When it comes to marketing a commercial property there are lots of ideas like 3D Architectural Visualization. There are many people who would love to suggest how to do it “right.” A simple Google search online yields everything from strategies and plans to tips and tactics.
There are even companies that cater solely to the marketing of commercial real estate. Unfortunately, if you are looking for those here, you’ll be disappointed.
Although we don’t consider ourselves commercial real estate marketers, we do have a vested interest in our clients’ property marketing, specifically, how best to incorporate the 3D Architectural Visualization we make for them.
Incorporating Architectural Renderings into Marketing
Over the years we’ve seen many different ways of using and offering 3D rendering services for marketing, so we tend to think we learned the best ways to use them. Below are a few of our favorites:
One way to get the property out in front of potential investors and buyers is, well, obvious. Put it on the company website. Dedicate a webpage specifically to the property and load it with great looking images and calls to action (like Contact Us Now). Make sure to add the right keywords for SEO purposes, both on the webpage and the image alt tags, but don’t overdo it, making the copy read like spam.
A microsite is a mini-website. These can be good to use when a simple webpage just isn’t enough. Although sometimes microsites can be completely custom made, other times a simpler WordPress site can work. A New York Times article from earlier this year investigates why developers are going this route.
We think a brochure style site works best in getting the message across. For example, each page can highlight different features and benefits of the property. With a microsite, you have more flexibility with the high-resolution images than you might on the company website. You can also put your Architectural Animations and Walkthroughs on the microsite, which is great.
The sales centre is a great place to have larger printed versions of 3D Architectural Visualization. When the buyer comes in, it’s one of the first things they see. Another good idea is to have the animation on a large screen tv in high definition. Take them on a virtual tour and get them excited before you even say “Hello.” Suffice to say, this is also where you can have printed brochures and take-aways for after the meeting for the buyer to bring home. Direct them to the microsite to revisit the animation with their friends and family.
Print / Editorial
With every good commercial real estate marketing plan, there is the topic of publications. 3D Renderings work very well here. If you plan to do print ads, or if you happen to get an editorial about the property, the architectural visualizations can help tell a story that no one else can write about. Make them work for you here while you get your talking points across. Also, a good idea is to get a link from the article back to your website or microsite when possible.
It’s easy to see how each of these takes full advantage of the 3D Renderings for your property, and using them in multiple marketing channels helps stretch that all too familiar budget. Let us know how you’ve used 3D renderings and what success you’ve had with it.