Powered by MOMENTUM MEDIA
realestatebusiness logo

Breaking news and updates daily. Subscribe to our Newsletter!

Home of the REB Top 100 Agents
Breaking news and updates daily. Subscribe to our newsletter

Website Notifications

Get notifications in real-time for staying up to date with content that matters to you.

REALITY TECHNOLOGY

By Real Estate Business
22 April 2013 | 1 minute read

Viewed by many as too futuristic, augmented reality may finally be coming of age in the real estate industry, writes Starr Partners CEO Douglas Driscoll

THE RAPID evolution and widespread adoption of new digital platforms has started to change the way in which property is marketed. The prevalence of smartphones and tablets has created the need for a more holistic approach to marketing property, with a heightened emphasis on engaging with your audience through the right channel at the right time. We now have to seriously consider including cross-channel marketing, and this inevitably involves more digital engagement.

Traditional real estate marketing campaigns usually centre on a ‘one-and-done’ approach, where agents reach out to a limited target audience once, via a newspaper advert or a ‘just listed’ mailer, and move on. The advent of digital marketing has seen these print-related methods become increasingly ineffective; digital marketing has more longevity and ubiquity.

Advertisement
Advertisement

DIGITAL FUSION
Consumers no longer simply have offline or online needs. They are now looking for integrated brand experiences. We need to focus on creating a marketing mix combining different channels. Each new touch point generates new customer experiences, more interaction and higher expectations.

Where possible, we now need to consider fusing the physical world with the digital world. One emerging method is through the use of ‘augmented reality’.

Augmented reality is set to have a big impact on the digital landscape, blurring the lines between what’s real and what is digitally generated. In layman’s terms, augmented reality is a digital layer over the real world that you can’t see with the naked eye, but you can see with the camera on your smartphone or tablet.

Augmented reality may seem like a futuristic concept, but it is set to become a reality in our digital lives over the coming months. Companies such as Google, Apple, Samsung and even Disney have been spending hundreds of millions of dollars in this field and are all due to launch large-scale augmented reality-based products or services before the end of this year.

BIG IMPACT
A large national franchise is already using a rudimentary form of augmented reality in the marketing of its listings. And they are not alone. Some of Australia’s largest property portals and banks have also successfully leveraged GPS-centric augmented reality in their smartphone apps.

At Starr Partners, we have been trialing a more sophisticated version of the technology, with some very impressive early results. As smartphones continue to proliferate, we believe that delivering convenient, relevant and real-time experiences has become increasingly important, and is something that consumers are starting to expect, rather than simply wish for.

New augmented reality software is set to transform traditional static advertising content, bringing it to life. For example, by simply pointing a smartphone’s viewfinder at a traditional ‘for sale’ board, the technology will overlay video and any other relevant content pertaining to the promotion of the property. The camera can also derive information from the surrounding landscape, and then provide directions and information about what’s nearby.

BIGGER, BETTER, FASTER
The future of augmented reality in our industry is unknown, but whether we like it or not, dependency on technology calls for bigger, better, faster, more efficient and visually exciting ways to access information.

Understandably, most real estate agents are starting to place a lot more emphasis on the utilisation of technology, but with all of this added complexity, it’s easy to get overwhelmed and lose sight of the big picture. We can’t afford to neglect the traditional methods of property promotion.

Given the diverse nature of the target audience, the key to any successful marketing campaign is still to raise awareness of a property, irrespective of which channels you choose to use.

REALITY TECHNOLOGY
default
lawyersweekly logo
Rankings
rankings
JUST RELEASED
May 09, 2022

REB Top 50 Women in Real Estate 2022

REB is thrilled to present the Top 50 Women in Real Estate 2022 ranking, which sets t ... LEARN MORE

rankings
JUST RELEASED
May 04, 2022

REB Top 100 Agents 2022

Now in its second decade, the REB Top 100 Agents 2022 rankings are the most revered s ... LEARN MORE

rankings
JUST RELEASED
May 02, 2022

REB Top 50 Agents NSW 2022

Even a pandemic has not put the brakes on the unstoppable property market in NSW, whi ... LEARN MORE

rankings
JUST RELEASED
April 27, 2022

REB Top 50 Agents VIC 2022

The COVID-19 crisis has not deterred the property market in Victoria, which has been ... LEARN MORE

rankings
JUST RELEASED
April 25, 2022

REB Top 50 Agents QLD 2022

As the property market continues to roar in Brisbane and Queensland, the REB Top 50 A ... LEARN MORE

Coming up

rankings rankings
Do you have an industry update?

top suburbs

12 month growth
Mirador
103.33%
Bawley Point
98.13%
Walla Walla
90.7%
Byron Bay
86.67%
Kiama Heights
85.93%
Greta
84.14%
Nulkaba
81%
South Hobart
78.78%
Diddillibah
76.25%
Lennox Head
73.98%
SEE AREA REPORTS ON SMART PROPERTY INVESTMENT WEBSITE
Subscribe to Newsletter

Ensure you never miss an issue of the Real Estate Business Bulletin.
Enter your email to receive the latest real estate advice and tools to help you sell.