out from the rest because while others have become standard in the industry, virtual tours are a little-explored opportunity to truly make a mark.
In a saturated market, building a memorable identity is everything and the best way to achieve this is through comprehensive branding.
Real estate sellers often face the challenge of promoting a project that does not yet physically exist. In these cases, it is necessary to find alternative ways to communicate the essence of the property.
The other tools in this article help project a digitized image that communicates the appearance of the project, but the identity goes much further.
With well-done branding, the name, logo, colors and typography communicate a special feeling designed to be attractive and functional.
A decades-old tool in physical format made its triumphal entry into the digital marketplace with ease, as it still retains all the reasons that made it so popular in the first place.
The brochure, now popular in the form of downloadable PDF files or even digital presentations with specialized sites, contains all the key information, amenities and differentiators that make the project salable, all packaged in a style that is easy to digest, dressed in branding and designed in such a way that it is readable on any platform, including print.
Marketing is meant to attract customers. But once their attention has been captured, something has to be done with them. You need to redirect them to agents who will address their concerns and make the sale.
Although it is a possibility to do it manually like in olden times, the existence of digital tools makes it easier for everyone involved and allows for better results.
A good Customer Relationship Manager for real estate projects integrates marketing and sales in a perfect way, managing to segment markets, capture interested parties and redirect them to agents so that their entire journey as a client is registered and all the relevant information is presented in a useful way.
In short, with the proper use of these real estate marketing tools you will surely be a few steps ahead of the competition when it comes to selling properties. Don’t stop pushing forward! Innovation continues every day and there are constantly new and better ways to sell.