New technology can help agents get more interest and listings in upcoming units. One property firm shares how its agents win clients over with the latest in new tech.
While agents may try to win over clients with 3D conceptual models, still images and videos, one firm is taking technology a step further with virtual reality (VR) and augmented reality (AR).
Kanebridge Property is using VR as well as AR to raise interest in an upcoming apartment development The Hugh in Kellyville, NSW.
“The traditional modes of marketing in the real estate sector of Australia [are] undergoing significant change via the influence of technology,” a Kanebridge spokesperson said.
In a bid to appeal to a wide range of potential buyers, Kanebridge shows the development via an app that can be downloaded on Apple and Android phones.
“Immersing potential buyers into the actual project and giving them the ability to not only see the building in 3D, but also to step inside the building via AR without the need for cumbersome goggles was the next step for property marketing. This enabled potential buyers to see inside of an unbuilt construction at the touch of a button,” the spokesperson said.
“The buyer can interact with and experience the apartments long before they are built. This version is only a toe in the water, featuring mostly external visuals and some interactive access to [computer generated imagery (CGI)].
“We are considering fly-throughs or 360 degree images inside the properties for our future applications of this technology.”
Kanebridge developed the technology through Robb Report Publishing, a process that took 10 to 15 days. The project was aided partially through reused assets, as Kanebridge already had computer-aided drafting (CAD) drawings and still CGI, which were extensively used in the project.
For agents considering implementing new technology, Kanebridge’s spokesperson said it would cost anywhere from $30,000 to upwards of $200,000.
“We’ve heard that some large multi-unit towers are spending $200,000 on their 3D and CGI marketing materials, but their only platform for showing this ends up being video,” the spokeperson said.
“This particular project cost around $30,000. We saw an opportunity to make this a part of our future marketing plans for other projects and put some of this money into investing in the technology.”
Kanebridge believes the investment is worth it and will result in increased sales.
“Initially, the novelty will attract some attention, which in turn will create inquiries. Later, the interaction with the finished product will help people see their homes before they are built and make it easier to decide that this is the right home or investment for them,” Kanebridge’s spokesperson said.
In order to get increased sales, Kanebridge recommends partnering with the right media partner.
“There are many different companies out there that offer this technology and it can be difficult to determine the best one. It’s important to have the right mix of suppliers in each of their respected fields to ensure the end result is how you anticipated it to be,” the spokesperson said.
However, Kanebridge also cautioned agents against relying solely on this new technology.
“There still needs to be a personal connection with the potential purchase of a new property,” the company’s spokesperson added.
“The technology, if used as the only mechanism, would be very cold. It was developed to allow potential customers to have a personal connection with the property when they went home after visiting the display suite.
“It goes beyond a sales brochure.”